Brands will be required to leverage artificial intelligence (AI) and other forms of advancing tech to deliver engaging content that is highly relevant to consumers. Marketing experts claim that both AI and personalisation will be key to providing an “individualised experience” and maximising every single engagement in a “noisy world.”
Consumers now have access to a wealth of articles, news and videos across online and social platforms, so it is critical that brands stand out from the crowd by optimising their content marketing campaigns at the granular level to remain relevant. This will require a focus on greater personalisation as marketers attempt to deliver the right message at exactly the right time.
AI can support these aims, as it allows brands to analyse demographical and behavioural data to determine the content formats that end users will enjoy and engage with. Marketers can then analyse content consumption habits to reveal consumer interests and movement patterns along the buying cycle to better inform their campaigns moving forward.
“I think real-time personalisation and artificial intelligence are the big technologies,” Greg Grdodian, CEO of marketing solutions enterprise Reach Marketing, said. “Everyone wants that individualised experience. And both of those technologies will help you get there and maximise every engagement.”
AI can take branded content to the next level through its ability to identify patterns within data sets, which can then be acted on automatically so that marketers always know what consumers will want to read or view next. This will improve brand-to-consumer engagement, strengthen brand loyalty and ensure a positive connection with content that goes above and beyond that of manual content initiatives.
“Every company needs to be proactive when it comes to investing in AI technology in order to better understand each individual consumer or viewer of their content,” CEO and co-founder of marketing platform Boomtrain, Nick Edwards added. “Using data to understand who is consuming your content creates a one-to-one relationship with consumers.”
Campbell Soup is currently using IBM’s Watson tech to serve up recipes to consumers based on personal preferences, previous choices, available ingredients and even the weather, while BMW recently launched an AI app to gather data about customers and their cars to inform content decisions.