The buzz continues with artificial intelligence (AI) and machine learning (ML), otherwise known as a computer's ability to replicate human intelligence and activity. However, substance is also coming to life, through advanced behavioral analysis and the synthesis and application of data across all industries and sectors.
From health care and education to consumer goods and agriculture, advanced computing is enabling organizations and practitioners to be more efficient and effective by leveraging data-first, algorithmic-based practices. In fact, according to the 2017 Trends In Personalization study, 96% of respondents believe personalization helps build customer relationships, while only 45% agreed that marketers are actually getting personalization right.
So, what are the implications and opportunities for marketers today? AI has been growing in importance, especially regarding its ability to increase engagement through direct marketing and behavioral targeting. Businesses and nonprofit organizations alike have a stake in maximizing conversions, whether that’s driving sales, increasing donations or, in my case at Truth Initiative, saving lives. But how can marketers leverage these AI and ML applications to generate better yield in their campaigns? Here are three ways I have successfully used these technology advancements, all of which can be replicated by your organization.
AI-Enhanced Advertising Campaigns
It’s been established that social networks and search engines use algorithms to tailor content to users, but marketers can also build their own advertising algorithms. Practitioners can deliver customized information and experiences to people, based on their audience members' qualifications and, more importantly, interests in particular offers.
Content transactions equate to a unique consumer message around your brand or product. Hybrid cloud data management processes (DMPs) aid practitioners in applying those data elements. These actions translate into an advertising experience that is highly tailored and personalized to audience behaviors and segments.
Instead of spamming your audiences, develop algorithm-based profiles and use AI to efficiently deliver messages across channels. In other words, use AI-enhanced advertising campaigns to deliver the precise message to the right user at the right time in their personal customer journey.
AI-enhanced advertising campaigns, like those powered through DMPs, enable marketers to adapt to real-time changes in the behaviors of the end users. They also reduce costs and messaging saturation, while tailoring advertising experiences.
Personalized Customer Website Experiences And Conversion Rates
We talked a bit about advertising driving people to your website, but what happens when the consumer gets there? Smart marketers can employ AI technology to continue personalizing the customer experience on their sites.
Using conditional parameters, marketers can make sure the website’s message matches the offer customers receive. For example, when a user visits thetruth.com and doesn't watch a video, submit their information or click through an ad with the “watch video” call to action (CTA), that user will be invited to “watch a video.”
Sounds straightforward, right? It's not, however, as various requirements must be met. Our systems cater to the specific user experience. Because the user has not seen a video, for example, the offer is to “watch a video.” Another example is based on the same user after watching the video. The next page the user clicks on or the next website they visit, the engine serves up an invitation to “join the movement,” because the personality traits and the basic qualification have been met for them to see the form.
Use analytics, targeting tactics and a predictive and personalization engine to qualify your offers in advertisements for the long-tail experiences users receive. This technology can create personalized offerings based on your audience members' individual behavioral preferences. This increases conversion rates while reinforcing brand and ad recall.
Email And SMS Messaging
Once the user commits to signing up for a newsletter, how do we continue to personalize messages for them? Many marketers still blast blanket emails, which often lead to more unsubscribers than sales or donations. Why? Simple. The messaging is not tailored. By integrating automation in messaging, marketers can further guide users along in their customer journey.
Now that users receive advertising offers in an automated way, powered by AI, we need to carry that experience into the opt-in messaging. By creating predefined workflows in email and short message service (SMS), the personalized messaging aligns with your organization's segmentation strategy.
When a user qualifies for the highest level of engagement (i.e., a self-declared activist) with Truth Initiative, they fall into our most exclusive messaging path. Subsequent offers are tailored towards their actions and activities. If an activation asks young adults to come out and participate in a march to tell pharmacies to stop selling tobacco, only those who are interested will receive that message. AI-powered automation ensures that this offer goes to the right users, rather than those only interested in attending concerts or responding to giveaways and promotions.
Leverage automation and personalization engines in conjunction with opt-in offers in your organization's email and SMS efforts. This workflow automation and preference-based marketing accelerates participation and increases ongoing conversions.
The machines are already here and more are on the way each day. Marketers and practitioners must embrace personalization and algorithmic, behavioral-based segmentation. Without it, they will further alienate the very customers and consumers they are trying to reach and win. Artificial intelligence in marketing, powered by machine learning, continues to grow its footprint. Start shifting from rules-based segmentation and seize this new frontier.
