A Meeting of the Minds at RISE: Data, AI and mobile marketing
Appier COO Winnie Lee spoke on two panels at RISE, one of the largest tech events in APAC
Appier COO Winnie Lee spoke on two panels at RISE in Hong Kong this week, one of the largest tech events in APAC, covering topics from mobile marketing to the future of artificial intelligence (AI). The event is expecting upwards of 20,000 people this year – and here we share some of the highlights from Lee’s conversations with other panelists.
On Tuesday morning, Lee joined Mada Seghete, Head of Marketing at Branch, to discuss current trends in mobile marketing. Their conversation was moderated by Yang Ge, Senior Content Developer of the Financial Times Chinese, and they kicked the discussion off by talking about any differences that might exist between East and West when it comes to reaching consumers through mobile. Seghete and Lee agreed that there are no major differences – rather there are more similarities, and it all comes down to understanding that a mobile strategy is critical. Putting mobile marketing first is key to successfully reaching consumers, particularly when it comes to reaching people at the right time, with the right content on the right device.
The ability to do that relies on two major elements. One, according to Seghete, is to make sure that marketers have an extremely diversified strategy when it comes to reaching consumers while making sure that the different parts (web, mobile, content, etc.) are all tied together. She likened a digital marketing strategy to dating – starting with something that helps a customer get to know your brand, and as the relationship develops, you can share more and draw them closer.
The second element, according to Lee, is to make sure you have a holistic view of each of your customers. This requires unifying all the data that you have about your customers and using technology such as AI to uncover patterns and insights that allow you to reach them with the most relevant messages, leading to long-lasting, meaningful relationships.
In her second panel in the afternoon, Lee and her co-panellists (Daniel Kirchert, CEO of Byton and Ericson Chan, CEO of Ping An Technology, moderated by Nina Xiang of China Money Network) dove headfirst into a discussion about the challenges faced by businesses in adopting AI.
Chan and Lee both agreed that managing expectations is extremely important as AI adoption is a journey, and it won’t solve all your business challenges overnight. Kirchert also pointed out that the AI technology alone is not enough. Effective AI adoption requires a complete ecosystem with multiple elements working together, such as infrastructure, regulation, usable interfaces and so on.
Lee also shared some tactical advice to organizations looking to adopt AI as smoothly as possible. First, make sure your goal is clearly defined in terms of how you want the technology to help the business. Next, make sure you have full team support – from management all the way to the staffers who will engage with the technology – as AI adoption typically requires a culture shift. Then, make sure you have data that is relevant to the problem you are trying to solve, and a strong infrastructure to access and manage it. Finally, understand that AI implementation is not a one-time thing – you must be willing to iterate and experiment to move towards success.
To wrap up, the panellists shared their high-level outlook for the future of AI. Chan believes the future is bright, but it is crucial to focus on the real pain points that AI can address. Kirchert, coming from the autonomous driving point of view, believes AI will revolutionize mobility by extending our working and living spaces into the car. Finally, Lee shared that as more companies become ‘data ready’ we will see more and more organizations joining the AI revolution, for the good of both business and society.
* Want to know more about how you can unlock the true potential of AI? Watch the video of the second panel discussion here. Still got a question? Contact us to speak with one of our AI specialists now!