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1、IMPACT OF AI ON MARKETING10CONSIDERATIONSON THE IMPACT OF AI ON MARKETING1THINK BIGGER ABOUT AI1THINK BIGGER ABOUT AI“The potential of this market is hard to grasp somewhere between all software and all human endeavours.”Andreesen Horowitz Additional$9.5-15.4 Trillion per year to global economy (acc
2、ording to McKinsey Global Institute)1THINK BIGGER ABOUT AIAll businesses will change,new businesses emerge Apps will be built in a day,with no code 1-2-1 customer marketing at scale Everything,everywhere,all at once New frontiers(eg.space)WHATS GOING TO BE POSSIBLE:2WEB 3.0 REDEFINED2WEB 3.0 REDEFIN
3、ED202220232024“Metaverse is the new Internet”“Crypto and NFTs are are the backbone of Web3”“VR goggles the next Smartphone”“AI is boring”Adapted from:Benedict Evans“Meh!Low quality experience”“But not sure how and when exactly”“Can Apple bring new life to this space?”“AI is Web3.0”“Rapid improvement
4、 in content”“Blockchain and NFTs as record for AI agents?”“Browsers replaced by chat and voice”“AI accelerates all tech”THE NARRATIVE HAS FLIPPED2WEB 3.0 REDEFINEDBill Gates (speaking about OpenAI)Microsoft“In my lifetime,Ive seen two demonstrations of technology that struck me as revolutionary.The
5、first time was in 1980 the second big surprise came just last year”.“The development of AI is as fundamental as the creation of the microprocessor,the personal computer,the Internet,and the mobile phone.”3ITS HAPPENING QUICKLYINSTAGRAMSPOTIFYDROPBOXFACEBOOKFOURSQUARETWITTERAIRBNBKICKSTARTERNETFLIX3.
6、5 YEARS2.5 YEARS2.5 YEARS2 YEARS13 MONTHS10 MONTHS7 MONTHS5 MONTHS2.5 MONTHS5 DAYS CHATGPT HITS 1 MILLION USERS IN 5 DAYSCHATGPTTIME IT TOOK FOR ONLINE SERVICES TO HIT ONE MILLION USERS(1999)(2022)(2010)(2008)(2008)(2004)(2009)(2006)(2008)(2009)LaunchedSource:Statista 2023ITS HAPPENING QUICKLY3100 M
7、ILLIONMONTHLY ACTIVE USERS BY JANUARY 2023Nov 30,2022(Launch Date)ChatGPT signals mainstream awareness for AI.While the growth of ChatGPT is impressive,its really only representative of a much larger emergence of AI tech-an emergence and maturation which has been brewing for decades.4THE BIG GAINS A
8、RE NOT IN CONTENTOrganizational ValueOrganizational Capability4BIG GAINS FOR MARKETINGMARKETING TEAMS NEED TO CLOSE THE GAP QUICKLYFUTURECURRENT(Revenue)(Costs)HIGHERLOWERContent/CreativeHeadlines,Blogs,AdsTranslationDo you have prompt engineers?And technical design/copy creators?Bots,CX AutomationD
9、o you have a chatbot already in action?Ad Targeting/RefinementROI,AttributionWhat new markets(segments)could you reach if bandwidth and resources were not a constraint?Customer InsightsChurnNew Products,R&DWhat new datasets can be added to existing CRM to inform your understanding of customers?Predi
10、ctive AnalyticsSimulationsNew MarketsMerchandisingDo you have UX/UI people to rapidly develop apps?Coding(Apps)Virtualization(AR/VR)Do you have data scientists and psychologists to organize and interpret data?Data as a ServiceNew BusinessesDo you have start-up capable staff to venture into new areas
11、?Dynamic PricingSegmentationCOMPANIES NEED TO EVALUATE INTERNAL CAPABILITIES VS POTENTIAL GAINS ACROSS A GROWING SPECTRUM OF OPPORTUNITIES.5UNLOCKING NEW VALUE5UNLOCKING NEW VALUETHE JOB LOSS NARRATIVE WILL DROP OFF QUICKLY AND WILL BE REPLACED BY QUESTIONS OF HOW BRANDS CAN DELIVER MORE,DO BETTER A
12、ND GROW MORE QUICKLY.IN THIS CONTEXT,BRANDS SHOULD HAVE A ROADMAP FOR WHERE AND WHEN TO IMPLEMENT AI PLANS ACROSS THE ORGANIZATION.(Revenue)(Costs)HIGHERLOWERContent&SocialCustomer Service(Bots)Customer InsightsAd Targeting/RefinementPredictive AnalyticsData as a ServiceCoding(Apps)ExistingNet NewOR
13、GANIZATIONAL VALUEA ROADMAP FOR IMPLEMENTATIONWhat new businesses could you move into?What data do we have that could be the centre of new offering?New audience groups,new countries leveling up from selling products to SOLUTIONS.What is currently in high demand but expensive to deliver?6EARLY MOVER
14、ADVANTAGES6AI will help brands overcome limits on cookies(and 3rd party data),supercharging 1st party data when combined with other datasets.In the short-term,there is massive potential to improve targeting and conversion with AI.Major gains are available for first-movers with audience segmenting,ad
