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Source: News Chastin as of 08-06-2020

30-second summary:

  • By focusing on technological solutions that enable them to harness the power of AI, marketers can provide potential buyers with specific content and highly relevant information in a virtual world in an instant.
  • Personalization is essential to ensure the safety of first-time buyers on a clear day, but it should be approached with caution. Too much personalization can give consumers a sense of unease or “monitoring.” Too little customization and consumers receive unattractive suggestions.
  • Starting a customization strategy can be difficult if you don’t lay the right foundation. A good base requires your specific definition of “personalization” and a wealth of customer data.
  • It’s essential to have the right data to identify and define segments of your audience and customize your communications. Everything from shopping habits to social media habits can be used as data points for learning AI.
  • The right tools will allow marketers to test and provide content tailored to each visitor across multiple channels and based on a real-time understanding of customer behavior. Artificial intelligence allows teams to better understand marketing elements in a fraction of the time.

Many people think first and foremost about A/B content and tests. If this is to be tested, there are also several other elements to consider.

In the abstract, artificial intelligence (AI) may seem impersonal—devoid of the human “touch” and nuanced observations needed to meet the unique needs of customers.

It seems absurd that smart machines can help consumers on a complex shopping journey, especially when we make purchases for personal use and it is our  hard-earned money that is at stake..

This notion is all the more true as we are currently confronted with realities as a society: we need more than ever a 1:1 interaction, because we have been forced to live in a virtual world, first digital, in many aspects of our lives. No clearly identifiable light at the end of the tunnel.

Fortunately, in reality, AI can help marketers customize their efforts, ensuring a real customer service experience in a digital world.

When making a high-value purchase, consumers often choose to review their options in person, eager to talk to an expert who can answer all their questions and meet with them.

But high-availability customer service will often remain unavailable as the COVID-19 pandemic continues to engulf the world. Even when retailers reopen, the usual “try before you buy” measures may not be possible.

Beyond retail, consumers will simply expect a better online shopping experience. What will allow this? Personalization using artificial intelligence.

By focusing on technological solutions that enable them to harness the power of AI, marketers can provide potential buyers with specific content and highly relevant information in a virtual world in an instant.

How?

Set personalization

Simply put, customization helps to respond more effectively to the needs of online visitors, making customer interactions faster, improving customer satisfaction and, therefore, encouraging repeat user visits and sales conversion.

If done right, customization will increase customer engagement and conversions through effective content and product recommendations.

Personalization is essential to ensure the safety of first-time buyers on a clear day, but it should be approached with caution. Too much personalization can give consumers a sense of unease or “monitoring.” Too little customization and consumers receive unattractive suggestions.

Finding this perfect recipe requires a lot of patience – and a lot more testing. Each brand will end up with a different working concept on what customization means to it.

For some categories, it will make more sense to be hyper-personalized; A sporting goods store can choose to show more basketball equipment to a dedicated player.

For other categories, it’s better to customize. A pharmacy would not want to be too specific with customers who buy products for their personal needs.

Create a customization strategy

Starting a customization strategy can be difficult if you don’t lay the right foundation. A good base requires your specific definition of “personalization” and a wealth of customer data.

In addition to this base, companies must have the right tools and personnel to carry out their new strategy, as well as the bandwidth needed to test, analyze, optimize and re-test.

Continue to rehearse based on behaviour

It’s essential to have the right data to identify and define segments of your audience and customize your communications. Everything from shopping habits to social media habits can be used as data points for learning AI.

Une fois que les éléments de données sont identifiés, validez qu’ils sont exacts, corrigez-les et nettoyez-les si nécessaire.

Don’t forget how humanity and AI intersect

If having the right data and the right definition of customization is a good start, there will be no progress without the right tools and  the right team.

Building a strong team to measure program effectiveness will allow a company to better understand performance and decide where to invest future marketing funds.

The right tools will allow marketers to test and provide content tailored to each visitor across multiple channels and based on a real-time understanding of customer behavior.

Without the right tools, this process can become extremely time-consuming and require considerable manual effort on the part of a sales team. AI allows teams to better understand marketing elements in a fraction of the time.

Test, test, and test again

The hardest part about customization is that it’s never really finished. The success of campaigns relies heavily on content testing, contact frequency and contact intervals.

Many people think first and foremost about A/B content and tests. If this is to be tested, there are also several other elements to consider. For example, the order of a three-step route could make or break response rates.

Of course, none of these tests would lead to anything without analysis and optimization. Continuous improvement planning allows campaigns to be reviewed and improved periodically.

Start your journey

Remember, it’s all about a solid foundation. The right data, the right people and the right tools can launch a successful customization marketing.

With continuous testing and improvements, custom campaigns will soon become a proven and integral part of your marketing strategy.

Norman Guadagno is Acoustic’s Marketing Director. He leads the global strategic marketing program to support the company’s growth. Norman has more than 20 years of experience as a marketing manager for leading brands and agencies such as Microsoft, Wire Stone and Carbonite.

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