There is no denying that artificial intelligence has grown in complexity. The technology may still be young, but more businesses are seeking ways to take advantage of its potential.
Business owners have their eyes out for AI developments in terms of customer relationships, and rightfully so. For example, predictive customer support could help solve issues before a user even contacts the company. Also, better analyses of CRM databases can automate the hunt for strong sales leads.
Why Personalizing AI Counts
AI is getting us closer to the sought-after 1:1 marketing at scale. Differing levels of marketing segmentation and personalization have been around for decades, but an array of roadblocks (like too much data and too few ways to use it) have prevented the reality of pure personalization.
Now, we’re seeing a stronger than ever push to scale personalization to advance customer relationships. Most importantly, customers report that personalization is important for their interactions with brands.
Equally importantly, brands realize that personalization is about capturing data and putting it to good use.
The Dream of 1:1 Marketing
Thanks to AI, we’re closer than ever to 1:1 marketing at scale. We’re seeing marketers evolve from typical segmentation like “middle-aged women buying brown trousers” to more specific and granular personalization through segmentation that looks more along the lines of “45-50-year-old active women who buy brown trousers, drink whiskey, and prefer communication via SMS.”
This increased accessibility to honed data and the opportunity to take action on it are exactly what make 1:1 marketing a reality.
By utilizing AI to analyze exactly when, how, and what your customers shop for, you can better forecast on a customer-by-customer basis what your customers want.
Let’s take a look at how AI can be personalized to create stronger customer relationships.
1. Optimize Email Campaigns
Consumers are overwhelmed by information overload. The average office-bound person receives more than 120 emails a day. To compete, and get noticed, more brands are using AI to carefully analyze engagement data and predict email open rates.
The perfect example of this is a campaign run by Virgin Holidays. The brand individualized its messaging, increasing email opens by as much as 70% and clicks by more than 60%. If that’s not impressive enough, the company increased revenue by 49%.
2. Broaden Your Reach
Artificial Intelligence can help you connect with your customers and identify new prospects. A process called lookalike modeling involves comparing psychographic and demographic data of the existing customer to predict what other types of customers are most likely to make a purchase. AI can go further by recommending audience clampdown, saving you coveted marketing budget by skipping people you’re unlikely to convert.
3. Effective Adverts
Advertising used to be a guessing game. Media was a one-size-fits-all, forcing businesses to predict what would really speak to their audience. With AI, advertising has become a science. The majority of digital ads will be tailored to each and every viewer by 2020.
4. Custom Shopping Experiences
Customers expect personalized shopping experiences, and this is now possible thanks to AI being able to predict intent. Besides suggesting similar products, AI can analyze what shoppers hang onto and what they return, for example, and with this data, you can create the most personalized experienced for your valued customers.
AI is the key to more than just a regular customer experience. Customer personalization is built on the back of real-time data, which is nearly impossible to scrutinize manually. Instead, put your faith in AI to build solid customer relationships and create a personalized experience for every customer.
Let Blueshift help you garner the benefits of 1:1 marketing today, chat with our team today.
