Shopping habits change weekly

Companies are operating in a market where their target group and consumer awareness is low. They must now respond to the results of the Rocket Fuel survey.The reactions are moodyIt is important to find a way to address users in the various phases of the purchasing process and to find out whether they are in the mood to buy or not, because: Two out of three (64 %) online shoppers admit: "How I react to an ad or promotion depends on my mood at the time." Advertisers therefore need the right technology to find this out and to be able to analyze and use immense amounts of data. Otherwise, they run the risk of frustrating shoppers with irrelevant and irritating ads and missing their only chance of targeting them.When is the best time?Volker Ballueder, VP Client Success, International and Acting Managing Director D-A-CH at Rocket Fuel, explains: "This study shows that the enormous growth of the Internet and the numerous channels and end devices are changing many things: For advertisers, online commerce as well as targeting the right consumers tends to become more difficult. With shoppers changing their buying habits once a week, brands now need a solution that can help them target individual users with the right content at the right time. And because retailers collect a huge amount of data over time, they need to be able to rely on artificial intelligence-based predictive technologies to use it effectively."Relying on new methodsIt is becoming increasingly difficult for marketers to predict user behavior using traditional segmentation methods. Today, many consumers say that their purchases reflect who they are. As a result, marketers and retailers need to see and treat users as individuals rather than categorizing them into groups using outdated methods. Artificial intelligence plays a key role in monitoring a huge amount of data points to find out how and when users shop. These users can then be targeted with personalized advertising at the appropriate moment. This is less about targeting a limited segment and more about targeting individuals. It is less about the end device itself and more about the moment of its use. And it is less about a programmatic and more about a predictive approach.AI helps with forecastingBy leveraging all the benefits of artificial intelligence, brands can optimize every part of their marketing mix to create seamless, always-on and up-to-date experiences that users value. In addition, the application of artificial intelligence enables brands to not only understand consumer behavior, but also predict it. Sophisticated algorithms show precisely where they are in the buying process and which advertising messages would contribute to a purchase decision. This enables retail brands to provide users who are ready to buy with the right content, increase conversion and stay ahead of the competition.