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What is intelligent marketing?

We often hear "intelligent marketing", so what is intelligent marketing? With the development of artificial intelligence, it has entered the stage of intelligent marketing today, that is, AI empowerment marketing.

There are six steps in marketing: insight, strategy, content, delivery, evaluation and operation. To put it bluntly, insight is to find people and target customers, and the strategy is to find ways to get these people to buy. The content is to tell these people that delivery is to talk, evaluation is to see what to say, and operation is to maintain relationships.

First of all, the insight of wisdom

There are more than 900 million netizens in China. Every day, all kinds of behaviors on the Internet will produce huge amounts of data, which are not static, but increase in real time. How to find the target customers of the enterprise from so much data? Depending on artificial intelligence, a person may be called Xiao Ming on WeChat and Xiao Gang on Weibo. Big data technology can know that two names are the same person, and the system will give this person another name and a series of unique numbers to identify him. In this way, the various behaviors of this person on the Internet are recorded and integrated. The system portrait may know you better than you do.

When everyone is colored and labeled, it is easy for marketers to find people. Know what information you have searched online, what information you have browsed, where you have been and what you have bought. Not only that, you can also guess your intentions, for example, you may want to buy a car recently, you may want to buy a house and so on. I can not only find you, but also find people who can influence you. For example, you like Andy Lau and want to buy a Land Rover recently. If you watch the video of a concert in Andy Lau, an advertisement for Land Rover may pop up. You can also find your relatives, friends and colleagues and indirectly influence you by influencing them. This is called circle marketing. In addition, we can gain insight into industry trends, hot spots and competition, and also analyze brand competition, brand development and consumption decisions.

Second, intelligent strategy.

In the previous marketing strategy, a group of people generally made big moves according to their own insights, then wrote strategic copies, and then thought about how these strategic copies were realized in the media. In this way, it needs a process of translating the policy into a language that the media delivery system can understand, which may lead to inaccurate implementation of the policy. Under the intelligent strategy, the whole process will be smooth, similar to the meaning of one-click generation, and the whole process will be completed automatically in the online system, because the intelligent insight just mentioned is completed in the online system. When the insight results are obtained, the artificial intelligence of the system can automatically give the strategy of which media to invest, how much to invest and how to invest, and this strategy will be directly distributed to the delivery system without translation, because the given strategy is understandable by the media delivery system. These are the functions that we use every day.

Third, intelligent content.

It is the automatic generation of content by artificial intelligence, which you can understand as machine writing. Not only can you write words automatically, but you can also combine pictures automatically and generate videos automatically. Because every consumer is different, businesses want to give each consumer different personalized advertising content. For example, when three people search for the same word "BMW 320" at the same time, they will see three results. One person saw the poster of overtaking in a corner because of his sense of control, the second person saw a family of three in the car because of his comfort, and the third person saw a beautiful red body because of his appearance. There are thousands of consumers. It is unrealistic to give everyone different advertising content by manpower, but artificial intelligence can do it, which greatly liberates manpower. This technology, the term is called programmed creativity.

Fourth, intelligent delivery.

It is with thousands of creative content that we can intelligently identify who is in front of us when we put it in, and then give him content that conforms to him, that is, talk to the right person. In this process, we can intelligently adjust the content of the speech. For example, I thought you were concerned with handling. I told you that the BMW 320 is very maneuverable, but I found that you didn't catch a cold because you didn't read the poster I gave you seriously. Then next time you come, I'll tell you to be comfortable, and so on. This term is called AB testing. There are also intelligent adjustments to the budget. When I find that people who care about handling watch more and eventually buy less, while those who care about comfort are easy to make deals, then the system can automatically allocate more budget to those who care about comfort. According to statistics, many car enthusiasts like Tesla, but they just watch it and don't buy it.

Verb (abbreviation of verb) intelligent evaluation and optimization

This is well understood, that is, in the process of advertising, artificial intelligence automatically analyzes whether the effect of advertising has reached the previous strategy, analyzes it in real time, finds out what is wrong, and automatically improves and optimizes it. For example, is this person looking for the right person, the target user, whether the right person has seen my advertisement, whether he has clicked after seeing the advertisement, whether he has interacted with me after clicking, whether he has consulted me after interactive consultation, whether he has placed an order to buy or visited my store. If all goes well, what kind of people are more efficient and more valuable to me. In short, the more optimized, the better the advertising effect will be.

Sixth, intelligent operation.

Let's talk about CRM, customer relationship management system. In the past, CRM was usually the function of salespeople to enter sales leads into the system themselves, then record the progress of each communication with customers, and then classify these customers regularly, and divide them into ABCD classes according to the transaction priority. Today's CRM is smarter and becomes s CRM and SocialCRM. It can communicate with the advertising platform, and the clues in the advertising platform automatically enter CRM, so that we can know how the clues come from, such as whether the search is operable or not, and the other clue is how comfortable the search is, and we also know how much advertising expenses have been spent on this clue before. In this way, the function of intelligent customer service will play a powerful role, and sales staff can see the targeted communication skills automatically given by the system in the system.

Let's assume a scenario. A user who cares about comfort sees a car advertisement. There is a phone button on the advertisement. He dialed the number. Then the salesman's computer popped up the portrait of the user and the behavior record of the previous search, and he also saw the suggestions given by the system. So the salesperson answered the phone, and the first sentence said: Hello, sir, you want to buy a more spacious and comfortable car, right? You take your children to school every day and use the car when the whole family goes out on weekends. Our car meets your needs well. At the same time, in the process of talking with customers, the CRM system recognizes the voice in real time, understands the semantics of customers in real time, and pops it up on the computer screen of sales staff to answer voice suggestions in real time. This is the intelligent customer service function, which has been realized.

Intelligent marketing has arrived. Nowadays, enterprises should use intelligent marketing to do marketing, and finding a professional intelligent marketing service organization will get twice the result with half the effort.