The piece further explores the concept of customer-led segmentation, using AI to deliver personalized messaging at scale. It introduces Aampe, a company that uses AI to understand customer behavior and inform campaigns to increase conversions and retention. The article concludes by emphasizing the need for ongoing experimentation in content, context, timing, tone, and sentiment, and the role of AI in automating these processes. It also highlights the potential for extracting new value from existing customers by breaking away from rigid marketing schedules and assumptions.
Key takeaways:
- Traditional rules-based approaches to customer segmentation are becoming obsolete as they fail to treat people as individuals and keep up with the changeable consumer behavior.
- Companies are shifting towards more fluid approaches to customer segmentation, using AI to deliver personalized messaging at scale, based on real-time user interactions and activities within the app.
- AI is automating the manual work of content creation, experimental design, and conversion tracking, freeing marketers to focus on more strategic tasks and uncover new insights.
- Rules-based systems can limit marketing's ability to extract new value from existing customers, as they are rigid and prone to oversimplification. Instead, approaches that connect the dots between the audience segment, messaging content, timing, and consumer context offer a more effective pathway to profits.