Customer expectations are higher than ever, and personalization has become the new normal in marketing communications. But how can brands execute detailed personalization on a large scale?
Marketers are turning to artificial intelligence (AI) to create great customer experiences and personalize customer journeys. Read on to learn how you can start using AI to take your marketing to the next level.
Personalize at scale
When you think about great customer experiences you’ve had, your mind probably goes to tailored product recommendations on websites, personalized emails, or effective customer service interactions. Hyper-personalization is becoming the new gold standard as customers care more than ever about experiences. In fact, 84% of customers say a company’s experience is as important as its products and services.
To create great experiences, consistent interactions from one department to the next are key, according to 78% of customers in Salesforce’s State of Marketing report. That means matching personalization across all departments and channels, both online and offline. It may sound like a daunting task, but artificial intelligence is already helping marketers tackle personalization at scale.
Marketers everywhere are already starting to hop on the AI train, with 79% currently using AI or planning to use it within two years. Salesforce projects that AI will grow 257% in just two years. It’s clear that AI is already a new staple in a marketer’s toolbox.
AI is within reach
People sometimes talk about AI in lofty, complex ways, like self-driving cars or talking robots. But AI is more accessible than you might think, and it has many use cases that make sense for your marketing strategy.
With the power of AI, marketers can perform a variety of personalization tasks, including real-time next best offers, predictive journeys, advanced customer segmentation, and more. And you don’t have to dive right into the deep end of large-scale, complicated implementation. There are simple AI tasks you can set up that are proven to deliver ROI.
For example, AI can help you take landing page optimization to the next level. Without AI, you could execute a simple A/B test of headlines on a landing page to find out which page converts better. Then, you could implement the higher-performing headline as the new standard.
However, when you add AI into the mix, you can serve up more dynamic, personalized content to each individual user. Instead of straightforward A/B testing, AI can deliver a personalized solution to each and every visitor to your site, basing content and structure on customer data. This way, customers will see what’s most important to them, as individuals, when they visit your website. No more guessing games — AI will deliver your customers what they want to see, making the path to purchase easier than ever for every customer.
AI proves its worth in ROI
The ROI doesn’t lie — personalization is the key to great customer experiences, and it’s all made possible with the power of AI. In fact, 92% of marketing leaders credit personalization with a major or moderate boost in brand building. When customers become advocates for your brand, you’ll have the sales to show for it. Personalization has also been shown to boost upselling, customer retention, and lead generation.
The best part? AI puts personalization within reach for brands of all sizes and scales, so you can start creating great customer experiences with just a few clicks.
Download the full State of Marketing report, or learn more about how Einstein artificial intelligence can transform your marketing on the world’s #1 CRM.
