The following abbreviated edit is based on an original article by Ronald van Loon whch can be found here. It is based on a conversation with John Mellor from Adobe.
How Consumer Experience Changes
Customer behavior and experience changes over time and there is a lot organizations can do to use that change to their own advantage. John Mellor, who holds a strategic position at Adobe, is of the view that customer experience is ever changing. The challenge this presents for businesses is to place their customer right at the center of their organizational chart. Customers do not care about the people in your organization chart, nor do they care about your hierarchy. They probably won't even be aware whether the person they are talking to is from the marketing or the sales department. All they do care about is how much emphasis you and your brand are placing on understanding them and their behavior. Creating the right level of customer satisfaction can only be done with the help of artificial intelligence.
Delta Airlines is an example. Being a frequent traveler, John does most of his commuting across the world through the means of Delta Airlines. Since he travels frequently, he regularly gets numerous updates and alerts from them. The alerts spur a form of communication that was not initiated by him. Interestingly, the alerts are often helpful for him, and he ends up perceiving them as a benefit. If he is sitting in a flight, John gets an alert from the flight attendants that his bag is on board. This information might not be that valuable or informative elsewhere, but the perceived value of this information is high in the scenario, and he is thankful to Delta Airlines for letting him know that his bag is now safely on board.
“This is just example of one enterprise, out of a million other enterprises, that is playing its role in ensuring that the customer experience is enhanced through the use of modern technology.”
John Mellor further emphasized that the new analytics that will be provided through the means of AI and Big Data will change the way enterprises want to personalize with their customers. As a human, personalizing to even an audience of 20 to 30 people can be a hard job, but this job gets even tougher when you have an audience of say a million people to personalize to. This is something that we as humans would not have been able to manage. But nowadays you see websites that personalize brilliantly. They reach out to each and every customer by calling out their names and letting them know that they are of immense importance to them.
Role of ML and AI
The role of ML and AI comes in handy, since they allow enterprises and C-level management the luxury to get enhanced features and profitability from their operations. Customers have reacted well to the changes that have been brought forward through the use of ML and AI. From the added personalization to the example that John quoted above, customers are just in love with their enhanced interaction with most brands.
While the success of AI in increasing interactions between customers and businesses has already been witnessed to a certain extent, the role of AI in augmenting digital marketers is still dubious. Both John Mellor and me had this in mind, so we discussed this in depth and tried to outline four examples as to how AI can augment digital marketers.
Managing the Customer Journey
Managing customer trends is an important part of the journey for every digital marketer. Digital marketers need to know the psyche of customers and understand what the trends are and whether there is any anomaly present in the market. Moreover, the marketer should also know which anomaly is helpful for them or is bad for them. In retrospect, the trends can be evaluated and understood, but AI augments marketers in understanding such trends right during the heat of things. Once an anomaly is found, AI will also suggest a list of reasons behind the anomaly, because this is what these machines are superb at.
Moreover, the system will record all such anomalies and make a graph out of them. These charts show the performance of the marketer and how it was affected by trends. Every up and down within the chart will come with a description regarding why the change transpired.
Personalization at Scale
We talked about this earlier as well, but the ability to personalize at scale is something that will highlight the augmentation of AI towards digital marketers. It is tough for humans to personalize to such audiences, thus an intelligent system is needed to perform the honors.
With the use of AI and ML, you can also personalize your website experience for users. Users come with numerous diverse preferences, so it is insane to develop one single page to cater to all their preferences. Thus by personalizing the page for their preferences through the use of AI, you will have the luxury of creating a personalized web page for all users.
Finding the Right Content
There are over a hundred million assets present on the Internet for users to go through. Your own website might have various pictures, blogs, and a catalog that may not really help people in getting the right results. The aim behind augmentation from AI is to help people search these assets and get to the right results in an efficient way.
The aim with AI is to help users run through hundreds and thousands of images or other search results and get to what they really want.
Creating the Right Content
With the use of AI, digital marketers can know the results of content ideas right at the click of a button. If you are creating infographics, you can easily go through the graphics that best suits your need. If you want to implement changes on a large scale, you can also see these changes before the content goes online. Creating the right content was never as easy as it is now.
With the ease that is currently available for marketers, the main challenge in the future would be to assess the content deemed feasible for posting. Content requirements would change over time, and it is the responsibility of digital marketers to look over it. Read more about the Adobe Symposium here.