emarsys：客户体验研究报告：AI营销的终结（英文版）(14页).pdf

1、CONSUMER EXPERIENCE RESEARCH STUDY: THE END OF AI-MLESS MARKETING Consumers are increasingly accepting of AI in marketing, as long as it delivers a great customer experience FOREWORD Poorly-targeted and irrelevant marketing materials are driving consumers away from their favourite brands. In researc

2、h conducted with more than 2,000 UK consumers, weve found that only 6% of them believe the product and service offers they receive are clearly relevant to them. Thats despite over 60% demanding the offers sent from their favoured brands be tailored to them and their interests. These poor attempts at

3、 personalisation are having an adverse impact on customer experience. An alarming 2 in 5 consumers (41%) swear they wont purchase from a brand again if they receive irrelevant marketing materials, causing irreparable, long-term damage to thousands of brand-customer relationships. While the research

4、indicates a failure of brands to deliver on that promise of marketing, which says, “we will send the right information to the right person at the right time,” it also demonstrates the market opportunity for businesses that put personalisation at the heart of their strategy and ensure tailored conten

5、t is consistently provided to consumers. Whats essential in cultivating strong customer loyalty is building trust and an understanding of what matters to the individual. Technology can help bridge the gap between what marketers are able to do and the level at which they need their customer engagemen

6、t to be. Gartner debuted the first personalisation engine Magic Quadrant this year which highlighted a 35% increase in personalisation engine revenue between 2017/18, a reflection of the substantial growth being chalked up to this part of the marketing technology ecosystem. Its essential then that o