Binge Worthy Branding

Build Customer Loyalty Using AI and Personalization Like Amazon, Netflix, and Starbucks

Sterling McKinley

• Publisher: Stratford Publishing Group
• Year: 2020
• eBook ISBN: 9780578682709
• Edition: 1
• Topic: Business
• Subtopic: Digital Marketing
• Index: Business

Binge Worthy Branding reveals how to build a brand strong enough to survive in this noisy and competition-driven economy. The book explains how you can use AI to build customer loyalty and outpace the competition, as seen in top brands like Netflix, Starbucks, and Amazon.

Whether you're a marketing manager or a small business owner, this book will forever transform the way you think about branding and your customers. Each chapter provides relatable and practical ways to use AI-powered software to create a brand that attracts cult-like followers and unflinching customer loyalty.

Binge Worthy Branding is an introduction to a new era in branding, as it focuses on helping business owners understand how their customers think and their expectations as well.

Rather than teach specific tactics or offer a step-by-step technical guide, Sterling wants to prepare you for the ever-expanding expectations of your customers. If you follow the steps Sterling reveals in this book, you are guaranteed to build a brand that keeps your customers coming back for more.

WHAT MAKES A BINGE WORTHY BRAND?

What Is Artificial Intelligence?

AI puts the person in personable.

I

n this book, we will use “AI” as an umbrella term to describe how Artificial Intelligence (AI-powered software) can personalize your branding.

Below are definitions of AI’s different segments:

Artificial intelligence is a computer program that reacts to simulations in a manner similar to how a human would. It can make judgments faster than a human can.

Machine learning is a technology that analyzes enormous amounts of data to identify trends and gather insights. It gives AI systems the ability to learn and improve automatically.

Data science is the study of where data originates, what it means, and how it can be interpreted.

How To Use AI

Ignore your industry benchmarks

and ask your customers.

T

here are countless options to select from when determining how to apply AI to your brand. Research what AI-powered solutions your competitors are currently using and how well those solutions are working for them. Take a look at their blogs, whitepapers, and social media accounts for mentions of AI solutions they are using.

Here are several ways that brands use AI-powered solutions:

Chatbots – Interact with customers and answer inquiries faster than humans.

AI-enhanced advertising – AI-powered solutions can help brands test and optimize ad targeting.

Personalized website – By analyzing the thousands of data points about a single user, AI can display the best offers and content.

AI-powered content creation – By analyzing content consumption and other trends, it can personalize content for each customer.

Personalized content in email – AI can map a customer's website activity and email data to create customized emails.

Churn prediction – Machine-learning algorithms can help recognize unsatisfied customers that are about to leave for another brand.

Automated image recognition – Amazon, Facebook, and Google use AI-powered image recognition to identify people and objects from images and videos.

Setting Your AI Expectations

Identify what areas of your branding will benefit from AI’s insights and recommendations. When you decide what you need AI to do, you will be able to narrow down the search field. For example, if you want to increase clicks for paid search campaigns, AI can help your team identify top-performing ad copy so that you can stop running underperforming content. For example, Smartly.io cuts down the manual effort in running and editing paid campaigns and shows brands which ads to test and improve.

Alternatively, if you’re looking to discover more about your customers, look for an AI-powered software that will analyze their data and provide behavioral insights to you. For example, Xinoah predicts customer behavior to help businesses provide better customer experience.

Understanding the Risks and Opportunities of AI

With every AI solution, there are a few risks to consider:

● Your chosen solution may be costly, and you don’t have an AI budget. Many AI solutions pay for themselves because they provide cost-saving insights. Keep potential savings in mind when testing solutions.

● There may be a learning curve for your employees. Proper training will reduce anxiety.

● Employees may feel threatened by AI. The fear that AI will steal their job is a common belief. Contrary to this popular belief, AI will only replace menial tasks, not jobs. In fact, 77% of companies expect no change in their workforce, and only 17% expect the workforce to grow as a direct result of AI.

Finding the right vendor for your company

Before committing yourself to an AI solution that might work, contact the vendor for a trial to ensure the functions will work as you need. As stated before, there is no singular AI solution that fits every brand, so you will want to try it before you buy it. Many solutions offer a free trial and software demo.

During your trial period, monitor your metrics. Track how well the AI software you’re testing helps you to reach your goals. AI’s data analysis abilities could lead you to unexpected results that are as profitable as the original goals you set. If you complete a trial without seeing results, that’s okay. Try another solution that will help you and keep testing until you find the right solution.

To help your brand become binge worthy, I created a free companion video course that includes AI vendor recommendations and tips on getting started.

Visit the following link to get free access to your Binge Worthy Branding bonus materials now:

bingeworthybranding.com/free-course

Why You Cannot Ignore AI

Don’t be mad at your customers

because your branding sucks.

T

here is a lot of confusion around what AI is, and it varies based on how you apply it. In this book, I explain it through the use of AI-powered software that identifies trends and patterns to help personalize brand messaging.

Artificial intelligence (AI marketing) is a method of leveraging customer data and concepts like machine learning to anticipate your customer’s next move and improve the customer journey.

Your customers interact with your brand through a multitude of channels such as smartphones, social media, and customer service. The problem is brands can’t make sense of the vast amount of data they are collecting on a customer. However, AI-powered software empowers brands to analyze this data and personalize it at scale.

Brands fail because they stop growing with their customers. They are slow to embrace technology and allow startup companies to disrupt the marketplace and steal their customer base. The phenomenon of brands filing for bankruptcy is becoming far too familiar. Once dominant brands like Blockbuster, Toys “R” Us, Polaroid, Kodak, and Kmart are now distant memories. No matter the size or profitability, no company is immune to disruption or unforeseen changes in market conditions. It seems hard to imagine a future in which Amazon is no longer a market leader, or Starbucks and Netflix are no longer relevant. After all, all these companies got where they are today by disrupting the competition.

The Personalization Economy

Treat your customers like you would your

grandmother: Call them at least once a week.

T

he success of brands like Amazon, Netflix, and Starbucks that offer personalized services represents a seismic shift in the changing expectations of customers. This level of extreme personalization is making your customers more narcissistic. Social media and smartphones are compounding narcissistic behavior and your customer’s expectations of your brand. For the first time, customers have the power to com...

Table of contents

• INTRODUCTION
• What Makes A Binge Worthy Brand?
• NETFLIX
• STARBUCKS
• AMAZON
• HOW I BECAME A BINGE
• WORTHY BRAND
• ABOUT THE AUTHOR