About SBC

Small Business Connections (SBC) is a media platform that delivers targeted content, news, industry reports, trends and tips to business owners, entrepreneurs, startups and stakeholders in the SME sector.

Contact us
Subscribe to our newsletter
  • This field is for validation purposes and should be left unchanged.

[adning id=”12070″]

[adning id=”12070″]

The growth of AI and its impact on communications

The key to guiding your communications is, as always, the effective use of your data.

Personalisation is certainly not a new concept for online or offline comms. However, the augmentation of your data to drive personalisation in a COVID-19 world can help you truly understand what your customer is looking for and how they might behave.

The growing importance of AI to drive the improved use of data is, and will continue to be, a game-changer in the way organisations deliver great customer experience. Using AI to assist in determining the ‘next best action’, ‘likelihood of churn’, or ‘most likely to purchase’ (as a small example of what’s possible) can ensure your communications are not only personalised but also contextually relevant.

Based on the 6th Edition of the State of Marketing report prepared by Salesforce, the use of AI in marketing circles has grown exponentially from 29 per cent in 2018 to 84 per cent in 2020.

The top AI use cases for marketing include the following:

1) Personalised experience in individual channels

2) Improved customer segmentation/lookalike modelling

3) Surfaced insights from data

4) Drive next best actions (e.g. offers)

5) Automated customer interactions.

Driving this type of communication strategy requires a number of key building blocks, such as:

  • The unification of your customer data sources to provide a truly rich understanding of customer behaviour. This, in of itself, is difficult for many organisations, but the journey must start somewhere. Customers expect you to know them implicitly.
  • · The identification of key use cases that will assist in driving your strategy. Understanding what the data is telling you will help drive how it’s used. Aligning that within your organisational silos will help ensure your customers receive a great experience both online and offline.
  • The adoption of data science in how you review, augment and interrogate your data sources.
  • The use of software platforms that help you use the data in a scalable, personalised and contextual manner.

Whether you’re a small, medium or large enterprise – data-based AI-driven communications deliver experiences that will improve fundamental customer metrics like sales, retention and satisfaction.

You need to have a strategy to determine how your organisation uses AI to communicate with your customers. This will help guide you through the current period and beyond.

By Steven Emanouel, Chief Experience Officer for data-driven 
communications at IVE Group
Share on facebook
Facebook
Share on twitter
Twitter
Share on linkedin
LinkedIn
Share on email
Email
Share on print
Print

Leave a Comment

Your email address will not be published. Required fields are marked *

SUBSCRIBE FREE
SME NEWS BRIEFS

Get breaking news delivered
  • This field is for validation purposes and should be left unchanged.

RECEIVE GOVT GRANT OF $10K to $250K*.

Austrade Approved Business Events
AVAILABLE NOW APPLY BEFORE 30th MARCH 2021 (Condition apply)

  • ABF Events are approved and listed below have been certified by Austrade on the Schedule of Approved Business Events.
  • This allows exhibitors, sponsors, delegates and partners to participate in the Business Events Grant Program. Note event bookings need to be confirmed ASAP to participate in the grant program
  • The program provides 50% rebate (based on a minimum spend of $20k) for approved items including ABF event-media packages, exhibition stands, corporate function tables, delegate registrations.
  • Govt Grant applications are now open until the 30 March. Please contact ABF to discuss how we can assist, we have experts to assist grant applications.
  • Grant funding will cover up to 50% of eligible expenditure incurred in participating at pre-approved business-to-business events as buyers or sellers during the 2021 calendar year.  All grant applications must be submitted for approval via the following link: https://business.gov.au/grants-and-programs/business-events-grants
  • For further information please see this fact sheet.