According to the searched keywords, quickly identify the user’s query intention and provide the buyer with the required products and corresponding suppliers; In the process of commodity query and retrieval, artificial intelligence technology can also match the required products according to their historical orders and enterprise capabilities, and improve the response accuracy of information query and retrieval.
Although there is still more than half a month before the Double Eleven, I believe many people still buy them in buy buy in the early morning of October 21st. This year, various e-commerce platforms launched the mode of snapping up+prepaid deposit. The goods snapped up on the 21st only need to pay the deposit, and the final payment can be paid on November 11th. All kinds of goods pushed by the e-commerce platform seem to be your "good heart", which makes people unable to choose. The e-commerce platform knows you so well, how can it not make people "hands-on"?
Behind these pushes is a precise marketing service system based on customer behavior big data. With the development of artificial intelligence technology, the era of "internet plus" has been gradually upgraded to the era of "intelligence+". Artificial intelligence has become the core driving force of the new round of scientific and technological revolution. In the fields of finance and commerce, intelligent marketing has become one of the hot spots of rapid development.
Data is the basis of developing intelligent marketing.
At present, the sales market is shifting from the seller’s market to the buyer’s market, and the lack of effective demand has brought many challenges to enterprises. The biggest challenge faced by traditional marketing is that the cost of obtaining customers is rising and the difficulty is increasing, and the business growth model of enterprises can not simply stay on the level of obtaining more new customers. How to enhance customer stickiness, improve "customer lifetime value" and make customer value far greater than marketing cost has become a problem that enterprises must think about.
Yang Shanlin, an academician of China Academy of Engineering and a professor at Hefei University of Technology, said that intelligent marketing is not simply to apply existing artificial intelligence technology to marketing, but to re-create artificial intelligence on the basis of existing technology and combined with marketing needs.
Under the traditional marketing mode, the buyer’s purchase intention can only be obtained by communicating with the marketer, which tests the marketer’s ability and familiarity with the business. In addition, the traditional offline marketing has many problems, such as large investment, high cost and difficult communication, which makes it difficult for both the supplier and the buyer to reach the transaction intention quickly. Therefore, in view of the pain point of traditional enterprise marketing, some enterprises have used artificial intelligence technology to launch a cloud intelligent marketing platform, and by aggregating the data of enterprises, products and needs in the platform, they have established capabilities and portrait models to achieve accurate matching of suppliers, marketers and buyers, insight into users’ needs and intention identification.
At present, there are two main ways of intelligent marketing. One is technology export, and the providers are mainly cloud service providers and artificial intelligence companies. Among them, cloud service providers export standardized services based on the cloud platform to users by integrating the algorithm capabilities of artificial intelligence companies, while artificial intelligence companies deliver customized projects to users to solve their individual needs, which is also their main source of income. The second is experience export, where mature brand vendors provide solutions, trying to integrate the brand’s own years of operating experience with new technologies, export them to small and medium-sized businesses, and optimize their operating models. The starting points of the two approaches are different, but in the end, they all integrate the algorithm with the industry experience and develop in the direction of producing executable solutions. Trial and error in actual scenes is the main method to achieve this goal.
Therefore, real and effective data is considered as the basis for the development of intelligent marketing. Jing Lei, general manager of harvest fund, divides intelligent marketing into three levels. The bottom layer is a multidimensional data, including traditional data, alternative data and their applications. With the assistance of traditional data and new technology, a more comprehensive and forward-looking data tracking can be achieved. Above the bottom, with the support of data, the breakthrough of fundamental logic and knowledge, including the depth, values and standards of people’s cognition of things, determines whether the fundamental framework is perfect and forward-looking Finally, the bottom and the top are combined, supplemented by machine learning, so that machine learning can assist people’s decision-making, achieve the effectiveness and discipline of decision-making, and prevent people’s emotions from affecting investment decisions.
Focusing on meeting dynamic demand
The "China Artificial Intelligence Industry Research Report 2019" released by iResearch shows that artificial intelligence has good conditions for security and financial development, and its business penetration is the fastest; Marketing, customer service and education are expected to develop rapidly. Artificial intelligence helps the intelligent upgrading of the industry, which has great commercial value. In 2019, it is expected to contribute nearly 57 billion yuan.
Dr Cheng Xuejun from Kaiyuan Law School of Shanghai Jiaotong University said that the development of intelligent marketing is inevitable. Marketing 1.0 era is in the seller’s market, with fewer products, mainly focusing on product sales; In the era of Marketing 2.0, marketing was changed from product center to consumer center, and the background was that market rights were transferred from sellers to buyers. The era of Marketing 3.0 is mainly the era of emotional marketing, in which media innovation, content innovation and communication mode innovation are used to obtain the target audience. At this stage, the more common marketing theories are precision marketing, online marketing, word-of-mouth marketing, etc., and Internet technology is emphasized for communication. At present, intelligent marketing is in the era of marketing 4.0, mainly focusing on the personalized and fragmented needs of consumers all the time to meet the dynamic needs of consumers.
Through artificial intelligence technology, the platform can quickly identify the user’s query intention according to the search keywords, and provide the buyer with the required products and corresponding suppliers; In the process of commodity inquiry and retrieval, artificial intelligence technology can also match the required products according to their historical orders and enterprise capabilities, so as to improve the response accuracy of information inquiry and retrieval; At the same time, according to the buyer’s historical orders, on the basis of peer-to-peer recommendation, we can intelligently recommend products that the buyer may need to enrich their experience.
Wu Minghui, founder of Mingluo Technology Group and founder of the second hand system, said that the core of marketing is to divide demand more finely and match supply and demand more efficiently. Through the precise matching of artificial intelligence, we can reshape the relationship between consumer demand and enterprise products, create greater value for users, and achieve the goal of improving "customer lifetime value". Moreover, with the change of business paradigm, the relationship paradigm between users and enterprises will also change, that is, from the consumption relationship to the symbiotic relationship of interests, customers are no longer just "guests", but become "family members" with closer corporate relations and more consistent interests.
5G makes intelligent marketing everywhere.
With the advent of the 5G era, intelligent marketing will usher in a broader space. Yao Dong, co-president of Xinyi Interactive, said that in the field of mobile intelligent marketing, no country can surpass China’s development speed at present. "The landing of 5G means that every marketing tool and hardware will become the export and entrance of content, and it will also become a tool to collect customer behavior." These data behavior tools will further improve marketing efficiency through model establishment, continuous optimization and quantitative analysis of various marketing behaviors.
"In the era of intelligent Internet, there is a large-scale e-commerce platform, and almost every marketing action can produce sales results in real time." Yao Dong emphasized that, therefore, how to build a brand while producing sales results and how to create a positive and profound impression in the hearts of consumers is the biggest challenge facing intelligent marketing.
In the 5G era, more data will be obtained, artificial intelligence will get more training, and marketing empowered by artificial intelligence will become smarter. Wu Minghui said that the two most important words of marketing intelligence are "intelligence", and its biggest feature is its ability of self-learning, self-iteration and self-growth. In other words, by accumulating consumer data to form a clear portrait of consumers, with "foresight", we can find a way to create greater value for consumers and continuously improve the "customer lifetime value". Then, through real-time perception, global tracking, intelligent emergence, agile response and so on, marketing perception is constructed — A closed loop that responds to feedback. In these links, enterprises carefully explore and capture users’ needs, and try their best to provide services. Patience and carefulness are particularly important in this process, and a faster and more timely marketing model is also essential.
