Lec 51-AI and Marketing Channel Management
Summary
TLDRThis AI and marketing certification course delves into the role of AI in marketing channel management, emphasizing the importance of value delivery and its enhancement through AI. It explores hybrid marketing channels, AI's impact on channel management software, and the AI-driven partner ecosystem. The course highlights tools like Microsoft Dynamics 365 and real-world applications by companies like Walmart and Amazon, showcasing AI's potential to improve efficiency, decision-making, and customer experience in channel management.
Takeaways
- 📈 **AI in Marketing Channel Management**: AI plays a crucial role in enhancing marketing channel management by automating tasks, improving decision-making, and personalizing customer experiences.
- 🛍️ **Value Delivery in Marketing**: Marketing is defined by the American Marketing Association as an exercise in value creation and delivery, emphasizing the importance of meeting customer needs and expectations over time.
- 🤖 **AI's Role in Value Delivery**: Businesses use AI to ensure efficient value delivery, including order processing, inventory management, and customer support, to create a superior customer experience.
- 🔄 **Evolution of Marketing Channels**: With the advent of e-commerce and m-commerce, marketing channels have become increasingly complex, necessitating the use of AI for better management and distribution.
- 🛑 **Pandemic Impact on Channels**: The COVID-19 pandemic exposed the vulnerability of distribution channels, highlighting the need for AI in channel management to prepare for emergencies.
- 🔑 **Three Pillars of AI in Channels**: AI in channel management focuses on being instrumented (data collection), interconnected (connectivity for decision-making), and intelligent (advanced analytics and modeling).
- 🛠️ **Benefits of AI in Channel Management**: AI improves efficiency by automating tasks, supports better decision-making, increases accuracy, and enhances customer experience through personalization.
- 🛑 **Tools for AI in Channel Management**: Examples include Microsoft Dynamics 365, h2o.ai, and Proton AI, which aid in various aspects such as selling, supply chain optimization, and inventory management.
- 🌐 **Hybrid Marketing Channels**: These multi-channel systems allow a firm to reach customers through different marketing channels, often with partnerships and direct control.
- 🔧 **AI's Impact on Channel Management Software**: AI can transform channel management software by improving collaboration, automating tasks, personalizing experiences, and providing insights for better partner relationships.
- 🔮 **Future of AI in Channels**: AI is expected to predict partner models, automate collaborations, and provide business insights for partners, moving towards a more integrated and personalized approach in channel management.
Q & A
What is the primary focus of Module 51 in the AI and Marketing certification course?
-Module 51 focuses on the role of AI in marketing channel management, covering topics such as value delivery, AI in marketing channel management, hybrid marketing channels, AI's impact on channel management software, and AI-driven channel partner ecosystems.
How is marketing defined by the American Marketing Association according to the script?
-Marketing is defined as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
What does 'delivering value in marketing' entail?
-Delivering value in marketing involves creating and delivering something that customers find valuable, meeting their needs and expectations, and adapting to how they change over time.
What is the significance of successful value delivery in business?
-Successful value delivery is crucial as it ensures every paying customer is a happy customer, contributing to a superior customer experience and satisfied, loyal customers.
How has the advent of e-commerce and m-commerce impacted the way customers shop and retailers sell?
-E-commerce and m-commerce have enabled customers to buy in new ways, necessitating companies to build and manage a continuously evolving and increasingly complex channel system and value network.
What are the three key components of AI in channel management as mentioned in the script?
-The three key components are instrumented (machine-generated data), interconnected (extensive connectivity for decision making), and intelligent (smarter and more precise assumptions with advanced analytics and modeling).
What benefits does AI offer in channel management?
-AI offers benefits such as improved efficiency by automating repetitive tasks, better decision making through insights into customer behavior and market trends, increased accuracy by reducing errors in manual processes, and enhanced customer experience through personalized recommendations and services.
Can you provide an example of a company using AI in its supply chain?
-Walmart uses AI to optimize its supply chain and improve inventory management with a machine learning algorithm that predicts stockouts and automatically reorders products.
What is a hybrid marketing channel and how does it function?
-A hybrid marketing channel is a multi-channel distribution system where a single firm sets up two or more marketing channels to reach one or more customer segments, maintaining control over customer contact while partnering with intermediaries.
