Getting personal: how AI-driven personalised marketing is the future of brand communications

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Moreover, this phrase even encapsulates what personalised marketing is all about. Simply put, it is the art of creating and delivering communication tailored according to each individual consumer’s preferences. Fundamentally, personalised marketing is the process of communicating the different value of the same product or service to various consumer segments, be it students, working professionals, millennials, middle-aged consumers, digital or offline consumers, etc. Hence, as the communication channels for each of these segments varies greatly, marketers must also craft their messages for consumers in such a way that it is connected to everyone. This simply means only pitching the content, products, and services that appeal to them.

Why personalise?

Consumers today want to spend as little time as possible on choosing from the seemingly endless number of offerings in the market. Moreover, they are often looking to avoid the overload of messages from multiple brands across various channels. Hence, the success of personalised marketing hinges on short and precise messages that convey value and elicit a positive response from the consumer. Personalised marketing also delivers better measurable responses and can be leveraged considerably to not only acquire new customers, but also retain them in the long term.

Where does Artificial Intelligence (AI) fit into personalised marketing?

Today, Artificial Intelligence is that secret ingredient that’s enabling brands to win customers through hyper-personalisation of their products and services. AI has transformed the customer experience into something which, until a few years ago, was simply inconceivable, and several companies are already applying the technology for various digital marketing activities. For instance, AI is being deployed by businesses to create websites, social media posts, run email marketing campaigns, optimise content for different consumer segments, etc. Thus, it is helping brands become more agile in their communications, as well as more responsive to consumer demands, as and when they change.

Traditionally, marketing campaigns are designed around a single message or product. While the message may be a predefined one based on the customer lifecycle, these campaigns are usually targeted to a broad consumer segment. With AI, however, marketing campaigns can be made much more streamlined and targeted. The combination of AI, Machine Learning, and data analytics can enable marketers to do impressive things. For instance, insights from a customer’s behavioural traits, gathered through predictive analytics, can be an indicator of not only when they are likely to purchase a product, but can also help marketers create tailor-made messages based on specific data from the past. Customer profiles, purchase patterns and histories, brand interactions, and social data all create a detailed map of each customer’s mindset and preferences. (Read More...)