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AI marketing

Is content personalization too complicated?

Marketing campaigns can quickly grow complex, requiring time and significant financial investment. In the worst case, they can result in dissatisfied customers who consider the lavishly produced newsletters nothing more than spam. How can it be ensured that customers receive only content that appeals to them personally and adds value? With the aid of AI, content can be disseminated more efficiently.

Marketing departments want to create targeted content for their customers, and often invest heavily in this. The production of personalized, individually tailored assets is the ultimate aim.

To this end, they usually run several marketing campaigns with differing content, which become very complex to control. The content of the marketing topics should directly address the customers, who should be able to follow a story and consider all news relevant for them, without feeling ‘bombarded’ by advertising.

The answer to more personal marketing

With AI-controlled marketing content, effort and complexity can be significantly reduced. Content can be more easily personalized and target customers more specifically.
Traditional automation approaches work on a different, more static basis, which offers less flexibility. With such approaches, constant manual improvement is required to achieve a high degree of personalization. AI, on the other hand, works dynamically, constantly optimizing a campaign’s logic. Of course, a learning process is also required in this case, ensuring that the AI can guarantee that customers are individually addressed.

Traditional marketing: 

The marketer specifies which content goes to which target group, deciding on the texts, media, and offers.

AI marketing:

The AI decides which content is assigned to individual customer characteristics and preferences. The AI is constantly learning and adapting to individual changes.

AI constantly optimizes the marketing strategy

AI determines personally relevant content

Until now, the creation of target groups was the focus of marketing. Specially tailored content was then coordinated for the classified target groups. Today, we target diverse groups of people with highly differentiated content. Relevant content is utilized at different times of the campaign. The nature of selection has therefore changed fundamentally:

Selection in traditional marketing:

Takes place at the beginning using target groups

Selection in AI marketing:

Takes place at the end using content

 

The benefits of AI-based marketing

  • A directly measurable outcome of personalized content is significantly higher conversion rates.
  • AI is responsible for the complex definition of target groups and the assignment of content. It is also possible to control the amount of information that reaches the customer: There’s no risk of prospective customers being bombarded with content and annoyed by spam.
  • As an additional option, AI is also able to translate content and automatically output it in the recipient’s language.

Marketing content is flexibly adapted to the personal needs of the customer

What is left for marketing to do?

It is still important to define structures for campaigns, and to design and elaborate the entire marketing concept scenario.

This defined structure can enrich the AI with content, ensuring that all topics with personal relevance for the customer are included.

 

In the next blog article on AI marketing, we look at how AI is trained at the beginning of the process and how it gradually arrives at an optimized solution.