The e-commerce market is booming exponentially. E-commerce sales are anticipated to touch the $8 trillion mark by 2027. Attracting and retaining customers in this ever-evolving landscape is becoming increasingly difficult. Brands are consistently seeking innovative strategies to acquire the right set of users that fuel the maximum conversions. Striking the perfect balance between optimised offers, hyper-personalisation and capitalising on Artificial Intelligence is the key to maximise e-commerce success. This strategy will ensure a holistic and satisfactory user experience, benefiting businesses immensely.
E-commerce advertising, in today’s era transcends the realm of generic banners and sending out mass emails. With a colossal amount of content at their disposal, it is imperative to deliver personalised content that does not fade into the background and is able to captivate the user’s interest. Significant advancements in the field of technology marked by the growing popularity of AI and machine learning have proved to be catalysts in optimising advertising efforts.
Bridging the gap between consumer needs & promotional offers!
Tailoring promotional offers to rightfully cater to the needs of the target audience for maximum impact in contrast to bombarding them with generic discounts can significantly impact conversion rates. E-commerce platforms can harness the power of AI to get insight into the behaviour patterns of their target audience like their purchase history, browsing patterns and demographics to create offers that resonate with them in the best possible way and boost customer satisfaction. AI and machine learning algorithms can help craft the best offers ranging from personalised discount codes to limited-time promotion deals. Choosing the right distribution channel is pivotal to reach a wider and ideal audience segment that will most likely hit that call-to-action button.
Tailored shopping experiences through personalisation
Brands are turning to personalisation as a means to forge deeper connections with their audiences. From product recommendations based on past behaviour to customised email campaigns that address the specific needs of each customer, personalisation goes a long way in driving heightened brand loyalty and improved engagement. Creating a differentiated journey for each customer through multiple touchpoints is an integral part of an e-commerce marketing strategy.
Unleashing the power of AI to eevolutionise e-commerce marketing
AI is transforming the e-commerce industry to a great extent by identifying consumer preferences, predicting user behaviour and delivering hyper-targeted ads. Personalised interactions have become indispensable for brands nowadays. AI analyses huge chunks of data and helps businesses delve deep into what their customers desire. Subsequently, they are able to deliver relevant content that addresses their pain points throughout the consumer lifecycle. It also helps marketers take note of at-risk customers and help craft strategies that will rekindle their interest in the brand.
AI adoption automates workflow by streamlining processes such as product recommendations, loyalty discounts and low-level support. This enhances operational efficiency and cuts down labour costs. Also, automating tasks like emailing, order fulfilment, customer service, and payment processing, helps allocate resources to innovation and growth.
The article has been authored by AdCounty Media co-founder & chief revenue officer Delphin Varghese.
