This is the age of individualization and customization, and marketing is no exception to this trend. As consumers’ patience further declines, it is pertinent that marketers, especially search marketers, put the right products in front of the right people. Moreover, they need to make this search process quick and easy for consumers across all of their daily devices or platforms. Such marketing and advertisement must accommodate itself seamlessly to not seem like a traditional ad.
As cliche as it may sound, it is imperative that modern marketers put the customer first. It is more beneficial to think why a customer would want a specific product, rather than trying to talk up a product for the general population. Therefore, it becomes critical to understand the consumer at a deeper level than what is available by default. For this reason, new software created to gather such consumer data is highly valuable and sought after for marketers to create ads for a target audience. Marketers need to be able to hone into the lives of their consumers to be able to allow the consumer to see value in a brands’ products or services in their daily lives. Therefore, artificial intelligence can play a key role for marketers to assist in analyzing future consumer behavior. Such assistance from artificial intelligence may also make the shopping process or experience more seamless as well as individualized.
Instead of consumers searching and siphoning through various products, artificial intelligence could suggest products or brands according to their lifestyle, occupation, or hobbies. Furthermore, it is valuable to use various platforms for marketing products or services. Not only does this allow more people to see your ad, but it also allows you to target some consumers that are not on other platforms or prefer one platform over another. Overall, for ads to perform at their maximum capabilities, it is critical to improve its efficiency and individualization. Ads that target the general population seem outdated now and at times they are even counterproductive. Consumers want to feel heard when it comes to what they want and need. An ad needs to speak to a consumers day to day life and be able to communicate how their product or service is ideal to the consumers’ lifestyle. In closing, marketers must harness and gather important data without breaching customer privacy and then use that information to create individualized ads for their target audience.
