With my experience working with Marketing activities at Fcode Labs, the arrival (or the trend) of Artificial Intelligence (AI) has been nothing short of a revolution, especially when it comes to personalizing marketing campaigns.
AI has empowered us to connect with our audience on a much more personal level, offering tailored experiences that try to bond with each individual.
The Heart of Personalization
The essence of personalization is understanding and catering to the unique needs and preferences of each customer. In the past, achieving this level of personalization at scale was a daunting task. I can remember talking, talking to many and researching on google, trial and errors, which is never ending.
However, AI has changed the game by analyzing vast amounts of data to uncover insights about individual preferences and behaviors.
SalesForce has carried out a comprehensive research on specific aspects of personalisation.
AI in Action
AI personalizes marketing campaigns in several key ways:
- Predictive Insights: AI doesn’t just understand current customer behaviors; it predicts future actions. This allows us to anticipate needs and craft messages that are relevant not just today but tomorrow as well.For example: A fashion e-commerce platform can use AI to analyze past purchase history, browsing behavior, and customer interactions. Based on this data, the AI predicts that a particular segment of customers will be interested in eco-friendly products in the upcoming season.
- Real-Time Customization: The speed at which AI can adjust marketing messages in real-time based on user interaction is, I don’t want to tell you, super fast. This ensures that the marketing content is always relevant, enhancing the customer experience.For example : A streaming service can use AI to adjust movie and TV show recommendations in real time as a user browses different genres. If a user spends time watching several science fiction titles, the platform immediately updates the homepage to highlight more titles in this genre, enhancing the user’s browsing experience.
- Scalability: With AI, the challenge of personalizing content for thousands or even millions of customers becomes manageable. AI automates the personalization process, making every customer feel like they’re in a one-on-one conversation with your brand. [I wrote a previous article on how to use WhatsApp business chats with AI for personalization] [3]For digital marketers, we can use AI to automatically create and optimize ad copy for hundreds of clients across various industries. By analyzing performance data, the AI adjusts the messaging and targeting for individual campaigns, ensuring tailored content that can bond with different audiences at scale.
The Evidence :
The value of AI-driven personalization is not just theoretical. Real-world applications and statistics provide solid evidence of its effectiveness. For example, McKinsey found that companies excelling in personalization can generate 40% more revenue from these activities than average players [1]. This demonstrates the significant advantage that personalization offers in terms of engagement and profitability.
Furthermore, Shopify which is one of the leading e-commerce sites reported the practical benefits of AI in personalization, noting that personalized recommendations significantly increase their marketing operations. [2]
The Future of Marketing
The potential of AI in marketing is vast and still largely untapped. As we continue to refine AI algorithms and technologies, the depth of personalization and the effectiveness of marketing campaigns will only increase.
Feel free to comment, add your thoughts, or share your own experiences with AI in marketing. See you with the next article! Thank you!
References:
[2] – https://www.shopify.com/enterprise/blog/personalization-trends
