How personalisation via AI can be a game changer for brands to soar sales

Authored by Edo Fernando, Country Head - Indonesia, Xapads 

The sales season brings excitement as enticing deals and discounts often encourage netizens to discover what brands have in store for them since this being the most awaited time for brands, they strive to maximize their campaigns and presence during this much-anticipated time. But have you ever thought about what more can be added to the marketing toolkit, especially during the festive season that can accelerate sales? The answer is Personalization with a blend of AI which is also making a mark in the digital ecosystem and revolutionizing the practices of digital advertising effectively. 

Indonesia’s biggest sales season is about to commence; beginning from 11:11, followed by other sales and festivities. As per the survey on shopping behavior, 60% of Indonesian respondents stated that the numerous sales were the main reason for them to shop during the holiday period, as of November 2022 (source: Statista). The netizens’ sentiments and emotions go at par during festive sales as they desire to shop the best for themselves and for their loved ones wherein, preparing a personalized and recommended content/offerings feed for them via AI can help them resonate better with the brands.   

In this era of cookieless advertising, the evolutions in Artificial Intelligence have got brands’ backs to rely on as it is edging content recommendations by providing marketers with predictive algorithms and possibilities of users’ upcoming actions at certain times. Based on this they can make rational yet informed business decisions about users' expectations and content they are interested in. This is why, the market size of AI in Indonesia is expected to show an annual growth rate (CAGR 2023-2030) of 19.70%, resulting in a market volume of US$4,029.00m by 2030 (source: Statista). It is transforming the approach for brands to target the right audience since besides its array of appealing features, AI facilitates marketers with emotions and sentiment analysis, allowing them to showcase the campaigns that directly engage the consumers.  

AI & Sentiment Analysis Specifically During Festivities:

Empowering sentiments for brands is essential as it enables marketers to stay connected with customers and build a personalized connection with them. For example, the festival of Eid-al-Adha is about to commence, wherein marketers can showcase products like personalized gift hampers, apparel and accessories and other offerings that best fit the users' emotions during Eid. This can further be edged better via AI’s Audience Segmentation as it helps in segregating the users sharing similar or common interests towards brands to upscale their presence. During festivities, the traffic on online marketplaces increases as enticing deals and discounts encourage people to take certain desired actions on the campaign wherein, offerings personalized to their emotions can better skyrocket sales. 

In fact, Single’s Day is also here around the corner which is also a great time for brands to draw users’ attention towards them as this one day’s 11:11 sales can make a difference in ROAS since the more it’s meaningful for users, the more it's important for brands too. This is because netizens explore exciting offers, deals and content to shop the best at exclusive costs where brands can make the most of their festive campaigns. The biggest eCommerce giants in Indonesia like Lazada recorded $11 million in sales milestones on 11:11 and 12:12 in 2022 wherein, the most demanded categories were Skin and Hair Care, Supplements, Bath & Body Products and Home Living (source: Lazada). Marketers can tap into potential users with content pertaining to numerous categories that best cater to their requirements and sentiments. 

Adding to this, sentiment analysis via AI also helps brand owners track new trends and how the audience engages with the campaign. The goal is to understand how people perceive and feel about a brand, product, or service where AI facilitates brands in capturing faces, emotions, sentiments, content and a lot more to gain insights and enhance user experiences. This gets done via thorough analyses of Historical Sentiment Data to understand user emotions and edges their interaction and content recommendations accordingly. This bridges the gap between the brands and the consumers as marketers can get a fair idea to show the right content, matching users' needs. 

This is why, today brands are prioritizing users’ preferences and personalization and have started capitalizing on AI as it hosts benefits that efficiently transform the advertising landscape for them to sustain better. During festivities, AI better scales up personalization as during high-demand periods, users tend to purchase and shop the best for themselves and their loved ones. Moreover, their emotions pump in to get the most suitable content which is why, they sometimes make purchases more than their expectations. This can be a golden opportunity for marketers to target and tap into such consumers since the ever-evolving appetite for innovative AI-driven solutions can elevate brand engagement with consumers having good spending power and drive measurable results. 

All thanks to AI that makes it easier for brands to advertise better and in a more personalized way, considering user sentiments as its Accuracy, Automation & Speed provide advertisers with data modeling that helps them identify the right audience and remain aligned with real-time business goals and objectives. This further fosters the marketing funnel because Data Maths and Metrics via AI enable advertisers to gauge user sentiments about the brands, based on which, they can better execute the campaign ranging from the awareness stage of the marketing funnel to the final conversion stage.  

With AI’s real-time algorithms, marketers can do effective campaign planning, target the niche audience, place ads at engaging touchpoints and provide users with automated and personalized product recommendations and tailor-made messages, leading to effective brand outcomes. Owing to this, brands have started adapting to personalization with a blend of AI as they can better connect with specific demographics, improve brand safety and most importantly fulfill the campaign KPIs across all stages of the marketing funnel.