We all are aware of the muscle personalization’s influence in consumer behavior, not so long ago content personalization used to require much more effort on the business’s side of things.
Now the whole marketing landscape has changed with AI making significant inroads in combination with a wide array of marketing automation tools.
Machine learning has given marketers the ability to build sophisticated segmentation strategies.
Top AI systems analyze the digital footprints left online by consumers. While the buying behavior of the targeted audience and marketing teams due to AI’s effective processing are able to create accurate consumer profiles which is essential in content creation with a personalized touch.
It is said that AI’s contribution towards the marketing industry has killed classical marketing segmentation, now with the assistance of effective AI technologies, marketers are now able to venture deep into the customer’s psychology, a thing which they were not able to do before.
To understand what the term “personalization” means to the consumer, let’s consider the example of “truism marketing”. The traveling industry makes use of AI systems to create and test recommendation systems based on the similarity of the traveling destinations.
In other words, they use the reviews that previous consumers have given, analyze the most co-occurring words used by the consumer to describe a particular destination, and then design retargeting campaigns suggesting similar destinations to their previous customers.
Every marketer knows that to gain the trust of the consumer, the content should have the power to create significant personalization value for the consumer. The more relevant and timely the content is, the more value it can create for the consumer to perform a certain call to action.
The purpose of this article is to explain some of the ways in which AI contributes towards content personalization for businesses.
Notifications with an emotional appeal
Push notifications have become a popular way used for communication with the audience. The notifications and other similar ways of communication are personalized messages delivered through mobile devices.
Users tend to be more responsive when they know that the message or any content for that matter targets them personally or cater to a need that is personal to them, instead of the message being for the general audience.
The use of AI technology helps marketers come up with more personal attributes that the customers display with their buying behavior or the feedback received regarding any service or product that the business is offering.
As there are several consumer segments within a single large segment, the AI applications employed inside a business uses numerous algorithms to identify these sub-niches. These sub-niches are further targeted by marketers who create custom-tailored messages that target or cater to the different needs of each sub-niche.
Consider the example of entertainment services from platforms like Netflix. Whenever a user watches something on Netflix, the AI inside the organization receives every action or viewing choose made by the consumer.
Based on this the service, the AI might show similar viewing experiences according to the user’s consumer prefers. Similar is the case with any website out there powered by an effective AI system.
The system dives deep into every action taken by the user and creates a profile. These profiles might have a group of consumers linked together who experience information based on their own past interaction with the website or service.
Now because of the ability of an AI system to evolve as more and more data is fed to it, based on this the experience of the user also changes and becomes more accurate over time. In other words the more input from the consumer, the more personalized the experience becomes for them.
Images are the most powerful tool any marketer can have at their side. But with the use of AI, these images can be redirected to provide information that the marketer can use when targeting a certain audience.
The AI system can go through thousands of images to help develop ever more accurate buyer personas and trends that the marketing teams can use to make more effective marketing strategies.
Due to the advancement in the image recognition technology, AI programs can pull and analyze images from sources to assimilate information based on different aspects, like the way people are using a certain product, the place at which the product is used more often or people belonging from a region with most frequent usage of the product.
Now based on this data, the product or service can be marketed in a more real-life setting which applies to the consumer because it hits them at a personal level.
AI now has the ability to provide even more personalized experiences which the old marketing giants couldn’t even think before. Now with the advent of chat boxes and voice interaction tools, communication has become more up close and personal.
Huge tech companies are studying ways in which the consumer interacts with the product or a service like the gaze of the consumer, hand gestures, sound and touch to have insight about the needs and wants of the consumers.
The AI can be made to learn all these aspects of the consumer and come up with different ways to deliver a better experience.
It is also said that in the near future, brands would interact with the consumer just like a human does. This makes a brand act like a living breathing entity that the consumers can interact with just like they interact with the people around them.
Landing page and email personalization
The aim of any business operating through an online portal is to not make a quality experience redundant for its visitors. The AI technology as we have discussed, creates consumer profiles based on different behavioral aspects. Now marketers have the ability to design certain set of landing pages and websites that show information based on each consumers profile.
This way the content does not lose its relevancy and all the extra information is filtered out. In doing so, organizations can offer more personalized offerings, and saving time and effort of the user to go through offers that might seem irrelevant or does not suite their taste.
Steven is the outreach manager at Digital agency, A Website
Mobile App Design Company dedicated to providing best quality
Mobile App Development to the online user. He has more than 7 years of experience in Digital marketing.He loves sharing travel experiences, so that it helps happy others people also spends time on social media.