While many marketers know that something within their large consumer-related data sets allows computers to pinpoint the perfect customers, many don't really know what Artificial Intelligence and Machine Learning are. Machine Learning began as a pattern recognition method within computer code, but with advances in computing power and availability of data, it now involves programs that perform tasks without being specifically programmed to do so.
In the marketing world, machine learning allows computers to predict the ways consumers will behave. It means using available data to create algorithms that not only show you the possible clients and consumers, but instead show you the clients and consumers who are ready and willing to buy your product.
These pieces of software cut down on the amount of marketing that reaches an unwilling recipient; the old model of sending many less-targeted emails to customers has created a lot of resistance to this method. Even when still using a Direct Mail approach, the advent of machine learning makes sure your message goes to your best prospects. The goal of machine learning in marketing is to present the customer with exactly the product they want or need, sometimes right when they are already looking for it. Machine Learning allows you to fill a need without reaching many uninterested people along the way.
ePush! uses their eVe! Visibility Engine to mobilize Machine Learning for you. You don't have to understand every background algorithm to see the results that create great customer experiences; you can use your methods of outreach, including Direct Mail, but having the right data makes all the difference. These tools allow you to know who visits your website, what kinds of cars they are interested in, and when they enter or re-enter the market. Your outreach becomes customer-centric, helping them get the information they are already seeking, resulting in much higher conversion rates than traditional email.
The data generated by Machine Learning also can be loaded into your outreach social media, like Facebook, and used to mobilize those platforms to generate a following. The rich data makes it possible to make connections between you and customers you might not have found otherwise. You don't want to waste money on ads that don't get used or suffer from high bounce rates. Letting the algorithms learn from your data makes your marketing more effective and results in increased engagement, clicks, conversions and time on vehicle deal pages.
Computers are now able to not only create data sets but use intelligent algorithms to construct profiles of users; if you want to leverage the advances in Machine Learning, contact us to learn more.