Consumers not only want personalized communications, they demand them, judging by A Marketer’s Guide to Artificial Intelligence, an infographic from KoeppelDirect.
People are 1.3 times more likely to consider personalized messages as important versus unimportant, and they are 1.9 times more likely to see them as important at all.
What’s more, 51% of consumers expect companies to be fully in gear by 2020, anticipating their needs and offering relevant recommendations. In addition, 70% expect brands to understand how they use products, and that’s a condition of their willingness to buy.
According to Koeppel, BMW achieved a 10% increase in “optimization” when it began fielding AI-driven recommendations.
That doesn’t mean all marketers have risen to the challenge of using artificial intelligence to drive targeted marketing and sales.
Koeppel reports that 80% of the world’s data is unstructured, and that 87% of firms say data is their most underutilized asset, limiting their effectiveness in just about every channel. That would include email.
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