Technology is getting personalised. So
surprisingly personalised that you no longer have to remember your shopping
you’ve left midway- the internet reminds you anyway. Big data and Machine
learning have dug deep into human interests
that we don’t have to search for anything to get anywhere- it comes to you!
Personalization trends have progressed from “per average user” to “one-to-one”
and Brands gearing up on imbibing
personalization for achieving their intangible business goals.
One of the early examples I’ve encountered was the Lenskart “Try me” Feature. It
sure was a creative application of
machine learning that left most visitors spellbound at their first experience.
Users were able to go crazy with their
choices without getting guilty of borrowing eyewear at the store. With this
approach, not only did LensKart get a good
boost to their SEO and increase their average time on the page but also earned
them a good number of return customers.
This blog is all about the personalization trends in marketing using machine
learning and what it could be for the
marketers of today. Let’s explore.
Machine Learning: How does it work?
Between lockdowns and curfews,
consumers have seen a drastic shift in digital habits in the way they work,
shop,
and engage. Sources from the Mckinsey report cite the number of customer
interactions in digital space has not
doubled or tripled but accelerated ahead in “years”.
How can marketers ride the wave?
Machine learning is applied to provide customer-centric experiences. From
product recommendations, demand forecasts,
and customer service, machine learning serves the purpose of not just
bridging the demand gap, providing continuous
improvement- but also creating new growth opportunities. If marketers could
cash on this- it could lead them to big-time success.
Chatbots
Chatbots are a trend that shortens the barrier of communication between
businesses and consumers. They almost mimic real conversations
and can easily be embedded in websites such as online stores, or a
third-party messaging platform like Facebook Messenger, Twitter, or
Instagram’s direct messaging. Brands today are getting creative with
Chatbots and are using them much beyond answering their queries.
Estee Lauder deployed a chatbot that's embedded in Facebook messenger. It
uses facial recognition to pick out the right shade of foundation
for its customers. Amazing isn’t it?
Reels
Chatbots are a trend that shortens the barrier of communication between
businesses and consumers. They almost mimic real conversations
and can easily be embedded in websites such as online stores, or a
third-party messaging platform like Facebook Messenger, Twitter, or
Instagram’s direct messaging. Brands today are getting creative with
Chatbots and are using them much beyond answering their queries.
Estee Lauder deployed a chatbot that's embedded in Facebook messenger. It
uses facial recognition to pick out the right shade of foundation
for its customers. Amazing isn’t it?
Social Media Monitoring
You can never succeed at what you cannot measure. Social media is escalating
day after day on the degree of analytics and insights. Initially,
marketers had to depend on third-party tools to monitor their social media.
But now thanks to machine learning, brands can seamlessly derive
insights about their social media performance. Soon, there may be chances
that social media recommends businesses to the users. They could start
a conversation based on the data they gathered- something like the “
Suggested Friends” that we currently have.
Sentiment Analysis
Do you know your social media can feel you? The sentiment analysis, emotion
mining or the Emotion AI uses NLP (Neural Language processing)
and predefined sentiment labels such as positive, negative, and neutral to
understand the underlying emotions of your messages. Shortly,
this could be used by businesses to collect feedback from users for a
particular product/service and know what they’re feeling about their
business.
Language translation
With the use of Google’s translation features, marketers can quite easily
translate their messaging into the language their customers can understand
and connect deeper to them
Get creative
This is an era of infinite opportunities and infinite solutions- when even a
common person can become a superstar overnight if you’re posting the right
content at the right place and at the right time. Though we have a thick
digital competition, Marketers have huge possibilities of getting discovered
by
leveraging the best features of social media and other marketing channels.
Ready to get started?
