Artificial intelligence (AI) has revolutionized the world of marketing. By providing customers with a personalized and digital consumer experience, AI has transformed the way marketers interact with consumers. With the growing awareness of AI's opportunities, we can expect its use to become more prevalent in sales. In this article, we will look at how AI can be used effectively in marketing and explore the following areas:
Establishing relationships with customers on their terms
Delivering tailored content to each segment of the target group
Target group segmentation is an essential part of marketing activities. By identifying the target audience, marketers can create more individualized offers and establish personal connections that would be difficult to achieve without AI. In the past, marketers would set a general goal and manually estimate the optimal target group for the campaign. With the help of AI and predictive analytics, marketers can now accurately identify the best target group and even identify new segments with the same attributes.
For example, a travel clothing retailer could use AI segmentation to identify different types of customers, such as "lux-campers" or "trail enthusiasts." Once identified, the retailer can apply individualized campaigns that emphasize the benefits of products such as a travel coffee maker or a GPS watch, respectively. AI can also help determine the actions that clients from individual segments can take after receiving the message intended for them, such as updating communication preferences or joining a loyalty program.
Here are some ways to use AI for more accurate customer segmentation:
Summarize the characteristics of your main target audience.
Use AI to perform deeper analysis and identify new personality types.
Treat these personality types as sub-segments and give them personalized messages.
Establishing Relationships with Customers on Their Terms
Once the target audience is identified, marketers need to communicate the right messages delivered through the right channels and at the right time. AI can help prepare perfect messages, determine their quantity, and choose channels to maintain the right level of customer engagement. By analyzing the number of messages sent to clients and comparing it to the number of active clients, marketers can get an image showing the target audience's preferences for interacting with their messages.
For example, some customer groups will not simply use specific channels, and AI can help predict this phenomenon. Someone who is unlikely to open an email will not be persuaded by a notification sent to the phone or social media account. The same applies to optimizing the time of shipment of content, to reach the customer when they are most likely to pay attention to your message.
Here's how AI can help you reach your customers where they are:
Verify to whom, when, and through what channels you send messages.
Use preference centers and AI to gather information about customer preferences related to frequency, channels, and time of sending messages.
Run A/B and multiple-choice tests to measure the effectiveness of AI-optimized campaigns compared to previous results.
Delivering Tailored Content to Each Segment of the Target Group
Once the target audience is identified, marketers need to create content tailored to each segment's needs. With the help of AI, marketers can create personalized content that resonates with customers, leading to a higher level of engagement and conversions.
For example, a retailer can use AI to create tailored product recommendations based on a customer's purchase history, browsing behavior, and demographics. With this information, the retailer can provide customers with relevant products that they are more likely to purchase.
Here's how you can use AI to deliver tailored content to each segment of your target group:
Use AI to analyze customer data and identify patterns of behavior and preferences.
Use this information to create personalized content that resonates with each segment of the target group.
Use A/B testing to measure the effectiveness of AI-optimized content compared to previous results.
In conclusion, AI is a powerful tool that marketers can use to improve customer experience, increase sales, and build stronger relationships with their audience. By using smart segmentation to identify target groups, establishing relationships with customers on their terms, and delivering tailored content to each segment of the target group, marketers can create a unique, personalized experience that customers will appreciate. With the increasing awareness and adoption of AI in marketing, it is important for companies to stay up to date with the latest trends and strategies in order to effectively leverage this technology and gain a competitive edge in the marketplace.