The rise of algorithm-based
customer experiences — like personalization and content recommendations using
artificial intelligence — is forcing brands to deliver more personalized ad
experiences as well. “In addition to segmentation,
personalization, and content recommendations on the backend, artificial intelligence (AI) is going to become more of
a front-end facet, determining and mapping customer journeys in such a way that
prevents customers from having to re-explain their context every time they move
into a new channel or contact within the organization,” says Gerry Murray,
director of marketing and sales technology research for the International Data
Corporation (IDC)
The implications
for digital marketers? Gone are the days of a one-size-fits-all approach when
it comes to ad targeting. Companies must now be prepared to deliver targeted ad
experiences and develop a range of creatives that fit customers’ varying
preferences and contexts.
While AI adds a layer of
complexity to digital marketing in terms of ad targeting, it enables a greater
deal of clarity and insights on the performance side. Companies are using AI to
gather performance data to measure the efficiency of their marketing efforts,
as well as their accuracy in targeting. This approach contributes to greater
success for future campaigns, and enables digital marketers to better
understand their customers — thus delivering a better experience.
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