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Artificial intelligence (AI), your sales, and customer dollars

Artificial intelligence (AI), your sales, and customer dollars

Artificial intelligence (AI) is the use of computer systems that perform tasks that normally require human intelligence, such as visual perception, speech recognition, decision-making, and translation between languages. Artificial intelligence allows big data sets to be analyzed, segmented and filtered while also gaining the meaning behind them.

AI maximizes data and customer targeting. Most digital campaigns implement data in a broad way. They will identify users who fit a profile and send a mass campaign their way. This type of marketing will target a vast amount of people who may no longer interact with that profile or no longer identify with that profile.

If a retail chain wants to promote their newest pair of basketball shoes, they may target their entire sports audience. Yet, not all of these customers are basketball affiliated. By marketing this product to the all-sports sect, the business would be wasting its time marketing to customers who aren’t interested in the product.

The use of artificial intelligence is able to target specific users. By examining who engaged with the basketball shoe ad, artificial intelligence is able to predict who will engage with similar campaign ads.

In order to keep up with the increased efficiency of the digital age, artificial marketing is necessary to keep digital marketing consistently relevant. The use of artificial intelligence allows marketers to spend their time more wisely by managing campaigns rather than worrying about crunching numbers into data. As digital marketing continues to expand so will artificial intelligence.

Examine your User Experience (UX)

Examine your User Experience (UX)

A user experience is “the totality of the experience of a user when visiting a website”.

In recent years, improving the user experience (UX) has been prioritized by many companies. Shop Direct CEO Alex Baldock has said that when it comes to retail, “relevance wins”. A personalized online experience holds an appeal that is impossible to replicate in a physical store.

Recommendations or specific content based on details like previous purchases pique audience interest. This increases the likelihood of future visits and higher revenue. It adds a human element to the online experience.

Improvements in UX are intuitive. For example, an online retailer will learn to stop recommending winter coats to a customer if they begin to browse swimsuits. This kind of reactive change based on consumer behavior has been implemented by Amazon, Netflix, Facebook, LinkedIn, and nearly every other major online presence.

According to Invesp, retailers that utilize customer information to cultivate an individualized experience see a 56% boost in repeat sales. When done discretely, customers appreciate the increased ease of use that this provides.

Yet, 71% of companies do not use this technology. This is a missed opportunity for wider consumer appeal. In this crowded market, appealing to one’s audience over the competition is extremely important. Failing to adapt to new technology can lead to obsolescence.

The data harvested by mobile apps only heighten a company’s ability to tailor a personalized UX. Location-based advertising and push notifications allow for more opportunities to attract customers. Discovering when and how a customer interacts with your content help you to learn how to market to them. Targeted content helps your brand in becoming relevant to any user.

What consumers want most from a company’s online faction is ease of use. Flashy graphics and interactive content can be nice, but do nothing to simplify the experience. Your site or app only needs to succeed in selling itself. Working to create a user-oriented experience should be your main focus.

Mobile app retention rates

Mobile app retention rates

Mobile app retention rates decrease by more than 75% within the first three months of downloading an app. By the one-year mark, only 4% of users still engage with an app they downloaded the year prior. Numbers like these highlight the importance of retention rates when dealing with mobile marketing.

Retention can be defined in different ways. Some companies choose to focus on simply getting users to revisit the app. Others look for engagement with specific features. How you decide to measure retention rates depends on your industry and the nature of the app. For example, an e-commerce app might emphasize user engagement more than a music-playing app. Either way, the goal is to get users to come back.

Mobile app retention is vital to the growth of a company. A high number of users is useless if they churn early on. Instead, a small number of users that repeatedly return to the app offers reliability and lead to stronger relationships between the business and the customers.

Ways You Can Increase Retention Rates

  • Target your mobile audience. Casting a big net to catch a bunch of users will yield a very low percentage of returns to your app. Instead, focus on marketing your app to a segmented group of consumers who are more likely to engage with the app continually.
  • Evidence has shown that push notifications can increase retention rates by at least 20%. Personalizing those push notifications to the individual user increases retention rates even further.
  • Give special attention to users within their first month of downloading the app. By developing a consistent engagement early on, you create a habit in the user that they’re more likely to continue.
  • Invest in beta testing your app to make sure you’ve developed a quality product. If the app isn’t user-friendly, all the marketing strategies in the world aren’t going to make it appealing to users.

User acquisition has consistently been the emphasis in mobile marketing, but the attention needs to be shifted to retention. Mobile app retention rates ensure consistent engagement with loyal customers, which means a longer lifespan for the app and the company.

The importance of online micro-communities

The importance of online micro-communities

Online micro-communities help to define a customer’s needs and definition. If you follow a fitness ‘guru’ on Instagram, you have probably seen sponsored posts promoting health supplements or gym memberships. This reflects the prevalence of micro communities in social media. A brand can most easily gain traction among people with relevant interests.

Focused content means targeted engagement. Sticking to what is pertinent to your industry will lead to higher revenue. The best way to grow and keep your following is to only promote relevant content.

A critical action is discovering which social networks your target market. Seeking out popular users in relevant industries is also vital. Their support will direct followers to your page.

Using the power of micro-communities is a straightforward way to find your target consumer group. Once you have cultivated an audience, that user following will expand out. Those with similar interests can be introduced to your brand through social media engagement, such as their peers’ ‘likes’.

Engagement should be valued over community size. 5,000 Facebook Likes is nice, but 5,000 people on a mailing list or using your company’s hashtag is even better. Promote your brand, not just your business.

Having 10,000 to 100,000 followers is statistically proven to be an influencer’s sweet spot. As a page’s follower count grows, their interaction levels tend to decrease. The term is ‘micro influencer’ for a reason.

The effects of going viral are short lived. It rarely leads to continued success. Broader recognition can mean easily getting lost in the sea of other huge brands. It is therefore vital to recruit influencers with a more specific demographic.

Asking Kylie Jenner to promote your investment firm will get you some clicks. Will they convert to revenue and continued engagement? Probably not.

When promoting your company, stick to what makes sense. Utilize the right kinds of social media. If you don’t know how to engage, find people who do. The benefits of finding the right niche will be invaluable.