Acelerando sua estratégia de Marketing Digital com Inteligência Artificial
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O documento discute como as empresas podem acelerar suas estratégias digitais usando inteligência artificial em áreas como curadoria de conteúdo, compra de mídia, criação de conteúdo, busca por voz e imagem, lead scoring, chatbots, personalização de conteúdo e serviço ao cliente preditivo. A inteligência artificial pode melhorar esses processos e fornecer experiências mais personalizadas para os clientes.
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Acelerando sua estratégia de Marketing Digital com Inteligência Artificial
- 1. acelerando sua estratégia de digital com inteligência artificial luis marcelo abud - @lmabud
- 2. 21% Geek Digital 📱 17% Viajante 🌎 14% Empreendedor 💡 12% Amante de Vinho🍷 10% Romântico ❤️ 09% Músico 🎵 07% Chef 👨🍳 05% Piadista 🤡 03% Professor 🎤 01% Veterinário 🐶
- 3. O que quer que você vá fazer…
- 4. faça digital faça programável faça inteligente Gartner
- 6. curadoria de conteúdo inteligente de dados criados por dia em 2025 bilhões GB https://www.slideshare.net/Micro-Focus/growth-of-internet-data-2017
- 7. maior conversão que posts não-UGC. https://www.socialmediatoday.com/social-networks/how-user-generated-content-can-boost-performance-your-facebook-ads Posts contendo UGC tem X curadoria de conteúdo inteligente
- 8. https://www.socialmediatoday.com/social-networks/how-user-generated-content-can-boost-performance-your-facebook-ads Toyota aumentou o engajamento em % curadoria de conteúdo inteligente
- 9. Descoberta de conteúdo e curadoria para ajudá-lo a criar uma biblioteca rica e facilmente pesquisável de UGC para criar experiências mais personalizadas para o cliente. curadoria de conteúdo inteligente
- 10. compra de mídia
- 12. das milhares de bids feitas por empresas estão erradas https://pages.dataiku.com/hubfs/AI-Marketing-Usecase-Infographic.pdf %McKinsey estima que compra de mídia
- 13. ROI com a implementação de AI powered ad tech. https://adexchanger.com/agencies/ai-agency-lingerie-brand-cosabella-replaced-agency-artificial-intelligence/ %A marca de lingerie Cosabella aumentou compra de mídia
- 14. compra de mídia https://hbr.org/2017/05/how-harley-davidson-used-predictive-analytics-to-increase-new-york-sales-leads-by-2930 %Harley-Davidson usou AI para aumentar o volume de Leads en NYC em
- 15. Use a inteligência artificial para veicular mensagens mais relevantes e direcionadas nos lugares certos, nos momentos certos, fornecendo informações baseadas em dados. compra de mídia
- 16. criação de conteúdo com IA
- 17. criação de conteúdo com IA erro ortográfico/gramática ruim é o fator que mais prejudica a opinião sobre uma marca nas mídias sociais http://disruptive-communications.com/what-customers-hate-about-your-social-media-channels/ %
- 18. erros de escrita para cada 100 palavras, enquanto a Coca comete 0.9. https://www.ragan.com/infographic-battle-of-the-brands-grammar-edition/ Pepsi comete criação de conteúdo com IA
- 19. Inteligência artificial pode tornar a prosa mais ousada, clara e concisa, destacando frases complexas e sugerindo diferentes opções de palavras criação de conteúdo com IA
- 20. busca por voz & imagem
- 21. de fotos são carregadas todos os dias. milhões https://www.forbes.com/sites/bernardmarr/2018/05/21/how-much-data-do-we-create-every-day-the-mind-blowing-stats-everyone-should-read busca por voz & imagem
- 22. busca por voz & imagem Compras baseadas em voz devem exceder https://www.prnewswire.com/news-releases/voice-shopping-set-to-jump-to-40-billion-by-2022-rising-from-2-billion-today-300605596.html bilhões em 2022.
- 23. busca por voz & imagem Até 2020, Fonte: Gartner % de todas as buscas serão realizadas através de voz.
- 24. busca por voz & imagem Anglian Home Improvements aumentou https://www.epiphanysearch.co.uk/thoughts/preparing-for-voice-search-a-case-study X o tráfego das páginas optimizando para busca por voz.
- 25. busca por voz & imagem Conversational AI is what’s really disrupting and shifting the consumer behavior, and voice search is just a component of that bigger picture.
