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Using artificial intelligence to reconstruct the marketing system

in 2017, the State Council issued the "development plan for a new generation of artificial intelligence", which officially sounded the horn of the industrialization of artificial intelligence. To promote the development of artificial intelligence, in addition to continuing to increase R & D investment and cultivate more talents, we should also mobilize the enthusiasm of enterprises and let more enterprises participate in the development of artificial intelligence. As the source of income and the core of business model, marketing should make full use of artificial intelligence to integrate the two. In the process of integration, enterprises cannot only regard AI as a tool, but should use AI to reconstruct the marketing system on the basis of in-depth understanding of the concept of AI, take it as a whole project, think systematically and promote comprehensively

accelerate the artificial intelligence reconstruction of the marketing system

traditionally, the operation mechanism of enterprise marketing is based on the experience accumulated by the enterprise marketing system for many years to guide the formulation of marketing strategies and the implementation of marketing plans. This kind of marketing system based on experience accumulation cannot achieve accurate arrival to users: at the level of product design, it can not effectively stimulate the purchase intention of every consumer; At the communication level, it is impossible to ensure that users in need are informed in a timely manner; It cannot accurately trigger the purchase impulse of each user in promotional activities. Therefore, the first problem to be solved in the integration of marketing system and artificial intelligence is the reconstruction of marketing system from thought to action principle. The key lies in:

first of all, using data to guide marketing decision-making, that is, changing the previous experience decision-making mode, subdividing users through data refinement, and making decisions based on the needs and preferences of individual users. Therefore, it is also decided to adopt one arm to intelligently formulate marketing strategies, Guide the implementation of marketing activities and complete strategy adjustment in real time; Secondly, artificial intelligence is used to create flexible marketing, that is, artificial intelligence system is put into each link of user portrait, marketing decision-making, product design, advertising communication, promotional activities and transaction completion to detect users' reactions in time, so as to collect information in time, feed back and adjust in time; Finally, the marketing system can be combined with other systems of the company by tightening the screw machine, that is, the intelligent marketing system needs to be connected with other business activities of the company, especially the procurement, production, finance, human resources and other systems. In the process of marketing operation, it comprehensively uses the company's overall data to make decisions, promotes marketing activities according to the company's resources, and uses the marketing results to guide the progress of other business activities of the company

strengthen the intelligent marketing awareness and skills of marketers

most domestic enterprise marketers are still used to relying on experience to make judgments and promote the process of marketing activities according to their familiar marketing resources. Therefore, in the process of integrating marketing system and artificial intelligence, the first thing to adjust is to change the awareness of marketers and cultivate higher-level marketing skills. With the help of AI, marketers can hand over a lot of real-time decision-making and execution to AI, and change their roles

first, it is transformed into the designer of marketing system construction, that is, according to the understanding of marketing strategy, it sets the collection, storage and processing process of big data, and provides marketing decision-making principles as the basis for artificial intelligence system learning and decision-making; The second is to transform into an interpreter of marketing information, that is, according to the results of data collection and processing, we can have an insight into the changes in the trend of further expanding the popularity of consumer brands and the fission of user needs, so as to timely adjust the operating rules of the marketing AI system; The third is to become an innovator of scenario marketing, that is, according to the observation and judgment of the overall economic and social environment, optimize the communication mode with users in the existing scenarios, and design more innovative marketing scenarios, stimulate users to generate demand at different life nodes, and lead the transformation of users' New lifestyle, so as to set the decision-making direction of artificial intelligence system on this basis

promote the intelligent construction of marketing infrastructure

in order to realize the integration of artificial intelligence and marketing system, enterprises must establish a set of marketing infrastructure from data collection - storage - processing - Analysis - result output - decision-making - continuous accumulation. In the construction of infrastructure, the marketing strategy set by marketers is the soul of the whole system. The algorithm generated according to the trend of consumer behavior is the core of the construction. The continuous accumulation and updating of internal and external data of enterprises is the driving force of operation. There are three keys to realize in the construction of marketing infrastructure:

first, the digitalization of infrastructure, that is, in every link of marketing, enterprises can record marketing activities in digital form, and use numbers to feed back the results of marketing activities. Only in this way can artificial intelligence provide a basis for judgment

second, the standardization of infrastructure, that is, the collection, processing and retrieval standards of the whole infrastructure in different links are consistent. At present, many enterprises have different subsystems in different links. If the subsystems cannot be standardized, then the intellectualization of the marketing system is impossible

third, intelligent infrastructure. The infrastructure of the marketing system covers the whole process from data collection to decision-making and data output. Finally, the artificial intelligence system needs to implement marketing decisions according to the results of data output. The quality of data output has a great impact on the quality of intelligent decision-making of the marketing system. Therefore, in the construction of the whole infrastructure, every link needs to be intelligent, In particular, data processing and data analysis are the core of intelligent infrastructure construction

using artificial intelligence to innovate scenario marketing

when an enterprise has the guidance of artificial intelligence marketing ideology, has a team of marketing personnel who can use artificial intelligence to make decisions and improve, and has the infrastructure system to provide ammunition for the operation of artificial intelligence, the next step is to start from all links of marketing, use artificial intelligence to innovate scenario marketing, and promote the overall upgrading of marketing ability. Scenario marketing needs to start with five links: user emergence, information reception, demand triggering, purchase generation and post purchase service, and comprehensively use the power of artificial intelligence to stimulate users' purchase desire

the user appears, that is, the product information is presented to the user in the most appropriate way at the most appropriate time and place. Enterprises need AI to clarify user portraits and understand user life trajectories, so as to judge users' high-frequency life scenes. Marketing personnel need to design strategies in advance to guide the artificial intelligence system. These materials include photopolymers, photoinitiators, functional additives, stabilizers, pigments, metal materials of thermoplastic engineering plastics, polyurethane, acrylic acid and other systems. They can push information at the appropriate time and place, intercept users' attention in the scene, and realize users' precise contact

information receiving, that is, providing information of interest to potential users in a specific scenario. This requires the artificial intelligence system to provide the living state indicators of users at this stage, and the marketers will pre design entertaining and storytelling publicity information according to the living state of potential users in the scene, guide the artificial intelligence system to send publicity information, and stimulate users' interest

demand triggering, that is, when potential users are interested, timely capture the purchase desire of potential users and promote the purchase behavior in a timely manner. This requires marketers to let the AI system perceive whether the user has a demand according to the user's body or language response, and follow up the user's purchase desire in real time

purchase occurs, that is, when the user has enough purchase intention and is willing to pay, the purchase behavior is completed in time. This requires marketers to set the shopping habits for different users in advance, set the corresponding transaction methods, and promote the process of the corresponding transaction forms through the judgment of the artificial intelligence system

post purchase service, that is, after the user's purchase is generated, the artificial intelligence system completes three behaviors: information entry, and automatically accumulates the user's purchase behavior data as the basis for promoting relevant sales information in the next step; Follow up the whole purchase process, that is, pay attention to the whole process of users from payment to receipt, and actively guide users to share purchase information; Post purchase evaluation, that is, to track the user's post purchase evaluation and maintain user satisfaction

(author: Antai School of economics and management, Shanghai Jiaotong University, Aier Eye Hospital Group Co., Ltd.)

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