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       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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