By Deepa Krishnan
A persistent buzzword rapidly infiltrating jobs
Amidst the backdrop of the AI in Marketing market
“The relentless pursuit of mass will make you boring, because mass means average, it means the centre of the curve, it requires you to offend no one and satisfy everyone.”
– Seth Godin, This Is Marketing: You Can’t Be Seen Until You Learn to See
Instrumental in meeting the escalating consumer demand for personalised interactions, the spotlight this year is on AI tools that are emerging as critical elements for enhanced engagement and retention. By overcoming the limitations of traditional tools, which often incurred high customisation costs or lacked access to comprehensive consumer data, marketers are now empowered to leverage AI for efficient analysis of vast datasets – enabling personalisation at scale and in real time. By using extensive data sets, AI is emerging as every modern marketers’ trusted collaborator in unearthing profound insights – both quantitative as well as qualitative — into every consumer; understanding their sentiment; and engaging each and every one of them through unique yet relevant touch points including personalised campaigns, content, recommendations, and promotions that they are seeking.
But that’s not all. Notably, marketers are experiencing a positive ROI with personalised campaigns, with those excelling in personalisation are generating a remarkable 40% more revenue than their counterparts – underscoring that this trend will not only be key in meeting but exceeding consumers expectations in ways that yield unprecedented growth for businesses this year.
Reactive to proactive: Predictive analytics for optimised decision making
“You have a choice in life
– Michael Hyatt
In the post Covid-19 age of uncertainty, predictive analytics are etching themselves as the cornerstone of data-driven decision-making. Harnessing the capabilities of AI, marketers now possess a comprehensive overview of user behaviour, brand mentions, social media and market trends aggregated from multiple websites, apps, and other sources. This wealth of data signals more than just a technological advancement; it denotes a paradigm shift from a reactive to a proactive mindset – wherein marketers are increasingly empowered in making informed decisions that significantly improve operational efficiency.
This trend is picking up pacing in the hospitality industry
Unleashing creativity, driving impact: Tapping into the power of AI-generated content
“Artificial Intelligence is the future and the future is here”
– Dave Waters
As content remains king, marketers are getting creative in their use of AI tools – streamlining and tailoring their content strategies to pique consumer curiosity and connect with them in refreshing ways. While NLP tools are being used to refine output with feedback, recommendations, and insights on aspects like writing style, tone, readability, grammar, and SEO; generative AI is being leveraged to generate marketing content that resonates with their target audience – and hence much more likely to optimise engagement and conversions. Going above and beyond traditional ways of using AI, several marketers are experimenting with tools such as AR and VR in conjunction with AI to provide a unique and engaging marketing experience, while also ensuring personalised offerings based on their individual preferences and needs.
In the hospitality industry, hoteliers can be seen experimenting with, for instance, AR content showcasing virtual tours or offering Augmented Hotel Environments – allowing guests to explore the surroundings before or after they make a reservation as well as enticing them to spend more time engaging on the hotel’s website.
The author is head – marketing, India
Source: Navigating the future: Top three AI-driven marketing trends – Brand Wagon News
