Artifical Intelligence is increasingly becoming a commonly-used competitive technology in businesses and has now made its way into marketing as well. It is believed that almost all modern marketers are using artificial intelligence powered marketing strategies to improve customer journey but still if some of them are not using AI in marketing, they have reason to believe that they have lagged far behind their tech-savvy counterparts.
Artificial Intelligence can help you reach your existing customers and potential customers by creating a more effective marketing and social media strategies. It enables marketers to deliver highly personalized and connected customer experiences by changing the ways they attract, capture, and generate more leads.
Incorporating AI in marketing eliminates the occurrence of human errors such as delay, biased approach, and other minor bugs. It is now an essential integral part that is capable of reducing business operational costs, delivering improved customer experience, and leveraging streamlined customer data.
Today, more and more marketers are open to considering adopting this technology to understand what activities and tasks machines are better than humans. So you may be wondering how to use AI to improve customer journeys? Don’t worry, you’re at the right place!
Ways to use AI to improve your marketing efforts
- Use smart segmentation tactics to identify the target audience.
- Connect and interact with your customers on their terms and conditions.
- Target your audience with tailored content.
AI and smart segmentation enables you to identify the target audience
Audience Segmentation and Analytics are the most crucial parts of almost all the marketing strategies. Before selling your products and services, you need to know who you are marketing too. Previously, marketers used to spend more time and resources on recognizing the best general audience for their campaigns by defining and measuring marketing objectives.
Now, Artificial Intelligence and Predictive Analysis allow markets to point out the best audience accurately and in a more efficient way. They also let marketers pinpoint the new audience segments that share common attributes and needs. This, in turn, allows you to deliver a more personalized experience, offers, and relevant recommendations to your customers and help users with the information they are searching for.
Artificial Intelligence can estimate what actions your audience segments are likely to perform on receiving your messages and emails.
Artificial Intelligence can figure out these three things in Email marketing:
Detect: Discover which attributes are the most predictive and deserve more attention and which require less attention.
Deliberate: From the collected information, AI can leverage predictive analysis to make recommendations or answering the questions.
Develop: AI can program and reprogram itself with the number of iterations. It can modify and evaluate data based on information and results.
Today, AI is modifying email marketing for better customer experiences with one-on-one personalization. It enables brands to deliver the right messages to the target audience at the right time.
Quick Takeaways:
Here are some steps to utilize AI for smarter audience segmentation.
- Pinpoint your main audience – who are they and what they like.
- Use AI for deeper audience analysis to identify new personas.
- Treat new personas as sub-segments and create personalized marketing messages for them.
Use AI to interact with your customers on their terms
While inboxes are getting more crowded every day, grabbing the attention of users is the most important part of online marketing. In marketing, timing matters the most just like if you send countless emails to the right person but at the wrong time, you will most probably lose him or her forever.
Marketers need to send the right emails to the right person on the right channels such as mobile, email, desktop or laptop and at the right time when the users are most likely to view them.
Artificial Intelligence can assist you to identify the perfect message at the perfect moment, channels, and quantity to better engage with your customers.
By analyzing the volume of messages you send to your customers against relative engagement rates, you can determine how your audience prefers to interact with your content. For example, some audiences are not likely to engage with certain channels so, AI can help you predict this condition and the one who is unable to open an email can reach with Social media ads or push messages.
Few points on how AI can help you reach your customers wherever they are:
- Analyze what messages you send, when you send, and on which channel.
- Using AI, you can collect customers choices on frequency channel and sent time through your preference center
- A/B and multivariate tests are the ways to measure the impact of your AI-optimized campaigns versus your existing baseline.
Deliver tailored content to your target audience
Now when you have identified your target audience and when, how, and where to reach them, here is the last step i.e. creating engaging and relevant content.
Marketers may use content with attractive offers and creative elements based on specific customers’ interests, behaviors, and preferences to connect with them effectively. Dynamic content allows markets to personalize the customers’ web experiences but it is often manual and time-consuming to scale.
AI can also help curate the product recommendations that would be appropriate for targeting the specific customer segments. AI-powered product recommendations account for analyzing behaviors and choices in order to provide customers with products they would like to buy.
Scale personalized content with Artificial Intelligence
- Develop a variety of offers for your target audiences.
- Use metadata and rich tags to recognize what audience members should be targeted with a particular offer.
- Add dynamic fields into your content that are linked to tags and metadata.
- Automate with Machine Learning and AI-powered recommendation engines.
Conclusion
In Artificial Intelligence, Predictive Analytics allows companies to understand user interests and make recommendations based on that information. It lets computers recognize user behaviors more accurately and predict which potential customers are more likely to become actual customers.
Deep learning through artificial intelligence can provide information related to which leads will convert and allow markets to target their efforts without wasting time on less profitable leads. To stay ahead, marketers should think about how AI can be helpful with smarter audience segmentation, dynamic content strategy, and better engagement practices.