15、 targeting,re-targeting and conversion workflows.EARLY MOVER ADVANTAGES6HARD TO REACH CUSTOMERSThe impact on search will be profound.There will be a significant reduction in traffic to Websitesexcept for well known brands and distinct products.As users shift to chat and voiceBrands will need to buil
16、d presence on more channels and CREATE A CENTER OF GRAVITY where customers come to them and stay with them7AVERAGE WONT CUT IT7AVERAGE WONT CUT ITSEARCH RESULTS WILL AVERAGE TOWARD BRANDS WITH HIGH SHARE OF VOICEMARKET LEADERSSHARE OF VOICEDIFFERENTIATORSFUNCTIONALPSYCHOGRAPHIC“What are the top bran
17、ds for X?”“What are the best products for X,if I want XX,and XXX?”“What are the best products for people who XXXX?”BRANDS MUST OWN CATEGORIES/COMMUNITIESBUT 15%OF DAILY GOOGLE SEARCHES ARE UNIQUE.IN THE SHIFT AHEAD,NOVEL SEARCHES WILL INCREASE,CREATING OPPORTUNITIES FOR NICHE ASSOCIATIONS.7AVERAGE W
18、ONT CUT ITFUTURECURRENTCONTENT QUALITYSmaller BrandsLarger BrandsQuality lift for smaller brandsLarger brands MUST lift standardCONTENT QUALITY WILL TREND UPWARDSUSING AI,SMALLER BRANDS WILL BE ABLE TO INCREASE CONTENT QUALITY AND VOLUME.LARGER BRANDS WILL HAVE TO RESPOND WITH CORRESPONDING INCREASE
19、 IN QUALITY TO STAND OUT.8BRAND MOMENTS MATTER8BRAND MOMENTS MATTERDISCONNECT BETWEEN TOP AND BOTTOM OF FUNNELSPURCHASECONSIDERATIONAWARENESSBig moments create lasting memory,SOV and word-of-mouth.Consideration gets throttled,with more limited consideration sets,fewer channels.THE FUNNEL CONCEPT IS
20、A HOLDOVER FROM WEB 1.0.ELIMINATION OF COOKIES AND 3RD PARTY DATA FURTHER ERODE THIS PARADIGM.Brand preference must be firmly in place by the time a customer is ready to buy.9BE MORE HUMAN9BE MORE HUMANhttps:/hbr.org/2020/08/the-secret-to-ai-is-peopleHumanity as an advantage:authenticity,personality
21、,fun,funny,quirky,empathetic customer care,ethics and transparency.Being human,things created by humans and human connection are likely to rise in value.Expect live events and experiences to rise in value.10TRANSFORMATION PARADIGMS10TRANSFORMATION PARADIGMSCOST VS REVENUEShort-term pain vs long-term
22、 gain?AI will be the persistent drumbeat for transformation.Customer service and predictive analytics are optimal staring points.INSIDE VS OUTSIDETeams for internal value(data),external(customers&content).Like Zillow.Pushing progress from two sides to gain more varied insight.EXISTING PLATFORMSUsing
23、 existing marketing tools to test AI features and plugins from rich ecosystems.Better to rent first build later.(Eg.Salesforce,HootSuite)CDP(CUSTOMER DATA PLATFORMS)AND OTHER SYSTEMS OF RECORD SERVE AS USEFUL STARTING POINTS WHEN IT COMES TO BUILDING ORGANIZATIONAL VALUE THRU AI.COMPANIES SHOULD EVA
24、LUATE THESE PLATFORMS FOR AI CAPABILITIES(BOTH CURRENT AND FUTURE DEVELOPMENT ROADMAP),TOGETHER WITH ECOSYSTEM AND THIRD-PARTY APPS,TO ASCERTAIN POTENTIAL LEVERAGE GAINED FROM AI.CDPS ARE A GREAT STARTING POINTOMNICHANNEL DATA INTEGRATIONSSocial DataCOLLECTUNIFYANALYZEACTIVATEInputsIdentificationIns
25、ightsOutputsPROFILE MANAGEMENTINSIGHTS,ANALYTICS&PREDICTIVE SCORINGCOMMUNICATIONS INTEGRATIONSWeb&App LogsAdvertising DataCustomer SurveyseCommerce CRM Data/InsightsIoT Device InfoSocial MediaAd PlatformsEmail Websites&AppsLoyalty SystemsMessaging AppsBotsBusiness IntelligenceData VisualizationMarke
26、t InsightsNew Product IdeationSegmentationBots/MessengersChurn Prediction3rd Party Data(Big Data)DATA&DECISION ENGINESearch/SEOAttribution(ROI)Predictive Analytics10TRANSFORMATION PARADIGMSPOS InfoCDP BRAND X TREND INSIGHTSDETAILED DATA AND DETAILS ON THE ECOMMERCE AND SOCIAL MEDIA LANDSCAPE ACROSS
27、ASIA.PERSPECTIVES ON REGIONAL GROWTH.INSIGHTS,ANALYSIS AND GROWTH FRAMEWORKS FOR DIRECT-TO-CONSUMER BRANDS-WITH GLOBAL AND U.S.FOCUS.RANKING OF CHINAS TOP CONSUMER,RETAIL BRANDS GROWING ONTO THE WORLD STAGE.INSIGHTS ON IF/HOW THEY ARE SUCCEEDING.TOTEMCOMPREHENSIVE PLANNING AND GROWTH FRAMEWORKS FOR
28、BRAND SUCCESS IN CHINA.Totem works with a range of brands in Asia,China and Globally on brand strategy,marketing tech,and business intelligence solutions.We have experience across multiple AI applications,including;data visualization,predictive analytics,chat/bots,automation,CRM enrichment and overall transformation planning/audit.Our clients range across industries,including;retail,fashion,beauty,travel,entertainment,tech and finance.