What does artificial intelligence mean for loyalty marketing? by Bill Hanifin with further expert opinion.
Through a special arrangement, presented here for discussion is a summary of a current article from Bill Hanifin, managing editor, Wise Marketer, first published on Forbes.com.
https://www.forbes.com/sites/forbesagencycouncil/2019/10/03/what-artificial-intelligence-means-for-customer-loyalty-marketing/#7bd77bfb7fe0
In our experience, the one-to-one relationship aspect of true loyalty marketing isn’t possible to create at scale, nor even sustainable at present levels, without the disciplines and tools that are central to artificial intelligence (AI) and machine learning.
At its most basic level, AI can automate simple, repeatable tasks and accelerate pattern recognition. This opens the door to marketing efficiency and hastens the fulfillment of the promise to provide “the right offer to the right person at the right time, in the right channel.”
It also delivers personalization, meaning practical ways that a brand can demonstrate that it is listening to its customers across their digital footprints (website visits, purchases, searches, posts, reviews, etc.), learning more about what they want and formulating offers for products they actually want instead of what the brand wants to sell. This is the essence of how data-driven marketing can build trust with customers and long-term loyalty. ... "
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