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Appier proposes three MarTech strategies in response to the new normal in 2023

First-party data centric solutions, online merge offline (OMO) services and result-driven marketing focuses 

(Taipei, Taiwan - December 1, 2022) Appier Group Inc. (TSE: 4180), a software-as-a-service (SaaS) company that uses artificial intelligence (AI) to power business decision-making, today announced three MarTech strategies in response to the new normal in 2023: First-party data-centric solutions, online-merge-offline (OMO) services, and applications, along with result-driven marketing focus with the emphasis on conversion and campaign result uplifts, is set to help businesses build stronger resilience in a highly uncertain market environment and continuously grow their business through AI-powered solutions.

2022 marks an important milestone for Appier as it successfully transferred its listed market segment in the Tokyo Stock Exchange (TSE) from Mothers (currently known as “Growth”) to Prime. 2023 will mark an exciting and transformative new phase for most businesses in the world as the economic environment and market situation evolves and enters a new normal. 

Following the incoming phasing out of third-party cookies, Appier continues to optimize its AI algorithms and refine its Machine Learning models for better results for organisations, supporting them to enhance their campaign performances with limited data sources. In response to the economic slowdown and inflation, Appier also adopts results-driven marketing solutions to help businesses turn their marketing investment into predictable returns and leverage a “turning AI into ROI” customer-centric mindset to help enterprises cope well with the new normal in 2023.

“In the post-pandemic era, offline channels have been recovering steadily, but this does not mean that the influence of online channels will decline. Instead, with the nature of online marketing’s measurable effectiveness, the lines between customer acquisition, retention, conversion, and insight into the marketing funnel stages have started to blur, and this makes it more important to equip businesses with real-time first-party data collection and analysis capabilities to strengthen their online and offline data integration,” said Chih-Han Yu, CEO, and co-founder of Appier. Service providers with a strong AI know-how will continue to lead the trends of MarTech tool development and present more diverse applications to fit multiple scenarios.”

Appier believes that turning AI into ROI by making software intelligent and helping customers achieve business growth are the keys to winning customers’ long-standing trust. To achieve this goal, Appier utilises visionary product development, combined with a strong mergers and acquisitions strategy to strengthen product and market competitiveness. To prepare for the new normal in the post-pandemic era in 2023, Appier proposes the following three strategies to help companies seize potential business opportunities and make wiser business decisions:

Theme 1: First-party data centric solutions

With the rise in the awareness of data privacy, businesses are seeking first-party data centric solutions for digital marketing . In response to this, Appier has created a 360° user profile based on AI and first-party data for our clients, enabling  cross-platform data analysis and integration to further strengthen applications. Real-time analysis and predictions from small data are two unique features of AI technology which can unify user profiles and extrapolate user affinity more accurately and realize personalized communication with limited first-party data, while respecting user privacy. Moreover, first-party data can also enable auto-piloted intelligent advertising to generate greater investment returns for customers.

Theme 2: OMO application of online and offline data

Digital transformation is a continuously evolving process. Although offline sales have gradually recovered in the post-pandemic era, online shopping trends that took hold during the pandemic have convinced brands that OMO is the key to sustainability and to coping with uncertainties. To adapt to the new normal in the post-pandemic era, enterprises are actively seeking solutions to integrate and connect data across offline and online channels. Brands that unify customer data across different channels such as websites, apps, and social media can then leverage smarter insights to create seamless and personalized customer experiences.

Theme 3: Emphasis on conversion and effectiveness with result-driven marketing focus

An ever-changing market environment brings formidable challenges to enterprises and brands. Brands are spending their marketing budgets more precisely to specify  marketing targets. AI can incorporate natural language processing, computer vision, and conversational commerce to help businesses keep up with these changes in real time, gain insights that humans cannot perceive, and recommend businesses to take immediate actions driven by data.

For example, AI can target high-value customers and make predictions beforehand, and optimize the effectiveness of advertising and retargeting. It can also be used to make creative decisions about ad materials to improve advertising effectiveness. Combined with intuitive visualization to quickly display users’ feedback at every touch point of customer journey, AI can quickly predict and understand marketing performance in real time and take immediate actions.

AI not only improves the efficiency and effectiveness of customer acquisition, it can also predict purchase intent. After a user visits a website, brands can leverage the power of AI to deliver a personalized coupon to hesitant shoppers to stimulate the  check out process or increase customer transaction, enabling enterprises to maximize the ROI of their marketing campaign without sacrificing profit.

Due to the impact of the pandemic and uncertainties in the market, AI-driven MarTech solutions have become an indispensable tool to help companies enhance  their competitiveness. Appier expects that there will be more relevant applications to be introduced in 2023, and be adopted extensively in multiple industries. MarTech solutions will also become more data-driven and result-driven to help enterprises make advances in the face of adversity. 

About Appier

Appier (TSE: 4180) is a software-as-a-service (SaaS) company that uses artificial intelligence (AI) to power business decision-making. Founded in 2012 with a vision of democratizing AI, Appier now has 17 offices across APAC, Europe and the U.S., and is listed on the Tokyo Stock Exchange. 

 

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