Masters of Marketing is a weekly video series featuring senior marketers from brands, tech companies and agencies sharing their ideas, industry trends, best practices and tips.
In honour of International Women's Day and the women who have contributed to our research and community-building efforts, every senior marketer we feature this month will be women.
Agnisha Ghosh, Digital Commerce Lead - Transportation and Electronics Business Group from 3M Innovations shares 3 ideas on how you can use AI to drive your ecommerce business.
What drives success in e-commerce today? Excellent product mix, great customer experience, amazing customer service and strong data-driven marketing all contribute to success today. Today, marketers can also use artificial intelligence (AI) to help their businesses to move from reactive to predictive marketing, which if done well, can result in excellent business returns.
1. Smarter search options
AI offers intelligent predictive searches offering suggestions based on the user's search habits. This takes the guesswork out of matching the right product to the right query and delivers best-in-class results, which in turn drives better conversions.
2. Enhanced personalisation
Buying online is no longer a one-size-fits-all experience. AI studies user behaviour so that the ads and the messages are sent at the right time and trigger the ideal response. Researchers have also found that businesses using personalized experiences for their customers are able to deliver up to 10 times higher revenues.
3. Enhanced UX
AI can assist in optimised design testing. In the past, marketers and designers had to rely on A/B testing to compare design variance against one another. With today's AI, multiple design elements can be tested simultaneously. Together with the help of predictive technology we are able to extrapolate faster analytical results and come up with suggested improvements at a faster pace.
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