Lifecycle and AI: Where We’re At and Where We’re Going
- 1. Lifecycle Marketing Summit How to Innovate, Integrate, and Economize Across Your Messaging Channels DAY 1 | WEDNESDAY, JUNE 7TH Once A Nice To Have, Now A Must-Have: How One Brand is Leveraging Omnichannel Lifecycle Marketing 10 – 10:45am PT | 1 – 1:45pm ET The Most Important KPIs to Really Drive Your Lifecycle Program 11 – 11:45am PT | 2 – 2:45pm ET Lifecycle as an Engine to Power Other Channels: A Panel Discussion 12 – 12:45 pm PT | 3 – 3:45pm ET DAY 2 | WEDNESDAY, JUNE 14TH Lifecycle and AI: Where We’re At and Where We’re Going 10 – 10:45am PT | 1 – 1:45pm ET How to Keep Up Your Creative Testing After Budget Cuts 11 – 11:45am PT | 2 – 2:45pm ET Leveraging Your Tech Stack – Migration Execution: Best Practices for Both 12 – 12:45 pm PT | 3 – 3:45pm ET
- 2. Lifecycle and AI Where We’re At and Where We’re Going
- 3. Today’s Logistics Kerry Mallett Content Strategist Recording & slides will be in your inbox tomorrow Download relevant resources Join our chat and submit questions for live Q&A Log back anytime with same link Join our poll questions - including if you want to talk to our teams after!
- 4. WE’VE MASTERED THE MEDIA THAT MATTERS MOST Tinuiti is the largest independent performance marketing firm across Streaming TV and the Triopoly of Google, Facebook, Amazon. Employees Media managed Award-winning culture* $3B #1 1000+
- 5. Some of Our Clients Our Recognition For commerce leaders of today and the future
- 6. Our Speakers CHRISTINE WATSON Director, Lifecycle Marketing MATT PERRY Creative Director KRISTIE RIOJAS Product Marketing Manager
- 7. eCommerce Retention Marketing Platform $406M Raised 50% YOY Growth 1000+ Employees 5 Offices 30,000+ Clients Reviews Visual UGC Loyalty & Referrals Subscriptions SMS Email
- 8. Agenda ● Where We Currently Are ● Ways to Leverage AI Right Now ● What Should We Prepare For In the Future? ● Q&A 8
- 10. What is public perception? 10
- 11. Do you think AI is a risk to your role as a marketer? ● Yes, absolutely ● Maybe, but I can adapt ● No, my value is clear POLL
- 12. What does AI have to say? 12
- 13. 13
- 14. How many marketers are using AI today? 14 More than 80% of industry experts integrate some form of AI technology into their online marketing activities in 2023 80% …of Email and Lifecycle marketers use some form AI Technology? 100%?
- 15. Let’s give ourselves some credit… 15 Intelligent Send Times Smart Segmentation Churn Prediction Product Recommendations Content Generation …and more!
- 16. So how do we balance Public perception High adoption in our community Consumer confidence Higher Efficiency Value For All
- 17. TOGETHER Content Generation Insights Personalization 17 RELEVANCY AI Data Analysis Predictive Analytics Efficiency MARKETERS Strategy Prompts/Input Imagination
- 18. What does this look like for me? 18
- 19. Efficiency Less hands on time, greater impact Personalization Deliver relevant, timely messages Strong Relationships Engage customers at the right touchpoints Why AI? The benefits of using solutions powered by machine learning to drive retention
- 20. Where AI solutions make the most impact ● Reviews ● SMS ● Data and analytics
- 21. AI-Powered Review Collection Dynamically suggest relevant, high-converting topics in real-time as shoppers write reviews, so your brand can collect more of the content that matters most. How it helps retention: High-quality reviews help ensure a valuable first purchase,. Suggested topics are 4x more likely to be mentioned in a review
- 22. Brand Example: The Honest Kitchen Challenge: The brand wanted to deliver the right resources to help new customers understand the value they provide. Solution: Yotpo Reviews with Smart Prompts and Smart Filters High level of customer engagement with Reviews and Loyalty has contributed to an ROI of 8.7x.
