The new world of marketing

The new world of marketing

Why AI should be part of your strategy.

Sponsored Content: Provided By IBM With Insider Studios on November 26, 2018 at 7:30 am

Machine learning is reinventing marketing — and a growing number of marketers know it. According to recent research from the IBM Institute for Business Value, 91 percent of marketers at companies that outperform their competitors believe artificial intelligence is important to the future of their organizations.

At the same time, only about a quarter of them use it today. Industry analysts report AI empowers businesses to mine and interpret valuable data and make stronger connections with their customers. Yet most still aren’t applying AI to their marketing strategies.

Today’s consumers expect a lot from digital experiences. They want marketing content that’s useful and relevant to their lives. In an age when deep learning has become so advanced that it’s uncovering multi-faceted customer behavior and helping brands forge lasting relationships, the time to leverage AI is now.

And the place to start is with IBM’s leading AI platform for marketers, Watson Marketing.

How well do you know your customers? With so much data sourced from online behavior, social media activity, and browsing patterns, delivering messages that matter to them should be easy. But consumers are complex. To provide a totally relevant marketing experience across channels, you need to extract the deep, evolving insights from behavior as it’s happening, something that only AI can do.

ING DIRECT Australia took this approach to create the “bank of the future” for its customers. Using Watson Marketing, ING interpreted users’ actions to help identify customer preferences, build loyalty, and boost trust. AI’s diverse capabilities enabled the company to filter data based on more than 100 contextual triggers daily, and deploy relevant messages to 1 million prospective customers a month.

Without the holistic view that AI can provide, it’s impossible to get the whole story about your customers’ behavior. You could wind up delivering the wrong message and compromising that vital loyalty and trust. But AI can help you positively influence the customer journey to get the conversions you need.

As digital technology has grown more sophisticated, the task of managing critical customer data has become overwhelming. There’s so much data to process and assess that humans simply can’t do it alone. If you want to succeed in today’s ever-changing, omnichannel environment, there’s no question about it: you’ve got to connect data from multiple sources. And doing that is easier than you think.

Original Article Here

Author: georged31093

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