Imagine 1.2 Billion users on one mobile platform engaging with everything from texting, shopping, booking vacations, and even scheduling doctor’s appointments. This all-in-one app is called a super app, and China is the uncontested powerhouse for consumer usage of these apps. The China Internet Network Information Center states that 98% of mobile users access the internet through their smartphones and spend approximately 6.2 hours online per day. This high level of mobile internet usage and the consumer movement to super apps has established China as a mobile-first country. Subsequently, they are attracting a tremendous amount of global funding for the advancement of AI in relation to mobile marketing. The vision of AI is expected to enable new forms of connectivity and commerce for brands, marketers, retailers, and consumers. Large eCommerce companies are experimenting with AI to predict buying behavior and weave together the data within these super apps using AI algorithms to precisely tailor product offerings to each individual. And by embedding AI into analytics engines, we might be able to automate processes like personalization, lead scoring, performance management, and reporting, thus driving closer to 1:1 personal marketing.
Breaking away from the focus on China, I found a global report from Spiralytics that states, “64% of consumers are expecting a more personalized digital shopping experience based on their past interactions with a brand.” Consumers are becoming more and more comfortable with brands having endless amounts of data on their internet usage and shopping behaviors, so making a simple recommendation based on a complex AI algorithm is actually satisfying to the user. However, I’m not sure I want a brand to know so much about me that my shopping experience almost feels like they are reading my mind? It’s cool and creepy at the same time.
As AI improves, we may see advancements in Adblockers providing a tailored Ad experience and an intelligent approach to blocking out irrelevant or irritating advertisements. These advancements will help remove the generic ads that follow you around different sites disrupting your mobile experience. And algorithms weave together long and short-term interests of the user in real-time and then display ads with content better suited to the user. Eventually, AI will generate unique text and images, pushing the envelope for tailoring banner ads to a specific person’s taste.
With AI offering the potential solution for hyper-focused marketing, we, as marketers, need to consider adopting the technology at the right time. However, do it ethically. But that is another conversation for another time.
- Garcia, Jason. “How Artificial Intelligence (AI) is Redefining Mobile Marketing” Spiralytics Performance Marketing, Spiralytics, 20 March 2020, https://www.spiralytics.com/blog/artificial-intelligence-redefining-mobile-marketing/
- Zhang, Jane. “Chinese mobile users now spend over 6 hours every day online – that’s almost 2 full days a week” South China Morning Post, South China Morning Post Publishers Ltd, 3 January 2020, https://www.scmp.com/tech/apps-social/article/3044344/chinese-mobile-users-now-spend-over-6-hours-every-day-online-thats
- Norris, Michele L. “How AI is transforming mobile marketing” Business of Apps, Business of Apps, 6 November 2020, https://www.businessofapps.com/insights/ai-transforming-mobile-marketing/
- Llanas, Ralf. “The future of mobile marketing is in artificial intelligence” Mobile Marketing Magazine, Mobile Marketing, 7 February 2019, https://www.mobilemarketingmagazine.com/the-future-of-mobile-marketing-is-in-artificial-intelligence