This week, an Econsultancy article examined five ways that artificial intelligence (AI) can help marketers enhance the customer experience, according to its latest “Marketing in the Age of Artificial Intelligence” report.
The article explains that by streamlining purchase processes and supply chains, improving recommendations, and enriching the customer experience in related ways, AI can help foster stronger relationships between brands and customers.
You may be thinking, “This all sounds well and good, but what does it have to do with me? How am I supposed to leverage AI, right now, to improve my brand’s customer relationships?” The article made me think about certain capabilities in Adobe Target Premium that can already help you realise many of these benefits.
- Streamlining the path to purchase
Sales funnels are no longer channel-specific. Customers move freely from app to web to call center on their path toward a purchase. Target’s optimisation capabilities enable you to test every variation of each stage of your conversion funnel, even across channels. Using the auto-allocate functionality means that you can rely on the system to determine which variations work best for each segment, then automatically serve those winning variations without having to intervene manually. And if you aren’t sure what your segments look like, then automated personalisation capabilities will help you generate segment definitions and then drive segment-specific improvements in text, buttons, layout, and other elements, to guide your customers ever more seamlessly from search to purchase.
- Personalising product recommendations
Providing contextually relevant recommendations for your customers is a great way to increase relevance for them, and to improve engagement and revenue. It can be difficult, though, to know where to start with recommendations on your site—which products go with which, where those products should appear in the funnel, and how they should be displayed. Adobe Target allows you to pick and choose which algorithms to base your recommendations on—people who viewed this product, people who bought this product, and so on. Target then gives guidance on which pages to include those products on, based on your industry and our expertise. This means you can immediately start adding value to your customers and learning more about their behaviour—all while generating more sales.
- Anticipating customer needs
The better you understand what your customers will want in the near future, the more efficiently you can manage your supply chain and marketing spend. Target’s automated personalisation algorithms pull data from segment profiles you’ve built in Adobe Marketing Cloud, then use that data to figure out which profile variables are most likely to predict a purchase. By modelling the behaviour of all of your customers at an aggregate level, as well as at the individual level, Target helps you know more than just what your customer segments want today—it also predicts what they’re likely to ask for tomorrow. Target then makes it easy to bring this prediction data over to other systems, so you can prepare your messaging and supply chain accordingly.
- Improving communication with customers
Target is designed to work seamlessly with all the customer data you’ve gathered in Adobe Audience Manager, Experience Manager, and Campaign. Shared analytics data helps you design creatives, campaigns, and other communication around the needs and traits of each customer segment. As you deliver personalised responses and targeted offers, Target’s integration with Adobe Campaign enables you to test and learn which message variants generate the strongest responses, and which communications would benefit from specific changes. It even helps you tailor your messages around the needs of specific segments within your customer base.
- Deepening audience profiles
Target aggregates customer data from a variety of online and offline sources, including web and app analytics, customer relationship management (CRM) databases, and internal-facing enterprise resource planning (ERP) and data warehouse (DWH) systems. As you surface this data, Target’s machine-learning algorithms determine which variables are most predictive of conversions, eliminating clutter from your customer profiles. And Target’s integration with Audience Manager means you can leverage lookalike modeling to automatically find new customer segments, expanding your audience in unexpected directions.
Above all, Target’s built-in artificial intelligence tools are designed to spare you the guesswork, and point you straight toward the messages, creatives, and page variants that’ll give you measurable boosts in conversion.
To see even more ways Target will return your investment, click here.