SHB
Individual Marketing & Advertising
Excerpt from SHB Marketing RoadMAP – January 2024
There is no turning back: The artificial intelligence of generative language models is starting a new era of human life. We know it is only the beginning: quantum technology will make machine intelligence unassailable.
Without an AI strategy, it will become difficult. It is about understanding the impacts and recognizing the opportunities now. Ultimately, it is a question of whether a company can actively control its AI processes or whether it will eventually be controlled by the AI in passive mode.
Nobody can resist the economic potential of the dramatic increase in efficiency of AI - our current drivers:
Print under Pressure by AI
Knowledge transfer through individual AI-based content is killing print. It will be difficult and in the future impossible for print media to generate profitable volume. Publishers that do not do 100% customer marketing and generate customer data will not survive.
Prompt Engineer
Abstract thinking, thinking from the recipient's perspective and reflecting viewpoints for better AI research and content building, requires special skills. Creative generalists will master this. AI services will become a service.
Strategy Research
AI helps to identify alternatives and, if prompted correctly and considering the advantages and disadvantages, to prioritize them. AI can provide better objectivity and will become a fixed requirement for strategy development and decision-making.
Customer Service by AI - win-win
AI enables a new era of chatbots that help scale a business with cost-neutral initial advice, with more time for individual solution advice and thus better customer returns. Immediate service and consulting expertise for an optimal customer experience and at the same time improved economic efficiency.
What artificial intelligence will mean for life on our planet cannot be predicted. One thing is certain: certain fields of work will disappear and working hours will be reduced. Ultimately, AI will be able to perform all kinds of knowledge work. The only thing that is unclear is the timing of the transformation.
AI is revolutionizing knowledge work by dramatically improving efficiency. AI can create, structure, prioritize and argue comprehensive content in seconds. Without AI efficiency, rule-based knowledge work will no longer be competitive. Creative work will not necessarily improve, but it will dramatically reduce the effort involved and be accessible to everyone.
AI enables personal selling – recognizes patterns for situation-related, individual and therefore maximally effective communication. Voice and image generation automate advice and revolutionize pre- and after-sales.
AI dynamizes marketing decisions, automated complex analysis enables real-time reactions to market conditions and customer behavior, and predictive planning integrates product and procurement logistics into a holistic marketing process.
A) We are (situation) - B) we want (goal) - C) the solution should (requirement)
Create text: detailed / short / in X paragraphs - Write: simple / business / technical - Structure: bullets / list / weighted by X
Tip: The request “create a list” makes it easier to ask specific follow-up questions, while the prompt “in keywords with reasons” provides hints for next steps.
Google's massive push for ad placements and the user-specific placement of organic search results influenced by AI endangers ad profitability and makes SEO unpredictable. The Chrome cookie ban and Google's push for the privacy sandbox, which allows third-party cookies to access data protection-compliant, less relevant interest categories through API-supported access, exacerbates the situation with new dependency and leads to a change in customer marketing. Optimal use of first data is becoming the core driver for new AI-supported anticipatory customer communication: Relationship commerce through AI-based customer communication combines data strategy and behavior control for a maximum individual and situational approach - across channels. Individual 1-to-1 communication and opportunity for competitive advantages.
Fear of trade conflicts and internal conflicts of interest are one reason why many manufacturer brands still forego their own online channel and thus the opportunities for efficiency and profitability. In case of doubt, this is a fatal mistake, because the advantage of direct customer contact outweigh the disadvantages. At the same time, customers increasingly favor the direct channel, expect up-to-date offers, competent advice, and possible price advantages.
Logistical infrastructure and online shop implementation are not a serious hurdle: technology and know-how are available in the service for a managed start. AI in online consulting compensates for and often surpasses on-site dealer consulting. Learnings can be factored in, a start can be made with just a few products. Trading partners are exposed to competition anyway and can be integrated efficiently for both sides, and commission can be paid for order leads.
Your own channel offers decisive advantages: direct customer contact for demand management with planning sovereignty, valuable first-party data for targeted brand management with individual customer communication, autonomous response to market conditions and the chance of higher margins. The integration of additional products or marketplace strategies enables sales opportunities and additional marketing data. D2C is a win-win situation for everyone involved. There are few reasons not to take advantage of the opportunity.
SHB Individual Marketing & Advertsing
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