Share on facebook
Share on linkedin
Share on twitter
Share on facebook
Share on linkedin
Share on twitter

Winning Your Singles’ Day Marketing Battle With AI

Alibaba pledged that this year’s Singles’ Day shopping festival will be the largest-ever in terms of “scale and reach“, and marketers can now use personalization powered by artificial intelligence (AI) to get the most out of this golden opportunity.

The one-day shopping extravaganza will take place on Nov 11, which marks its 10th anniversary. As Alibaba is taking the event global this year, around 180,000 brands from China and abroad will offer promotions and discounts to shoppers. The Chinese e-commerce giant is also offering 3,700 categories of imported goods from 75 countries and regions on Tmall Global, its dedicated cross-border portal.

Lazada, a Singapore-based e-commerce site with US$4 billion investment from Alibaba, will participate in the shopping event for the first time. It’s expected to attract buyers across Indonesia, Malaysia, the Philippines, Thailand, Vietnam and Singapore.

To fight for shoppers’ share of wallet, many brands start to showcase their best promotions weeks ahead of the day. But how to stand out from the crowd in such a high-stakes game, and engage with the right audience with the right message that will maximize conversion later?

Here are three steps that how you can nail your marketing for Singles’ Day through AI-driven personalization.

 

Step 1: Increase Considerations Through Personalized Promotions Ahead of the Event

A lot of consumers wait for Singles’ Day to buy products they want, especially the items that they don’t usually buy all year around, such as sofa bed or tennis shoes. They search and browse the participating brands’ online stores, as well as compare with other external sites for the best deals.

To make sure your promotions reach the right audience, you must know which products they are interested in. Relying on consumer data from your owned channels might just not be enough and therefore it is crucial to have insights on their external behaviors.

For instance, Andy actively searched online for the best deals on jeans, dress pants and running shoes, but he only looked for jeans in brand A’s online store. Wouldn’t it be great for brand A to know that Andy is also interested in the other items?

AI-powered marketing automation tools, such as AIQUA, can identify which products Andy is interested in based on keywords within articles that he browses on both internal and external sites. You can then send only relevant promotions to him across all channels, including app and web push notification, email, SMS, LINE, etc..

However, there is a high chance that consumers will receive dozens of promotions from various brands every day. This is where you can use creative formats to catch their attention. For example, a cluttered notification inbox can be overcome by using a full image banner or GIF. This improves click-through rate (CTR) by 18 percent, according to Appier data.

In a different case, when you send multiple promotions to one user, he or she can be conveyed in a beautiful carousel notification. This improves CTR by 56 percent.

 

Step 2: Optimize On-Site Experience Through Personalized Product Recommendations

Now you have delivered the right promotions to your existing and potential customers, but that doesn’t mean you can just relax and wait for them to buy your products. Once they land on your site, you need to create a perfect on-site experience for each customer, to drive consideration for more products.

By using AI, you can display personalized product recommendations to each customer based on what they are interested in. For example, Andy added a pair of jeans to his cart, and you already know that he is also interested in dress pants and running shoes through AI-generated insight (Step 1). So, now you can recommend these products by showing relevant images to him.

As shoppers spend a lot of time browsing online in the period leading to Singles’ Day, and add items to their shopping carts just to check out on Nov 11, you want to entice them to add as many products to the cart as possible.

 

Step 3: Seal the Deal Through AI-Powered Remarketing

On Singles’ Day, many shoppers will check out soon after midnight to snatch the best deals. It is therefore vital to bring them to your cart page through personalized cart abandonment messages just before midnight.

For shoppers who haven’t acted at midnight, you can send follow-up messages throughout the event day as a reminder. AI can help streamline your communication by predicting which channel or device would be the best to convert them.

For example, Andy always uses mobile before going to bed, but tends to use tablet in the afternoon. So, you can send messages to the most suitable device to reach him.

To create a sense of urgency in shoppers, you can also send low-stock alerts or price-drop messages to those who haven’t checked out during the event day.

With the globalization of Singles’ Day this year, the competition for brands will only get fiercer. However, the power of the Chinese market is undeniable. By leveraging AI-powered personalization, you will be sure to get a step ahead in the world’s biggest and possibly the most competitive shopping event.

WE ARE HERE TO HELP

Let us know the marketing challenges that you’re facing, and how you want to improve your marketing strategy.

YOU MIGHT ALSO LIKE

What Does It Take to Be an AI-Driven Enterprise?

Artificial intelligence (AI) has enormous potential to help you grow a business. It has the power to automate tasks and tap into the power of big data, boosting innovation, insight and decision making. So how can your organization harness its power and reap its many rewards? By becoming an AI-driven enterprise, and putting AI at the heart of everything you do. If that sounds like a tall task, then read on, as we will explain exactly what it means, how you go about it, the challenges you will face and how to overcome them.   Hey Siri, Build Me a Business Empire: What AI Can Do for Your Enterprise Most people might know AI from its consumer uses such as personal assistants like Apple’s Siri and Amazon’s Alexa. So how can the same technology help a business achieve its goals? In other words, what exactly is an AI-driven enterprise? “An AI-driven enterprise is one that continuously leverages data and AI techniques to grow and improve its business,” says Charles Ng, VP of AI Enterprise at Appier. “This requires a strong data infrastructure, a data-driven decision-making mindset and a willingness to experiment.” AI can help with practically all aspects of a

Pinpoint Your Best Travel Audience With Precision

Consumer behavior in travel is increasingly fragmented, and that has resulted in the tsunami of data, which can be overwhelming for marketers. By leveraging artificial intelligence (AI), however, you can segment your audience beyond the traditional parameters to build a more accurate portrait of them as individuals, and to see which are more valuable to your end goals.   Finding the Best Audience for Your Goal AI can find hidden user patterns that have a positive or negative impact towards achieving a predetermined end goal that you want to achieve, be it finding the more-likely-to-book audience segment to drive sales volume, or offering an existing customer a personalized tour package catering to his or her interest. The traditional way of doing this is by considering three dimensions – demography, historic online behavior on your owned channels and interests – which can be quite accurate, but a lot of it is guesswork. It also only allows you to reach limited consumers with purchase intentions, whereas AI has the added value of finding all prospects that will likely meet the goals defined by marketers, whether it’s making a purchase or signing up newsletters. AI also eliminates the guesswork. It considers many more

Omnichannel Retailing: What, Why and How

Today’s consumers want to interact with retail brands through multiple channels, be they online, mobile or in-store. Not only that, they also want an effortless shopping experience across all touchpoints. An omnichannel retailing strategy can help retailers meet this need, increasing customer engagement and, in turn, sales.   What Is Omnichannel Retailing? Omnichannel retailing is a methodology that allows you to be truly customer-centric, and ensures all your retail channels to work in harmony with each other. It breaks down the barriers between online and physical sales, creating a seamless shopping experience for the customer, regardless of where they are, what device they are using, and what channel they are accessing content from. With omnichannel retailing, inventories and supply chains are also managed as one single entity – like one central repository from which all retail channels can draw. That gives you as a retailer much more flexibility in terms of how you fulfill customer orders.   How Is It Different From Multichannel Retailing? While there are some similarities between the two, in practice they operate very differently. With multichannel retailing, each channel operates completely independently from each other – in fact, they may operate as if they are different