Artificial intelligence has been a recurring theme in current marketing discussions. According to a report released by MarketsandMarkets, the Artificial Intelligence industry is expected to exceed $ 5 billion by 2020, with an annual growth forecast (CAGR) of 53.65%.
More than looking at social status, demographic region, or knowing where the potential customer has been navigating, behavioral segmentation adds understanding about values, beliefs, or lifestyle, called attitudinal variables or Behavior Marketing.
This deeper analysis can be described as the way your customers see the world. It relates attitudes, beliefs and even psychological patterns to the object it is intended to offer to the public. Intuition is now being used in this simulation of human intelligence, making initiatives increasingly surgical.
Content and steps in user behavior
In an increasingly globalized and ever-moving world, no one wants to waste time on what is not interesting. A survey by Salesforce found that 55% of consumers and 75% of sales leaders expect to receive personalized offers. We are facing the age of personalization, empowerment and autonomy of people. And to conquer them you need to learn from the vast amount of data available, talk to who wants to hear the message at the right time. In this context, the tools that make it possible to “read” customers’ wishes have become key to success in communication strategy.
This learning, made possible by artificial intelligence, makes it possible to identify, for example, what will be the next acquisition, purchase interval, and other infinity of possibilities, depending on the interest sought by each company. Thanks to the use of mathematical structures that were inspired by the functioning of our brains, it is possible to obtain more detailed and reliable data without any human intervention.
Machine learning technology, for example, collects and analyzes data so that campaigns are self-feeding at scale. This ensures that the right message is delivered, for example, to customers who need an incentive, a push to buy, not an entire database.
Anticipate customer needs
Also according to the Salesforce study, 62% of people expect companies to anticipate their needs. The use of geolocation to encourage action such as the delivery of services or products over time, for example, leads to the possibility of directing the customer to a nearby physical store.
Geolocation detects a given situation and invites action to the public predisposed to interact. If a hot day brings the need for people to cool off, ice cream, water or soft drink companies can benefit from the opportunity and access to people in a particular location/region. The strategy of action can range from the creation of integrated campaigns that make it possible, for example, to show the benefits of drinking water to make personalized advertising for the public within that situation.
The use of artificial intelligence combined with behavioral marketing is no longer a futuristic option, but a technology that can be very well used by brands that want to be more competitive and be one step ahead, talking to who really matters to them: the perfect audience for your conversion.