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       To what extent can AI positively support

       brand building or perception?

       Artificial  intelligence  has  become  indispensable  in   This  means  that  content  developers  of  any  business
       science, ultimately it is able to analyze large amounts of   field need to rethink their activities. They are required to
       data  much  faster  than  the  human  brain.  By  now,  the   create  authentic  content  with  high  utility  value  in  a
       systems have even progressed so far that they deduce   variety of forms, since the demands on content creation
       appropriate conclusions and can act accordingly. Thus,   have  risen  massively  with  the  increasing  digitization.
       the  discipline  has  made  breakthroughs  in  discovering   The customer journey begins long before the prospect
       correlations  in  research  in  various  fields,  marketing   even  contacts  a  product  or  service  provider,  since
       being  one  of  them.  When  looking  at  chatbots,  for   information is available on websites, in brochures, etc.
       instance,  AI  has  found  by  now  its  place,  with  its   According to Forrester's market researchers, 70-90% of
       capability  of  processing  a  large  part  of  customer   the  buyer’s  journey  is  completed  prior  to  contacting  a
       inquiries   automatically   due   to   comprehensive,   sales person. In other words, content is one of the first
       underlying database(s) and intensive training.      touchpoints  and  replaces  to  a  large  extent  personal
                                                           conversation, when it comes to it. Therefore, make sure
       Not to mention that customers increasingly  perceive a   that there are neither contradictory or confusing product
       brand  via  content  today  and  that  AI  can  generate   statements in the various sources, nor inconsistent use
       appropriate  text  easily,  too.  According  to  Nielsen's   of  terms  or misleading  sentence  constructions.  Not  to
       market researchers, already  in 2014, consumers were   mention that content that neglects its own requirements
       five times more content dependent than they were five   and  does  not  accurately  describe  what  is  being
       years earlier when making a purchasing decision. Their   searched  for  is  increasing  the  likelihood  of  being
       study of the role of content in the consumer's decision-  challenged by competitors.
       making  process  shows  that  among  all  stages  of  the
       buying process, expert recommendations score highest,
       because of their neutrality and credibility.        Clearly,  content  experience  and  customer  experience
                                                           are  closely  linked,  hence,  it  is  pivotal  that  content  is
                                                           brand-compliant, goal-oriented and scalable. ◊
       "The  impact  of  expert  content  on  consumer  decision
       making  demonstrates  the  important  role  that  objective
       and  credible  information  from  trusted  sources  play  in                           By MediaBUZZ
       the  purchase  process,"  the  Nielsen  report  concluded.

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