Revolutionizing Marketing with Emotional AI and Conversational AI
Table of Contents
- Introduction
- The Marketing Futures Initiative
- 2.1 The Crossroads of Brands, Agencies, Entrepreneurs, Innovators, and Academia
- 2.2 Interactive Content Experience
- 2.3 Podcast and Pulse Issue Offerings
- 2.4 The Future Forward Studio Sessions
- The Role of AI in Marketing
- 3.1 AI Integration Checklist
- 3.2 Selecting the Right Tech at the Right Time
- Emotional AI and Advertising
- 4.1 The Age of Distraction
- 4.2 Brands Losing Connection with Audiences
- 4.3 Emotional Engagement in Advertising
- 4.3.1 Measuring Attention and Emotion
- 4.3.2 Technology Changing Content Creation
- 4.3.3 New Measurement Currency: Attention Metrics
- Case Study: Hotels.com Brand Campaign
- 5.1 The Power of Envy in Social Media
- 5.2 Helping Consumers Experience the Vacation
- 5.3 Emotional Resonance in Ads
- Case Study: Vichy's Virtual Skin Expert
- 6.1 Addressing Consumer Overwhelm in Beauty
- 6.2 Personalized Recommendations and Insights
- 6.3 Increasing Revenue Per User through AI
- Case Study: National Bank of Canada's Conversational Banking
- 7.1 Driving In-Branch Conversations through AI
- 7.2 Integrating Conversational ai in advertising
- The Art of the Possible: Personalized Customer Journeys
- 8.1 Assessing Consumer Needs
- 8.2 Seamlessly Transitioning Between Channels
- 8.3 Maximizing Engagement and Purchasing Opportunities
- 8.4 Leveraging Push Notifications for Follow-Up
- 8.5 Enhancing In-Store and Event Experiences
- 8.6 Utilizing Smart Speakers for Branded Experiences
- Conclusion
🚀 Introduction
Welcome to the final presentation of the Brand Activation Conference! This article aims to explore the exciting intersection of marketing and the future. We will delve into the Marketing Futures initiative, the role of artificial intelligence (AI) in marketing, and the power of emotional AI in advertising.
🚀 The Marketing Futures Initiative
2.1 The Crossroads of Brands, Agencies, Entrepreneurs, Innovators, and Academia
Marketing Futures was born out of the realization that innovation, transformation, and disruption impact every industry and professional in today's world. This initiative serves as a hub where brands, agencies, entrepreneurs, innovators, and academia converge to discuss and debate the future of marketing.
2.2 Interactive Content Experience
The cornerstone of Marketing Futures is its interactive content experience. By visiting a a.net slash marketing futures, users gain access to 12 deep dives into emerging trends such as Blockchain, chatbots, and artificial intelligence. This immersive experience allows individuals to stay ahead of the curve and embrace the evolving landscape of marketing.
2.3 Podcast and Pulse Issue Offerings
Building on the success of the interactive content experience, Marketing Futures expanded its offerings to include a bi-weekly podcast. Covering topics ranging from esports to the emerging market of legal cannabis, the podcast serves as a valuable resource for staying informed and inspired.
Additionally, Marketing Futures releases a monthly pulse issue. This publication provides the latest insights on emerging trends, ensuring that marketers are well-equipped with knowledge and understanding.
2.4 The Future Forward Studio Sessions
One of the most exciting developments in Marketing Futures is the Futures Forward Studio. These sessions bring together innovators and pioneers who are shaping the future of marketing. By sharing their brand case studies and answering questions, these trailblazers catalyze discussion and inspire industry-wide progress. The studio acts as a platform for building connections, exchanging ideas, and embracing the ever-evolving marketing landscape.
🚀 The Role of AI in Marketing
3.1 AI Integration Checklist
In the rapidly advancing field of AI, it is essential for marketers to consider whether they are ready to integrate AI into their strategies. An AI integration checklist assists in evaluating the feasibility and benefits of incorporating AI technologies. By analyzing organizational needs and capabilities, marketers can assess whether AI is the right fit for their goals.