- 26. lead scoring baseado em IA
- 27. lead scoring baseado em IA acredita que lead scoring é a tática mais efetiva para melhorar a receita. https://www.cien.ai/lead-scoring/ %
- 28. lead scoring baseado em IA acredita que “sinais errados” são os principais desafios do lead scoring. https://www.salesforce.com/uk/blog/2018/08/predictive-lead-scoring-ai-sales-marketing.html %
- 29. lead scoring baseado em IA em apenas 30 dias e reduziu custos operacionais em 35% https://blog.peak.ai/just-a-heads-up-ai-does-lead-scoring-better-than-your-sales-team %Regis aumentou as vendas em
- 30. lead scoring baseado em IA em 4 meses https://www.saleswingsapp.com/lead-scoring/inbound-lead-qualification-case-study-saas-reviewcom/ K US$Princeton Review obteve uma receita adicional de
- 31. Um algoritmo de aprendizado de máquina percorre um banco de dados de dados do cliente e estabelece tendências, padrões reconhecidos e constrói um modelo a partir dos dados, a fim de criar um modelo de previsão. lead scoring baseado em IA
- 32. chat bots
- 33. chatbots Software de live chat tem uma taxa de satisfação de https://learn.g2.com/facebook-chatbots % como a principal forma de clientes engajarem com uma marca
- 34. chatbots https://www.drift.com/wp-content/uploads/2018/01/2018-state-of-chatbots-report.pdf % esperam receber um resposta instantânea de um chatbot
- 35. chatbots https://www.drift.com/wp-content/uploads/2018/01/2018-state-of-chatbots-report.pdf milhão em emails de customer service A implementação do chatbot da Julie resultou em uma economia annual de
- 36. chat bots AI aprimora o funcionamento dos chatbots usando a análise de sentimentos para avaliar o humor de uma mensagem de um cliente.
- 38. personalização de conteúdos https://www.superoffice.com/blog/customer-experience-statistics/ % dos consumidores consideram uma experiência positiva com a marca mais importante que uma grande campanha de publicidade
- 39. personalização de conteúdos https://www.gartner.com/en/newsroom/press-releases/2019-03-11-gartner-survey-shows-brands-risk-losing-38-percent-of %Pesquisa da Gartner mostra que marcas tem chance de perder clientes por falta de personalização.
- 40. personalização de conteúdos Utilize IA para analisar o comportamento do usuário, preferências, feedback e características para prever o comportamento e fornecer experiências únicas e personalizadas.
- 42. serviço ao cliente preditivo em churn de clientes https://www.forbes.com/sites/blakemorgan/2018/12/20/10-examples-of-predictive-customer-experience-outcomes-powered-by-ai/ Sprint reduziu %
- 43. em lucros. http://www2.bain.com/Images/BB_Prescription_cutting_costs.pdf 5% de aumento em retenção de clients geram um aumento de mais de % serviço ao cliente preditivo
- 44. A análise preditiva explora os padrões encontrados nos dados históricos e transacionais para prever o comportamento futuro serviço ao cliente preditivo
- 46. ferramentas de recomendações %De acordo com McKinsey & Company* do que os usuários assistem no Netflix é referente a recomendações. https://www.mckinsey.com/industries/retail/our-insights/how-retailers-can-keep-up-with-consumers
- 47. %De acordo com McKinsey & Company* da receita da Amazon.com é gerada através de mecanismos de recomendações. https://www.mckinsey.com/industries/retail/our-insights/how-retailers-can-keep-up-with-consumers ferramentas de recomendações
- 48. O aprendizado de máquina ajuda os profissionais de marketing a descobrir quais tipos de produtos os consumidores desejam com base em seus comportamentos. ferramentas de recomendações
- 50. reach act convert engage
- 51. faça digital faça programável faça inteligente Gartner
- 53. acelerando sua estratégia de digital com inteligência artificial luis marcelo abud - @lmabud
Notas do Editor
- Research by SalesForce says 51 percent of consumers expect that by 2020 companies will anticipate their needs and make relevant suggestions before making contact6
- Toyota has embraced UGC, using it to power Facebook ads for their annual "Feeling the Street" campaign. Over six weeks, the campaign displayed the best UGC fans were sharing on Instagram, and received over 1.2 million collective likes, comments and shares. Without raising their budget from previous years, they achieved a 440% increase year over year ad engagement.
- Toyota launched Feeling The Street – a global campaign aimed at highlighting and celebrating the world’s best street performers.
- McKinsey estimates up to 30% of the thousands of pricing decisions companies make every year fail to deliver the best price https://pages.dataiku.com/hubfs/AI-Marketing-Usecase-Infographic.pdf
- identifying targets and keywords, moving budgets between channels, identifying fraud, controlling bids and executing buys. In Q4, revenues increased 155% and the brand saw 1,500 more transactions year over year, 30% of which came from new customers. Cosabella decreased costs by 12% by increasing returns by 50%.
