Personalization is the key to good marketing. Millennials love personalization, and who wouldn’t? We like to visit the local café, where the barista knows our order and asks about our cat. Brands too are working hard to give us this same personalized experience.
In his interview with Martech Advisor, Ross Andrew Paquette, CEO of Maropost, emphasized the need for marketers to get into omni-channel personalization. “Marketers need to stop thinking about each device as its channel and start looking at how those devices interact with each other over the course of the customer journey.”
With the launch of Watson Ads Omni, a new extension to Watson Ads, IBM will now provide AI-powered interactive ads, bringing a whole new way to approach personalization in adtech. The launch was announced during Advertising Week, where IBM highlighted how companies like LEGO Systems and BEHR are using AI-powered capabilities to make marketing easier, smarter and more efficient.
Also Read: Programmatic Advertising: An Ecosystem Lost in Translation
Emma Williams VP Global Marketing, MediaMath, in a guest article The Role of AI in Redefining the Programmatic Advertising Experience, suggests that AI can add to the ability of the marketer to ascertain customer sentiment. “Marketers will know if that individual is in a buying mood — a key input into how much to pay for an ad. Another near-term AI capability is interactive ad units, where customers can ask an ad a question and receive customized responses.” Williams cites the case of IBM Watson, “Marketers can train the system to develop thousands of different ad creatives that can dynamically speak to different audiences, transforming an ad creative unit into a conversation with a customer. Marketers will also increasingly be able to use AI across customer analytics and marketing insights to predict what a user will do based on their behavior.”
And Watson Omni Ads promises to do just that. “We live in a world that is increasingly connected, which is contributing to an explosion of data. New customer needs and expectations have forced brands to rethink how they engage with consumers using artificial intelligence (AI). With its ability to unlock big data, AI has teased a future full of exciting transformations for marketers. AI promises better campaign analytics, hyper-personalization, predictive audience segments, reallocation of valuable time saved, and more,” says IBM Watson in a press release.
LEGO will become the first brand to activate an AI-powered ad broadly across the digital marketing landscape via Watson Ads Omni. And they are doing so on Black Friday (2018) — the busiest shopping day of the year. Watson Ads Omni has been trained with the knowledge of 35 different LEGO(R) products, to craft distinct responses to consumers’ specific interests and needs. This will help the toy brand have meaningful one-to-one conversations with consumers, wherever they may be in their path to purchase.
Another retail brand, BEHR Paint will be tapping into AI for their marketing strategy with Watson Ads. Through the AI-powered ad, the brand aims to make the interior paint color selection process easier for individual consumers. Using a combination of Watson’s Natural Language Processing and Tone Analyzer capabilities, BEHR will be able to deliver personalized BEHR paint color recommendations based on the mood and feeling a consumer desires to evoke for their space.