AI that will inspire your customer.


An honest conversation about AI (part 4)

As we continue our week-long exploration of the practical uses for AI in marketing it’s time to focus on the website experience itself. As it augments your intelligence how will it help YOU serve up more meaningful interactions that ultimately convert?

Over the last five years (including a rapid surge in 2020) our expectations of brand websites have grown. Not in terms of design complexity but in terms of how smart we believe the tech is or should be. As consumers, it’s one of the only points in the online space where we actively expect websites to be ‘learning’ who we are if we interact more than once. As professionals, it’s a similar point of view with 71% of marketers believing AI could be useful for personalisation.

Inspire me

There are many stages in a website experience where you have the opportunity to inspire your customer and these can be brought to life using AI.

The first opportunity to disappoint is the no man’s land between your advertising and the website your prospects will hopefully land on. The majority of brands still take a relatively blanket approach to online advertising. Yes, they try adaptations and variants but most often not with as much intelligence as we may assume.

To explain this properly I’m going to jump under the lid of your website for a moment and then we can work backwards so you can follow my thinking. Inside your DXP (digital experience platform), which is a smart way of saying a CMS for serious organisations, you’ll be capturing behavioural data. You may not be using it but its there. If you have AI embedded or connected then the system will start to cluster these distinct types of customers into segments. Gone are the days where you have to determine your segmentation or old school personas in advance. If you’ve gone a step further and invested in a CDP (customer data platform) behind the scenes then it’ll combine behaviours with purchases and give you the true value of each segment in a far more accurate way than business traditionally report.

Back to the first click

Given the AI-driven segmentation described above, we can now revisit the advertising efforts and match the creative and tag them with codes so that they flow into a classification that will treat them accordingly before the brand even knows who they are. Now they’re onsite your AI can genuinely learn from everything the customer does and personalise accordingly.

Different brands have a different appetite for personalisation depending on the sector and breadth of products and services. But remember this is not basic rules-based thinking. The point of the AI in place is to do what you would love to do manually but simply can’t. Observe every aspect of visitor behaviour and act accordingly. If you’re a content-rich organisation then you should consider a content hub type set-up where all that great stuff sits centrally in a fully accessible repository. Depending on how your customer interacts and flows through your website the AI will ‘call down’ on the content giving it the ability to serve up a myriad of images and message choices. Your AI is given the freedom to optimise every time it learns something new and therefore the experience evolves to ensure it fits with expectation and delivers the maximum benefit to the business. It’s only how you as a human would treat a high-value customer in a real-life retail environment but by augmenting you that can be done at scale for thousands of customers simultaneously.

79% of consumers will only engage with a brand’s offer if that offer has been personalised to reflect previous interactions that the consumer has had with the brand.

Put it in my basket

If you work inside a brand where e-commerce is a key channel then the AI can be just as handy. A recommendation engine might fit your approach and again instead of the old rules-based options, AI helps you suggest products, services or even other content based on any number of data points including anything from dwell time to colour choices to spend profile or location. You aren’t restricted to “other people bought X, Y and Z”. If you start to layer these different benefits of AI then your segmentation and recommendations can work hand in hand. It’s not always as literal as these types of people buy these types of product. Context is important and that can be a segment all of its own. We’ve come to expect responsive design when we use the mobile web and even optimised content that’s more engaging on a small screen but let’s not forget the unique behaviours of the mobile user. Speed and ease are often the drivers which lead to a significantly higher incidence of repeat purchase/buy again, order tracking and specification/ingredient checks.

By leveraging AI to do smarter personalisation you can reduce customer acquisition costs by 50%, boost revenues by 15%, and increase marketing spend efficiency by 30%. If you expect to do all this manually then the bandwidth barrier alone will become the reason it never happens. The point of this honest conversation about augmenting your intelligence is that YOU attack the fun part - thinking about your objectives, targets and how you’ll start - and then let the AI do the leg work.

There are many ways you can create an experience that converts and if you’d like to talk more then join us on Friday 28th May at 10am where we’ll answer your questions and take the conversation further - sign up now!

Thumbnail Ian MacArthur
Ian MacArthur
Chief Executive Officer
Ian is a digital agency leader that’s gone from ECD to CMO to CXO to CEO. Delivering over 12,000 projects and £1bn raised for UK Charities, he’s been recognised in lists like The Guardian Future 50, The Drum Digerati, BIMA HOT100 and PRWeek Power Book. Winner of multiple Grand Prix for strategy, creative, marketing and transformation Ian is celebrating nearly three decades at the leading edge working with the world's biggest brands.
Thumbnail Ian MacArthur

Ian MacArthur

27 May 2021 - 5 minute read
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