What are the five core activities that channel management software typically focuses on?
-The five core activities are partner recruitment, onboarding, training, demand generation, and performance management.
What challenges does AI face in the context of channel management software?
-Challenges include data quality and availability, trust and transparency issues, integration and interoperability with existing systems, and regulatory and ethical considerations.
How can AI be integrated into channel management software to enhance partner relationships?
-AI can be used for partner profiling, insights, management, compliance, funnel management, business insights, customer success, and data strategy, helping to automate tasks, analyze data, and personalize experiences.
Outlines
🧠 AI and Marketing Channel Management
This section introduces the role of AI in marketing channel management, emphasizing the importance of value delivery and the integration of AI in this process. It discusses the definition of marketing as provided by the American Marketing Association, highlighting the process of value creation and delivery. The paragraph also touches on the significance of successful value delivery at customer touchpoints, the evolution of marketing channels with the advent of e-commerce and m-commerce, and the necessity for businesses to manage a complex channel system. The role of AI in channel management is presented as a solution to improve efficiency, decision-making, and customer experience.
🤖 AI in Channel Management: Tools and Examples
This paragraph delves into the specifics of AI implementation in channel management, identifying the three key components of AI-driven systems: being instrumented, interconnected, and intelligent. It outlines the benefits of AI, such as improved efficiency, better decision-making, increased accuracy, and enhanced customer experience. The section also provides examples of AI applications in channel management, including Microsoft Dynamics 365, h2o.ai, and Proton AI, and discusses case studies like Walmart's supply chain optimization, Amazon Robotics, and DHL's Transport Network Optimizer.
🔄 Hybrid Marketing Channels and AI Integration
The third paragraph explores the concept of hybrid marketing channels, where a firm uses multiple marketing channels to reach the same customer segment. It explains the role of channel management software and its evolution, focusing on the core activities it should address, such as partner recruitment, onboarding, training, demand generation, and performance management. The potential of AI in transforming channel management software is discussed, including sharing data insights, automating tasks, personalizing customer experiences, and the challenges of data quality, trust, integration, and regulatory compliance.
🛠 AI's Role in Channel Management Software
This section discusses how AI can be integrated into channel management software to enhance various aspects of partner ecosystems. It highlights AI's potential to improve operational efficiency, personalize marketing strategies, and automate collaboration. The paragraph also touches on the importance of search algorithms in channel management software and the challenges AI faces, such as data quality, trust, transparency, integration, and regulatory issues. The potential future use of AI in channel management is also considered, including predicting partner models and automating collaborations.
📈 AI-Driven Channel Partner Ecosystem
The final paragraph summarizes the benefits of AI in channel management, focusing on the creation of an AI-driven channel partner ecosystem. It outlines the advantages of partner profiling, insights, management, compliance, funnel management, and business insights for partners. The paragraph also addresses the importance of customer success and data strategy in the context of AI, emphasizing how AI can predict success and provide actionable steps. The conclusion reiterates the transformative potential of AI in channel management, improving efficiency, increasing revenue, and driving business growth.
Mindmap
Keywords
💡Artificial Intelligence (AI)
💡Value Delivery
💡Marketing Channels
💡Channel Management Software
💡Hybrid Marketing Channels
💡E-commerce
💡M-commerce
💡Internet of Things (IoT)
💡Personalization
💡Demand Forecasting
💡Partner Ecosystem
Highlights
AI plays a crucial role in marketing channel management by enhancing value delivery and understanding customer needs and expectations over time.
Marketing is defined by the American Marketing Association as an activity set for creating, communicating, and delivering value offerings to customers, clients, partners, and society.
Value delivery in marketing involves meeting customer needs, expectations, and adapting to their changes over time for continuous improvement.
The importance of successful value delivery across all customer touchpoints for creating a superior customer experience is emphasized.
Marketers are encouraged to examine the entire value network, including suppliers and distributors, for a holistic approach to value creation.
E-commerce and m-commerce have revolutionized the way customers shop, necessitating a complex and evolving channel system for companies.
AI in channel management is welcomed, especially in the wake of the COVID-19 pandemic, which exposed the unpreparedness of distribution channels for emergencies.
AI can bring flexibility and profits into the chaotic landscape of supply chain and channel management.
The three key components of AI in channel management are being instrumented, interconnected, and intelligent.
