Meet Evisu, a premium denim and lifestyle brand with a global presence. Like all global brands, their goal is to engage their customers with the right message, at the right time, through the right channel and with content that’s relevant and timely. They have a very small online team, and managing all their digital marketing needs, specifically, SEM and Social channels, is an overwhelming task. The brand turned to Albert, the first artificial intelligence marketing platform for the enterprise. Albert removes the complexities of modern marketing by performing many of the time-consuming, manual tasks which humans are unable to perform at the speed and scale required for efficient and effective consumer interactions.
Before using Albert, Evisu was running campaigns on a global scale, with a distinct lack of specific geo-targeting. Albert was able to pinpoint which countries and specific cities they could get the most engagement and allowed them to redirect their efforts to targeted regions. More importantly, Albert discovered never-before-know high-value audiences. For example, Albert determined that Facebook users with the occupation “Engineer” engaged 300 percent more with Evisu’s ads than other Facebook users. This led to a significant boost in conversions on social campaigns, where they had previously had little success.
“AI systems don’t need to create personas; they find real customers in the wild by determining what actual online behaviors have the highest probability of resulting in conversions, and then finding potential buyers online who exhibit these behaviors.” – Brad Power
There’s little doubt that AI will transform marketing as we know it. As new technology emerges, it’s more important than ever for marketers to get the basics right. According to a research report by OneSpot and Marketing Insider Group, nearly half of consumers won’t spend time with branded content if it’s not relevant to their interests and 88% of consumers say that personally relevant content improves how they feel about a brand. In other words, personalized content has become more of a necessity rather than just a nice touch.
1. Use the customer’s name whenever possible
2. Recommend content based on previous engagements with your brand
3. When in doubt, toss it out
4. Experiment and double down on what works
The Marketing Automation Conditions for Success
- Is your marketing automation initiative tied to explicit value for the business?
- Is your team fully aligned?
- Do you have sufficient sponsorship and accountability?
- What is the level of organizational commitment?
- Are the project scope, team and time in balance?
Source: Business 2 Community