When it comes to capturing consumers’ attention and then converting them into loyal customers, one of the most effective strategies is reaching them on a personal level. In fact, 88% of consumers say personalized content improves the way they feel about a brand. And 78% say that when a brand delivers a personalized content experience, they are more likely to make a purchase.
While marketers agree personalization is effective, many organizations are held back from delivering personally relevant content experiences due to challenges with customer data and lack of bandwidth to mine through and match content with customers on an individual level.
Now, however, with artificial intelligence (AI) and machine learning, marketers are able to scale their personalization strategies. For example, programs that typically require many hours on manual operational tasks can now be optimized via machine learning to increase frequency, effectiveness and targeting to a segment of one. .
Here are some examples for how AI can enable brands to personalize content experiences at scale to deepen engagement and relationships with customers.
Send Personalized Reminders That Resonate
By leveraging customer data and AI-driven personalization solutions, brands can align a customer’s purchase history with strategic reminders to drive deeper engagement and ongoing purchases. For example, JackRabbit sends automated emails to customers reminding them to purchase a new pair of running shoes. The emails include information about the customer’s last purchase along with valuable content about running. Sephora also uses customer data to deliver personalized experiences at scale. The brand will send individually personalized emails with reminders to purchase various products that align with the customer’s previous purchases. Emails are timed with typical repurchase cycles for various products, like when a customer would typically run out of a specific type of lotion or beauty product. Thousands of customers can receive the same type of email, but the timing and content make each email feel personal.
Get Consumer Feedback
In addition to leveraging customer data on purchase history and website behavior, brands can leverage AI to gather insights directly from the customers themselves. Studies have found that many consumers like the personalized treatment from companies and brands—50% of US consumers reported that they really or somewhat like to receive personalized messages. And 83% of consumers are willing to share their data to enable personalized experiences, as long as businesses are transparent about how they are going to use it.
One tactic is to ask engaging questions to gain more data about customers, and then use the insights to further personalize the experience. BuzzFeed does this frequently with interactive quizzes to learn more about their readers and then tailor content to their preferences and personalities.
Get Individually Relevant
Consumers are exposed to hundreds (if not thousands) of branded messages per day. Brands need to ensure their experiences stand out in order to attract and retain customers. Recommending the right piece of content or product that aligns to the individual needs and preferences of each customer can spark joy and engagement with customers. Using AI-powered individualization technology to offer product recommendations that are relevant to customer needs can keep users engaged and inspire them to take action, like purchasing the recommended product or requesting more information. For example, a customer viewing a how-to article could be presented with a specific product to help them complete a project at home.
Bring People Closer to the Content That Matters
Whether a visitor is engaging with your brand for the first time or the fifth, OneSpot’s Individualization Platform delivers the most relevant piece of content to 100% of your site visitors and email subscribers. Learn more about how you can deepen your brand’s relationship with consumers in 2019. Click here for a closer look at how individualization technology works to create one-to-one content experiences for customers.
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