Benefits of AI in channel management include improved efficiency, better decision making, increased accuracy, and enhanced customer experience.
Examples of AI tools in marketing channel management include Microsoft Dynamics 365, h2o.ai, and Proton AI, each offering solutions for different aspects of channel management.
Walmart uses AI to optimize its supply chain, while Amazon Robotics and DHL leverage AI for warehouse automation and delivery channel optimization, respectively.
Hybrid marketing channels are a multi-channel distribution system where a firm controls multiple channels to reach the same customer segments.
Channel management software has evolved to be more user-friendly, focusing on partner recruitment, onboarding, training, demand generation, and performance management.
AI's potential in channel management software includes improving collaboration, operational efficiency, personalization, and predictive analytics for partner ecosystems.
Challenges of AI in channel management include data quality, trust and transparency, integration and interoperability, and regulatory and ethical considerations.
AI can predict partner models, automate collaborations, analyze performance, create partner profiles, and enhance customer success in the channel partner ecosystem.
AI-driven channel management is set to transform business interactions with customers and partners by automating tasks, analyzing data, and personalizing experiences.
The module concludes by highlighting AI's potential to improve efficiency, increase revenue, and drive business growth in channel management.
Transcripts
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welcome to this nbdl online
certification course on artificial
intelligence and marketing and now we
will talk about module 51 so as you can
see from this slide now we are talking
of AI and its role in marketing channel
management these are the things that we
will cover in this module so first is to
understand the
importance of value delivery and the
recent use of AI for the same the second
is to study Ai and marketing channel
management the third is to understand
hybrid marketing channels the fourth is
to understand what AI means for channel
management software and the fifth is to
study AI driven Channel partner
ecosystem now let us look at the the
role of AI and delivering value
delivering value a business is a value
delivery system and marketing is
essentially an exercise in value
creation and
delivery so now let us look at what
marketing is marketing is the activity
set of Institutions and processes for
creating communicating and
delivering and exchanging offerings that
have value for
customers client partners and Society at
large so this is the definition given by
American Marketing
Association so a business is a value
delivery system and marketing is
essentially an exercise in value
creation and delivery marketing is
successful when it provides something
valuable to the customer delivering
value in marketing is the process of
creating and delivering something that
customers find valuable it is about
meeting customer needs and expectations
and learning how they change over time
so
meeting and then understanding how they
change and then again meeting so this
continue the best businesses in the
world deliver the value they have
promised to their customers in ways that
Sur passes the customers
expectations customers like to get the
benefit of their purchases quickly
reliably and
consistently value delivery involves
everything necessary to ensure every
paying customer is a happy customer
order processing Inventory management
delivery fulfillment troubleshooting
customer support Etc successful value
delivery at all customers touch points
is essential in Furnishing is a superior
customer experience and creating a s
satisfied and happy customers successful
value
delivery while this successful will be
will mean different
to different
customers marketers deliver value
through marketing channels successful
value creation needs successful value
delivery
instead of limiting their focus to their
immediate suppliers Distributors and
customers holistic marketers are
examining the whole value Network
including their suppliers suppliers
upstream and their Distributors
customers
downstreams now let us look at marketing
channel management they also look at how
technology is changing the way customers
shop and retailers sell and finding new
and different means to distribute
and service their offerings with the
Advent of e-commerce that is selling
online and mcommerce that is selling Via
mobile devices customers are buying in
ways they never have before companies
today must build and manage a
continuously evolving and increasingly
complex Channel system and value
Network continuously changing because
customers needs are
changing
and increasingly complex Channel system
and value Network now let us look at Ai
and marketing channel management what
are marketing channels most producers do
not sell the products directly to the
final users between them stand a a set
of intermediaries performing a variety
of functions these intermediaries
constitute a marketing channel also
called as trade Channel or distribution
channel so
manufacturer
to
Consumer does not happen and in between
there are several other people
involved which are called as marketing
or distribution channels marketing or
distribution channels are set of
interdependent organizations
participating in the process of making a
product or service available for use or
consumption they are the set of Pathways
a product or service follows after
production culminating in purchase and
consumption by the Final End users the
value chain is a mixed bag of businesses
