Customer acquisition and retention are necessary for businesses to succeed. Acquiring new customers allows companies to grow, but they must also retain them to guarantee brand loyalty and sustainable profitability.
Consumers are constantly shifting their preferences and behaviors, making it challenging for companies to reach target audiences with effective campaigns. However, with artificial intelligence (AI) by your side and the right data, you can better understand, attract and retain your customer base.
AI helps marketers by analyzing large amounts of data in a shorter time. Companies have always used data to learn about their customers. Yet, before AI came into the picture, businesses used traditional marketing methods that often relied on broader information.
Today, the global AI market comes to $142.3 billion, and companies use it to identify specific customer behaviors, preferences and patterns. Marketers create more targeted and personalized campaigns using algorithms to sift through data sources like website visits, social media interactions and purchase histories.
This information provides a deep view of customers’ habits and what they like. With these insights, businesses craft messages and offers that resonate directly with individual users. As a result, potential customers are more likely to engage because those messages capture their attention.
Essentially, AI eliminates much guesswork and ensures you use your resources efficiently to reach the right audience on time.
AI takes personalization to a whole new level by understanding each customer. One way it personalizes marketing is through product recommendations.
For instance, when users visit an e-commerce site, AI analyzes their browsing behavior, past purchases and abandoned carts. It uses this information to suggest products they are likely to buy. However, this method requires more than showing relevant products — it also needs you to present them at the right moment in the user’s journey.
Email marketing has also benefited from AI’s personalization capabilities. Instead of sending generic newsletters, companies can now send emails that provide specific solutions to their customers’ needs. From subject lines that capture attention to content that addresses their interests, AI ensures every email feels individually crafted.
In social media advertising, AI looks at users’ interactions, likes, shares and comments to display ads that relate to their interests and values. It ensures each message caters to the individual to increase engagement and customer interest.
Optimizing an ad campaign has become highly sophisticated with the integration of AI. AI assists businesses in ensuring their advertising efforts are on point through various techniques:
- Dynamic pricing: AI analyzes real-time market demand, competitor pricing and other factors to adjust ad bids automatically. This analysis ensures companies get the best value for their ad spend while maximizing visibility.
- Audience segmentation: Instead of broad demographic groups, AI creates micro-segments based on behaviors and past interactions. This allows for highly targeted ad campaigns that cater to specific audiences.
- A/B testing at scale: While traditional A/B testing compares two versions of an ad, AI can test multiple variations simultaneously. It analyzes which elements — like headlines, images or calls-to-action — perform the best.
- Predictive analysis: AI forecasts how likely a particular ad is to convert based on historical data and user behavior. This predictive insight allows businesses to allocate their budgets better — pushing resources toward advertisements likely to yield higher results.
- Multichannel optimization: AI focuses on more than one platform by evaluating the performance of ads across various channels — from social media to search engines.
- Real-time adjustments: Market conditions and user behaviors can change rapidly. Therefore, AI-driven platforms become useful as they react in real time to tweak campaigns to adjust to these changes.
AI may be able to capture data and analyze it for campaigns. However, the interesting part is that it can predict future trends by analyzing past behaviors. With its predictive capabilities, you can address customer needs before they arise.
AI achieves this by looking for patterns in your customer data. These could be things your customers have purchased or time spent on particular pages. From there, AI determines what a customer is interested in or might look for in the future.
For example, a customer who checks out athletic gear often may be interested in a new sportswear line. The company can then use this information to promote the products, instantly saving time and money from studying customers’ preferences and behaviors.
Beyond looking at individual behaviors, AI also analyzes global trends. By examining broader market patterns and predicting upcoming trends with AI, your business can always be a step ahead in its offerings.
Effective communication is crucial in establishing and maintaining customer relationships. Communication helps customers get answers to their questions, build trust with a brand and solve problems. However, low-priority communications often take up much of your customer support team’s time.
When AI automates simple requests, customer support can better care for customers with larger issues. For example, AI could help customers find what they want on the business’s website. Hubspot found that 78% of customer support agents use AI and automation because they say it lets them spend their time on more important aspects of their role.
One of the most popular ways companies do this is through chatbots. These tools handle numerous customer inquiries in real time, providing instant answers and solutions. AI chatbots can understand and respond to user queries. The interaction feels smooth and natural, and more customers are satisfied with the help they receive.
AI has certainly changed the way marketers reach and retain new customers. Whether it is through personalized messaging or product recommendations, businesses witnessed the power behind it to engage with customers in previously unimaginable ways. Pinpoint some areas where you could use AI in your business and start taking customer acquisition to another level today.
Eleanor Hecks is editor-in-chief at Designerly Magazine. Eleanor was the creative director and occasional blog writer at a prominent digital marketing agency before becoming her own boss in 2018. She lives in Philadelphia with her husband and dog, Bear.