Tag: Marketing

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Marketing Strategies: integrating AI/NLP technologies into conversational engagement

gold and white analog watch

Jardine Cycle & Carriage is a well-known brand in Singapore and Malaysia with a reputation that has been built up over the past 125 years and now serving Singapore, Malaysia Indonesia, Thailand, Vietnam, and Myanmar. As a premier automotive dealership on the Malayan peninsula, they have operated since 1899 offering iconic automotive brands like Mercedes-Benz, Mitsubishi, Chrysler, Jaguar, Kia, and Citroën brands.

As the tides of technology continue to reshape industries, JC&C, with its clientele spanning the affluent and high-affluent segments, has seemingly embarked on a new transformative journey by forging an innovative strategic partnership with ada to integrate AI/NLP technologies and “redefine the automotive experience”.

Malaysian multinational Telecomms conglomerate Axiata’s ada (analytics, data, advertising), is headquartered in Singapore and Malaysia, and partners with leading brands across Asia to drive their digital & data maturity and achieve their business goals. In sharp contrast to JC&C, they’re a relatively young company vested by Axiata in 2014 and supported by renowned regional brands like Mitsui, Sumitomo Corporation and SoftBank Group. They bill themselves as a leader in digital transformation across Asia focused on automated customer service solutions and data-driven marketing strategies. Serving 12 markets, working with a composable CDP that makes use of best in class components and leveraging tools like Databricks, ada complements its unique digital expertise with deep proprietary data of 375 Million consumers served by over fourteen hundred employees associated with just as many commercial clients. ada have been recipients of numerous awards like the Effie Awards with Gold, Silver, and Bronze accolades for innovative campaigns in multiple markets.

In an article from The Edge Malaysia Weekly, dated July 8, 2019, Axiata Group’s digital advertising arm, ada, unveiled a plan to revolutionize the advertising industry through the strategic use of tech data and innovative business models.

At the time, led by CEO Srinivas Gattamneni, ada aimed to cater to the evolving landscape of digital consumers by providing digital marketing, data science, and platform-building solutions. Backed by Axiata Digital, ada aspired to become the agency of the future, blending data science, consulting, and agency services.

The substantial investments and ambitious goals aimed to disrupt business models and focus on value-driven approaches to shift industry norms. Central to ada’s digital strategy is emphasis on data-driven advertising, leveraging deep consumer insights to deliver targeted and impactful campaigns. By harnessing data from various sources and investing in technology, ada sought to maximize advertising ROI and drive business outcomes for clients. ada anticipated the seismic shift towards programmatic and automated ad buying, albeit with the concomitant challenges of bad actors using technologies like bots to drive activity and commit fraud.

Despite being a young player in the industry, ada’s apparent rapid growth and innovative approach continue to signal its potential to disrupt the marketing landscape as a whole and shape digital futures in marketing.

Their collaboration with JC&C of course will not come without challenges, amongst them those related to data privacy and security as well as compliance with regulatory requirements. Transparency in what data is used and how it is used is essential in maintaining customer trust and so the integration of AI requires careful planning and ethical considerations.

As Cycle & Carriage and ADA continue on their collaborative journey, the fruits of their labor appear to becoming manifest. From enhanced customer engagement to streamlined operations, the impact of AI integration is apparently palpable, Cycle & Carriage leverages ADA’s expertise to implement AI-powered chatbots, personalized marketing campaigns, and data-driven insights, driving tangible business outcomes and setting a new standard for digital transformation in the automotive industry.

Not every organization can be a JC&C nor will they be able to afford a relationship with an agency like ada. It might not even be that relevant given they are a regionally focused player, however consider the following.

Let’s be clear, Pretectum CMDM is not a part of the tech stack in use in this example, we present it, because it demonstrates some great possibilities for any organization. What we would like you to consider, is how any composable CDP that incorporates something like the Pretectum Customer Master Data Management (CMDM) system, could be leveraged to support more personalized engagement with customers through various touch points in marketing, sales, service, and support channels for any organization.

By centralizing and standardizing customer data across departments and systems, Pretectum CMDM enables businesses to have a holistic view of each customer.

This approach allows for better organizational decision-making, enhanced customer interactions, and the delivery of more personalized customer experiences. More specifically using Pretectum CMDM could involve the following strategies to enhance customer engagement:

  • Personalized Marketing Campaigns: By using the centralized repository of customer data in Pretectum CMDM, you can create targeted and personalized marketing campaigns tailored to individual customer preferences and behaviors.
  • AI-Powered Chatbots: Implementing AI-powered chatbots integrated with CMDM data can provide real-time assistance and personalized responses to customer queries across various channels.
  • Data-Driven Insights: Use the comprehensive customer data stored in CMDM to derive valuable insights that can drive strategic decision-making in marketing, sales, and service operations.
  • Enhanced Customer Service: Ensure that all parts of the organization have access to up-to-date, verified, and consented, reliable customer information from the CMDM system, improving customer service interactions and overall satisfaction.
  • Streamlined Operations: By centralizing and synchronizing customer data, organizations can streamline operations, leading to more efficient processes in marketing, sales, and service functions.

