Page 9 - index
P. 9
RESEARCH, ANALYSIS & TRENDS
Artificial Intelligence will be the consumers who will define and drive the
rules of the brand-consumer engagements.
Artificial Intelligence (AI) has been in the market for
quite some time, but in 2017, it is expected that a new- The changing face of consumer marketing
er, smarter and advanced version of AI technology will
lead to the proliferation of cognitive computing and ma- Over the years, the role of marketing has shifted from
chine learning systems, enabling businesses to employ traditional revenue generation activities, towards a
sophisticated, adaptive and autonomous algorithms that more strategic tool to engage customers, build a strong
will parse big data creating a hyper-targeted customer pipeline and leverage marketing technology (Martech)
experience. to extract relevant data and utilize it so there is a quick-
er time-to-market to increase revenue. In fact, the new
In 2017, more businesses will be investing in AI pow- Gartner CMO Spend report, predicts that CMOs will be
ered systems as they try to make the most out of their nearly on par with CIO investments on Martech prod-
customer data from multiple channels. By leveraging ucts in 2017.
machine learning capabilities of AI to engage consum-
ers more strategically, businesses will be facing some Today, consumers especially the millennials, want a
exciting times in the customer experience space as closer relationship with their favorite brands. This trend
business efficiency will now become more dependent will give rise to purpose-driven marketing as brands will
on consumers’ behavior and patterns than ever before. focus on creating more authentic and closer relation-
ships with their consumers.
Customer experiences will be attained through smarter
platforms heavily driven by AI. With the stage being set More businesses will adopt the mobile-first approach,
for an automated era, businesses will need to start re- to better connect and engage with their customers via
thinking their technology strategies. mobile devices. Through features such as gamification,
companies will start enhancing customer experiences
The customer will continue to be “King” in a more fun and engaging manner. For instance,
companies will start gamifying feedback forms, surveys
Customer centricity has been greatly discussed in re- and various other customer spend activities in order to
cent years, but there is still a need for businesses to increase customer engagement and spending. Cam-
proactively understand customers’ evolving and grow- paigns will be carried out where better rewards will be
ing demands rather than to just react. In 2017, we will offered in return for additional information or customer
see more Asian enterprises being able to anticipate the transactions.
demands and needs of customers instead of waiting for
customers to make a request by implementing cutting- In 2017, we will see an innovation led era where cus-
edge marketing technology such as proximity market- tomer communication will not be simply a tool to gain
ing. loyalty but will become an effective measure to continu-
ously add on value for customers.
More brands will be seen adopting a customer-first ap-
proach, focusing on diving deeper to understand the 6 Summary
Ws (Who, What, Where, When, Why and How) of their
customers which will enable a more meaningful and In order to stay ahead in the competitive landscape,
strategic approach towards understanding their custom- businesses in Asia will adopt a customer-focused, data
ers’ needs, demands and behavior. The brand- driven, precision marketing methodology that will lean
consumer relationship will become a more trust-based on smarter Customer Relationship Management (CRM)
relationship and not just focused on the products and platforms and in depth insights on the customers’ be-
services that the company offers. havior. This contextual intelligence will enable busi-
nesses to integrate their mobile,
With consumers being inundated with countless op- social and email strategies into the
tions, businesses will make smarter use of technology overall marketing strategy, leading
to capture personalized, contextual, and viral moments to unified customer experiences. ◊
of activities and transactions from consumers and cus-
tomize offerings accordingly. By Anna Gong, CEO, Perx
Ultimately, customer satisfaction will be the key factor
for defining the success or failure of businesses and it
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
Artificial Intelligence will be the consumers who will define and drive the
rules of the brand-consumer engagements.
Artificial Intelligence (AI) has been in the market for
quite some time, but in 2017, it is expected that a new- The changing face of consumer marketing
er, smarter and advanced version of AI technology will
lead to the proliferation of cognitive computing and ma- Over the years, the role of marketing has shifted from
chine learning systems, enabling businesses to employ traditional revenue generation activities, towards a
sophisticated, adaptive and autonomous algorithms that more strategic tool to engage customers, build a strong
will parse big data creating a hyper-targeted customer pipeline and leverage marketing technology (Martech)
experience. to extract relevant data and utilize it so there is a quick-
er time-to-market to increase revenue. In fact, the new
In 2017, more businesses will be investing in AI pow- Gartner CMO Spend report, predicts that CMOs will be
ered systems as they try to make the most out of their nearly on par with CIO investments on Martech prod-
customer data from multiple channels. By leveraging ucts in 2017.
machine learning capabilities of AI to engage consum-
ers more strategically, businesses will be facing some Today, consumers especially the millennials, want a
exciting times in the customer experience space as closer relationship with their favorite brands. This trend
business efficiency will now become more dependent will give rise to purpose-driven marketing as brands will
on consumers’ behavior and patterns than ever before. focus on creating more authentic and closer relation-
ships with their consumers.
Customer experiences will be attained through smarter
platforms heavily driven by AI. With the stage being set More businesses will adopt the mobile-first approach,
for an automated era, businesses will need to start re- to better connect and engage with their customers via
thinking their technology strategies. mobile devices. Through features such as gamification,
companies will start enhancing customer experiences
The customer will continue to be “King” in a more fun and engaging manner. For instance,
companies will start gamifying feedback forms, surveys
Customer centricity has been greatly discussed in re- and various other customer spend activities in order to
cent years, but there is still a need for businesses to increase customer engagement and spending. Cam-
proactively understand customers’ evolving and grow- paigns will be carried out where better rewards will be
ing demands rather than to just react. In 2017, we will offered in return for additional information or customer
see more Asian enterprises being able to anticipate the transactions.
demands and needs of customers instead of waiting for
customers to make a request by implementing cutting- In 2017, we will see an innovation led era where cus-
edge marketing technology such as proximity market- tomer communication will not be simply a tool to gain
ing. loyalty but will become an effective measure to continu-
ously add on value for customers.
More brands will be seen adopting a customer-first ap-
proach, focusing on diving deeper to understand the 6 Summary
Ws (Who, What, Where, When, Why and How) of their
customers which will enable a more meaningful and In order to stay ahead in the competitive landscape,
strategic approach towards understanding their custom- businesses in Asia will adopt a customer-focused, data
ers’ needs, demands and behavior. The brand- driven, precision marketing methodology that will lean
consumer relationship will become a more trust-based on smarter Customer Relationship Management (CRM)
relationship and not just focused on the products and platforms and in depth insights on the customers’ be-
services that the company offers. havior. This contextual intelligence will enable busi-
nesses to integrate their mobile,
With consumers being inundated with countless op- social and email strategies into the
tions, businesses will make smarter use of technology overall marketing strategy, leading
to capture personalized, contextual, and viral moments to unified customer experiences. ◊
of activities and transactions from consumers and cus-
tomize offerings accordingly. By Anna Gong, CEO, Perx
Ultimately, customer satisfaction will be the key factor
for defining the success or failure of businesses and it
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
