As technology continues to evolve, brand leaders must adapt to stay relevant to their customers. While there are several key areas in business that hinge on leadership’s ability to adapt to society’s growing technological advancements, customer engagement tops the list.
A steady rise in the use of social media across generations, as well as the growing popularity of online shopping, has created new opportunities for consumers. Customers now have the ability to engage with and buy from a company or brand whenever they so choose, regardless of location. Why this matters to a business is quite simple – revenue.
A recent Forbes article noted that 20.8% of all retail purchases are expected to occur online in 2023, which is expected to grow to 24% by 2026. When looking at shopping via social media, Forbes reported that 96.9 million people in the United States currently do their shopping on these platforms. And by 2026, social media commerce alone is expected to generate a total of $2.9 trillion.
Artificial Intelligence (AI) is already transforming customer engagement and driving sales in a variety of ways with innovative solutions like automated chatbots and personalized marketing campaigns. Companies that adopt AI-powered customer engagement strategies can improve customer satisfaction, increase conversions, and drive sales.
As an expansive sea of companies and brands all vy for the attention of online shoppers, the need to engage is a must if the goal is to effectively compete and earn the attention of your target audience. The rise of AI has given companies new ways to interact with their customers. AI can help companies better understand their customers through data analytics, which can then be used to improve the customer experience and drive additional sales. When considering the ways in which AI can help your business effectively engage with your audience and ultimately improve your bottom line, this new technology can do so in a few ways.
Chatbots Take the Lead
One way that AI is transforming customer engagement is through automated chatbots. With the help of AI, chatbots respond to customer inquiries quickly and efficiently, 24/7. Instead of waiting for human customer service representatives, customers can now get immediate assistance. This kind of fast and efficient response can increase customer satisfaction and reduce wait times, resulting in higher conversion rates and increased sales.
A study conducted in the United States via Hubspot in October 2022 found that 57% of B2B marketers used chatbots in their demand generation programs to understand their audience better. Moreover, 26% of the business-to-business (B2B) marketers using chatbots in their marketing programs gained between 10% and 20% more lead generation volumes than those who had not implemented AI technology.
Personalization
Another way AI is transforming customer engagement is through targeted marketing. AI-powered algorithms can analyze customer data to identify customers more likely to purchase. Businesses and brands can then use this information to create personalized marketing and advertising campaigns with tailored content and product recommendations. By providing customers with personalized experiences, companies build trust and loyalty, ultimately driving more sales.
Advanced Analytics
AI is also helping companies to improve their sales forecasting. Companies can use predictive analysis to forecast future sales by analyzing data from past sales. This information can help companies to plan their inventory and staffing needs, ensuring they have the right products on-hand to meet customer needs. Timely delivery of goods is essential for ensuring customer satisfaction, and AI can help companies achieve this through better forecasting.
Additionally, AI can help companies identify opportunities for upselling and cross-selling. By analyzing customer purchase data, AI can identify products that customers are likely to be interested in based on their prior purchases. Companies can then offer these products to customers, either through personalized email campaigns or through on-site recommendations. This kind of targeted marketing can increase sales, as customers are more likely to make additional purchases when presented with products that match their preferences.
Our team leverages AI in innovative ways to help our clients stay ahead of the curve and effectively reach communities of color. Contact us to learn more about our custom campaign solutions.