Purchasing behavior is completely changing here and elsewhere – if $ 4.8 trillion was spent on online shopping worldwide this year, the figure for 2024 is projected at 6.4. In order to achieve business success in such fierce competition, one should critically review the direction of digital marketing, because today artificial intelligence is much more skilled in finding a customer than humans, writes Märt Jõesaar, sales manager of LeverUP Consulting, a registered partner of Salesforce, the world’s largest customer management platform.
We are talking about Einstein’s artificial intelligence for processing and analyzing customer data, which has already changed the world of both online business and digital marketing. Einstein is able to identify more than 200 different types of data for a customer, analyze each person’s personal shopping behavior, and create personalities to find similar customers with the greatest purchasing potential on the Internet.
Artificial intelligence learns customer behavior in all channels and is the basis, for example, for creating completely new types of customer letters that are truly personal and offer the customer only what they are really interested in.
Social media is only useful for sales today if you can really direct and set up ads there. Again, artificial intelligence has an important advantage here, as it constantly learns about the customer, has knowledge of shopping preferences and can also find people with similar interests to whom to send advertisements. With Salesforce, in addition to traditional channels such as email and SMS, ads can be delivered on eight different platforms, such as Instagram or Facebook.
Sales revenue growth by a quarter
The data collected and analyzed by Einstein can also be used to automatically personalize the web – so that every customer can access the web with just the content that interests them. For example, artificial intelligence can even capture color preferences. To put it simply: a person who has looked at pink pants, shirts and bags from an online store will not only highlight the pants or shirts, but all the pink products, because they really like the color.
Today, there is no company that does not experiment with managing the purchasing behavior of its customers. Thus, the return on investment, ie ROI and user-friendliness, has largely become decisive in the choice of marketing tools. According to a recent customer survey by Salesforce, the world’s largest and most widespread customer management platform, companies that launched the platform grew their sales revenue by an average of 26 percent last year and marketing ROI by 29 percent.
Unite Data silos for a common purpose
The challenge for successful marketing and sales is undoubtedly detailed data analysis and the application of data to work for a specific purpose. Combining the silos of marketing, sales and customer service enables microsegmentation, which brings the desired result, i.e. truly personal communication and, of course, better sales results.
There are certainly many reasons to consider applying artificial intelligence to your digital marketing. For example, modern newsletters and customer letters, which often no longer serve their purpose as they were once created – simply do not speak to the customer. All of this can be made significantly more customer-centric and better targeted.
If you have decided to take your marketing activities to a new level and you want to make sure that the system reaches its full potential, come and talk.