Mumbai: Leveraging AI for hyper-personalised marketing has become essential for brands aiming to enhance customer engagement and loyalty. By analysing consumer data, AI enables marketers to tailor messages and recommendations to individual preferences, ensuring a more relevant experience. Additionally, AI's predictive capabilities allow brands to anticipate consumer behavior and trends, optimising targeting and boosting campaign effectiveness.
Indiantelevision.com caught up with RiteBite Max Protein (Naturell India Pvt.Ltd), brand manager, Dr Ravinder Varma, where he shared his inights on use and impact of AI in marketing campaigns and ads.
Edited excerpts
On consumer data you primarily rely on to create personalised marketing strategies:
We rely on multiple data sources to create personalized marketing strategies. This includes website traffic, ecommerce and quick commerce data, sales statistics, social media sentiments, customer reviews, test markets, and consumer feedback at store levels. These diverse data points provide us with a broad understanding of consumer behavior.
AI plays a crucial role by gathering and analyzing these scattered data points. It not only processes our primary data but also scans available research reports and other online sources to create meaningful insights. These insights form the foundation of our marketing strategies, helping us better plan activities that enhance customer engagement and build long-term loyalty.
On AI helping your brand in creating hyper-personalising marketing campaigns:
AI has significantly improved our ability to hyper-personalise campaigns by analyzing large sets of customer data, such as preferences, purchase history, and online behavior. Using this analysis, AI algorithms can identify key trends and audience segments, allowing us to deliver highly targeted and personalized content.
For instance, we can send personalized emails, offer product recommendations, and create tailored social media ads based on each customer’s unique needs. Furthermore, AI-powered tools like chatbots and virtual assistants help us engage with customers on a personal level by offering real-time, tailored support and recommendations, enhancing their overall experience with the brand.
On AI predicting consumer behavior and trends benefitting your brand:
By using AI, we are able to predict consumer behavior more accurately and combine these predictions with ongoing trends. For example, AI helps us analyze various demographic and psychographic data, allowing us to understand the types of consumers engaging with our brand.
This approach helps us refine our targeting, ensuring that our marketing campaigns reach the right people at the right time, making them more efficient and cost-effective. AI essentially helps us narrow down our audience, improve messaging, and enhance the overall impact of our marketing efforts.
On AI tools you use to generate engaging content for ads and social media:
We use ChatGPT-4 alongside other generative AI tools to create content for our videos, images, and social media posts. These tools help us design content strategies, write scripts, and even execute them in both English and Hindi.
AI also assists in generating mailers and WhatsApp promotional messages, ensuring the content is aligned with our brand’s voice. By automating these tasks, we’ve streamlined our workflow, allowing us to scale our marketing efforts more efficiently while saving time on repetitive tasks like content creation.
On elaborating on how AI-driven predictions have helped you stay ahead of market trends:
AI-driven predictions allow us to stay ahead of market trends by continuously analysing data from social media, customer feedback, and market reports. This proactive approach helps us spot emerging trends and shifts in consumer preferences before they become mainstream.
With these insights, we can innovate and introduce new products that address market gaps. For example, by tracking real-time customer sentiment, we can tweak existing products or adjust our marketing to better meet consumer demands. AI also helps with demand forecasting, ensuring that our inventory aligns with changing customer needs. Additionally, it provides insights into competitor strategies, helping us stay competitive and responsive in an ever-evolving market. This data-driven approach ensures we stay agile and aligned with customer expectations.
