AI Revolutionizes Marketing: Personalisation and Relevancy at the Forefront
In an increasingly noisy and competitive marketplace, standing out has become a significant challenge for businesses. However, artificial intelligence (AI) is ushering in a new marketing era, enabling businesses to attract potential customers more effectively. Personalisation and hyper-personalisation have emerged as key trends for consumer-facing companies and the B2B sector, where relevancy is the new buzzword.
The Power of Personalization
At the Cannes Lions International Festival of Creativity, Sylvain Bloche, International Digital Media and Strategy Director at Dell Technologies, highlighted the transformative role of AI in B2B marketing. "You want to be surgical," Bloche told Euronews Business. "We use AI in various forms of B2B marketing." One aspect revolves around the capture of signals and data. "Once you've captured more and more of the signals that media marketing enables, it's about getting value out of it."
Bloche explained that leveraging machine learning and AI allows Dell to develop models that enable extremely targeted and relevant messaging. This precision ensures that the right content reaches the right people at the right moment in their customer journey, enhancing the overall effectiveness of marketing efforts.
Maximizing ROI with AI
AI is driving transformation at an unprecedented pace in the business world, boosting productivity and accelerating innovation. In marketing, the benefits are clear. According to Bloche, AI helps deliver "much bigger and better ROI (return on investment)." Relevant information is crucial for IT decision-makers and CIOs working on key projects. AI ensures that Dell's marketing messages are both timely and pertinent, improving the chances of engagement and conversion.
AI-Enhanced Products
Technology companies such as Dell are leveraging AI in their marketing strategies and products. AI enhancements on PCs and laptops have improved performance and user experience. "The speed and acceleration of the processor in your machine are fantastic." It enables you to save a lot of battery," Bloche said. Basic tasks have become simpler, and users can now instruct their machines to perform duties efficiently in a secure edge environment.
The New Industrial Revolution
Bloche predicts that AI will soon be ubiquitous, influencing every aspect of our lives. "We are experiencing the new revolution, the industrial revolution. When you look at the availability of data and the speed of AI applications, I think AI will be like the internet is for us now," he said. "AI everywhere is kind of where we're headed."
The Future of Marketing
As AI continues to evolve, its impact on marketing will only grow. The ability to personalise and hyper-personalise marketing messages based on data-driven insights will become even more refined. Businesses that embrace AI will be better positioned to understand their customers, anticipate their needs, and deliver highly relevant content. This shift will enhance customer experiences and drive significant business growth.
In conclusion, AI is revolutionising marketing by making it more personalised and relevant. Companies like Dell are at the forefront of this transformation, leveraging AI to capture data, develop targeted models, and improve ROI. As AI becomes an integral part of our daily lives, its role in marketing will continue to expand, ushering in a new era of customer engagement and business success.