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Relevance and personalization are becoming increasingly important for brands and marketers to expand consumer engagement and increase customer satisfaction. In today's volatile business environment, leveraging data analytics to power digital marketing strategies that deliver highly personalized experiences is essential.
In a conversation with Aduri, Vivek Bhargava, Co-founder of ProfitWheel (consumr.ai)and Priyanka Aggarwal, Co-Founder, Panto Partnerswe talk about how to enhance your digital marketing strategy and create more personalized experiences in today's business ecosystem.
Drawing on his experience as a CX consultant, Mr. Aggarwal uses advanced segmentation to create comprehensive user personas and analyze user behavior across both physical and digital touchpoints to help businesses reach critical junctures. emphasized that user interactions can be predicted.
“This allows us to encourage and promote desired behaviors that provide meaningful interventions in users' lives. Content customized to individual needs and preferences, delivered exactly when and where you need it. “By providing a platform for consumers, businesses can create impactful experiences that resonate deeply with their audiences,” she added.
Bhargava responded by quoting Salvador Dali. “The first man to liken a young woman's cheek to a rose was clearly a poet. The first to repeat it was probably a fool…The first calendar I received was a cloud in the sky. I still remember how my name was spelled out…The other 20 similar calendars were thrown in the trash.”
He explained: “Personalized experiences now have to be built on the backend, rather than just communicating that it's personalized for you, which otherwise scares off consumers in this privacy-focused world.” This is the exact challenge that platforms like consumr.ai are trying to solve. We help brands understand the psychographics of their customers, and we can You can feed into LLM to improve customer communications that are personalized rather than cohort-based, on a one-on-one basis.”
AI and hyper-personalization
When asked how AI is helping scale up hyper-personalization and creativity in digital marketing, Agarwal said, “AI is helping scale up hyper-personalization and creativity in digital marketing. “Today, AI has gone beyond being a buzzword and is fundamentally reshaping business operations and influencing user behavior. By harnessing the potential of AI, companies can move beyond initial recognition. We can transform the entire customer journey, all the way to long-term advocacy.”
AI leverages extensive datasets to examine real-time user behavior and preferences to create micro-hyper-personalized experiences. This allows you to deliver precisely tailored content and recommendations to individuals, increasing engagement and satisfaction. Additionally, AI-powered algorithms not only help optimize content creation and ad placement, but also predict future trends.
As a result, the strategist's role has shifted from data analysis and planning to leveraging AI tools to focus on future initiatives aimed at increasing brand loyalty and delivering impactful and memorable customer experiences. doing. This evolution marks a pivotal moment in marketing, where AI will become an essential ally in creating more engaging and personalized interactions with customers.
road ahead
Bhargava believes the future will be less about 1:1 personalization and more about cohort and segment personalization. He gave an example: “You can input a bank's 100,000 revolver customers (people who make partial payments to the bank) as a segment on a platform like consumr.ai. “We'll be inputting things like psychographics and general conversations.” Work with your users in your CRM etc. and use all their inputs as prompts to create the perfect media plan and provide the right credit card offers to this segment. AI models like Sora can also create customized video scripts for this segment. AI can help create and execute all of this in real-time. ”
Sharing his insights on what the future roadmap for targeted advertising will look like, Agarwal said, “Ethical concerns still exist with targeted advertising and data privacy, but Marketers and brands who adopt transparent and ethical data practices will , can win lasting trust from customers. It is essential to shift the focus from user information to content consumption. ”
It is also a new way to engage with customers, using technologies such as AR and VR to provide an immersive view of the product and allow customers to personalize the product themselves.
“We look forward to seeing how the launch of Apple's Vision pro will help the advertising industry,” Agarwal concluded.
