Marketing Trends – AI x Personalisation

Artificial Intelligence (AI) is something the world is constantly debating, and businesses and consumers alike are forced to embrace the numerous changes it brings to consumption and commerce. For businesses, understanding AI and how it works is one thing, but knowing how to implement AI systems and subsequently how to leverage it for business success is the real challenge. Many organisations understand the concept of AI but are lacking the infrastructure and technical education to make it a transformative tool in their operations.

In under 5 minutes, we’ll give you a short and snappy gist on how AI personalisation.

Nogood reported that the Marketing and Advertising industry, closely followed by the Technology industry had the highest percentage of people who were using AI for daily tasks at 37% and 35%. However, many businesses are still missing tricks when it comes to the full capabilities of AI and what it can enable, personalisation being one of them.

Why personalise

Personalisation is fast becoming a must and not a nice-to-have for your customers. 80% of consumers now expect their buying experience to be personalised and more than ever before, are comfortable with sharing their data in order to get this type of experience. This statistic demonstrates that there’s an undeniable benefit to businesses in fulfilling this demand by using AI technology. Utilising AI for personalisation translates in the B2B world on three main areas; creating tailored marketing campaigns, improving buyer journeys and customer experience.

Data-driven AI – Understand your customers

To enable AI personalisation, you firstly need data sets. These data sets power the AI system and allows it to spot trends, patterns and different types of behaviours. AI-powered tools analyse the real-time user behaviour and consequently adjust the content according to the behaviour. For example, by sifting through reviews, comments and analysing conversations to uncover trends, AI identifies specific areas for product improvement or upgrades because it’s pinpointed the actual client’s needs. This ensures that product improvements are in alignment with demands of the buyer demands and their expectations.

In the context of Sales, a Sales Manager may use AI data to ensure their sales prospecting is tailored to include key information about their prospect’s business needs and preferences. This might look like sending a LinkedIn Direct Message to a prospect about a product offering that solves a business problem that your AI system has provided as an insight. This valuable data has then been leveraged to create a more meaningful start to a conversation between the Sales Manager and prospect. Instead of a generic outreach that would be easily overlooked, the prospect sees a relevant message that meets their needs.

Using contextual data to build connections

The common misconception is that to use AI systems, you need a plethora of data sets when AI can in fact work with whatever data you have. Using Generative AI personalisation for marketing and content creation is an avenue you can take if you’re lacking large data sets. Using existing client or customer data ranging from their name and job title to their browsing time, highly tailored and engaging marketing materials can be produced. This could be:

  1. Personalised emails
  2. Personalised Videos
  3. Targeted advertisements
  4. Tailored recommended products

Using this type of content increases the likelihood of engagement and conversion as it evokes strong emotion which builds a connection to your brand and/or product or service offering. Your customer sees that you value them and understand their needs, making you a more trustworthy and memorable brand. See how Personalised Video Marketing revolutionised The University of East Anglia’s student recruitment campaign. Read the case study and see the video in action.

Using AI for personalisation doesn’t have to be complicated. There is a plethora of AI-powered tools that can be used to help you work smarter and not harder. They key is understanding what data you have at your disposal and how you’d you like to use the data in your operations. We can help you start with how to better utilise your customer data to create highly engaging campaigns that enhance your customer’s experience. Talk to us.

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