Advantages of Machine Learning (ML) for app marketers in digital marketing:
Advantages of Machine Learning for app marketers in digital marketing:
1) Improved user segmentation: A mobile application may have hundreds of metrics to trace; however, a typical marketer will probably measure a maximum of 25. A machine, on the other hand, can convert all that information into marketing efforts within seconds. For example, for an e-commerce app with a huge active user base, the campaign manager will be able to use Machine Learning to predict future purchases based on previous behaviors. With this data, the marketer can create a perfectly crafted campaign, well-timed to cater to the right user. Using indicators such as previous purchases, frequency of purchases, time of day, demographics, funnel progression, etc. marketers can function better with the information for more efficient targeting, advertising and eventually a better Return on Ad Spend.
2) Personalized customer experience: We see food delivery applications reminding us to order frequently for our daily meals, this is the simplest example of personalized customer experience. The machine remembers our previously made choices and accordingly targets us for our next set of orders. Based on this dataset, ML can generate personalized and user-specific patterns for users from different segments. This addresses customer’s day-to-day preferences and makes the application and service more consumer-specific and relatable. This practice makes consumers feel individually addressed, hence, chances of re-engagement and new buys increase.
3) Creative optimization: A marketer might have multiple campaigns running on their website/social channels for a single product or service. If more time is spent on observing and drawing insights, the actual ideation and mapping process would be delayed, resulting in underperformance. ML assists marketers in simultaneously checking several variables and providing statistical data about which one was the most useful. This frees up a lot of time for marketers, allowing them to come up with a better CTA (call to action) and be more flexible with their schedules.
4) Automation of processes: Many of the activities in marketing campaigns are hands-on, mundane, and repetitive. Like, a manual approach towards calculating a campaign can leave us with an overview of its success or failure. By automating tasks, marketers get a better understanding of the details and can make niche observations of the campaign. As a result, the process is more organized and effective, there are fewer human errors, marketers can handle complex and strategic tasks, and it is easy to decide on whether to continue with the present tactics, stop, adjust, or double down on the marketing initiatives.