By: Anushka Lokesh, the Head of Growth at Breinify, an AI-powered predictive personalization platform.
Artificial Intelligence is the process of analyzing millions of patterns through machine learning. By studying these patterns, AI can make well-thought-out decisions that humans simply can’t.
AI and data science are used in every sector to automate and ease processes. Marketing is no different. The use of data science in digital marketing plays a critical role in any campaign. And organizations making proper use of it are getting huge advantages over their competitors, including:
- Dynamic audience segmentation
- Personalized product recommendations
- Consumer journey optimization
These tasks are all done with AI. Sure, you and your team could do these things manually. But leveraging AI allows you to use your time more effectively. Let’s see how AI is transforming conventional marketing:
Since the rise of the internet, people spend nearly all their time online. Be it through social media, browsing, or work. Because of this, consumer data is becoming more and more accessible — and the days of mass-targeted marketing are gone.
AI can analyze mountains of data, assigning people tags based on what they are interested in at the moment, what their income is, where they are located, etc. Using these data points, you can market your product or service more accurately to the right audience, without extra friction and waste.
That is how the use of data science in digital marketing has facilitated a digital transformation in the ways agencies target consumers.
Don’t you love when a song ends on Spotify and another starts on autoplay — a song you’ve never heard before but like and will probably listen to again? Well, that’s thanks to an algorithm run by AI. The same can be said about YouTube or Netflix recommendations.
The point is that after studying millions of users’ likes and dislikes, these platforms can predict what type of content consumers will like with great accuracy. The benefit? Consumers are spending more time on the platforms. Thanks to marketing automation and personalization, this process can be done without manual intervention.
Relevant Messaging and Product Recommendations
Suppose you’re an avid tea drinker. You buy tea from a certain site regularly. One day, you wake up to an email saying you’re running low on tea and reminding you to restock. How did the tea company know you would need more tea soon? In short, it was its AI.
Based on your purchase habits, it properly deduced when you’d be out of tea. When you go to purchase from its site, the last purchase you made is probably already being recommended — AI also accomplished this with the help of first-party data.
This kind of personalized messaging greatly enhances the consumer journey. With the help of AI’s personalized messaging, each consumer can get their own unique buying experience. With the aid of thousands of available email templates, AI can send each user perfectly tailored messages suited to their preferences and needs.
This is causing a major digital transformation in marketing. Consumers won’t get routinely spammed with thousands of emails. They’ll only get the emails they need and want to see, and brands like yours won’t have to send out millions of unread emails daily, only for no conversions to come from the messages.
By using AI to study consumers’ behaviors, we’re reaching a stage of personalization never seen before. AI and data science have digitized the marketing process and made it easier for businesses to achieve their goals and provide the kind of individualized, one-to-one content consumers want to see.
The bottom line is that marketing AI is no longer simply a helpful tool — it’s the difference between gaining a competitive leg up and capturing opportunities or missing them and falling behind. That’s why you shouldn’t ignore the infinite possibilities AI and data science will continue to bring.