model is based on offering a
but product availability, quality, and purpose are other motivators. is impossible to segment the The researchers also found that audience and find the right the e-commerce percentage of customers efficiently and at total retail sales remains about the right time. In this sense, 35% above pre-pandemic levels. according to a report by the With customer loyalty to brands Boston Consulting Group and the low - and the cost of acquiring new MIT Sloan Management Review, customers high - marketers need companies that personalise their communications can increase their to focus on creating and sustaining revenues by up to 20% and reduce engagement with every customer. costs by up to 30%. One of the key It’s not enough to recreate previously existing processes as technologies used in this process digital ones. They must reimagine is Artificial Intelligence. some Customer Experiences According to the report by altogether, combining several Aquia’s, about half of marketers technologies associated with AI. (52%) say their organisation has Based on the Constellation study, prioritised making sure their looking at the investment in all branding remained consistent market sectors, there will be an for customers in 2021. 80% of consumers say they expect brands investment of over 100 billion per year in Artificial Intelligence to have a consistent message and in 2025, while in 2015, only 2 appearance across their digital billion were spent. The Marketing platforms. 84% feel pressure industry will be no exception, to deliver marketing content and there will be increasing differently to attract attention investment in AI. when representing their offerings.
sample of a product, then with
49% of marketers have created
the combination of retargeting
more content for customer
automation, conversions increase
engagement to adapt to new
by an average of 15%.
customer behaviours.
Acquia (2021). Deliver a modern digital CX: A guide for marketing innovators. Customer Experience Trends Report, Global Edition.
To create a brand that people
Caused by the Covid-19 pandemic,
can trust, the company needs
customer behaviours have shifted
CISCO. (2020). Cisco Annual Internet Report (2018–2023) White Paper. https://www.cisco. com/c/en/us/solutions/collateral/executive-perspectives/annual-internet-report/white-paper-c11-741490.html
to predict intentions and needs
during the crisis and may not
along the consumer decision
revert to pre-pandemic norms.
a customer’s preferences is just the beginning, the ability to personalise extends into optimising the next steps in the consumer’s decision journey. The moment a customer engages, the company must analyse their behaviour and predict their next move. “Digital First” companies have been optimising the consumer decision journey in an increasingly systematised way. With an obsession to improve the consumer experience, Amazon. com has revolutionised the online shopping experience. Amazon.com bases every step of the consumer journey on algorithms, from passive search to customer recovery. In addition to the algorithms used in product recommendation and retargeting, Amazon.com also uses new AI services to recognise consumer needs for new products. This “programmatic sampling”
the key to this, without them, it
journey. Intentions are everywhere. McKinsey reports as many as 30% They are signposted whenever
to 40% of U.S. consumers have
people seek assistance on digital.
switched brands or retailers, and
The challenge is to know the
the majority intend to continue
customers, to be able to predict
their new shopping behaviour.
those intentions. Algorithms are
Many switchers seek better prices,
10
REFERENCES
Daniel Zhang, Saurabh Mishra, Erik Brynjolfsson, John Etchemendy, Deep Ganguli, Barbara Grosz, Terah Lyons, James Manyika, Juan Carlos Niebles, Michael Sellitto, Yoav Shoham, Jack Clark, and Raymond Perrault (2021). “The AI Index 2021 Annual Report,” AI Index Steering Committee, Human-Centered AI Institute, Stanford University, Stanford, CA, March 2021. Ribeiro T., Reis J. L. (2020). Artificial Intelligence Applied to Digital Marketing. In: Rocha Á., Adeli H., Reis L., Costanzo S., Orovic I., Moreira F. (eds) Trends and Innovations in Information Systems and Technologies. WorldCIST 2020. Advances in Intelligent Systems and Computing, vol 1160. Springer, Cham. https://doi.org/10.1007/978-3030-45691-7_15. a
