The New World of Marketing
Machine learning is reinventing marketing — and a growing number of marketers know it. According to recent research from the IBM Institute for Business Value, 91% of marketers at companies that outperform their competitors believe AI is important to the future of their organizations.
At the same time, only about a quarter of them use AI today. Industry analysts report artificial intelligence empowers businesses to mine and interpret valuable data and make stronger connections with their customers. Yet most still aren’t applying AI to their marketing strategies.
bank of the future” for its customers. Using Watson Marketing, ING interpreted users’ actions to help identify customer preferences, build loyalty, and boost trust. AI’s diverse capabilities enabled the company to filter data based on more than 100 contextual triggers daily, and deploy relevant messages to 1 million prospective customers a month.
Without the holistic view that AI can provide, it’s impossible to get the whole story about your customers’ behavior. You could wind up delivering the wrong message and compromising that vital loyalty and trust. But AI can help you positively influence the customer journey to get the conversions you need.
As digital technology has grown more sophisticated, the task of managing critical customer data has become overwhelming. There’s so much data to process and assess that humans simply can’t do it alone. If you want to succeed in today’s ever-changing, omnichannel environment, there’s no question about it: you’ve got to connect data from multiple sources. And doing that is easier than you think.
Watson Marketing can be used to automate even the most labor-intensive activities, bearing the brunt of routine tasks like data collection so marketers are free to focus their energies on higher value work like strategy and creativity. Because AI built into a variety of products, all you have to do is add your data to Watson Marketing, and you’re on your way.
produced a 32% lift in revenue and double the traffic to its website. ”
As a nonprofit, we are always looking to do as much as we can with as little as possible,” says Andrew Carlson, manager of digital marketing with Georgia Aquarium. “So we looked to AI to help us expand our team without adding headcount to be able to see what insights we can get out of it and provide a better, more personalized experience to our customers and guests.”
Delighting customers when they interact with your brand is no longer a perk, but a core component of successful marketing experiences. One of the best ways to satisfy this criteria is with personalized messaging. “We’re constantly engaging our users with content and information that they’re unable to see anywhere else, so we can give them up-to-the-minute insights, summaries, and even triggers to act in a certain way,” Carlson says.
Customer interactions with brands should feel seamless and rewarding, and tailoring content to their interests meets these requirements while also improving ROI. Yoox Net-a-Porter Group, for example, uses Watson Marketing to maximize its data and analytics and determine exactly what its international audience of shoppers wants.
with the help of AI.
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