Companies all over the world are already using it AI-powered predictive analytics To anticipate and retain behaviors and customers. By all accounts, the investment in AI is paying off.
Research conducted by NewVantage Partners shows this 91% Of the companies surveyed in 2022 were increasing their investments in AI, 92% are reporting a measurable return on investment. So the use of artificial intelligence is fast becoming the future of digital marketing, and for good reason.
McKinsey Research found that 76% Many customers today feel frustrated when they do not receive a personal experience with a brand, and this is a major factor in their decision making.
the problem? Customization at scale is the real challenge. It is almost impossible without the right technology. As privacy-focused regulations raise the cost of advertising in recent years, organizations have less access to the third-party data they rely on to provide demographic or intent-based recommendations to their customers.
the solution? Artificial Intelligence – specifically, the use of artificial intelligence for definition and optimization and personalization based on first-party behavior data.
Artificial intelligence can drive personalization in digital marketing in a way that technology was not possible before. By applying it to your marketing strategies and integrating it into your technology stack, you can harness its potential to maximize your return on investment across all channels.
How does artificial intelligence improve customer experience?
For marketers, personalization isn’t just about targeted messaging – it’s about a highly personal understanding of your audience. Today’s customers expect to be happy before and after their purchase with a consistent experience across all channels (digital and in-store).
With AI, you can quickly transfer personalization from one channel to another.
If you use AI to personalize your newsletters, for example, you can use the same learning to improve your chatbot.
An AI-powered optimization platform is the only way to personalize every interaction across the entire customer journey down to the individual level.
Today’s consumers expect a personal connection with the companies they patronize and buy from.
Whether it’s through the web, email, or advertising – personal engagement is important to customers.
Most customers want to share their data for a product or service that they really value. AI can increase the number of experiences you can test to millions, automatically serving each user with the best, most personalized experience across their entire journey.
Artificial intelligence is the future of digital marketing
In marketing in particular, AI is the best way to automate and scale experiences that meet the high standards of today’s consumers. The right technology can greatly expand the scope of content and allow for smarter decision-making across the customer journey, which is why AI adoption is critical.
Here are four important ways that artificial intelligence is making its way into the future of digital marketing:
1. Big data analytics
Only AI algorithms can quickly analyze massive amounts of data and act on it accurately in real time. What this means for leaders is that AI can do a lot more of what you expect, allowing you to focus more time on higher-level tasks. As a result, AI can mitigate those repetitive and boring (but still necessary) chores.
2. Lower learning costs
AI-based optimization solutions analyze data across all channels, automatically reducing traffic to underperforming experiences, and increasing traffic with currently outstanding ideas. This means that AI drives the cost of testing and learning to its lowest potential. This lower understanding of cost allows organizations to spend time on what works rather than what doesn’t and customize personalization that is reactive, impactful, and effective.
3. Minimize client churn
In customer retention, today’s leading brands are adding Proactive Service Recovery (PSR) to their customer experience programs. PSR is an umbrella term for actions that aim to turn less-than-stellar customer experiences into excellent ones as soon as possible.
For example, when a carrier detects that a customer visiting the extensions page isn’t progressing further down the funnel (or toward their shopping cart), they can add visual callouts to popular compatible items or even offer assistance by chat or phone.
Both chat and phone interactions can be supported by Conversational AI And bring a deeper level of personal experience to your customer journey where it is needed most.
4. Excessively personal experiences
Brands that leverage AI optimization solutions have a huge advantage: They can deliver amazing experiences from any external channel, all the way to the checkout page and thank you.
This feat is accomplished by personalizing digital experiences across the entire customer journey, which would be a massive effort without the aid of AI. With smart technology in your back pocket, personalized content is easy.
The future of artificial intelligence is now
With smart technology like AI, employees can be more productive and achieve better results in shorter time frames with less stress on their workloads. They can also create more complex and satisfying customer experiences.
While AI excels at processing huge amounts of data, finding patterns, and pridectIt would be much less effective without the humans using it. Humans bring their own unique talents to the table, like creativity and flexibility — not to mention common sense.
As we find more uses for this amazing technology, AI is likely to augment existing employees and open up new opportunities for them and your business.
AI is already starting to help create ever stronger bonds between customers and brands. Stronger connections mean happier customers – which means better business. Artificial intelligence is the future. Don’t miss your chance to take advantage of its unique capabilities before your competitors do. Your customers depend on you.
Featured image rights: provided by the author; Photography by Carl Heyerdahl; Unsplash Thank you!