Artificial intelligence may still seem more at home in a Hollywood movie but consumers are waking up to its potential much faster than brands, according to a new study which claims that nearly half of the population (48%) are open to being engaged through chatbots or virtual assistants.
This increases dramatically for younger age-groups, rising to 79% for the 16 to 24 age-group, 76% for those aged 25-34 and 62% of those aged 35-44.
The research, Virtual Engagement: Real Desire, carried out by the DMA, suggests that consumers want a more interesting relationship with the brands they use, and think highly of virtual techniques promised by evolving technology.
More than half (54%) of Gen Y/Millennial age groups (28% of the total sample) are interested in a service that detected how they were feeling and sent them surprise offers or deals based on their mood.
“Current engagement methods often seem clumsy, like ‘brand stalking’, where items follow a consumer around on web banners. Instead, consumer data could be used in virtual or artificial intelligence systems. One example could be chatbots, giving brands a better way to use their data and consumers a more meaningful interaction,” DMA managing director Rachel Aldighieri.
While a substantial minority (40%) of respondents are actively loyal to brands, 28% are actively disloyal. The remainder are loyal depending on the context. New ways to explore brand disloyalty presents opportunities to challenger brands, the study insists.
The most popular considerations when buying are: quality (72%), service (64%), offers/deals (62%) and convenience (57%). The intrinsic value – perceived quality – can be usurped by other factors.
With 76% willing to spend time researching to get the best value, brands are no longer defined by how they present themselves, but by how convenient, how cheap, they are. According to the study, brands need to reprove their value, but this can be done in simple ways that are useful to the customer.
Simple methods of engagement work. While 24% are in loyalty schemes, almost half (46%) of respondents are not in loyalty schemes, but would like to be. More than three-quarters (77%) of consumers were interested in joining a loyalty scheme after buying a product.
The report goes on to detail the new rules of engagement, which are:
1. Relevancy beats personalisation: 40% are interested in a service that reminded them about upcoming birthdays and gave relevant suggestions on what to buy them. This rises to two-thirds of 25-34s.
2. Incentives to share data: Consumers will share data for direct benefits such as lower prices, loyalty rewards, special deals etc.
3. Build a reciprocal relationship: 40% would be willing to be rated by a brand. Rating is common, familiar and accepted through services like Ebay, Uber, Airbnb.
4. Humanise digital engagement: Artificial intelligence approaches, married to virtual reality could give heightened interactions. Almost four-fifths (79%) of 16-24 year-olds were interested in a virtual innovation.
Organic chief executive James Moffat added: “The report proves that understanding people, not technology, is vital to the future success of brands who want to achieve better customer engagement.”
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