Marketing Land offers three insights into how machine learning can help integrated marketers make sense of current data management and analytics tools to reach the real people behind the demographics.
But first, a brief primer: machine learning is a type of artificial intelligence (AI) that uses computers to make brain-like associations faster and more accurately than any human ever could. The AI analyzes the various data streams coming into a marketing department or SMB from cookies, marketing automation systems, analytics programs, and CRM software, but also from social media and internal databases to create an expanded and more comprehensive view of customers.
Once the AI has created these new and highly granular audience profiles, integrated marketers can take steps like those below to be more effective in promotional campaigns, customer outreach and future marketing decisions.
- Gain A Deeper Understanding of Your Audience
Typical audience profiling may be able to subdivide people by gender, age or zip code but not their individual views and tastes. The advanced profile gives marketers a 360-degree view of the customer, enabling more efficient and accurate ways to reach them in the right place, at the right time.
- Find Communities of Interest
As the AI scours social media and online information to help create the customer portrait, integrated marketers will begin to find where customers (or likely prospects) with similar interests or opinions are interacting online. These communities can then be targeted with relevant and personalized messaging that will resonate with individuals within the group.
- Anticipate Future Customer Needs
The fruits of machine learning extend beyond immediate application, allowing integrated marketers to create profiles of likely wants, needs or actions for the audience. By analyzing those products or services that customers have already expressed an interest in, it is easier to tailor creative and respond to future needs. The predictive capabilities of machine learning allow for forward-looking marketing that can be partnered with more mainstreamed approaches such as remarketing and retargeting for greater overall conversion.
As consumers become more savvy and persona marketing is more widely adopted, it will become more important than ever that SMBs differentiate themselves. Machine learning presents a unique opportunity to profile a very specific audience very deeply with messaging that speaks to the individual person in the crowd of data.