Building brand loyalty should be imperative for every business. After all, the value of brand loyalty is in direct correlation to brand equity. It is not just a strong indicator of the intangible value of customer support, but also a measurement of your brand’s success to-date and future performance predictions. Marketers that are able to create a seamless, relevant and contextual experience, as well as drive value for their customers, will stand out from all the rest.
AI is here to help build brand value with safety and confidence.
Machines are learning from both audience and contextual information, and building the intelligence to make decisions that can achieve specific outcomes. With AI, brands can make predictions like who is most likely to buy, and where and when to deliver a message. First and foremost, this has a positive impact on performance, but it also can affect loyalty. Through segment audiences and personalization, AI will help secure brand loyalty.
In his book The Inevitable, Kevin Kelly touches on the importance of brand loyalty (and the technological forces that help shape it): “The longer you are with a service, the better a brand gets to know you; and the better it knows you, the harder it is to leave and start over again. It’s like being in a committed relationship. Naturally, the producer strives for this kind of loyalty, but the customer gets many advantages for continuing as well: uninterrupted quality, continuous improvements, and attentive personalization”.
I always like to use the example of how I often look in my closet and feel like I have nothing to wear simply because I have too many options. My brain can’t handle all of it. AI gives marketers the ability to narrow down product options in an intelligent way and better service the customer. IBM’s AI (Watson) and jacket company North Face are working together to create a completely personalized and connected shopping experience. The site prompts users to answer questions like “Where will you be using your jacket?” in order to narrow down options and help consumers find the perfect jacket for their next adventure. As you look at the world today, you can find countless examples of where AI is taking center stage, and making life simpler for humans..
AI has the capability to conquer malicious activity and deceptive ad practices that pose risk to your brand. It monitors digital activity 24/7 and quickly discovers characteristics of malevolent human and non-human behavior. The speed of this detection and ability to take immediate action can prevent brands from falling victim for fraud and paying for advertising that drives zero value. And while there’s no way to make the ad industry 100% bullet proof, AI anticipates threats and takes proactive measures – like blacklisting sites and blocking suspicious accounts – to mitigate fraudulent traffic and brand-damaging activity before any harm is done. It would be impossible to rely on humans to monitor new information, study patterns and react in a timely manner. The machine, if it has learned properly, can get us there much faster, and with a greater level precision so that we can provide a heightened level of protection to brands.
Stay tuned for more in our Thinking Outside the Bots series as we dive into the current and future state of AI. For more about how AI helps marketers achieve faster, smarter marketing, check out our last post on the Power of AI.
Magnetic is a digital marketing and artificial intelligence company. We use machine learning and AI to deliver smarter, faster, and more effective advertising. Our powerful AI platform continuously analyzes the attributes of 320 million live user profiles alongside real-time inventory supply and bid opportunities to deliver highly performant and profitable campaigns for our clients.