For many B2C marketers, the past few years have seen a major shift towards ecommerce campaigns, and for good reason, since over 51% of purchases are now being made online. This audience shift has ushered in a growth of new, flashy websites, optimized web content, and streamlined online buying processes.
For a long time, even having an online presence was considered the ‘next big thing’. However, technology has advanced by leaps and bounds over the past few years, with new and exciting advancements literally transforming the way digital marketers do business. The rise of big data, cloud computing, and machine learning has paved the way for Artificial Intelligence Marketing, commonly known as AIM.
AIM solutions can take extremely large amounts of consumer and business data, and analyze it at a scale beyond the capacity of any human. These solutions can then present findings and insights to digital marketers that pave the way for clear action plans and strategy. With AIM solutions digging deep into the numbers and data, marketers can finally focus on high-impact content, strategy, and campaign execution.
The Benefits of Using AIM in Ecommerce Strategies
For digital marketers and B2C ecommerce organizations, AIM can help connect brands with consumers like never before. With previously hidden insights now at their fingertips, marketers can create complex, personalized campaigns designed to increase conversions and boost revenue.
Create True Omnichannel Experiences
Successful omnichannel marketing is dependent upon the ideal that the consumer is at the center of every campaign. The buying experience should be seamless, from a physical store, to a website, to a social media page. There should be no question in the consumer’s mind about brand positioning, values, or product. This truly integrated consumer experience creates satisfied customers and fosters repeat visits.
With AIM, ecommerce brands can easily plan and execute these omnichannel campaigns. AIM solutions can uncover incredible insights, such as where consumers are most likely to interact with a brand, or what types of messaging and content are leading to the most clicks. These insights are automatically recorded and campaigns are updated in real time to reflect feedback, resulting in a continuous cycle of execution and optimization.
Optimize Digital Marketing
Today’s ecommerce brands rely heavily on standard digital marketing methods such as SEO (search engine optimization) and PPC (pay-per-click) advertising. While these marketing channels are good, there is a way to make digital advertising smarter and more effective.
Enter AIM. AIM can help marketing teams gain new applicable insights into consumer behaviors, activities, interactions, and preferences. This unparalleled access to the consumer’s world allows marketers to create smarter content, like product recommendations or digital ads, and present them to the right people at the right time, thus leading to more conversions. Additionally, AIM leverages machine learning to grow more and more effective over time. Organizations can harness consumer data from anywhere across the internet, even from brick-and-mortar stores, to continuously teach AIM solutions to deliver the best messages, recommendations, and incentives for every consumer at the most opportune times.
Target Specific Audiences with Tailored Messaging
As ecommerce and digital marketing efforts have grown, so has consumer awareness. Today’s consumers are hyper-aware of ‘sponsored’ marketing content and messaging. For brands, this means highly targeted, extremely personalized messaging is critical.
Thanks to AIM, organizations can now leverage robust consumer data to personalize every single experience a customer has online. For ecommerce brands, this personalization can increase customer wins and repeat visits. Personalization can be as simple as a “Welcome, First Name” banner at the top of a webpage, or as detailed as recommended products based on previously viewed items or purchases.
Examples of AIM in Ecommerce
Now that we understand how AIM can help transform ecommerce campaigns and initiatives, let’s looks at some real-world examples:
AIM helps ecommerce brands maximize purchase probability while minimizing lost revenue, by automatically calculating the precise incentive recommendation for individual consumers. This is based on previous buying history, search history, and other demographic factors.
Send Time Optimization
Marketers can perfectly time email sends and deliveries to maximize open rates, engagements, and click-through rates. By taking into account factors such as differing time zones and average open times, AIM breaks down large batch email campaigns into more individualized email delivery, timing each email perfectly for maximum conversion.
By tracking and analyzing a consumer’s browsing behavior, previously viewed items, and buying history, AIM solutions can effortlessly tailor personalized buying experiences to individual consumers. These recommendations can be updated in real time for a continuously evolving customer journey.
AIM solutions are the answer to any ecommerce organization looking to revamp, transform, and truly optimize digital operations. With so much information to uncover, marketers can rely on machines to mine the data and reveal insights that help drive new business and repeat customers.
Philip Nowak, Regional General Manager Sales, Emarsys eMarketing Systems AG.
After studying Business Informatics at the University of Augsburg, Philip has been working as a Consultant for Business Intelligence. Philip joined Emarsys in 2009 and is now leading the new business growth at Emarsys for Germany, Austria, Switzerland and Eastern Europe.