The Growth Of AI And Its Impact On Communications

The Growth Of AI And Its Impact On Communications
SHARE
THIS



Steven Emanouel is the chief experience officer for data-driven communications at IVE Group. In this piece he explains how AI can be used to give an unrivalled customer experience.

The key to guiding your communications is, as always, the effective use of your data.

Personalisation is certainly not a new concept for online or offline comms. However, the augmentation of your data to drive personalisation in a COVID-19 world can help you truly understand what your customer is looking for and how they might behave.

The growing importance of AI to drive the improved use of data is, and will continue to be, a game-changer in the way organisations deliver great customer experience. Using AI to assist in determining the ‘next best action’, ‘likelihood of churn’, or ‘most likely to purchase’ (as a small example of what’s possible) can ensure your communications are not only personalised but also contextually relevant.

Based on the 6th Edition of the State of Marketing report prepared by Salesforce, the use of AI in marketing circles has grown exponentially from 29 per cent in 2018 to 84 per cent in 2020.

The top AI use cases for marketing include the following:

1) Personalised experience in individual channels

2) Improved customer segmentation/lookalike modelling

3) Surfaced insights from data

4) Drive next best actions (e.g. offers)

5) Automated customer interactions.

Driving this type of communication strategy requires a number of key building blocks, such as:

  • The unification of your customer data sources to provide a truly rich understanding of customer behaviour. This, in of itself, is difficult for many organisations, but the journey must start somewhere. Customers expect you to know them implicitly.
  • · The identification of key use cases that will assist in driving your strategy. Understanding what the data is telling you will help drive how it’s used. Aligning that within your organisational silos will help ensure your customers receive a great experience both online and offline.
  • The adoption of data science in how you review, augment and interrogate your data sources.
  • The use of software platforms that help you use the data in a scalable, personalised and contextual manner.

Whether you’re a small, medium or large enterprise – data-based AI-driven communications deliver experiences that will improve fundamental customer metrics like sales, retention and satisfaction.

You need to have a strategy to determine how your organisation uses AI to communicate with your customers. This will help guide you through the current period and beyond.

 

Please login with linkedin to comment

AI ive group

Latest News

Howatson+Company Nabs Colenso BBDO’s Levi Slavin For Chief Creative Officer Role
  • Advertising

Howatson+Company Nabs Colenso BBDO’s Levi Slavin For Chief Creative Officer Role

Levi Slavin, former CCO of Colenso BBDO, has been appointed Howatson+Company’s new chief creative officer following the sudden departure of Ant White in August. Slavin will join the Sydney-based agency in January. Chris Howatson (pictured below) commented: “Levi is a wonderful human being first, brilliant creative second. He is renowned for his empathy, his commitment […]

Spikes Asia Portraits
  • Marketing

Spikes Asia Appoints Jenny Lau As Events Director

Spikes Asia has announced the appointment of Jenny Lau as events director. Based in Singapore, Lau will take overall responsibility for Spikes Asia.  Lau (pictured) has worked within the Asia-Pacific advertising industry for more than 20 years and brings a deep understanding of the trends and issues affecting the regional advertising and marketing industry. Lau […]

ANZ Brands Top Pattern’s Best Practice Ranking Of Brands On Amazon.com.au
  • Media

ANZ Brands Top Pattern’s Best Practice Ranking Of Brands On Amazon.com.au

Global ecommerce and marketplace specialist Pattern has ranked a group of 50 brands selling on Amazon.com.au based on a set of best practice criteria it has developed. Pet brand Zenify topped the ranking in Pattern’s Amazon Australia Benchmarking Report, scoring 82 per cent of the possible marks against a set of criteria designed to measure […]

Fifth Dimension Expands Executive Leadership Team
  • Marketing

Fifth Dimension Expands Executive Leadership Team

Fifth Dimension Consulting has announced the expansion of its executive leadership team in response to the organisation’s significant growth over the last 18 months. Lyndall Spooner has moved from the position of managing director to the role of chief executive officer (CEO).  As CEO, she will lead Fifth Dimensions’ innovation arm, as well as the […]

GoDaddy Australia Launches GoDaddy Studios To Support Creative Content By Small Business
  • Marketing
  • Technology

GoDaddy Australia Launches GoDaddy Studios To Support Creative Content By Small Business

GoDaddy Inc. has today announced the Australian launch of GoDaddy Studio, a new content creation tool designed for small and medium businesses to create beautiful visual content for their business for all platforms. Compatible on both iOS and Android mobile apps and desktop, GoDaddy Studio includes thousands of customisable templates and easy-to-use tools, providing small […]

Seismic Announces New Zealand Partnerships To Empower Businesses And Workers
  • Technology

Seismic Announces New Zealand Partnerships To Empower Businesses And Workers

Seismic has announced an expanded New Zealand (NZ) presence to support the transformation of sales and marketing teams, and enable the nation’s employers to focus on upskilling their workforces to overcome a digital skills shortage. The company has also signed NZ-based specialist consultancies, Fresh Perspective Sales (FPS) and Jumping Fox Interactive, as its first two […]

Booktopia’s Alex Huntley On Partnering With SaaS Platform Freshworks And Tackling The Pandemic
  • Marketing

Booktopia’s Alex Huntley On Partnering With SaaS Platform Freshworks And Tackling The Pandemic

Alex Huntley, Booktopia’s head of customer experience, recently appeared at software company Freshworks’ recent digital CX summit RE:SOLVE. During the summit, Huntley shared his thoughts on future-proofing customer service architecture.Huntley sat down with B&T to discuss Booktopia’s partnership with Freshworks and how it has helped their platform develop. B&T: Why did Booktopia first decide to partner […]

Nestlé Oceania Adds The Edison Agency To Strategic Design Roster
  • Marketing

Nestlé Oceania Adds The Edison Agency To Strategic Design Roster

The Edison Agency has made four new appointments in its Sydney office to service the continued growth across key account The Arnott’s Group and the recent appointment to Nestlé Oceania’s strategic packaging design roster. Over the past 12 months, the culmination of strategic and creative work across the Uncle Toby’s brand and continued growth of […]