The application of Artificial Intelligence in the world of marketing can establish smart processes in your organisation. The application of AI for handling marketing strategy can be made with the advanced techniques of Artificial Intelligence and Machine Learning/Deep learning models. The purpose of marketing is to grab the interest of customers to a great extent and then provide them with the right set of inputs.
AI can work to the extent of tracking user interest for years together, and it can even provide the product list according to the interest of the customers a few years back. Beyond listing down the set of products, you can also provide suggestions to the user on how they can improvise their purchase and adapt to the latest trend.
This will reduce the effort of the user to search for a long time to find the right set of products. Beyond this, the application of AI in marketing can majorly help businesses to find out their customers. This is because when a customer moves towards a product brand, your process will keep the customer preference on the tracking list. Later that information would be shared with the business agents, and they can start sharing the details of other products in their brand to the customer via different possible channels of marketing.
Touch point marketing is the process of following the touch events of the customer. If a customer tries to find the feature of the product on some website like Amazon or they can even select the product and move to the checkout process.
But finally, he would not have purchased the product for some reason. The touch point concept will help the user to get a reminder of the product that he intended to purchase in other channels. For instance, if the user touches or clicks on the same product or other product in some other channel, then these touch events will be tracked.
The artificial intelligence methods will start to analyse the touch points of the user and can come up with a derived combination of what the user will purchase based on the preferences. The algorithms will help to arrive at a decision on what products will the customer be still able to purchase. Also, if their preferences are identified and notified back to the branded partners. They can then also come up with certain offers exclusively for those customers to help them purchase the product at the earliest. All that these channels will finally be dependent on is knowing the purchasing capacity of the customer on that specific day. This is because their preference to buy the product is already set up with the channels.
There are various ways to capture the interest of the customers. The interest can be tracked by the way the customer browses through the product. The tracking would become easy if the customer does the search by entering keywords. Beyond the search categories, the customers would also prefer to apply the filters. Based on the filter option, the product category preference is easily available to the channels. Along with the filter condition, if the channels have the detail of the customer about their age and geographic location, then it is possible to display even the product in a customised option.
For instance, customers in the age range of the 20s will get attracted to a different set of advertisements and products. For instance, the same product can be produced for customers available in a different age range by showing them the models of young age and mid-age. Also, if the product is related to clothing, then it will become an easier way to display the sizes if the age, height and weight of the customer are captured in their earlier touch points. Hence touchpoints are a way to continuously track the customers and also grow the data of the customers in a connected manner by using all the available Machine learning techniques.
The marketing process can be introduced based on the geographic location of the customers. With the application of artificial intelligence in marketing, you can attract customers specific to the geographic location. The marketing channels will start publishing the ads based on the identity of the user. There are various ways to identify the user’s uniqueness. The user can be identified either based on the email id or based on the phone number.
If the uniqueness of the user is seen, then the channels of marketing can start to the fore front the preference settings of the user. This can then enable them to buy the product by showing advertisements relevant to those users. If the advertisements are shown with the product that the user searched for the previous day, then he could be well reminded to complete the purchase in the respective portals.
Also, there is a high chance that the user may get a feel of seeing his preferred products on the advertisement list that his choice could be the right one. Once the user views his own advertisement, he would start to witness the strong commitment that the business units are trying to have with him.
Marketing channels can also advertise based on the traditional events which are set in the upcoming days in that specific geographic location. During those traditional events, the general tendency among the buyers is to purchase new products. The end users will come forward to spend some amount of money beyond their regular purchase pattern. The business units can come up with more offers and discounts. Also, the marketing channels can advertise the products based on certain predictions.
Say if a user was interested in purchasing a product, and during festival events, the user might try to purchase a higher version of the product. Hence predictive analysis will play a major role for the user to purchase the product according to the need of festival trends.
Market based on today’s mindset of the buyers
With artificial intelligence, your marketing channels can very well display the advertisement to the users according to the current day’s trend in that specific geographic location. For example, in the case of lockdown the preferences of the user would immediately shift towards a different set of products than they used to be on the normal days. AI has the capability to show the product list according to the shift in the trend.
There are a lot of social media channels today. Channels like YouTube, Google, Twitter, Instagram, and other email platforms can together be considered as Omni channels. These Omni channels can work in a connected way by accessing the user preference data of one channel with the other. Thus, it is necessary to enrol on the marketing strategy of Omni channels with the right platform.
Omni channels will yield a lot of benefits. It has the power to publish the advertisements to the user on all social platforms. Also, these channels can reattract the customers after a specific time interval. The channels have the capability to store a lot of information about every user without the hurdle of storage problems. Omnichannel marketing reduces the challenge that the business units would face in finding the platform for meeting up the users at the right time.
The application of artificial intelligence technology and tools helps you to target your customers with the set algorithms on the set platforms. This can bring a tremendous impact on the marketing performance of your organisation. With the application of AI, you can take the data-driven approach to create an impact on your audience and customers. Furthermore, in the age of cut-throat competition with the world pushing for adopting digital marketing techniques, AI in marketing can help you save your costs and establish a competitive edge!