Artificial Intelligence is here to stay, and there is no doubt about it. Instead of facing it as a thread, we must understand and comprehend its potential and possibilities. Not only to be more productive, but also to be more effective.
At SomosSapiens, The Media Evolution Company, we are really interested in the use of AI as a tool to understand, analyze and segment the most appropriate audience for each type of campaign and client. That is why we tell you about the impact of AI on audience knowledge.
AI is a tool that is evolving the way brands and consumers interact, benefiting both parties. AI analyzes data obtained from consumers and learns automatically, so processes are constantly being improved and adapted, favoring the efficiency of campaigns
For a campaign to work well, we must know who we are targeting and what message we want to convey. This is why a good audience segmentation is essential to impact the right group of people, who will perform the desired action. Artificial Intelligence helps in this phase of the strategy development process for advertising campaigns thanks to its capability to analyze a large amount of data in a short time, identifying patterns and make trend predictions. This makes it possible to generate various combinations of audiences, customize the way to reach each section of the target audience, and direct messages more precisely to those users who are interested and more likely to perform the desired action.
AI data analysis
One of the most outstanding features of Artificial Intelligence is the ability of its algorithms to analyze millions of costumer data in a short time. This allows an in-depth understanding of the consumers trends, behaviors, preferences and needs. Thus, brands understand their audience better: how they interact, what their buying process is like, what their expectations are and how to reach them
Decision making when developing a marketing strategy for advertising campaigns is much more informed and can be tailored to consumers. The insights obtained from data analysis provide an overview of the different buyer personas than make up a brand’s audience Campaigns can be customized with messages tailored to each buyer persona, encouraging consumers’ interest in them and enabling them to take the desired action.
Predictive Models for Audience Segmentation in AI
Another great benefit of Artificial Intelligence is its predictive capability. With the database analyzed, AI can predict the behavior of different kind of consumers. This allows the segmentation of audiences by types of buyer personas much more accurate, make combinations of various segmentations and focus campaigns towards the segmentations that will interact with the campaign the way we want.
Thanks to the learning machine, Artificial Intelligence learns automatically and associates specifics characteristics to each data. It makes accurate predictions that may not have been seen before and can be applied to audience segmentation, always with the supervision of the human eye. As the analysis and the learning is ongoing, AI continuously identifies patterns and trends, making valuable segmentations and predictions that allow to understand audiences and how to target them.
Personalization of Campaigns with Artificial Intelligence
We all get annoyed by advertising, but if what hits us is something that we need or that interest us will be more in favor of it than if it hits us something we don’t need o don’t care about at all. Artificial Intelligence helps improve audience segmentation for marketing campaigns and creates a positive impact by offering value propositions based on consumers’ interests and needs. This leads to much more effective campaigns.
Efficient audience segmentation helps to personalized campaigns, benefiting the relationship between brand and consumer, since the experience is much more relevant. The use of Artificial Intelligence allows more accurate audience segmentations, being able to combine different types of segmentations to develop the most cost-effective advertising strategy
The segmentation of well-defined audiences enables the personalization of messages in advertising campaigns. This generates a much more satisfying experience for consumers, as they receive advertising that is tailored to their interests and needs, with more relevant and engaging messages. In this way, consumers perceive these ads as less intrusive and are more likely to interact with the campaigns in the desired way. As there is therefore a more efficient allocation of resources and campaign budgets, and the campaigns are much more cost-effective.
Continuous AI learning
These analysis, identifying, predicting and learning capabilities of Artificial Intelligent are constant, so they also are applied once the advertising campaign is activated. This allows the application of adjustments and optimizations throughout the campaign to obtain the highest possible effectiveness.
Human Supervision
Artificial Intelligence is a super-useful tool for audience segmentation. Its impact on the professional world is very beneficial of the speed with which it can analyzes data and its predictive capacity to identify patterns and trends. But we must not forget that AI do not the job of the Marketing Specialist, it enhances it. It will always require the supervision of a human being to identify and interpret the data and how to apply it in the most effective way. Is that human emotional intelligence that is needed to understand the data and craft a strategy that consumers can connect and empathize with. Without empathy and human understanding this would not be possible. As we have been saying, Artificial Intelligence is ultimately a tool, so a person is needed to perform the supervisory functions and train the AI with responsible, ethics and respectful methods.
At SomosSapiens we are experts in evolving brand audience and channel strategy. We enhance their stories, ideas and experiences with end-to-end media, digital and innovation solutions that differentiate them, connect them better with their audiences and accelerate their results. Visit our website to learn more about our services.
