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#TECH: Using AI to enhance marketing

WHILE the advancement of technology has fast-tracked the outreach process, companies today are faced with a myriad of challenges in devoting resources and deliberating strategies to effectively reach their target audience.

According to Netcore Cloud chief executive officer - International Business, Abithab Bhaskar, as of today, there is a plethora of options available in the market for martech platforms, where each one specialises in a specific technology. Most of the brands today would already be using one or the other channel to communicate to their audience.

"But the biggest challenge of any brand today is to capture an all-encompassing purview of their customer interactions across all channels, be it - email, SMS, web, application, WhatsApp, customer data platform (CDP), call center or offline store interactions, and power a seamless personalised experience at scale to delight all customers," he said.

Pandemic effect

Bhaskar said the outset of the Covid-19 pandemic has forced brands to innovate and adopt the latest digital technologies to stay on the edge, thereby creating a huge demand for full-stack Digital Experience Platforms (DXP) like Netcore Cloud.

He said as the first artificial intelligence (AI) and machine learning (ML) powered marketing automation and customer engagement platform, Netcore Cloud aims to bring more than 20 years of expertise to help Malaysian and regional businesses to tackle these modern marketing challenges.

How AI and ML help companies in marketing

The main reward of using AI with marketing is personalisation at scale to power more relevant customer experiences in real time.

Bhaskar cited several benefits of using AI in marketing, which include:

* Send Time Optimisation (STO), powered by AI, helps to send communications to each customer based on his/her preferred time (when they're most likely to be active), hence driving better engagement.

* Subject Line Optimisation (SLO), powered by AI, helps marketers to experiment and arrive at the best possible subject line by suggesting relevant keywords and emojis to trigger more email open rates.

* Smart A/B testing uses a 'Multi-armed bandit' algorithm to continuously iterate the learning and optimise both the variants in an A/B test to achieve a higher conversion rate.

* Churn Prediction, powered by AI, helps marketers to predict customer churn using regression and classification ML algorithms to process historical customer data. Marketers can then reach out to these customers with special campaigns to retain them.

* AI-powered recommendation engines enhance the shopping experience for customers by giving product cues that are closely related to the customer's current product choices. The recommendation engines recommend products that customers have more probability of buying and boost turnover through cross-selling and up-selling.

Bhaskar said Netcore brings the best of both Martech and Communications-Platform-as-a-Service (CPaaS), Netcore Cloud has successfully enabled brands across multiple industries — e-commerce and retail, media and entertainment, travel and hospitality, finance and tech, edtech and food tech to deliver contextual, personalised and delightful customer experiences.

"This demonstrates that our proprietary solutions can be leveraged by a vast number of industries," he said.

As a full-stack Digital Experience platform (DXP), Netcore Cloud's suite of products - from customer engagement and experience, personalisation and product experience to email API and journey orchestration, help pave the way for global businesses to scale customer experience effectively.

Photobook partnership

Recently, Netcore Cloud onboarded Photobook, Asia's largest ecommerce provider for photo albums, personalised home decor, and other premium range of customised gifts, for global markets and multi-year contract.

The company said the partnership will provide Photobook with Netcore Cloud's full stack of martech solutions — consumer engagement, email, product experience, personalisation and customer data platform. Through this partnership, Photobook will be able to tap into Netcore Cloud's capabilities to personalise its users' brand journey, which has seen a rising significance over the past years.

"As a leading photo product and personalisation company, we comprehend the significance of personalising every aspect of the consumer journey. Since the pandemic, we have witnessed the effectiveness of personalisation as it demonstrates brand empathy and understanding especially during such turbulent times. Through this partnership with Netcore Cloud, our customers from over 100 countries can expect experiences that are uniquely relevant," said Photobook Worldwide CEO, Leow Wee Jonn.

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