Incorporating cognitive or “smart” content generated through machine-learning platforms is an effective practice that resonates with a customer’s emotional decision-making, according to new research from Persado, in partnership with The Relevancy Group. The firms recently announced the findings of a new report, The Science Behind Customer Engagement: How Machine-Learning Drives Action, assessing the importance of understanding how machine learning is helping marketers communicate with a growing online audience of 3.6 billion, roughly 50% of the world’s population.
Surveying 301 advertising and marketing executives on their experience with machine-learning, automation and predictive platforms across marketing and advertising practices, the study found that early adopters of this technology who were able to leverage the right message and deliver on emotional personalization could drive a 3-5x increase in revenue.
The findings indicate the market’s need for better understanding and adoption of these technologies with most marketers showing willingness to adopt content created via machine learning. In fact, only 8% of marketers surveyed would not trust content creation based on machine learning. The report also found that machine-learning content has led to performance lifts of 22% to 266%, with notable gains in both the efficiency and effectiveness of customer communication. These findings reinforce Persado’s thesis that cognitive content systematically inspires action among target audiences.
“Machine learning is especially promising with its ability to unlock the maximum potential of inherently inefficient processes. This approach is already being used for various advertising and marketing efforts, but the study confirms that there is still a very real opportunity to utilize machine learning to greatly improve manual endeavors like content creation,” said Relevancy Group CEO David Daniels, in a news release. “Persado’s cognitive content, generated via a machine-learning platform, enables marketers to connect with consumers in an emotionally relevant way, while providing unprecedented insight into effective engagement in a hyper-personal world.”
“The ability to provide a level of personalization that moves the needle continues to be a high priority for marketers. Machine learning technologies advance this effort in a significant way, as it allows marketers to harness the power of data to optimize their communication for emotion, leading to a much more personal and inspiring experience for customers,” said Lawrence Whittle, CRO at Persado, in the release.
Download the complete report here.
In April 2016, The Relevancy Group conducted a survey that resulted in 301 completed and qualified advertising and marketing executives. TRG qualified respondents based on the size of their customer database, email sending volume, familiarity of their company’s marketing efforts, and other attributes such as the individual’s role/title. Respondents self-identified company size and market sector category. TRG collected descriptive information about these organizations including revenue, CRM, and Advertising. The survey used skip ordering and randomization and screener questions. The survey design and final analysis were provided by a team TRG of analysts.
Source: Marketwired; edited by Richard Carufel