“Bump Boxes, an ecommerce subscription box brand for pregnant women, has seen huge success with its AI-enhanced marketing campaigns, launching Facebook and Instagram campaigns in minutes, decreasing ad spend by 50% and increasing purchases by 25% in two weeks.”
“Hyper-personalisation is a marketing tactic which leverages artificial intelligence (AI) and third-party real-time data sources to enhance brand messaging with relevant, context-sensitive information. For example, an email may be personalised with the customer’s name, but it could then be hyper-personalised by dynamically changing its content depending on the receiver’s past purchase history, physical location or even the time of day when the email was opened. Ads, too, could be hyper-personalised with CRM data and in-store experiences with a shopper’s online behaviour.”
“One simple example is the use of machine learning to automatically identify different elements within content assets and then tagging them accordingly. Another is in anomaly detection, where AI is used to identify changes in metrics such as website traffic, opt out rates or bounce rates and raise alerts.
“This is going to be the disruptive trend within the marketing platform space for the next five years,” Henderson says. “It is going to be hugely transformative in terms of the marketer’s ability to deliver on that promise of creating great experiences and better matching the vision they have for what they are trying to do and the reality.”