In order to do this, you not only need to know who the right audiences are, but also what their interests and preferences are. Using artificial intelligence (AI) you can now delve deeper into this type of information and create effective audience segments to target potential customers where it works.
Customers today are constantly bombarded with advertising and marketing messages. In fact, it has been estimated that the average person today encounters thousands of logos, ads and products both on and offline in a single day.
Because of this, getting a new product to stand out is a big challenge. To be seen, you need to hit the right audience with the right message, and do it at the right time on the right channel.
Unfortunately, traditional market research can be time-consuming and difficult to execute. In addition, it doesn’t account for differences within your target audiences. After all, every customer is different, even customers who buy similar products.
Deep Dive Into a Specific Segment
Understanding these differences and segmenting your audiences accordingly can be a bit hit-and-miss. However, the task has now become much simpler with the right AI tools doing all the heavy lifting for you.
By analyzing external data on interest and browsing patterns of consumers who have already shown some interest in your products, AI can identify and rank a consumer’s interests based on the products he or she has viewed outside of your site and app, and then map their interests based on popularity or uniqueness to figure out what makes them tick.
For instance, if you are a technology retailer launching a new smart home device, you can use AI to find out the segments who has looked at related products on your website or app, or even if they only showed interest elsewhere before coming to your site, and then rank and map them based on their level of interest.
You can even dig deeper to see exactly what brands of smart home devices they have shown an interest in. This can help you identify your competitors to see what they are doing, or launch potential collaborations.
Same Same but Different
In addition, you can compare the audience segments to find any similarities or differences across them with the help of AI.
For instance, people who shop at outdoorgear.com and sportsbuy.com might be both interested in ‘outdoors’ and ‘sports’. However, customers of the former might also like ‘camping’ or ‘rock climbing’ while audiences of the latter might only be buying athletic wear for street style or fashion purpose.
When you know this, you can develop specific campaign strategy targeting each segment more efficiently and effectively.
Once you have generated the insights you need based on user segmentation generated by AI, you can then upload this information to your CRM platform and use it to personalize your campaign messages and better target your high-value customers.
The more your campaign can resonate with your audience, the better the chances of people noticing your product among the noise, engaging with it, and heading to your site or app to check it out and buy.