Customers are well informed and increasingly expecting their relationship with brands to become a two-way street with a focus on value creation and personalisation. For a long time, marketing has always been a one-way push where brands aggressively promote their message to passive listeners. This is no longer the case with the help of artificial intelligence (AI) and blockchain.
Brands can now have personalised two-way conversations with customers and obtain meaningful data on consumer behaviour. We call this interaction with customers through dialogue Conversational Marketing. Cognitive Ad is the platform where these conversations take place and being recorded. Blockchain is where we store the data.
Such personalised two-way dialogue between brands and customers is unprecedented. Through AI, customers can ask questions and get answers immediately. In the past, if customers want to obtain product information, it will take them at least 2 to 3 visits to the retail store and talk to different staff before they can make a purchase decision. This process is likely to span over 2 to 8 days.
Now with Cognitive Ad, brands can have the same conversation, but streamlined to 5 to 15 minutes. If customers like the offers they see on the Cognitive Ad, they can even pay instantly without being redirect to other pages or payment gateway. The entire marketing funnel is shortened and take place in a single contact point.
Let’s say you are an apparel brand. Here is one conversation you can have with your customer.
AI: Good evening, welcome to Calvin Klein! Would you like to see our new Pre-Fall 2018 collection or sign up to visit the Calvin Klein Experience HK Tour?
User: Sign up
AI: Great, may I have your name?
User: Charlotte Lee
AI: Thanks, Charlotte. May I have your email or phone number?
AI: Thanks. When and what time are you planning to visit?
User: Oct 10 at 2pm
AI: How many friends will come with you?
AI: Lovely, here’s your confirmation number N83HK71. To show our appreciation for your support, we would like to offer you a brand new perfume sample which will launch next month. Which shop would you like to pick up the sample from?
User: Times Square
AI: Fantastic, we will see you soon at our Times Square shop. Hope you will enjoy the Calvin Klein Experience HK Tour.
Brands can design different conversations for their business needs. Lead generation, brand engagement, e-commerce, and survey are just some examples. Gone are the days where brands just chase after the number of clicks, views, impressions, which has no context or target customers that are indifferent. With Cognitive Ad, brands can have access to meaningful customer data, create a better customer experience with real-time two-way conversation and drive ROI.
If you want to learn more about Cognitive Ad or blockchain, contact us and we are happy to share more details.