AI has grown past being just a buzzword. In this eBook, we've covered some tried and winning ideas to get started with an AI-enabled engagement strategy for consumer brands. You'll learn:
• The need for an AI-first engagement strategy.
• How to achieve 1:1 personalization using AI.
• Ways to test and optimize in real-time.
If you're looking to solve any of the challenges below, AI-enabled customer engagement can help.
Gain access to newer, previously untapped customers segments and engage them at higher speeds to reach critical scale.
Expect stronger activation and usage of existing products & cross-sell of new products, and boost loyalty.
Boost the efficiency of your marketing efforts reduced costs of acquisition and retention.
At the beginning of the pandemic, we witnessed a dip in the consumption of streaming apps. Looking at how Gen Z behaves and what they consume, we believe the change has accelerated. Since we have more users uploading on desktops, we need to ensure that the desktop experience is customized for the creator community.
We use customer browsing and purchase data to validate and inform our decisions. Additionally, we do a lot of A/B testing to confirm whether our strategy will work or not. For instance, once COVID hit, we noticed that many of our customers were interested in loungewear and activewear, so we vigorously started promoting that.
To identify the right data, you need qualitative feedback. You can leverage the qualitative insights tool to tie the variable to a particular test and move ahead with context. There's also the side exercise of sizing and effort that you need to keep in mind when thinking about your A/B test and see how that fits into your road map.
Aligning processes and people to the right goals helps in identifying gaps in the company. Consider the stage of the company, and accordingly, set up your growth team and your overall funnel. At each stage of the company, you can plug in more customization into each part of the growth funnel.
Traditionally, customers would buy fashion products and accessories but as their needs evolved during the pandemic, shopping habits changed. So, we started using data to determine what customers see in their feed based on their buying patterns, what they have used before and what’s popular.
Having a long term vision and goal is fundamental to any growth strategy. Clearly articulate where your company is headed and strategize how you will address challenges, opportunities and gaps to map goals to your growth strategy more effectively. You can use this information to identify specific growth initiatives.
Today, 20-30% of any country's population suffers from different types of insomnia. For around 70% of people, insomnia is caused by over-thinking. A wellness app could help solve such a problem. Analyzing customer needs is what enabled Mesmerize.
Customer engagement can be described as an ongoing relationship with a brand consisting of multiple micro-moments spread across channels.
With brands operating multiple channels of engagement to serve their customers, their journey has become multi-faceted.
Customer engagement can be complex. Technologies such as AI can help brands leverage consumer data and use these insights to build meaningful conversations in real-time. With an AI-driven approach, brands can move away from a segmented approach towards a hyper-personalized strategy that looks at every customer individually and then engages with them in the best possible manner.