Of all the developments that tech has created for us in recent years, the most interesting has to be that of personalization. Machine learning among other things has given us “big data” and a ton of information on our leads, and the ease of personalization per lead has never been so stupidly easy.
Now you may have thought this article was going to be about Neuro Linguistic Programming, which is indeed a great tool for copywriters in winning the hearts and minds of readers, but it’s not – it’s about Natural Language Programming.
NLP is essentially a tool that reduces the need for segmentation by statistics and allows you to dive deep into true personalization using computational linguistics. This is a hugely complex and fascinating area which goes way beyond the scope of this article, so be sure to do some research behind the tech to understand just how huge this could be for your business.
In layman’s terms, it means the end of clumsy personalization like we see today: weeks after looking at a pair of shoes on Amazon, they follow us around the internet in adverts, ghostlike and very creepy. Nobody likes that, and NLP comes at a time where this advertising is in dire need of disruption.
Instead, the tech goes through to a much deeper layer using big data to uncover what it is that the consumer is really looking for: to take the shoe example again, it’s possible that they were looking for a similar kind of shoe, but found another – imagine then that the advertisements cease with this knowledge, but then move to the next potential purchase, or something even more profound.
This is a huge and exciting step forward – and one that any marketer worth their salt should be keeping a very close eye on!