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用户上传 更多免费报告请查看研报客
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
用户上传 更多免费报告请查看研报客
Poorly-targeted and irrelevant marketing While the research indicates a failure
materials are driving consumers away of brands to deliver on that promise of
from their favourite brands. In research marketing, which says, “we will send the
conducted with more than 2,000 UK right information to the right person at
consumers, we’ve found that only 6% the right time,” it also demonstrates the
of them believe the product and service market opportunity for businesses that
offers they receive are clearly relevant to put personalisation at the heart of their
them. That’s despite over 60% demanding strategy and ensure tailored content is
the offers sent from their favoured brands consistently provided to consumers.
be tailored to them and their interests. What’s essential in cultivating strong
customer loyalty is building trust and an
These poor attempts at personalisation understanding of what matters to the
are having an adverse impact on individual. Technology can help bridge the
customer experience. gap between what marketers are able to
do and the level at which they need their
customer engagement to be.
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