Marketing has moved beyond laborious tasks that stifled its development. It has moved into a higher gear, the shift in focus made possible by the deep impact of digital marketing.
Before digital platforms became as popular as they are now, marketers used to spend weeks and months balancing budgets and running surveys to better identify their audience. Digital marketing made all such worries irrelevant.
Now, marketers don’t need surveys to map their audience, research papers to understand consumer trends, newspapers to study competitors, and accounting formulas to manage their budget. Everything is digitized, from marketing tools and methods to the audience itself. People are no longer used to being marketed products through TV and newspaper. They find marketing pitches in their inbox, ads on their Facebook feed, and product mentions on their YouTube ads.
Every task that took away the valuable time of a marketer have now been taken over by automation or rapid change in technology. Marketers are free to pursue more challenging goals, one of which is personalization.
Personalization – A Challenge worth Taking
Loyalty is hard to find in consumers. Every field is littered with choices and options. Consumers are happy as they benefit from the competition by getting better quality products at a cheaper price. Companies however tend to suffer in competition. All their energy is invested in beating a competitor and not making vertical improvement in their own company.
The way out of this quagmire is getting loyal customers. How can this unseemly challenge be met?
Personalization.
By connecting with the target audience on an emotional level and striking a deep chord, brands can use personalization as a tool to inspire loyalty and customer retention rate. A loyal customer is one who sees beyond factors like price and even quality at times because he/she identifies with the brand on a personal level. Personalization is an exceptionally difficult thing to achieve, but one that can sustain a brand for many years through thick and thin.
Machine learning is seen by many as the technology that would make personalization easier for brands.
Role of Machine Learning in Personalization
Machine learning is defined as the ability of a machine to learn based upon past experiences. Most machines we use are not intelligent enough to improve. Machine learning is a way to make machines analyse user patterns and derive conclusions from the patterns.
The impact of machine learning on personalization is very deep. For one, with machine learning, marketers can analye user patterns in a way they could never imagine. Using user patterns, marketers can single-out the painpoints of their audience and figure out a marketing pitch that would connect with prospective customers. Furthermore, they could segment their audience into highly specific groups which can later be targeted separately through messages framed according to unqiue atrrinutes discerned from machine learning.
In Conclusion
In conclusion, this article covers personalization and how it can be achieved through machine learning.
About the Author – Ankit Yadav is a digital marketing trainer and strategist with five years of experience in the field. He currently writes for Delhi Courses Academy, an institute best-known for its digital marketing training in Delhi.