According to study from last year, most marketers either planned to or used Artificial Intelligence (AI) in their audience targeting and segmentation. This is because AI-supported campaigns and media allow marketers to easily determine which customers to talk to, when to talk to them, and what to say that will make them purchase from you. It also has the ability to help engage with customers based on their behavioral changes.
This is precisely what we will explore in detail in this post.
It’s been six months since the pandemic. It first brought the world to a standstill and then changed it entirely. Simple things, common things like working from a fixed location, stepping out to take a relaxed walk, meeting friends, or shopping have all become things we have to think about.
According to a recent report consumer sentiment during COVID-19, the shopping priorities of consumers have changed. Their preferences have shifted. They now prefer home deliveries and take-out instead of in-store shopping or dining out. In fact, customers are no longer loyal to their favorite brands.
This has resulted in a disruption that has changed how consumers interact with their favorite brands. This has made it difficult for brands to even identify which customers to target or how to advertise to them.
There are two problems that we need to tackle – changing consumer behavior and marketing budget constraints. And when you combine these two problems, you will see how AI can be the most natural solution. Using data-driven insights, companies can use AI to deliver more relevant campaigns and messages at the right time to the right target audience. As a result, there are better interactions at a smaller media budget.
While we’ve discussed the role of AI in marketing in the past, the pandemic sets the stage for discovering creative ways in which AI can be used to solve marketing challenges during a crisis like this.
AI has always been able to help marketers adjust to behavior changes. Truth is, it’s not as easy as it sounds when facing a pandemic. To see meaningful gains, it’s necessary to work with an AI platform that knows how to adjust modeling parameters to account for recent COVID-driven consumer behavior changes.
With the help of powerful ML models that can react to real-time data and customer sentiment and behavior, it can provide insights that will help you make decisions about the best time to deliver messages and when not to.
These AI models are then customized for each customer segment at every stage within the buying journey. This includes instances of prospecting, identifying customer segments, to verifying ad quality.
Campaign bidding becomes more intelligent and selective as models gather data, reducing wasted impressions, and maximizing ROI. With optimized AI, thousands of intelligent decisions can be made for each individual customer based on actions they take with your brand each day.
Considering how unpredictable and quickly customer’s behavior changes today, it is crucial to be able to make quick decisions based on real-time user data. Honestly, at this point, it isn’t a question of intelligence but the speed at which data can be processed in real-time and interpreted right.
It’s good that we have AI to help us with running all the permutations and combinations while we figure our creative strategies.
Sentiment analysis is a great way to monitor what customers are saying about your brand. Based on this information, you can deliver precisely what the customers are looking for. Traditional metrics that help define user sentiment include the number of views, the number of clicks, the volume of engagement in the form of clicks and social shares, etc.
Sentiment analysis is more than just quantity. It is the quality of interactions between your users and your brand. With the help of AI, marketing teams can now analyze customer engagement specific to an event or campaign. It helps identify promoters and detractors and help further segment your target audience and deliver customized campaigns. Based on the analysis, you can enhance your existing marketing strategy or rethink it.
It’s the right time to quickly identify a major challenge and address it – the rapid changes in consumer behavior make pre-COVID data less relevant today. This results in customer targeting inaccuracy and fewer customers and prospects converting.
The sooner you recognize the problem, the sooner you will be able to remedy it. By optimizing your AI models you can prioritize your customer’s most recent behavior. This directs the focus on recent behaviors like recent website visits and purchases and the AI models use this information to evaluate customers and learn more about them.
On a related note, the AI models will not discredit historical data when analyzing consumer behavior. It will only prioritize recent behavioral data so that the insights are more relevant and accurate within the context of the post-COVID times. This way the models can also adjust quickly and ensure that you are able to deliver the highest standard of personalized messaging that is relevant and converts.
Have you used AI in your marketing strategy yet? If not, it’s time to talk.