- 23. AI-Powered Copy Assistance AI Copy Assist allows you to create high-converting messaging in just a few clicks. How it helps retention: Keeps customers engaged between purchases and gives them a reason to come back.
- 24. “It generates copy that’s on-point and on-brand, and it takes the thinking out of it. To have this tool at my fingertips saves a ton of time and has been extremely effective.” — Phil Williams, Director of eCommerce & Marketing
- 25. AI-Powered Product Recommendations Radically reshape how your customers shop and how you target them with enhanced cross-sell flows to recommend products shoppers are most likely to buy next. How it helps retention: By recommending products your customers are most likely to buy, you’ll increase the odds that they come back.
- 26. AI-Powered Predictive Segmentation Analyze historical purchase data to predict future behavior and identify customers who are likely to purchase or churn within a certain time frame. Then, send targeted, relevant messages to keep them engaged with your brand.: How it helps retention: Use these valuable insights to recognize key engagement opportunities and send offers that reengage.
- 27. Brand Example: PSD Underwear PSD used predictive segmentation to provide their Likely-to-Purchase segment with early access to Labor Day sales. The brand has seen 26x ROI from AI-segmented campaigns.
- 28. AI-Powered Campaign Schedulers Take the guesswork out of scheduling SMS campaigns, and cut down on time spent experimenting. Let AI plan and schedule your marketing messages for higher chances of conversion. How it helps retention: By ensuring that customers are receiving the right messages at the right time, you’ll increase your chances of getting them to shop with you again.
- 29. What’s ahead for AI & eCommerce ➔ AI is already changing eCommerce, but it’s only the beginning ➔ AI has the power to transform eCommerce retention, by giving brands the tools to build deeper, more personal relationships with their customers. ➔ Yotpo’s AI Road Map
- 30. What should we prepare for in the future? 30
- 31. What Lifecycle Marketers Should Be Thinking About Training AI with your own assets and data ● Broad datasets may not yield the best output for your business needs. Consider how you can use your existing dataset to hone your results. Reducing time to focus on human area of impact ● Use AI to help mitigate low level and table stakes activities to allow focus on strategic and human impact areas; big picture thinking around nuanced emotions, cultural contexts and shifting market dynamics. Using the technology to drive customer value ● Understand that if you lean in too heavily, it may negatively impact customer perception. Ensure it drives customer value in execution. Understanding the ethics around AI use ● Know that the ethics is still being understood and the legalities of AI, particularly generative, are subject to change. Ensure that you develop your own ethics and value statements to build consumer trust.
- 32. Screenshot Industry AI Impacts Beyond Lifecycle #1 // NAVIGATING THE AI TOOLS ARMS RACE We are in the early stages of AI development with everybody racing to be the “it” tool. The result is a tidal wave of tools, making it difficult to evaluate and determine which apps are legitimate, useful and in it for the long haul. Recommendations ● Beware of scam apps ● Consider your data security ● Lean on partners well versed in the space to help ID useful tools Future Forecast In the shorterm, the flood will continue, but we expect to see a small number of players rise to the top over time; establishing a new status quo. 32
- 33. Industry AI Impacts Beyond Lifecycle #2 // CUTTING THROUGH THE CLUTTER TSUNAMI The emergence of low skill, high-output AI text and image generation systems threatens to overwhelm spam filters and compromise our personal filters with convincing fraud. Recommendations ● Monitor and prepare for fraud involving your brand ● Be up to date on email and ad networks regarding their actions ● Use a quality partner who understands the state of the environment and acts ethically Future Forecast Barring the emergence of reliable AI detectors, the volume of convincing fraud is likely to increase with drastic impact for society. Read more from the source
- 34. Industry AI Impacts Beyond Lifecycle #3 // COMBATTING THE RE-EMERGENCE OF THE WALLED GARDEN Remember the early days of the Internet where several massive providers controlled everything? With major advertising platforms fighting to gain AI users, they are rolling out platform-specific AI tools that only work within their systems and ad networks, essentially creating walled garden 2.0. Recommendations ● Analyze opportunities and consider impacts on your business ● Avoid placing all your media eggs in one basket ● Connect with partners able to make the most of the walled gardens AND provide cross-platform capabilities Future Forecast As AI wars continue to escalate, we expect platforms to further fortify their walled gardens in an effort to lock in media dollars and lock out competitors. This competition will likely fuel more and more capable tools with power solidified in the platforms able to fund the large scale computing projects necessary to train future AI.
