I read "AI Marketing": The road to corporate transformation starts with creating omni-channel marketing

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Most of my friends who are familiar with me know that I am a bookworm, and maybe because I cover a wide range of topics, I have my own criteria for choosing books. Recently I just had the opportunity to read “[AI Marketing](https://www.books.com.tw/exep/assp.php/vista/products/0010872191?utm_source=vista&utm_medium=ap-bo oks&utm_content=recommend&utm_campaign=ap-202011)”, if you just read the title, you will make an unobjective evaluation accidentally: Well, you may mistakenly think that this is just a business management book that deliberately catches up with the artificial intelligence craze, but it is not!

If you have the opportunity to read carefully the English book title “Make It All About Me: Leveraging Omnichannel and AI for Marketing” Success”, you will know that the two authors of this book are not blindly following the trend, but hope to remind everyone through their works to make good use of omnichannel and artificial intelligence to achieve fruitful marketing results. Throughout the book, the author not only mentions the development trends of artificial intelligence and its benefits for marketing activities, but also puts most of the space and focus on how to formulate strategies to move towards omnichannel transformation.

I was particularly impressed by the content in the book. In recent years, as a corporate consultant and lecturer, I have often had the opportunity to teach in many public departments, companies, and universities. I have also been able to go deep into every corner of the workplace and communicate with middle- and high-level executives of many companies.

Digital transformation is not enough, omnichannel transformation is the key

It is conceivable that in 2020, when the new coronavirus is raging around the world, digital transformation can be said to be a hot keyword second only to remote work. Many companies are aware of the importance of digital transformation and have even begun to invest in related transformation work. However, due to the rush to get things done, they often have no clue or method to speak of.

As if predicting this situation, the two authors of this book, Rasmus. Herring and Colin. Sher reminds everyone: In the era of the rise of big data and artificial intelligence, it is not enough to just engage in digital transformation! Every company should wake up and know how to adopt a “customer-centric” omni-channel transformation!

This also reminds me of when I was in “[Economic Daily](https://money.udn.com/search/result/1001/%E9%84%AD%E7%B7%AF%E7%A” in June this year The [Digital Marketing Column] (https://udn.com/news/story/7241/4651272) published by D%8C) once suggested that domestic companies consider adopting an omni-channel marketing model that integrates online and offline.

Omni-channel marketing refers to services that integrate online and offline channels, allowing consumers to obtain undifferentiated services and a stable purchasing experience without being limited by time and space environments.

The so-called omni-channel marketing model is of course not just as simple as putting products on the Internet for sale! We should focus more on pursuing the ultimate customer experience and try to convert the majority of consumers into loyal fans of the brand. Having said that, only by achieving full-channel integration in line with the spirit of “Marketing 4.0” can consumers get a better experience.

Just like the trend analysis released by the Institute of Industrial Intelligence (MIC) at the 33rd Spring Online Seminar “Gathering the Momentum”, in the future, businesses should make more seamless use of consumer data and use D2C (Direct to Consumer) combined with experiential marketing to screen out potential customer groups. In addition, we can also provide exclusive customized services and experiences for old and new customers.

Overall, if businesses can adopt an omni-channel marketing model based on e-commerce, it will not only help integrate online and offline, but also bring wonderful benefits and user experience to the majority of customers, creating a win-win situation.

Six practices of full-passage hexagonal model

Only a few months later, when I saw the book “AI Marketing”, I couldn’t help but be amazed! Not only because my own ideas coincide with the discussion in this book, but I also appreciate the full-path hexagonal model proposed by the two authors.

In the process of transforming to omnichannel, the author believes that the business community usually faces six disciplines, namely: identifying customers and obtaining marketing permission, collecting data, data analysis and artificial intelligence, communication and service, performance analysis, and organization and management.

In other words, this book uses these six aspects as the main axis to guide companies to create a seamless customer experience for customers. Not only is this a great entry point, it’s also quite practical.

To me, this is not just a book that can only “talk on paper”. In addition to a lot of theories, trends and business models, we can also learn from the book:

• Identify customers in each channel and obtain marketing permission
• Collect and integrate customer behavior data and emotional data from various channels
• Use artificial intelligence to analyze and predict customer behavior and make marketing decisions
• Provide customized and appropriate information to customers in a timely manner through different channels
• Use performance metrics to improve the effectiveness of your omni-channel marketing strategy
• Help enterprises transform and become an all-channel organization

Transformation in the post-epidemic era

Overall, this is a good book that combines theory and practice. It is also worth reading by all office workers (especially marketers and executives).

You know, in this chaotic and uncertain post-epidemic era, if companies want to survive, digital transformation alone may not be enough! We need to start omni-channel marketing as early as possible and interact closely with customers through all imaginable communication and sales channels. Only by collecting and analyzing customers’ consumption behavior and information, and then trying to provide the ultimate “customer-centric” experience, can enterprises transform smoothly and operate sustainably.

Having said that, I think this is one of the real keys to success.

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