3.2 Selecting the Right Tech at the Right Time
While the allure of cutting-edge technologies like virtual reality (VR) may be tempting, it is crucial to weigh their suitability for specific marketing campaigns. Timing plays a pivotal role in determining the success of tech integration. For instance, VR may be well-suited for grassroots marketing initiatives but less effective for traditional marketers. Selecting the right technology at the right time ensures optimal results.
🚀 Emotional AI and Advertising
4.1 The Age of Distraction
Living in an age of constant distractions, marketers face the challenge of capturing and retaining audience attention. With the proliferation of content, including videos and social media, engaging consumers has become increasingly difficult. Marketers must navigate this landscape to ensure impactful communication with their target audiences.
4.2 Brands Losing Connection with Audiences
A concerning trend is the gradual loss of connection between brands and their audiences. Studies reveal that a significant portion of consumers believe brands could disappear without any impact on their lives. Moreover, a substantial number feel that brand-created content is of poor quality. Marketers must address this disengagement and find new ways to create Meaningful connections.
4.3 Emotional Engagement in Advertising
4.3.1 Measuring Attention and Emotion
To understand the success of advertising efforts, it is crucial to measure both attention and emotion. Thanks to technological advancements like Emotional AI, marketers can gauge how well their content resonates with audiences. By tracking emotional responses throughout an ad, marketers gain valuable insight into its effectiveness.
4.3.2 Technology Changing Content Creation
Emotional AI technology is revolutionizing content creation. Instead of relying solely on surveys and subjective feedback, marketers can now understand emotional engagement on a deeper level. With Emotional AI, personalized and emotionally resonant content can be developed, leading to stronger connections with consumers.
4.3.3 New Measurement Currency: Attention Metrics
Attention metrics are emerging as a new currency for measuring the impact of advertising campaigns. Unlike traditional metrics like impressions, attention metrics focus on capturing and retaining audience attention. This innovative measurement tool provides a more accurate representation of an ad's effectiveness in today's competitive landscape.
🚀 Case Study: Hotels.com Brand Campaign
5.1 The Power of Envy in Social Media
Envy is a prevalent emotion in the world of social media. Many individuals find themselves envious of others' vacation experiences but still engage with the content. Hotels.com recognized this consumer tension and aimed to transform envy into action.
5.2 Helping Consumers Experience the Vacation
Hotels.com launched a brand campaign that encouraged users to book their own vacations instead of just envying others. By positioning themselves as the solution to the envy-inducing content, Hotels.com connected with their audience on a deeper level.
5.3 Emotional Resonance in Ads
Through emotional ai testing, Hotels.com identified the best-performing video ad for their campaign. This ad successfully elicited happiness and sustained emotional engagement throughout its duration. Hotels.com leveraged emotional resonance to create an ad that stood out from the sea of content, ultimately driving consumer action.
🚀 Case Study: Vichy's Virtual Skin Expert
6.1 Addressing Consumer Overwhelm in Beauty
Consumer overwhelm is a pressing issue in the beauty industry. With countless choices and confusing product claims, customers struggle to navigate the market. Vichy recognized this challenge and sought to provide guidance and expertise to overwhelmed consumers.
6.2 Personalized Recommendations and Insights
Vichy partnered with Realize to develop a virtual skin expert that interacted with consumers. Through this AI-powered experience, consumers expressed their needs and received personalized product recommendations. The virtual skin expert not only provided guidance in a complex market but also gathered valuable consumer insights for Vichy.
6.3 Increasing Revenue Per User through AI
Vichy's implementation of AI led to a 35% increase in average revenue per user. This success stemmed from consumers' deep engagement with the virtual skin expert. By delivering personalized recommendations and capturing unique data points, Vichy created lasting connections with its audience.
