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RESEARCH, ANALYSIS & TRENDS
usual “one-to-many” offers, based on segmentation like like increasing customer satisfaction and buying
age and gender. But since the offers are not tailored to incentives. Automated customer-facing processes
the buyer, this type of customer communication leads in simply enable them to invest their resources in
the long term to consumer frustration. The prejudice campaign planning and strategy. Therefore, marketers
that AI technologies are just for analysts and scientists expect AI to earn them a higher ROI (79%), to help
unfortunately still prevails, as some marketers can’t them set up personalized real-time campaigns (61%)
believe that there are AI tools they can easily and and create automated workflows (74%).
effectively use to fundamentally optimize marketing
tasks. Ideally, for instance, every content published via all
media and channels is targeted and brand-compliant
and is consistently created according to the people and
Automated customer approach
departments involved. But since they all have their own
With AI, however, the existing database can become a ideas, writing styles, different perspectives or priorities,
usable marketing tool: In fact, 92% of respondents see there is the danger that conflicting information can be
AI’s potential here, especially since 40% of marketers read on different channels, product names are used
have problems with the personalization of their inconsistently or spelling mistakes creep into texts. This
marketing campaigns and expect to create customer diminishes trust and weakens the brand.
satisfaction and added value for users through AI
marketing. The already collected data is evaluated by In the flood of content, it quickly becomes clear that just
human editing isn’t fruitful. Undoubtedly, only intelligent
using AI to create intelligent marketing automation software can meet this challenge, which is why this
routes for a personalized, cross-channel response. task falls into the field of AI, the “discipline that deals
Therefore, the majority (89%) of respondents believes
that AI marketing enables a cross-channel, with the attempt to reproduce a human-like
personalized customer approach in real-time, because intelligence”, to keep up with the competition in the
future. But wouldn’t it be wonderful if machines could
AI can determine the timing, communication channel measure, how brand-conform and convincing a text is?
and content of the approach. AI marketing technologies Results provided in a fraction of a second, in a cost-
act automatically and autonomously, and eliminate
manual activities, such as grouping of buyers or effective way? ◊
deciding on the corresponding incentives.
Consequently, marketers no longer work primarily By Daniela La Marca
operationally, but can concentrate on strategic tasks,
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