By adopting these kinds of strategies with a CMDM platform like the Pretectum CMDM, organizations can enhance their customer engagement efforts across multiple touch points, ultimately leading to improved customer relationships, increased brand loyalty, and better business outcomes.

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Personalising your customer marketing

Don’t know how to start creating user personas? Use Venngage’s templates as a starting point.

Out of all the customer records you have, which ones are the ones that you want to selectively target for some sort of marketing campaign? You could choose all your customers for your campaign, but having a target audience of “everyone” puts you in danger of appealing to “no one”.

Even a strictly defined narrow audience may contain wildly different types of people such as the differences between say your “silver foxes” and your “hipsters”.

Despite having the best information in your systems, it might be difficult to reach your entire potential target audience without resorting to generic and largely ineffective attribute filters. One way you can resolve this is with the concept of audience personas.

Audience personas are essentially fictional audience profiles that represent types of people in a target audience that you can club together to form groups. These groupings can assist in personalizing the message that you want to level at your audience.

Creating buyer personas for email marketing can help you more effectively align your marketing tactics with your customer acquisition strategy.

Leveraging personas means your marketing materials are aligned for specific audiences and helps with pushing and promoting your message more effectively in peoples’ inboxes.

Making your marketing email more personal and tailored to recipients is a recognised way to more effectively improve email campaign performance.

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Examples of Personas via FutureCMO

Audience definition and research

You’ll need to define your personas, you’ll want to give them a catchy and encapsulating identifier like one of those illustrated by FutureCMO.

Then when you manage to get in contact with a select few that you think fit the persona, you will want to conduct in-depth interviews and run surveys that will inform you about their interests, occupation, age, work, and personal life alike.

Sorting and categorization

Your interviews and surveys may reveal attributes about your audience that you hadn’t considered. These can then assist in the sorting and categorization of the audience and verification that your initial assumptions about your personas are in fact correct.

You’ll be looking for the dominant yet common traits in the audience to be used as grouping criteria.

It may also be useful to now assign a particular first name to a persona, one that particularly stands out as a representative, even adding a profile image can be useful.

As an example, we’ll call this individual “Loyal Leslie” – and we’ll borrow from Resonate. In a nutshell, she is described thus:

Loyal Leslie is a Gen X shopper who is not only the primary grocery shopper in her house, she prefers to shop with retailers who offer a loyalty points programs. She values safety for her family, the nation, and duty in her community.

Resonate Brand Loyalty Brief 2021
See the source image

Creating maps

Your last step is creating “maps”. There are two types to consider here. The first is a Journey Map, the second is an Empathy Map.

The Journey Map is a visual representation of the process that a person goes through in order to accomplish a goal in relation to evaluating, selecting, buying, and then adopting or implementing your goods or services. Persona-based customer journey mapping help in understanding the customer further for the purposes of more detailed segmentation.

Empathy maps help you better understand the challenges your persona might face when interacting with your products or services. This, in turn, helps inform things like product management or service delivery, support, and engineering in the creation of better products, services, and solutions.

Marketing personas are helpful for audience definition; they help you in getting closer to customers and remain engaged and relevant because you know them on a deeper level. Accordingly, the knowledge you have will help you to refine the message and brand communication in such a way that it resonates more.

It is all about the data

Building those initial groups and categories requires the presence of data. You may already have some of it, you may need to collect more of it. If you’re still maintaining that kind of data in places like Access Databases and Spreadsheets then it might be time to upgrade to something more scalable, flexible, and secure like a SaaS MDM. We think we have ejust the solution for you in the Pretectum Customer Master Data Management platform.

At Pretectum, we think that the best data curation platform for the creation of marketing personas is a comprehensive MDM data repository, one that is flexible and adaptable and suited to all areas of the business. We’re singularly focused on the customer so we think that you will find something unique and distinctive in our offering when you compare it to generic MDMs that are often feature-rich but at the expense of you just having what you need to get the job done. Reach out to Pretectum to learn more.

  • Creating Buyer Personas for Email Marketing Campaigns by Amy Birch
  • Segmentation 3.0 – disrupting marketing, media and management by Toni Keskinen
  • How to utilize personas for more effective email marketing. by L Ross
  • Using Buyer Personas in Email Marketing Campaigns. via GimmeMojo.
  • Using personas in email marketing via OregonStateU