- Naturally, Jacobi kept using Albert. His dealership went from getting one qualified lead per day to 40. In the first month, 15% of those new leads were “lookalikes,” meaning that the people calling the dealership to set up a visit resembled previous high-value customers and therefore were more likely to make a purchase. By the third month, the dealership’s leads had increased 2930%, 50% of them lookalikes, leaving Jacobi scrambling to set up a new call center with six new employees to handle all the new business.
- Products like Albert, MediaMath Omnichannel, Adgo, IBM Bid Optimizer and PredictiveBid are providing options which use the latest advancement in machine learning to optimize impressions in the real-time bidding process.
- "Poor spelling or grammar" came in at 42.5 percent, far ahead of second-place "Updates are too 'sales-y'" at 24.9 percent.
- Coca-Cola vs. Pepsi Coca-Cola wins! Pepsi makes 3.6 writing mistakes per 100 words, but Coke only makes 0.9. Facebook vs. Google Google claims the prize here. Google only makes 1.1 writing mistakes per 100 words, but Facebook makes 4.3. Ford vs. GM This is a close race, but Ford comes out on top. GM makes a measly 1.3 mistakes per 100 words, but Ford only makes 0.5.
- Grammarly vs Jetpack vs Ginger vs Hemingway vs Standard Spellchecker for WordPress
- "Poor spelling or grammar" came in at 42.5 percent, far ahead of second-place "Updates are too 'sales-y'" at 24.9 percent.
- "Poor spelling or grammar" came in at 42.5 percent, far ahead of second-place "Updates are too 'sales-y'" at 24.9 percent.
- Anglian had three product FAQ areas for Conservatories, Doors, and Windows. All Q&A pages sat on a single page at a single URL; Anglian was answering multiple questions on a single page, which isn’t a great user experience, as not all of the questions were that closely related. If Google’s job is to serve up the best answer for the query, why would it rank and serve up a ‘catch all’ page that doesn’t answer any question particularly in-depth? Our solution was a dedicated product FAQ area, or ‘clinics’. The single page clinics were expanded into product specific clinic areas consisting of 39 or more pages. Each of these clinics now consists of a hub which then links out to a dedicated page per each question and answer, and each answer was expanded - going from under 50 word answers to around 300 or more word answers.
- 1. Traditional or "rules-based" lead scoring: the scoring and ranking is set manually based on set of rules on a "IF this, THEN that" basis. For example, IF job title = "Account executive", THEN score lead highly. 2. Predictive or "algorithmic" lead scoring: instead of scoring a lead on a manually defined set of rules, a mathematical model examines the attributes of a "good" lead and infers the quality of all other leads to predict and rank their likely hood to close.
- An AI enabled CRM platform has a particularly wide reach when it comes to collecting data: it automatically analyses customer data stored within your CRM, activity-based data (email, calendar, etc.), social data streams, and even any potential IoT data.
- We pulled together data from Regit’s website and marketing systems, as well as from third-party datasets, such as from the DVLA, and applied some categorical machine learning models (as you do) to give predictions about the likelihood of users changing car. Lead scores were then pushed into Regit’s CRM system. Regit saw a 27% increase in sales and reduced operational costs by up to 35% by simply staffing the call-centre at the times of day most likely to result in a sale to a user or customer. I think we can all agree, they are some tasty figures.
- Inbound lead qualification is key for any company generating leads through their website. Due to its popularity The Princeton Review was receiving an ever growing number of leads. Their inside sales team of 30 was looking at how to qualify these inbound effectively lacking a way to increase speed-to-lead to the low hanging fruits. InsideSales.com found in a study on sales acceleration that company’s who contact leads first increase their chance to take the deal home by up to 50% – which is especially true for more transactional sales cycles.
- Toyota launched Feeling The Street – a global campaign aimed at highlighting and celebrating the world’s best street performers.
- "Poor spelling or grammar" came in at 42.5 percent, far ahead of second-place "Updates are too 'sales-y'" at 24.9 percent.
- "Poor spelling or grammar" came in at 42.5 percent, far ahead of second-place "Updates are too 'sales-y'" at 24.9 percent.
- 25 percent more bookings $1 million in customer service email costs saved annually 50 percent year-over-year growth in users’ engagement with Julie 30 percent more revenue (monthly average) generated per booking
- "Poor spelling or grammar" came in at 42.5 percent, far ahead of second-place "Updates are too 'sales-y'" at 24.9 percent.
- "Poor spelling or grammar" came in at 42.5 percent, far ahead of second-place "Updates are too 'sales-y'" at 24.9 percent.
- 10% reduction in customer churn 40% increase in transactional NPS 40% increase in customers adding a line 8x increase in customer upgrades Improvement in agent satisfaction
- 10% reduction in customer churn 40% increase in transactional NPS 40% increase in customers adding a line 8x increase in customer upgrades Improvement in agent satisfaction