- 35. General Roadblocks To AI Trust ● Uptake will boom as soon as trust catches up. Trust in the system, the security and the output. Cost to Compute ● Large Language Models take immense computer horsepower and GPU production is limited, leading to rising costs and a scramble to source computing resources. Energy Costs ● These massive models require huge inputs of power, which is neither clean nor cheap. Legality ● Current generation generative AI does not create totally brand new product. It’s a different way of accessing existing info that creates the impression of abilities it doesn’t have.
- 36. Global Emerging Trends Companies Must Keep An Eye On Regulation happens sooner than later ● Due to the huge impact of these systems, regulation will happen. Look to see how regulation already impacts your business to plan for future regulatory impact. Large language models give way to smaller, discrete tools ● LLM data sets are unwieldy and power intensive, so may not be the right solution for specific business problems. Look for more efficient, purpose built tools to emerge. Cloud goes back in house ● Due to rising costs in energy, access fears, security considerations and tool specificity, Cloud may not be the answer. Forward-thinking enterprises, like Ford and BMW, are already moving to lock down in-house computing capabilities. Energy sector and high-tech production shifts ● Energy demand may cause major changes to energy production in this country. Additionally, look to see high-tech chip manufacturing on-shoring to secure access.
- 37. Key Takeaways 1. AI will help us STREAMLINE certain tasks, but cannot REPLICATE or REPLACE what humans bring to the table. 2. AI-powered solutions for reviews, SMS, and analytics can make a huge impact on your customer experience and retention. 3. Utilize AI to reduce your time spent on low-level tasks so you can focus on the big picture “human” areas of impact. 4. Regulations and changes will happen. Be able to shift as needed.
- 38. Schedule Your Consultation with a Lifecycle and AI Expert
- 39. Q&A CHRISTINE WATSON Director, Lifecycle Marketing MATT PERRY Creative Director KRISTIE RIOJAS Product Marketing Manager
- 40. 40 The 2023 Privacy Study HOW US CONSUMERS REALLY FEEL ABOUT ONLINE PRIVACY AND MARKETING IN 2023 ACCESS NOW
- 41. Thank you!
- 42. Lifecycle Marketing Summit How to Innovate, Integrate, and Economize Across Your Messaging Channels DAY 1 | WEDNESDAY, JUNE 7TH Once A Nice To Have, Now A Must-Have: How One Brand is Leveraging Omnichannel Lifecycle Marketing 10 – 10:45am PT | 1 – 1:45pm ET The Most Important KPIs to Really Drive Your Lifecycle Program 11 – 11:45am PT | 2 – 2:45pm ET Lifecycle as an Engine to Power Other Channels: A Panel Discussion 12 – 12:45 pm PT | 3 – 3:45pm ET DAY 2 | WEDNESDAY, JUNE 14TH Lifecycle and AI: Where We’re At and Where We’re Going 10 – 10:45am PT | 1 – 1:45pm ET How to Keep Up Your Creative Testing After Budget Cuts 11 – 11:45am PT | 2 – 2:45pm ET Leveraging Your Tech Stack – Migration Execution: Best Practices for Both 12 – 12:45 pm PT | 3 – 3:45pm ET