Creating an application with monotonous user experience is an outdated idea. Today everyone demands a completely personalized application. A study reveals that half of the customers switch over from one application to another if it doesn’t meet their expectations. Clients are ready to share their data with companies which offer them absolutely customized services. Newly emerging improvements in the digital platform are providing huge options for the retailers to attract new users as well as to retain the old users.
Are applications really customized?
When we ask the question of whether the applications are really personalized, technically the answer is ‘No’. It might be surprising but the products are not customized for every individual user instead a mass personalization is made. There are really very few app development companies that provide tailor-made solutions for every individual user.
Machine Learning – the new digital marketing weapon
Machine learning is one such emerging trend that has the capability to read and understand the personal choice of each and every individual user. This is the new tool available in the digital market to set new standards in business. This reduces the gap between mass customization and individual personalization.
When the app is individually tailor made one the user will completely enjoy the experience they have using the app. This will keep them more engaged to app increasing business levels automatically. It converts the mobile platform to more user-friendly one, enhancing the customer experience and making the app a more loyal product aiding at them.
1. Advanced search options
The experience that a client gains by going through a site or app can be multiplied by several times through Machine learning. Initially, it allows the user to select over the options. From the preference chose by a client it starts learning the personal choice of the individual. With regular use of an app, it will thoroughly understand the user to the core; which is the key to marketing.
By applying the conceptions about the customer marketing strategy can be designed. For example, consider Youtube which understands the user preference according to the type of search done over the search bar. So, when the user enters the app for next time, it will show videos similar to the user preference thus increasing the probability of a particular video being chosen.
2. Predict customer behavior
When it comes to marketing understanding the customer is the objective. Once it is done effectively making zero mistakes, then nothing can stop one from achieving success at his profession. The entire marketing design must be made according to the predictions concluded about a customer. Machine learning can do this job at ease for any organization. Investing in ML is investing directly into the organization’s multifold growth.
3. Target the right audience
Ml provides in-depth details of the user. This can be turned out a lot more beneficial. Consider a scenario when a user searches for a particular item frequently; with the help of ML you can find the necessary and make an offer about the availability of the particular item in your site. Then there is a maximum possibility that the client will visit your site to find more similar items.
Google provides a similar kind of service with the help of ML. It shares the products searched by the user to the partners who run a website on selling a similar product. Thus it ends up advantageous for the product sellers. ML aids you in finding your right audience ameliorating your business state.
4. An improved target growth rate
With the assistance of the ML, an organization can understand user behavior. This, in turn, leads you to improved sales. The chances of achieving the target number become a cake-walk. Sometimes the website, product, and service everything will be up to the mark but the growth rate will be too low. This is due to the misconception about the preference of the consumer. It’s one of the best ideas for anyone to make use of ML if the organization is in need of growth.
5. Customized result across all platform
ML allows the individual to obtain personalized results irrespective of the platform. Suppose a user searches your website to buy a particular product; with the help of the ML it is possible to send notifications to the user intimating the individual about the offers that you provide for the purchase of similar products. A major advantage is that it is compatible over any kind of platform that the users utilize.
6. Enable virtual assistants
Virtual assistants are one of the major attractions that the digital platform offers the user. A successful virtual assistant can be designed only if you have in-depth details about the user preference. A calculative analysis on the possibilities that the user may opt is required before developing the assistants. With ML it’s no more a hard job.
7. Enhanced security
ML can not only serve you as a marketing tool but also it can be a security weapon. Security in the access of the application can be developed by authenticating the user with fingerprint recognition. Through the ML system learns details about the fingerprint of the user which can be used as a security checkup before granting permission to access the account or app.
Voice or face recognition can also be employed for the authentication. Security is the principal aspect of any kind of service or supply chain. This mode of security can be vital especially when technology deals with money and confidential credentials.