Why Marketers Should Be Using Artificial Intelligence to Individualize Content Experiences

by Marissa Sternberg, Senior Director of MarketingFeb 20, 2018

Why Marketers Should Be Using Artificial Intelligence to Individualize Content Experiences

Machine learning and artificial intelligence (AI) are empowering marketers to stay ahead of the curve when it comes to personalization. These technologies are always getting smarter, enabling more personalized experiences than ever before.

Many companies already use AI to create websites, emails, social media posts, video and other bespoke content. With AI, marketers can carefully tailor the content experience to deliver what people want, when and where they want it.

These savvy marketers are making the most of the AI-based technology available to them; however, personalization is still evolving. In spite of the undisputable benefits of AI and machine learning, there is still plenty of trial and error. But this evolutionary process is also an opportunity to begin leveraging AI to its fullest to move beyond personalization and towards individualization—delivering content that is relevant to each individual.

People will no longer accept one-size-fits-all content experiences

Today’s marketing efforts bear little resemblance to those from even a decade ago—and even less than the television, radio and newspaper of yesteryear. Today’s audiences simply don’t have time for a one-size-fits-most approach. People have come to expect brands to deliver content experiences that prioritize their unique experience—without looking like clickbait.

For marketers, that means segmentation alone just won’t cut it anymore—to drive engagement, content needs to not only stand apart from the crowd, but appeal to the individual on a personal level. Modern marketing with AI-based content intelligence uncovers highly granular individualized preferences—and machine learning algorithms automate cross-channel content distribution to the right person at the right time.

Marketers need to individualize content across the entire customer journey

The latest AI and machine learning tools reveal the insights marketers need: which content their audiences are engaging with, along with when and where the interactions take place. Marketers with these tools in their arsenal will be able to quickly adjust content strategies to reach the most highly engaged, high-value individuals.

Ally Bank leverages OneSpot’s content individualization platform to create cross-channel experiences that educate and inform customers, which also positions them as thought leaders. They regularly create and deliver content appropriate for every stage of the customer journey—to drive engagement, re-engagement and return visitors. Thanks to AI and machine learning technology that delivers insights into what engaged the most customers, they know what kind of content is likely to achieve similar results. Read the Ally Bank case study now.

Yet, achieving individualized experiences scale can be a big challenge. Studies show that 40% of organizations use some automation with manual processes—and when major companies are creating an average of more than a million digital assets annually, those manual actions become untenable. AI automates manual marketing processes, so marketers can focus on consistently optimizing content based on individual user preferences.

Learn more about OneSpot’s cross-channel personalization solutions to deliver individualized content experiences.

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