Tech enterprise Appier wants to help brands serve up automated content to audiences across multiple channels with a new AI-driven marketing platform.
A recent eMarketer study found that 90% of US marketers believe that personalisation will be key this year as they look to deliver added value to consumers via informative editorial articles, blogs, news and infographics. Appier is now hoping to empower brands to publish this content in the right place, at the right time.
In a blog post, Appier said that companies rarely understand the preferences or behaviour of their audience beyond their own website or app, and on the subject of first-time site visitors, marketers often lack awareness of their needs – even after investing their advertising budget into obtaining their attention.
The new AIQUA platform will allow brands to leverage AI models to gain a better understanding of their audiences and combine the findings with first-party data to personalise content and communications.
“During our interactions with our many clients around the region, it became clear to us that there’s immense room for improvement when it comes to engagement and personalisation,” Appier’s CEO and Founder Chih-Han Yu added. “We’re excited to introduce a solution that addresses these gaps by drawing on the power of AI.”
The cross-device mapping tech integral to AIQUA will also allow marketers to determine and then target the channel that will be the best option for reaching and engaging with a target audience at a specific point in time.