Machine learning is reinventing marketing — and a growing number of marketers know it. According to recent research from the IBM Institute for Business Value, 91 percent of marketers at companies that outperform their competitors believe artificial intelligence is important to the future of their organizations.
At the same time, only about a quarter of them use it today. Industry analysts report AI empowers businesses to mine and interpret valuable data and make stronger connections with their customers. Yet most still aren’t applying AI to their marketing strategies.
Today’s consumers expect a lot from digital experiences. They want marketing content that’s useful and relevant to their lives. In an age when deep learning has become so advanced that it’s uncovering multi-faceted customer behavior and helping brands forge lasting relationships, the time to leverage AI is now.
And the place to start is with IBM’s leading AI platform for marketers, Watson Marketing.
How well do you know your customers? With so much data sourced from online behavior, social media activity, and browsing patterns, delivering messages that matter to them should be easy. But consumers are complex. To provide a totally relevant marketing experience across channels, you need to extract the deep, evolving insights from behavior as it’s happening, something that only AI can do.
ING DIRECT Australia took this approach to create the “bank of the future” for its customers. Using Watson Marketing, ING interpreted users’ actions to help identify customer preferences, build loyalty, and boost trust. AI’s diverse capabilities enabled
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