Page 13 - AeM_Feb_2018

RESEARCH, ANALYSIS & TRENDS

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.

MediaBUZZ Pte Ltd - Independant ePublisher for Asia