When you are developing a marketing strategy for your Watson AI solution, you have no quick or easy fix at your disposal. No entanto, a recent marketing workshop run by Marketing Consultant Fiona Butler of TBT Marketing and IBM introduced a three-stage approach that should help Partners to get started. The approach begins with market segmentation, transitions to developing your value proposition and then addresses the need to tell your story—a stage we call narrative development. This post discusses the first two stages, and a future post will cover stage three.
The division of markets into distinct groups of customers who share similar needs and characteristics defines the market segmentation stage. Tradicionalmente, many companies focus on demographics such as company size, industry, job title and so on. No entanto, while keeping these demographics in mind is good practice, focusing too much on demographic criteria can lead to a failure in coming to grips with what really keeps your customer awake at night.
Com 55 venues, Deltic Group is the UK's largest late-night bar and club operator. It faced the challenge, or pain point, of how to respond to hundreds of thousands of Facebook Messenger inquiries from their customers each year and convert them into bookings. To solve the problem, IBM Partner Filament delivered a virtual assistant that was built using IBM Watson Assistant to answer guests' questions, tell them what's going on and direct them to buy online.
The UK's Help to Buy scheme is a government initiative that helps first-time buyers onto the property ladder. No entanto, the scheme floods mortgage brokers with complex and time-consuming mortgage applications—the pain point. To solve the problem, mortgage broker SPF Private Clients engaged IBM Partner Escalate AI to create an AI-powered app featuring a chatbot that accelerates application processing times with 24/7 Help to Buy qualification.
Claramente, there is much more to do in developing your marketing strategy, but working through the market segmentation and value proposition stages gives you a firm foundation for success. Stay tuned for an upcoming post that covers the narrative development stage for telling your story.
Phil Graham é Gerente de Marketing para Watson AI no ecossistema de parceiros da IBM no Reino Unido. Seus vãos fundo 30 anos na indústria de TI com IBM, Fujtsu e Nortel, incluindo funções de marketing em Analytics, canais, setor de distribuição e serviços prestados às empresas. Phil especializada em canais de marketing, planejamento de marketing, design de campanha e execução. A experiência adicional inclui o ensino de marketing e apoio à comercialização para o sector do voluntariado.