emarsys-客户体验研究报告：AI营销的终结（英文）-2018.11-14页-7mb

报告摘要

Emarsys Research Summary: The End of AI-Mless Marketing

Core Content

This research study by Emarsys explores the growing importance of personalisation in marketing and the challenges brands face in delivering it effectively. It highlights the shift in consumer expectations, the role of AI in overcoming these challenges, and the potential impact of successful personalisation on brand loyalty and revenue.

Main Findings

Consumer Demand for Personalisation:
- 61% of consumers want offers or recommendations tailored to them and their interests.
- 823 million in average revenue increase over three years for a $1 billion company can be achieved with a moderate increase in customer experience.
- 86% of consumers are willing to pay more for a better brand experience.
Current Marketing Failures:
- Only 6% of consumers believe the product and service offers they receive are clearly relevant to them.
- 41% of consumers would stop purchasing from a brand again if they received irrelevant marketing materials.
- 84% would ignore and delete irrelevant marketing materials.
- 66% would ignore all future marketing communications from the brand.
- 40% would not purchase from the brand again.
Data Sharing Concerns:
- Only 5% of consumers are willing to share browsing data with online retailers.
- 3% for high street retailers.
- 80% of consumers are unwilling to share their product or service preferences with online retailers.
- 85% for high street retailers.
- 82% for financial services organisations.
- 82% for healthcare providers.
AI Acceptance:
- 47% of consumers are happy with AI determining product or service matches.
- 43% are happy for AI to determine discounts.
- 44% are happy for AI to determine marketing materials if it improves their shopping experience.
Consumer Preferences for Communication:
- 60% prefer to receive new product and service offers via email.
- 22% via mail.
- 19% via social media.

Key Insights

AI as a Solution:
- AI can handle the volume of data and provide real-time, individualised interactions that human-driven approaches cannot.
- It enables brands to deliver consistent, omnichannel customer experiences and scale personalisation effectively.
Trust and Data Governance:
- GDPR plays a crucial role in enabling AI by fostering trust through responsible data handling.
- Consumers are more protective of their data than ever, especially after high-profile data breaches.
Marketing Strategy Adjustments:
- Brands need to focus on building trust and demonstrating the value of AI in enhancing customer experience.
- Marketers should upskill and align with senior leadership to ensure a unified approach to personalisation.
Impact on Brand Loyalty and Revenue:
- Brands that excel in customer experience outperform their competitors significantly.
- Personalisation is not just a trend but a necessity for long-term success and revenue growth.

Conclusion

The research underscores that personalisation is the cornerstone of modern marketing, and AI is the only viable solution to deliver it at scale. While there are challenges in consumer data sharing and marketing budget constraints, the potential rewards are substantial. Brands that successfully implement AI-driven personalisation will not only enhance customer loyalty but also unlock significant revenue opportunities. The future of marketing lies in leveraging technology to create seamless, individualised experiences that meet and exceed consumer expectations.