Artificial intelligence (AI) is becoming increasingly popular across almost every industry, and has been praised for making business operations and customer service more efficient than ever before. It has proved particularly popular amongst companies that deal with large amounts of data, helping them make more sense of it in an easier yet efficient way – but it seems that, ultimately, the possibilities when it comes to leveraging AI for better business knows no bounds.
Personalised promotions
Promotions are a vital part of every company’s marketing strategy, but when you fail to correctly know and understand your target market, you risk them falling flat. But thanks to the use of AI technology and its clever algorithms, that’s all changing, making it possible to create and disseminate highly personalised promotions that resonate, and ultimately, convert. By keeping track of users’ data, history and preferences, AI is able to learn more about each individual, allowing companies to take a more accurate and successful approach to engaging their desired audience.
Online gaming and casino platforms like 32Red Offers are a good example of how well this can work, and by keeping tabs on players’ activities, they have been able to retain them more effectively and keep them coming back to play their favourite games again and again through the use of relevant bonuses, free spins and other promotions that appeal specifically to each individual player.
Ultimately, it’s about delivering the right product to the right person, at the right time – something that pre-AI, proved much more of a challenge, but that can now be achieved with relative ease thanks to machine learning.
Personalised content
Gaming sites aren’t the only platforms leveraging AI in order to improve their results and create bespoke content and promotions to match their customers’ desires, improve loyalty and increase sales revenue. And it’s not just promotions that need to be highly personalised in order to improve a business’ bottom line, as your content marketing strategy is just as important. Brands now understand that a one-size-fits-all approach to reaching potential customers simply doesn’t work, and are utilising machine learning to create a more effective content marketing strategy across their online channels.
Messaging plays a key role in this, and by building more personalised profiles for customers and potential customers, it has become possible for brands to offer up their products and services at the most relevant times – for example, if you are going on holiday, your bank might promote its premium account to you, which comes with free travel insurance – or if you’ve shown interest in a particular destination then hotel and flight booking platforms may push relevant options to you, ultimately increasing the chances of conversion.
Point of purchase personalisation
Big-name brands like McDonalds provide a good example of how well personalisation at the point of purchase can work. Thanks to AI technology, the former has begun working on the creation of personalised menu boards at its drive-through locations, showing each customer a bespoke menu based on their likes, dislikes and previous buying behaviour.
Beyond this, the boards will also change based on outside factors that may influence customers’ decisions – for example, the weather, or the season. While a customer might be seeking an ice cream in the summer, they are more likely to be swayed by a cup of coffee or a hot chocolate in the winter – and AI has allowed the fast food giant to take a hands-off approach to pushing relevant products to the right people at the right time.
It’s an approach that has also begun to work well in the fashion realm, too, with various high-end retailers offering bespoke clothing recommendations based on the results of online quizzes that allow them to garner vital information on a customer’s preferences and personal style.
Personalised ad targeting
If a company is clued up on a customer’s wants and needs, it can more effectively target them with relevant products and services – and one of the most successful ways this can be done in 2023 is through personalised ad targeting. Social media platforms like Facebook and Instagram have long offered the ability for brands to push sponsored adverts to users based on age, location and likes/dislikes, with individuals theoretically then seeing only the most relevant ads on their timelines.
By tracking demographics, buying history and online behaviours, Meta has made it possible to increase click throughs and, later, conversions by offering up this service, and it has seen many brand’s bottom lines sky rocket.
In 2023, it’s hard to imagine ever having to rely on a cookie-cutter approach to marketing again, and machine learning through artificial intelligence has changed the game forever. It’s good news for brands and businesses, creating greater potential than ever before to turn huge profits. And, whether you’re a new start-up or a well-established business of any size, AI is an avenue you won’t want to ignore from here on out.