🚀 Case Study: National Bank of Canada's Conversational Banking
7.1 Driving In-Branch Conversations through AI
The National Bank of Canada aimed to increase in-branch conversations in a digital era. They recognized that face-to-face conversations allowed for meaningful financial discussions and connections with customers. To incentivize in-branch visits, they needed to guide consumers to the right branch and ensure they were prepared for the session.
7.2 Integrating Conversational AI in Advertising
Through AI-powered conversational experiences, the National Bank of Canada successfully directed consumers to the appropriate branch location. By integrating with partner platforms, such as Facebook Messenger, they engaged with customers in a personalized and convenient manner. This strategy led to more productive in-person conversations, ultimately driving customer satisfaction and loyalty.
🚀 The Art of the Possible: Personalized Customer Journeys
8.1 Assessing Consumer Needs
Personalized customer journeys begin with understanding consumer needs. By leveraging technologies like AI, marketers can assess individual needs and preferences, enabling targeted and Relevant communication.
8.2 Seamlessly Transitioning Between Channels
In a world of multiple touchpoints, it is crucial to provide a seamless transition between channels. The ability to move fluidly from website interactions to messaging platforms or in-store experiences enhances customer convenience and engagement.
8.3 Maximizing Engagement and Purchasing Opportunities
Personalized customer journeys offer countless opportunities for engagement and purchases. By understanding customer preferences and utilizing AI-supported conversations, marketers can drive meaningful interactions and conversions.
8.4 Leveraging Push Notifications for Follow-Up
Following up with customers after initial interactions is a crucial part of personalized customer journeys. Push notifications serve as reminders and updates, maintaining communication and driving further engagement.
8.5 Enhancing In-Store and Event Experiences
Conversational AI can enhance in-store and event experiences by providing real-time assistance, personalized recommendations, and interactive brand interactions. This technology blurs the line between online and offline engagement, enriching customer experiences.
8.6 Utilizing Smart Speakers for Branded Experiences
Smart speakers, like Alexa or Google Home, offer unique opportunities for branded experiences. By integrating conversational AI, marketers can provide valuable information, tutorials, and personalized assistance through these devices, deepening customer engagement.
🚀 Conclusion
Marketing Futures provides a platform for shaping the future of marketing through innovation and collaboration. With AI and emotional AI revolutionizing advertising and consumer engagement, marketers can create personalized customer journeys that drive connection, loyalty, and revenue. By embracing the art of the possible, marketers can navigate the evolving landscape and thrive in the age of distraction.
Highlights:
- Marketing Futures initiative serves as a crossroads for brands, agencies, entrepreneurs, innovators, and academia to discuss the future of marketing.
- Emotional AI technology measures attention and emotion in advertising, revolutionizing content creation and providing a new measurement currency.
- Hotels.com transformed envy into action by encouraging consumers to book their own vacations instead of just envying others.
- Vichy's virtual skin expert utilized AI to provide personalized recommendations and increased average revenue per user by 35%.
- The National Bank of Canada integrated conversational AI to drive in-person conversations and enhance customer experiences.
FAQ:
Q: What is the purpose of the Marketing Futures initiative?
A: The Marketing Futures initiative aims to bring together brands, agencies, entrepreneurs, innovators, and academia to discuss and debate the future of marketing.
Q: How does Emotional AI revolutionize advertising?
A: Emotional AI measures attention and emotion in advertising, allowing marketers to create personalized and emotionally resonant content. It also provides a new measurement currency, focusing on capturing and retaining audience attention.
Q: How did Hotels.com address consumer envy in social media?
A: Hotels.com launched a brand campaign that encouraged users to book their own vacations and experience what they envied in others' social media posts.
Q: How did Vichy utilize AI in the beauty industry?
A: Vichy developed a virtual skin expert powered by AI, providing personalized product recommendations and gathering valuable consumer insights.
Q: How did the National Bank of Canada leverage conversational AI?
A: The National Bank of Canada integrated conversational AI experiences to guide consumers to the right branch and enhance in-person conversations about financial needs.
