The world today is very hyper-connected, and in this social media world where everyone can look for anything they want and get their interests fed, marketing has changed enormously. Rather than bland ads, the world today requires something more customised. Personalised experiences are less of a trend and more of a need. Brands need to balance organically creating engagement with crafting online experiences to interests, needs and behaviour of a large scale of the populace. However, with the capabilities of artificial intelligence, creating this type of personalised experience has become fairly easy.
How AI Helps in Personalisation
Personalised marketing is not something new. Brands have tried to personalise messages based on demographics, purchase history, customer likes, etc. But with technology, it is possible to do it on a larger scale. There is so much information today owing to technology and globalisation. AI can perform automation activities like searching for patterns and being capable of predicting their actions through the analysis of all this information. This allows marketers to create dynamic and personal experiences based on the analysis.
- AI can take enormous volumes of data from many sources like social media, web browsing, past purchases, etc. and process them to provide insights into their pattern. This used to happen much more slowly in the past, but with new technology, this pattern can now be found in real-time so that even more personalised experiences can be engineered for everybody and not just a part of the customer demographic.
- This automation reduces a lot of labour time on labour, and therefore, a lot of money is saved too. AI makes predictions by analysing such past activity of every probable customer. Based on these predictions, marketers can consider the customers’ future requirements and show content that may be beneficial for them on a large scale across social media platforms.
- Personalised content like emails, product recommendations, videos, articles, and many more can be generated with the help of AI tools. Various types of marketing content is developed for the different customer demographics, which is served to them. This results in increased interaction with content since personalisation also means an increased affinity of customers towards brands for providing such content.
- We all have different social media platforms where the experience can be blended in. Once platforms understand the needs of customers, they remain loyal to the brand.
SEO Content
With marketing via AI, marketers can offer personalised content in so many different ways. Other than ads, which consumers can find to be too over-personalised and intrusive, Search Engine Optimisation is a great way of visibility. When people search for something online, SEO ensures your website shows up higher on the search list, boosting natural engagement. This is done via articles, blogs, website pages, etc, which are SEO rich, bringing in those who might already be interested in your products and services.
Now, what is seo rich text? Informative web content, which is search engine optimised, contains internal links, multimedia, semantic HTML formatting, relevant keywords, etc. This plays an important role in marketing, and due to AI technologies, it is easier than ever to generate SEO rich texts on a large scale.
- AI software helps in content generation by looking at search behaviour, identifying trending keywords, and tracking social media updates to help in generating SEO-friendly content relevant to current users. This helps with discoverability.
- AI can personalise messaging within the content through the examination of user data of people who are likely to search for your services. If you are seeking to reach teenagers, the message needs to be different from reaching corporate workers. You can create relevant seo content for each of them so that you show up on both of their searches. AI can tell you what your target audiences like so that you can produce different kinds of content for them. This is done at a very large scale nowadays and you can reach them all.
AI driver personalisation can also pose problems like privacy concerns over sensitive online data or poor data quality that could lead to deceptive predictions and personalisation. Nevertheless, the future seems to be moving towards such hyper-personalisation. Nevertheless, for effective marketing, besides reaching the right people, building suitable connections counts a lot. AI-driven tools can be utilised in meeting customer needs both securely and effectively.