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Artificial Intelligence (AI) is considered the cutting edge of technology by many. But in a few years, it may be as standard as smartphones are today. Divorced from all the implications of popular science fiction movies, AI is a computer or robot that can gather facts about a situation through sensors or through human input. It can then use this information to solve problems or perform tasks. More specifically, AI is a computer system that can perform a task which normally requires human intelligence. This is also the primary reason people fear AI. AI has numerous potential applications in marketing. But in 2019, you’ll mostly see AI deployed for content marketing, customer service, and advertising. Before you start worrying, know that AI isn’t currently positioned to make every content marketer’s job obsolete. AI is mostly used today to identify trends, drum up data, and do competitor research.
Of all the channels we cover in this article, finding new innovation in email marketing techniques is the most challenging. Most email marketing techniques are well established and most recent trends related to improving relevance and interactivity on smartphone. This recent report benchmarking email experiences of retail and travel brands gives a good summary of the state of the art. In terms of techniques, Striata has a great summary of Email trends, which is how I see innovation in email marketing – it’s all about integrating email with content marketing at the right time in customer journey across omnichannel touchpoints
If you want to stand out in 2020, you need to personalize your marketing – and that means personalized content, products, emails and more. Consider these personalization stats: 63% of consumers are highly annoyed with generic advertising blasts, 80% say they are more likely to do business with a company if it offers personalized experiences, 90% claim they find personalization appealing. Kevin George from EmailMonks asserts that “personalized, triggered emails based on behavior are 3x better than batch-and-blast emails.” When you want to study examples of the power of personalization, it’s hard to overlook Netflix and Amazon, with their tailored recommended products or movie titles. Here are a few other companies that are successfully using personalization today: EasyJet launched a data-driven email campaign that uses customers’ travel history with the airline to build personalized stories, which then suggest where they might like to travel next. About 12.5 million unique emails have been sent, which had a 25% higher click-through rate than non-personalized emails.
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