Personalisation of the Internet. This is the ever-developing, crucial realm of exceptional content delivery and persona development.
What does it mean?
Personalisation of the Internet is about platforms, which include search engines; retailers and social media networks, serving you only that content and product which is desired by and fits your persona type. Persona type is determined by that one key action you take at any point. The machine learning or artificial intelligence (AI) capabilities of these platforms over time deliver individually targeted and personalised experiences which resonate with the key points of a person’s genetic makeup.
Your user journey that you navigate online daily, provides intelligence on the makeup of your psyche – It is all about preferences.
Preference knowledge contributes to overall data collection on serving the customer, exactly what he/she has chosen initially or keeps coming back to over a period of time.
The 2018 Personalization Pulse Check from Accenture Interactive shows that 91% of consumers are more likely to shop with brands that recognise, remember, and provide them with relevant offers and recommendations.
And as the report correctly points out, effective data gathering happens when the consumer trusts the retailer or brand enough to share that information. When carried out effectively, the ethical use of the data directly correlates with increased customer satisfaction.
What the leaders in industry have to say about personalisation?
CEO of Times Internet Limited, Gautam Sinha said that he ‘expects media to be extremely personalised, not just in terms of the content that gets delivered, but also in terms of the format in which it gets delivered.’
CEO of Metacom Réan van Niekerk explained, “When a customer can hear, see and interact with the retailer through services tailored to their specific needs, it results in a strong and loyal community.”
Success stories of brands getting personalisation right
Shopify shared examples of how personalisation was delivered through AI for great success.
- US Retailer Target were able to predict which shopper was most likely to be pregnant. By cross-referencing women’s purchases, a series of trends was established. The company then used this data to send coupons related to pregnancy and parenting to customers whose buying patterns fit the model.
- Alibaba decided to prioritize big data analysis and make it easily available to their smaller retailers. Merchants are able to understand the overall picture. Through this mechanism, Alibaba have been able to capture this “offline” shopping behavior via the mobile app, which can be analyzed alongside the online data to offer a complete picture of customer behavior.
- Releasing full seasons, auto-play the next episode, option to skip the intro and related films and shows of the same genre, are what saves Netflix around $1 billion per year, as reported by executives at the company. Their machine learning capability has also had the power to inform all original content that they use.
And in latest news, Computer software giant Adobe has announced new artificial intelligence (AI) innovations to help brands scale their delivery of personalised experiences across channels. The new innovations, along with forward-looking projects from Adobe Research, have been developed to help brands and marketers personalise AR shopping experiences, enhance voice interactions, collaborate with AI to refine customer experiences, refine recommendations with AI-powered decisioning, automate layout design, and optimise for the highest likelihood of an action.
What about your brand or business requirements?
While it’s great to showcase the incredible power of AI to deliver personalisation to customers, how do you achieve this as a growing business, with a far smaller budget at hand? Some key tips to follow:
- Segmentation: Sort out your customer data. Find out whether visitors are new or returning, where they’re coming from, the device they’re using, and their behavior on your site. It all makes a difference to the offers you show them.
- Ask the right questions to your customers
- Incorporate A/B testing in your ad campaigns to test customer’s preferences
- Email campaigns should be unique to each customer who receives it.
- Request and implement customer feedback
And finally, work towards creating a team and implementing the tools for pure AI into your business which will help you achieve a highly successful personalisation programme for your business.