We’ve all experienced the power of uniquely tailored, relevant content and recommendations. Top-tier platforms such as Netflix, Amazon and Spotify utilize powerful content and product recommendation engines to create the kind of seamless, delightful user experience that keeps customers coming back again and again.
Most of us, however, don’t have access to tools as sophisticated as those of Amazon, Netflix or Spotify. Yet, we still want to provide our customers with useful, relevant, actionable information that simplifies their purchase decisions. But exactly WHAT that information is constantly changes throughout the customer journey. This makes selecting the content, products, and offers which will “break through” a very difficult and fast-moving target. Multiply that by your number of customers and potential touchpoints, and you’ll see that choosing content for each customer interaction quickly becomes next to impossible.
Of course, there are tools to help personalize content. Recommendation systems and content optimizers have existed for years now, but they are typically based on manually entered rules and inflexible templates. They are also driven largely by marketers’ hypotheses about what would resonate with their customers rather than what customers’ behaviors, interests and lifecycle stages reveal. Consequently, they don’t keep pace with today’s rapidly changing consumers.
And as we all know, irrelevant content is the #1 reason consumers disengage with brands. Can you really afford to base your revenue on guesswork?
That’s where AI is here to help.
AI helps marketers work smarter, faster, and more intuitively as they engage customers along their customer journey. It does so by optimizing WHO marketers should be targeting, selecting WHAT content they engage with, WHEN to engage with them, and WHERE is the best channel. This “AI Marketing in Action” series will explore AI’s impact on these 4 Levers of cross-channel marketing and quantify its impact on each lever. Our findings are based on a recent benchmark study that analyzed 3.8B marketing interactions from campaigns across various channels and verticals.
Our last post explained how AI helps you determine WHO are the best customers to target at any moment for each of your customer strategies. Now, we’ll explore how AI helps determine WHAT those customers see.