How AI is Revolutionizing Marketing Strategies This Year

Digital marketing without AI is as outdated as SEO without the user’s experience. AI is the vital digital asset for personalisation, automation and predictive analytics — the market needs of our time.

Such data helps AI algorithms provide marketers with deep insights into the subconscious aspects of campaign and strategic planning. Bots also continuously assist customers, giving them 24/7 access to customer servicing, and automate rote tasks.

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Personalized Content

Individualisation is an absolute must for peddlers of products. By employing predictive analytics and client data, they attempt to heighten engagement rates, conversion rates and customer loyalty, by delivering timely, contextual messaging and experiences, personalised for each individual customer.

AI’s personalised automation gives marketers an additional weapon, by automating and optimising their campaigns, targeting individual users with personalised content as precisely as possible in the moment. AI can predict what users will do next, or which movies or TV shows they might like best, based on viewing histories.

The potentially dark side of AI technology also means that marketers must remain wary of exploiting customer vulnerabilities and emotions, which makes human + AI teams essential in interpreting AI-captured insights and ensuring that all personalisation efforts stay on the right side of persuasion – rather than the exploitative side of coercion – so that marketers don’t violate a customer’s autonomy and privacy.

Predictive Analytics

Predictive analytics utilises statistical, data analytics, and AI (machine learning) techniques to find patterns in historical data that help it predict future events such as customer churn, likelihood of customer purchasing, or the success of a marketing campaign.

As an example, by employing predictive analytics to predict what products viewers are most likely to want, companies like Amazon are able to sell more products to more customers, making them both happier. Because predictive analytics can help leaders to anticipate outcomes of potential campaigns in advance of the campaign itself, investments in predictive analytics allow the organisation to rapidly pivot from unsuccessful initiatives to more promising ones. Amazon uses predictive analytics to maximise revenues and customer satisfaction Here’s where the money savings really come into play. Many business initiatives do not turn out the way the organisation planned. By predicting potential results prior to a campaign, the organisation will judge the potential return and know which might be worth the investment prior to spending any money. By using predictive analytics, businesses will save a great deal of money on initiatives that might not have been successful. Without the advantage of predicting potential results in advance, the organisation is left to take risks on untested ideas, wasting potentially large sums of money trying to perfect the outputs once the project is underway.

Predictive analytics helps businesses to improve operations by predicting demand and identifying efficiencies, and helps to protect businesses and consumers from fraud by identifying suspicious behaviour in real time. When applied responsibly, predictive analytics relies on a comprehensive governance system to detect bias, ensure transparency and build in human oversight, all of which ensure ethical use while providing actionable findings that spur business growth.

Automation

Picture for a moment a world in which automation makes life easier for your marketing team, helping them automate routine, time-wasting tasks such as sending emails and analysing data for keywords in customer messages – allowing them to take action on matters that really matter, while machines take care of everything else. Make that, imagine this reality! With AI, automation makes this possible, taking charge of these routine but important activities for you so that your team can focus on what matters, the interesting stuff.

With help from AI tools such as automated data analytics, content curation, keyword research, competitor monitoring and A/B testing, the marketer can cut out many time-consuming steps and still achieve top campaign results. In the same way that we optimise for human performance in programming and sport, the marketer must routinely assess and refine AI models so they’re running at peak efficiency.

Staying competitive in today’s digital marketplace requires being on the forefront of cutting-edge technologies, and artificial intelligence (AI) is no exception. When used strategically along with human creativity, and supported by future tech solutions, AI can help digital marketing strategies evolve to realise genuine connections with end customers and deliver meaningful business results. Contact WSI today to learn how you can start using AI to transform your digital marketing approach!

Customer Loyalty

As a result of AI taking hold, marketers are creating communication systems using ChatGPT and other tools to automate customer inquiries and maximise employee engagement. These systems pair natural language processing (NLP) and computer vision (CV) to mediate between humans and machines, making personalised recommendations, providing virtual assistant services and so on.

For example, Gen AI can be applied to optimise data preparation, modelling and time-to-value of the process of deployment for data-driven systems and applications; but success will depend on how and when you do so by carefully analysing their potential implications for performance, cost and expertise.

Instead, you can use AI to nudge customers into sticking around and buying – incentivising them with special discounts through loyalty programmes, or channelling them to new prospects through referral programmes, both of which have been proven to work by marketers. According to Invesp, repeat customers are 67 per cent likelier to convert and will spend more than new customers. A good customer loyalty programme with Gen AI will make achieving those results far easier.