Artificial Intelligence and Its Role in Personalised Marketing

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Mar 8, 2024 / by
Artificial Intelligence and Its Role in Personalised Marketing

We all like to feel as if we’re being spoken to one-on-one. It makes us feel special and helps cultivate a deeper connection between two parties.

In the world of marketing, however, it’s traditionally been difficult to create that personal touch, as, by its very nature, marketing is all about trying to appeal to as many people as possible. This has often meant brands find a middle ground, settling on a “niche” or target audience that shares similar ideas and values. But what if you could tailor your marketing on an individual level without spending any more resources?

Artificial intelligence (AI) has become a transformative force in recent years, helping marketers understand consumer behaviour and use predictive analytics to create automatic content focused on the individual rather than the whole audience. Today, we’ll be looking into how this technology has already been used and why it could completely revolutionise the role of personalisation in marketing.

Transforming Digital Marketing Through Personalisation

AI’s capability to analyse vast amounts of data in real time has made personalised marketing not only possible but surprisingly affordable. At its core, it’s a practice that’s all about delivering the right message to the right person at the right time and AI excels in this area by processing and interpreting data to create incredibly detailed customer profiles that inform tailored marketing strategies. These activations resonate on an individual level and can feel as if the brand is actually listening to you and anticipating your desires. And that’s a very powerful thing indeed.

AI in Consumer Behaviour Analysis

Understanding consumer behaviour is critical when crafting effective marketing strategies. AI tools can sift through data from online interactions, purchasing history and social media engagements from across the pantheon of platforms to identify patterns and preferences. This analysis helps marketers predict customer needs and preferences with remarkable accuracy, allowing for more targeted and effective marketing campaigns that use the nuances of consumer behaviour as a building block for content.

Predictive Analytics and Its Advantages

Predictive analytics is another area where AI shines, allowing marketers to forecast future consumer actions based on historical data. This capability enables businesses to anticipate market trends, customer needs, and potential changes in consumer behaviour. By utilizing AI-driven predictive analytics, marketers can make informed decisions about inventory management, product development, and promotional strategies, ensuring they stay ahead of the curve and meet consumers’ needs proactively.

Automated Content Creation

Content might be king in digital marketing, but creating content that is both high-quality and highly personalised at scale can be challenging, particularly for smaller brands. AI, however, can generate written content, images, and videos tailored to individual preferences and while it might not have the same unique personality of human content, when working at scale it can at least create content that’s “good enough”. The content will also align with customer interests, behaviours, and engagement history, making it more relevant and engaging, even if it’s not the greatest quality. That being said, AI is getting better every day so who knows how good that content could be this time next year?

The Future of AI in Digital Marketing

Looking ahead, AI’s role in digital marketing is set to grow even more significant as algorithms become more complex and all-encompassing. As technology evolves, we can expect even more sophisticated levels of personalisation, where marketing messages are not just tailored to individuals but also to their current mood, the time of day, and even the weather conditions where they are in the world right now. Real-time personalisation, where AI algorithms adjust marketing messages on the fly based on live user data, will become more prevalent and the lines between AI-generated marketing and human-generated marketing will truly begin to blur. It truly is an exciting and potentially frightening time to be in marketing!

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