Online marketing is the newest way of selling for most businesses. Due to the fact that digital marketing has become a lead generator for companies, it is imperative for them to invest in this process. A combination of technology and traditional marketing techniques, such as mass personalization, has developed.
AI has already played a major role in shaping digital experiences. Several online retailers have already started using this technology. Through technology-based solutions, they are able to successfully customize their services based on the preferences of their customers.
Numerous studies have shown that the further away from the customer's preferences advertising is, the more likely it is to be ignored or reported as spam. Companies move from mass marketing to mass personalization when AI forms algorithms around their behaviour. One-size-fits-all marketing strategies are slowly being phased out in favour of personalised ones. Customers are also more likely to share data if they believe they will benefit from it.
Combined with AI-generated algorithms, automated marketing tools are already taking the industry by storm. In particular, they are effective when marketing to younger audiences who are easily frustrated by irrelevant content. Three methods can be used to implement mass personalisation:
Personalisation of Content
Websites and email marketing campaigns can constantly learn from customers' search patterns to deliver services. Suppose the customer is looking for socks, for example. The marketing can be centred around this primary need rather than providing unnecessary suggestions.
Personalisation of Customer Interactions
This idea is built around how customers interact with the site and basing site behaviour on these patterns. Important observable clues could be time of use, time between viewing and adding products to the cart etc. If the customer does not buy anything, a coupon can be sent to entice them.
Embedding Personalised Experiences
Customizing the entire site for the user is the most complex method. An experienced user can customise the site according to their preferences, while a new user will be guided through all meaningful suggestions. An interface can be reorganised using a combination of tags based on behavioural patterns.
For a successful business, it is important to adapt to changing trends in technology and customer behaviour. Overall, mass personalisation will change products, services, and experiences for the better.