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3 Fundamental Shifts in a Marketing Strategy

Artificial Intelligence has triggered three strategic shifts in marketing planning. It’s all about being AI-focused, understanding-centric and individualized.

AI was already a very popular topic among digital marketers in 2019. They were keen on integrating chatbots into their websites, making product suggestions based on consumers’ past activity and testing various smart subject line generators. In other words, the year of 2019 was very much about various AI tools that were being added to the traditional marketing mix.

2020 and the outbreak of the global pandemic brings us an entirely different reality. It is obvious that the traditional marketing mix has to evolve to something new as some marketing tactics are getting less effective and some new ones are emerging. With consumers socially distancing themselves and the e-commerce sector operating at a Black Friday level every day, there are three strategic shifts taking place at this very moment.

Shifting from Digital Marketing to AI Marketing

Today, forward-looking strategists regard AI as the new core of their marketing strategies. Hence, the new industry term: Artificial Intelligence Marketing, or the AIM.

As the name suggests, it is no longer about simply being active on digital channels and relying on existing tools these channels provide. From now on, it is all about an individualized approach that is based on deep customer understanding, consumer emotional intelligence and anticipating the future at scale.

In other words, digital marketing strategies are shifting towards making the most out of the understanding about consumers that AI generates from all the customer and campaign performance data. In this process, an AI-powered Customer Modeling Platform enables tagging each customer with individualized insights that can be used by any marketing automation tool.

Shifting from Data-Centric to Understanding-Centric

AIM is changing how marketers approach their campaign-generated customer data. For them, the capacity of having their key metrics visualized no longer serves the purpose. Such questions as “what does this change in engagement by the top performing customers tell me?” drive the need for a better understanding of their customer behavior and the factors that drive them. 

E-book: Marketer's AI Playbook

Artificial Intelligence Marketing is best positioned to respond to such challenges by generating advanced customer insights. AI-driven Customer Modeling Platforms provide insights that are rooted in neuroscience, behavioral economics and personality psychology. 

Such a combination of advanced expertise and Machine Learning technology was not accessible to brand marketers even as recent as a few years ago. As the technology matures, marketers are able to use AI to understand what motivates people, how they make decisions, why they purchase certain things as opposed to others, and how they use and engage with brands and their products.

Shifting from Personalized Content to Individual Content

Advancements in marketing technology and data management allowed brand marketers to leverage numerous personalization techniques. From using customer personal data to customize message recipients’ names, to adapting campaign delivery based on customer interactions – personalization soon became a standard practice used by marketing teams to gain the leading edge over their competitors. 

However, how do you stay ahead of your competition when you and all your competitors are using similar tactics and similar channels to approach the same audience? The answer lies with AI, which has enabled the shift from personalization to individualization. 

AI-driven Customer Modeling Platforms are capable of analyzing and scoring your campaign content. In practical terms, this means a thorough analysis of all your copy, creative and video content to deliver insights on how the content suits the general appeal as well as various ways your customers prefer to consume information. 

Equipped with such content scoring capabilities, brand marketers are able to iterate on content faster in order to scale their campaign performance. 

How to Become an AI-driven Marketer?

To start with, you may explore a more detailed checklist that provides some step-by-step guidance on how to become an AI-driven marketer in the Marketer’s Artificial Intelligence Playbook.

However, the quickest and easiest way to accelerate AI adoption is to request a 1:1 demo of the Genus AI Customer Modeling Platform, which is capable of modeling your customers, scoring your campaign content and providing guidance on how to engage your customers in an emotionally intelligent way.

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