Digital advertising is taking on a new AI dimension as marketing technology improves
The concept behind cookies and contextual personalization is fairly similar in terms of their marketing benefits, with both being able to provide access to a webpage viewer’s general data to drive advertising. However, contextual personalization doesn’t rely on a “hook” being installed on the viewer’s machine, but is able to link relevant advertising that is based on times, places or events. This allows marketers to deliver a personalized message without having to rely on cookies to get the job done.
One company working on contextual personalization and AI solutions is 7.ai. Its director of product management for innovation, Nitin Gupta, explains, “Let’s take two simple scenarios: time of day and weather. The AI can show your potential customers one message if it’s a weekend, a different message on weeknights and another message altogether if the weather is cold. Customers have different behaviors based on these variables and by recognizing and responding to where customers are both literally and figuratively, you’ll be well-positioned to reach customers with the right message.”
Instead of offering, for example, two different advertising options, contextual personalization can provide multiple options that, through the AI component, are driven by the user’s responsiveness. In the end, it is a more personalized interaction between the company and the consumer, which is able to drive greater conversion rates.