AI and Consumer Behavior: Unlocking Hidden Insights to Drive Campaign Success
Wouldn’t it be great if you knew exactly what your customers or clients were going to do next? You could create a campaign that spoke directly to them or met them on the exact channel they were most active on. AI marketing tools let you approach that level of prescience. By gathering even more data on buyer behaviors, you can unlock insights never before accessible.
Predictive Modeling Vs. Machine Learning
AI marketing tools utilize several advanced techniques including deep learning and predictive modeling.
Machine learning and its sub-category, deep learning refers to utilizing AI for sifting data and finding patterns. Those patterns deliver insights that can either help human marketers make decisions or drive other tools to perform automated tasks such as sending emails.
Predictive modeling also utilizes business data but in a different way. It uses insights from those patterns to predict what might happen in the future. This helps AI marketing tools provide forecasts and potential trends, and suggest profitable actions based on historical data.
Predictive modeling can also utilize external data such as industry-specific impacts, market fluctuations, and notable buyer actions. By understanding current buyer behaviors, AI marketing platforms can predict how they may behave in the future to help you plan your campaigns accordingly.
Gathering the Right Data
Of course, to use AI marketing tools effectively, you must have access to the right data about your target audience. That means assessing which channels you need data from which may include:
Social media channels
LinkedIn
Your customer relationship management (CRM) system
Existing databases, e.g., contact details you can use with consent or previous customer/client communications
Website analytics tools
Your blog
The right data integration tools should bring this information into a single repository, transforming it so that it’s useful for your AI-powered marketing tools to get to work on.
Implementing Insights from AI Marketing Tools
Use your data to make changes to campaigns and don’t be afraid to pivot if something isn’t working and the data suggests an alternative root.
With the right tools, you can access:
Predicted future buying habits
Which channels your audience is likely to frequent in the next weeks or months
Ideal micro segments of your audience to target
What types of campaigns buyers are most receptive to now and in the future
The right AI marketing tools aren’t exactly a crystal ball, but they can definitely give you an edge when it comes to planning and optimizing your campaigns.
If you’re still not sure whether AI really can see into the future, take an example from the automotive industry. AI-powered, dash-integrated cameras will warn a driver of a potential collision 3.5 seconds before a potential accident and are right 77.4% of the time.
Final Word
AI can even drive your tech startup’s research and development (R&D) efforts. By understanding your target audience more deeply, you can hone your products or services to address real-life pain points. Discover more ways modern marketing techniques can help unlock your audience’s secrets: book a free 15-minute introductory call with Arch Collective and see how we can help.
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