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How To Use Personalization AI in Your Marketing Strategy

February 25, 2022

Artificial Intelligence (AI) and Machine Learning (ML) are tools a brand can use to streamline and optimize every touchpoint of their commerce marketing, from internal workflows and processes to the external customer experience and invaluable data collection along the way.  

AI and ML enable brands to achieve the highest level of personalization through their mobile app. These tools gather and consolidate customer data, including recent transactions, in-app behaviors, demographics and offline purchases connected through physical loyalty cards, to make predictions about future behaviors and improve the customer experience on an individual basis.  

What is artificial intelligence? 

AI specifically describes the advanced technologies that have the ability to make automated, intelligent decisions resembling human behaviors, human speech or communications, and human problem-solving.

These technologies can be used to gather mobile marketing data, analyze the data and make inferences from recent behaviors to perform targeted actions with heightened efficiency and accuracy.    

 What is machine learning? 

Machine learning is the process the AI technologies use to identify recent behaviors and pinpoint behavioral patterns. This advanced technique allows marketers to derive insights from the data learned by the machine and use them to improve future marketing decisions.  

AI and ML are self-sufficient in their ability to continue improving their methods, based on recent, real-time data. From the data collected by machine learning engines over time, AI can accurately predict each customer’s future behaviors.

Your brand can leverage these predictions and integrate them with your marketing strategy to make relevant product or service recommendations, send tailored offers at critical moments in each customer’s journey, and deliver highly-personalized marketing campaigns to drive key actions from customers.  

Intelligent technologies generate invaluable customer insights that can be used to drive better business outcomes, optimize profit margins, and improve overall customer satisfaction and retention.    

The Power of AI in Mobile Marketing 

All commerce companies, bricks and mortar and e-commerce, can use AI to create a consistent marketing experience that connects a customer’s offline behaviors with their online experience.  

Connecting offline behaviors to online behaviors could include a physical loyalty rewards card that integrates seamlessly with a brand’s mobile app to track a customer’s earned points, recent transactions and offer redemptions. Connecting a customer’s offline behaviors (in-store purchases) with their online behaviors (in-app actions) can give your brand the information it needs to optimize the customer journey.   

Companies can use AI to pinpoint customers’ evolving behaviors, interests and attitudes to further refine their marketing strategies. 

Advanced technologies can help brands get the most return from their data collection, by analyzing a myriad of data in an efficient manner. These lightning-fast analyses that are only made possible through advanced technologies can help your marketers refine and iterate campaigns for best results. 

The insights can be used to make consistent optimizations to marketing campaign content and audience targeting strategies in real-time, as the campaign is running.  

Put simply, effective use of AI technology can be leveraged to engage consumers through a level of personalization unparalleled by traditional marketing methods.  

What is personalization in marketing? 

Personalization is how your brand demonstrates that it understands each of your customers on an individual basis. It’s how your brand fosters a meaningful moment, forms a connection with your customer, and earns his or her trust in your brand. 

Personalization, AI and ML go hand in hand. To reach a certain level of personalization in marketing, you need AI and machine learning tools to derive insights from your customers’ recent behaviors, locations, interests and transactions.  

All of your mobile marketing engagements (product recommendations, offers, in-app messages and push notifications) need to be personalized for each customer - and here’s why: 

“Nearly all consumers (91 percent) are more likely to shop with brands who recognize, remember, and provide them with relevant offers and recommendations” (Source). 

Let’s say one of your customers is a vegetarian who regularly orders salads for lunch via their favorite QSR’s app.  Sending them an offer for a triple meat burger is not likely to result in a transaction, and they will also feel as though your brand doesn’t understand them. Similarly, sending them an offer for a salad that they would buy anyway is a sure fire way to erode profit margins.  

That’s why personalization is harder with a one-size-fits-all solution. Your marketing solutions must have the ability to adapt to dynamic consumer needs and interests. AI and ML can be utilized to interpret a number of different processes, data sources and problem solving techniques to gain the full perspective of your customer. 

Using one demographic alone, like the customer’s age, gender or location, to determine his or her needs and interests and predict future behaviors won’t provide accurate insights. 

Your customers are unique, dynamic and complex - which means your technological tools should be too.  

Automation is another key feature of artificial intelligence that supports brands in delivering personalized engagements in real-time, at optimal moments in the customer’s journey. Messages or notifications can be delivered in response to specific in-app behaviors, based on the time of day, the customer’s most active hours, or the customer’s location. 

Earn your customers’ trust through relevant product or service recommendations.  

A customer at a fuel convenience store adds a Dr Pepper soda to their purchase. The cashier rings up the sale and says, “Have you tried the new cherry soda which is on at two for the price of one this week?”  

Your mobile app needs to take the place of your in-store cashier, recommending similar products or services, cultivating a personal engagement, based on each customer’s previous transactions or current in-the-cart transactions. 

Advanced AI and automation tools pick up an array of data from your customers’ recent behaviors, and transcribe this data to information that can be leveraged to tailor each customer’s personalized experience and foster an impactful, meaningful engagement. 

What is Explainable AI

Explainable AI (XAI) is a subfield of artificial intelligence (AI) that focuses on making sure that machine learning (ML) models are understandable by humans. This is important not only for the development of safe and effective AI systems, but also for building trust between humans and machines.

Plexure provides world-class solutions in AI-generated personalization.  

Leveraging data science is fundamental to the success of any customer engagement program. Through our world-class AL and ML engines, your brand can truly understand your customers, pinpoint their desires and deliver the most personalized engagements to a market of one. 

We’ll help you build automated, effective campaigns that generate the results you’re looking for. Whether you have 100 locations or 1,000 locations, our solutions enable your marketing team to build automated campaigns that are easily deployed at scale. 

Our world-leading AI is applied to inform your messages and timings so that your marketing campaigns hit the mark every time.  

In the modern world, customers expect their favorite brands to know them on a personal level, understand their interests and anticipate their future behaviors. The importance of personalization is absolutely paramount in customer-centric industries.  

Your brand needs explainable AI tools that operate at a level of transparency, denoting how they come to conclusions, so your marketing team can trust the source and quality of data-driven insight.

By leveraging AI and ML, your brand can engage with your customers at the highest degree of personalization through your customers’ most personal mobile devices. 

We provide end-to-end world class mobile engagement solutions that truly optimize the opportunity every customer represents to your business.   

But enough about us. Ready to find out what we can do for you? Book your demo today. 

Summary

  • Artificial intelligence (AI) and machine learning (ML) are tools a brand can use to streamline and optimize every touchpoint of their commerce marketing, from internal workflows and processes to the external customer experience.
  • AI and ML enable brands to achieve the highest level of personalization through their mobile app.
  • These tools gather and consolidate customer data, including recent transactions, in-app behaviors, demographics and offline purchases connected through physical loyalty cards, to make predictions about future behaviors and improve the customer experience on an individual basis.
  • AI technology can be used to create a consistent marketing experience that connects a customer’s offline and online behaviors.
  • Companies can use AI to pinpoint customers’ evolving interests and attitudes to further refine their marketing strategies.
  • Insights gained from AI can help marketers make optimizations to marketing campaign content and audience targeting in real-time.
  • Personalization is key for brands looking to foster meaningful customer connections.