It’s hard to argue with the numbers and stats of using robots to replace humans – take this article from Business Insider that tells a story of robots taking over 90% of humans in a factory in China and increasing productivity by 250%. Obviously, an investor and accountants dream, productivity up, defects down and ultimately profits sky high. So is it really all Skynet doom and gloom?
Artificial Intelligence is really starting to make an impact, with 75% of Americans believing AI is good and is here to help humans. It’s no different for the world of Digital marketing with Gartner estimating that 20% of business content, will be authored by machines by 2018, meaning I could be replaced by a Commodore 64 pretty soon. But the truth is that a lot of machine lead content still requires human interaction, for example, the AI tool Wordsmith still requires you to add your data, write your template, preview your stories, and then publish them.
So, although it’s true that a lot of news published today is machine generated, machines aren’t able to understand things such as consistency of voice or notice the sentiment between the lines. These nuances are either absent from the text, or, at worst, forced. And in the case of the news, there should often be stories about real people, with real emotional impact. Stripping away these elements rob these news items of the very humanity they need to breathe.
For us here at i3 Digital we see it having a bigger impact in the area of analysing user behavior to improve the experience they have, otherwise known as “Personalisation”. It’s happening all around you and in some cases without you even realising it.
Humans are creatures of habit, which make us prime candidates for an AI approach to help us take the guesswork out of what our online decisions will be. For example, Amazon tracks our journeys on their site so it can pre-send items it thinks we will buy to a local depo making delivery super quick.
Organisations really need to be savvier with how they present themselves to potential customers online, as they want the right information relevant to them, at the right time or what I call “Just in time” content. People aren’t averse to this approach if it improves the experience of Artificial Intelligence (AI) is everywhere. Whether they realize it or not, consumers have AI-driven experiences every day via apps, recommendations, face/voice recognition, and much more. Customers now expect these highly personalized, relevant experiences from every brand they interact with:
So let’s take three examples of personalisation in the real world and how modern Content Management Systems can help. Let’s take a look at the Kentico EMS which comes with a Content Personalization module that delivers the right content to the right person at the right time, based on individual browsing history. Analyzed factors include:
- Demographics – address, age, job title, gender, etc.
- Behavior – visited pages, downloaded content, purchased products, campaign clicks, searched keywords, etc.
- Customer context – purchase stage, location, time of the day, used browser or device, etc.
Example 1 – location-based content
We recently completed a project for Bechtel Inc. who initially looked at delivering specific case studies that were relevant to the Middle East market. By using IP geotagging along with the advanced marketing functions in the Kentico EMS, if someone has an I.P address from Dubai then the site will automatically serve up case studies for that region.
Example 2 – user behaviour
Your website can be powerful enough to give customers all the right information at the right time based on the user’s behavior and how they interact with your site over time so for example to can personalise the user’s experience based on visited pages, downloaded content, purchased products, campaign clicks, searched keywords, etc. So each visit could be an individual experience with your site dynamically changing for their needs automatically, so no more rigid sitemaps! Here are some stats that highlight the need for Personalisation:
74% of customers feel frustrated when website content is not personalized (Loyalty360)
45% of online shoppers are more likely to shop on a site that offers personalized recommendations (Invespcro)
84% of consumers reported always or sometimes taking action based on personal recommendations (Neilson)
So it’s clear to see that personalisation will improve user experience and even increase sales!
Example 3 – Lead nurturing
We all want to deliver engaging content to prospective clients, as they go through their buying process and establish yourself as an expert in what you offer. Your CMS could be the tool to do this if planned out correctly. Getting potential customers to engage with you on a one to one basis is the holy grail of Marketing/Sales and giving them content that makes them want to engage with you is key to this. Below is an example workflows in the Kentico EMS allowing you to take the hassle away and automate the process.
Now, this is by no means an exhaustive list of what can be done in the world of automation and it is really about implementing a strategy that suits your business needs. It is all about planning and understanding your customers, here is a good guide of things to consider before implementing personalisation
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