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Tweak your customer-centric marketing campaign

16th Jan 2018
Infobrandz CO Infobrandz
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The 90s and the years before that decade was an awesome period for businesses and their customers. Your neighborhood store keeper always seemed to know what you wanted before you walked into the store. Your tailor had all your measurements at the back of their mind – and even added that extra inch when they noticed you put on a little weight just so they could spare your feelings.

Many businesses really went out of their way to know their customers, and most were rewarded with huge loyalty points that saw their businesses survive through the toughest economic times.

But then the tech boom of the 2000s happened, and suddenly customers became more distracted and trickier to engage.

Slowly, businesses started trading customer-centric marketing – the practice of designing and implementing marketing campaigns around the individual customer – for other marketing approaches, including product-centric marketing and event-based strategies.

And while these other marketing approaches have their benefits, any business that doesn’t have a customer-centric marketing mentality doesn’t put the customer first and risks falling flat on its face.

A customer-centric marketing strategy has a ton of advantages, including seamless experiences across multiple platforms and unmatched visibility into customer behavior.

Achieving it, however, is a different story.

With artificial intelligence (AI), one of the tech developments that have been trending lately, you get a chance to supercharge your marketing strategy in a way that speaks to individual customers.

Here are a few ways that AI can help make your customer-centric dream a reality.

1. Personalized experiences

Visitor experience means everything when it comes to delivering personalized experiences across your channels. And while there are many tools out there that you can use for personalization, none comes close to the power of intelligent algorithms.

In fact, in a personalization survey by Evergage, about 33 percent of the marketers in the survey said they use AI-powered tools to deliver personalized experiences, with 61 percent reporting improved customer experiences.

Before AI made its way into marketing, marketers had to customize their marketing campaigns to speak to specific demographics or sectors, which really diverted the attention from focusing on the customer.

AI makes it easier for businesses to analyze the troves of customer-related data at their disposal and use that data to personalize experiences for individual customers. For instance, AI-powered tools such as Slackbot and Hunch can help you make sense of your Google Analytics data, enabling you to present the most relevant notifications, content, and offers while visiting your site.

Products, services, landing pages, and other elements of a marketing strategy can be customized on a case-by-case basis, which also helps improve customer experience and sales intelligence.

2. Consumer insights

One of the biggest benefits of AI is that it empowers marketers with tools to help them make sense of large amounts of data, giving them the ability to decipher customer patterns and cross-channel behaviors on the fly.

In the ecommerce industry, for instance, marketers can use AI to break down customers into accurate segments and demographics – millennials and boomers, for instance – allowing marketers to deliver relevant content to specific customers.

And for an industry that is expected to grow to over $4 trillion over the next four years, AI will play a significant role in transforming the landscape for marketers in this industry. Because it enables marketers to efficiently categorize customers into specific groups, it expands possibilities for mass personalization and more efficient segmentation of customer pools.

3. Optimize content creation via smart bots

Intelligent chatbots are perhaps the most popular implementation of AI in the real world. You’ve probably interacted with one a customer service platform, even when you had no clue that you were talking to a robot. But in recent years, they’ve also become quite handy content creation tools, with some even doing a better job than humans at creating personalized content.

Smart bots can be used serve relevant, high-value content to specific visitors on your website or blog, letting your customers skip the boring stuff and find what they’re really looking for. They let users ask specific questions and receive directions to the valuable content on your site instead of leaving content discovery up to them, which will most likely result in lost interest.

Bottom Line

For businesses that value customer-centric strategies, AI is a huge differentiating factor. AI can help create marketing strategies that are customer-centric and relevant for both B2B and B2C operators. As such, marketers need to start preparing for a future powered by AI or risk being left behind in the ongoing revolution.

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