Use AI to get social proof in front of the right consumer
While social proof can help businesses persuade consumers to purchase, targeting the audience accurately is equally important. In the digital world, much of our activity is collected, recorded, stored and analysed. Marketers can now use Artificial Intelligence (AI) to generate meaningful insights from this data, customising and presenting the right social proof messaging to the right audience.
According to Google’s CEO Sundar Pichai “AI is one of the most important things humanity is working on. It is more profound than, I dunno, electricity or fire.”
Some of the key data AI collects for digital marketing insight:
- Social media data – which platforms are used by different audience segments and how much time they spend on these
- Buying patterns – what different audiences’ buying patterns look like broken down by product or service
- How consumers respond to content – how much time they spend viewing, how they behave for various types of content and what resonates with different audiences
Delivering a personalised experience (carefully)
When a message is personalised or customised, it walks a fine line between a fantastic, tailored experience and one that might feel slightly creepy. While many companies like Amazon and Spotify are already successfully using AI to give consumers more of what they love, brands need to be transparent with consumers. While consumers are voicing concerns about privacy, they do want brands to understand their personal needs, with a recent study from Accenture stating that 87% of consumers think it’s important to buy from a brand or retailer that "understands the real me."
As a result, global tech giants like Facebook, Twitter and Google are putting together teams tasked with handling ethical issues that arise with the collection and use of data by AI.