- Marketers set to achieve new levels of automation and
scalability thanks to Personalised Campaigns from Jacquard, which
uses AI to generate customer-centric, on-brand marketing messaging,
tailored to the individual.
- Enhancements made to Jacquard’s UX as part of the summer
release better equip marketers to launch multichannel, multilingual
campaigns from a single brief, with language capabilities now
extending to Modern Standard Arabic and LATAM Spanish.
- Generating 2,500 brand-compliant messages in seconds from a
single brief, Jacquard curates variants for brand voice,
performance, localisation and channel needs.
Jacquard, the enterprise tooling for brand messaging that
resonates everywhere, has unveiled Personalised Campaigns: a brand
new AI product designed to automate the creation of contextually
relevant, on-brand marketing messaging for each individual
consumer. As part of this summer release, it has also introduced
LATAM Spanish and Modern Standard Arabic into its proposition,
which will enable marketers to take a multilingual, culturally
nuanced and relevant approach without barrier.
Language curated for the individual
Research* shows that personalisation is mission-critical when it
comes to effective marketing, and that it’s in the top three
concerns for marketers in 2024**. To be truly customer-centric,
messaging needs to progress from the nascent days of
personalisation, which began with [and has barely evolved from]
“Hello, {first name}.” Audiences want brands to demonstrate that
they understand their needs, desires and preferences, and not just
know their name.
But even the most skilled collective of copywriters can’t meet
the demands of accurate and impactful personalisation with the
speed and scale that’s required. Until now, they have had to rely
on personalisation methods such as complicated conditional logic,
audience segmentation and error-prone merge tags. This has resulted
in formulaic messaging that is proven to disengage consumers.
This is where Personalised Campaigns comes in, with its ability
to automate the creation of contextually relevant, on-brand
marketing messaging. It leverages data and technology to create
unique experiences and immediate, tangible value for the individual
consumer by delivering messaging on behalf of businesses that
resonates on a personal level.
Daniel Head, CEO, Jacquard, explains: “Amid the cacophony
of consumer culture, brands need to learn how to talk to different
consumer cohorts - and the individuals among them - based on their
personalities and preferences. With personalised campaigns, brands
can unearth insights that have never been available to marketers
before. This will inform how brands evolve audience targeting and
communication, ultimately driving greater relevance and
impact.”
The next level of personalisation
The technology behind Personalised Campaigns augments and
amplifies the role of the marketer or copywriter, generating
thousands of language variants from a single brief.
Powered by Jacquard’s custom-built Personalisation Engine,
Contextual1, Personalised Campaigns revolutionises the established
approaches to customer-centric marketing. Drawing on product
catalogues and user data to generate content that is contextually
relevant to each individual customer, Contextual1 is the foundation
of personalised messaging at scale, which marketers can trust.
It draws on a sophisticated cohort of data dimensions to
generate messaging truly tailored to each individual consumer.
These include:
- User data e.g. customer name, age, pronouns, birthday, order
history and loyalty tier.
- Contextual data e.g. customer location and weather.
- Product data e.g. product type, product category, features,
collections and stock levels.
- Brand data e.g. grammar, sentence structure, vocabulary,
emojis, tone, punctuation.
Employing multiple AI agents at once, it automatically adjusts
and adapts the messaging it sends to each customer across multiple
touchpoints, tailoring it to their context, preferences and how
they like to be spoken to. Even among vast and complex audience
cohorts, it can fine-tune specific messaging for the individual,
making it a hyper-personalised interaction.
Daniel Head, CEO, continues: “Personalisation is the holy
grail of effective marketing. But traditional personalisation
methods are broken. Customer engagement platforms [CEPs] have
limited understanding of what’s being said, the products or
services on offer, and the end user. They have no context for how
products and user data interact, and typically replace keys with
values in the message body. But the technology behind Personalised
Campaigns represents a significant step forward in personalised
marketing, multiplying the efforts of marketers as they seek to
reach broader audiences more deeply.”
Multilingual marketing
Following recent innovation, Jacquard is also now operational in
Modern Standard Arabic and LATAM Spanish, taking its total number
of languages to seven. With LATAM Spanish and Modern Standard
Arabic among the top five most commonly spoken languages in the
world, Jacquard’s versatility will help customers to execute more
globally relevant campaigns that transcend barriers and cut through
both formally and colloquially with customers.
Jacquard had a clear rationale for adding both languages to its
offering. LATAM Spanish is a dominant language in North America,
with over 50 million speakers. Meanwhile, there is a growing demand
for AI tools in Modern Standard Arabic in the Middle East –a region
with a significant number of digital-first companies, but a low
penetration of AI technology.
Adding LATAM Spanish and Standard Modern Arabic to the languages
Jacquard supports allows global enterprises to localise and scale
their marketing efforts in line with the principle of personalised
marketing. In addressing and communicating with their customers in
their preferred language, while maintaining their brand voice,
linguistic accuracy and cultural relevance, brands can engage more
deeply with diverse audiences, ensuring that their marketing
strategies are both relevant and impactful.
Daniel Head, CEO, concludes: “Multilingualism is a global
phenomenon present across all regions and demographics, and it’s
not going anywhere. Today, marketers have to be equipped to create
content in their target consumer’s preferred language, regardless
of which market they’re in. And it’s mission critical to recognise
that there is often a diversity of languages spoken across a single
country. Enterprises need a nuanced approach to digital marketing,
in which content strategies are not just translated, but localised
to align with the cultural and linguistic nuances of each
territory.”
*91% of consumers prefer brands that provide personalised
communications, according to research by Accenture.
**Personalising marketing messages for individual consumers is
in the top three concerns for marketing professionals in 2024
according to an independent research survey undertaken by
Jacquard.
About Jacquard
Jacquard is purpose-built architecture for on-brand messaging
that resonates wherever people are. Our enterprise tooling unlocks
the benefits of AI with speed and scale, language expertise,
distribution across all major channels, and performance. Leading
global brands like Currys, Pet Supplies Plus, and Walgreens see
sustained brand affinity with Jacquard.
For media enquiries, please contact Melissa Scarlett:
melissa.scarlett@jacquard.com / 0044 7921 623 469.
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version on businesswire.com: https://www.businesswire.com/news/home/20240911631671/en/
Melissa Scarlett: melissa.scarlett@jacquard.com / 0044 7921 623
469.