Workforce and software AI in supply
chain and AI based Channel management
can user in elements of flexibility
combined with profits into this chaotic
landscape artificial intelligence in
Channel management is on also a welcome
shift because of the pandemic covid-19
has laid bear the unpreparedness of
distribution channels for emergency
situations thus only 2% of companies
said they got prepared for the pandemic
another 57% of suppliers reported
serious disruptions that required long
recovery AI in marketing channel
management refers to Smart machines
capable of Performing problem solving
task usually machine automate processes
so they can operate with no human
participation companies using AI in the
distribution chain aimed to make Channel
management
more first is instrumented machine
generated data flowing out of Internet
of thing
devices second is
interconnected that is extensive
connectivity for better decision making
and the third is
intelligent is smarter and more precise
assumptions with the help of advanced
analytics and modeling so these are the
three eyes instrumented interconnected
and
intelligent now what are the benefits of
using AI in Channel management the first
is improved efficiency AI can help
automate repetitive task which will help
in freeing up employees to focus on more
complex tasks the second benefit is
better decision making AI can help
businesses make better decisions by
providing
insights into customer Behavior market
trends and other key data points
increased accuracy AI can help reduce
errors in data entry and other manual
processes enhance customer experience by
providing personalized recommendations
and other services AI can help improve
the overall customer
experience now let us look at the tool
tools for AI in marketing channel
management Microsoft Dynamic
365 is a AI powered solution that helps
Distributors sell more grow
profitability and improve
productivity h2o.ai helps organization
find the best mix across the supply
chain while reducing cost and increasing
production speed proton AI provides AI
powered solutions for inventory
management order fulfillment and demand
forecasting now let us look at examples
of AI in delivery Channel Walmart is
using AI to optimize its supply chain
and improve Inventory management the
company has developed a machine learning
algorithm that can predict which
products are likely to run out of a
stock and then automatically reorder
them Amazon acquired Kaa systems in 2012
and changed its name to Amazon robotics
in 2015 today Amazon has has 200,000
robot working in their warehouses in 26
of Amazon's 175 fulfillment centers
robots help human in picking sorting
transporting and storing packages DHL
deployed internally developed DHL
transport Network Optimizer which uses
big data and AI for optimizing delivery
channels the tool analyzes data to
create larger more efficient full
truckload shipments and identifies
opportunities to right size dedicated
Fleet and drivers and further reduce
empty miles empty miles are those
distance
that
carrier
move without
load so it so the the whole idea is that
no one is
paying for those
miles it consolidates shipment into
lower cost upload Lanes with Decon
consolidation in the final mile further
reducing empty miles it also identifies
any opportunity for a carrier to pick up
Freight on its return trip the tool can
be applied to large networks with single
or multiple distribution
centers now what are hybrid marketing
channels hybrid marketing channels are a
multi Channel distribution system in
which a single firm sets up two or more
marketing channels to reach one or more
customer segment in this model the
manufacturer has the partnership with
intermediaries but it still takes
control when it comes to contact with
customers one example of hybrid channel
is brand that promote products online
but don't deliver them them directly to
the
customers now let us see what AI means
for channel management software what is
channel management software over the
past decade we have seen the rise of
Channel management software the primary
buyas of Channel management software
have been large Enterprise organizations
and they have invested enormous amount
of time and resources to customize
Channel management Tools in order to
better manage various sets of Channel
activities most recently there has been
a rise in the deployment of more
purpose-built easy to use Channel
management software systems for
providers like ziny as well as few other
players in the
marketplace Channel management is a set
of activities including resource
allocation in which an organization
defines and manages marketing and sales
processes people policies and platforms
to deliver good and services indirectly
through partner organizations the goal
of these activities is to maximize
Revenue at the lowest possible cost some
organizations have endtoend internally
owned channels as well but most firms
rely on Partner channels in one or many
capacities the core purpose of Channel
management software is to increase
productivity by managing a set of
Channel Partners which involves enabling
training and engaging Partners in a
better way to drive higher revenues at
lower cost Channel management tends to
focus on a set of five core
activities first is partner
recruitment second is onboarding the
partner the third is training fourth is
demand generation and the fifth is
Performance Management state of Art
Channel management softwares must be
able to address all these
activities so that is the bottom line so
if you are developing a state of Art
Channel management software it should
cover these five points that is partner
recruitment onboarding training demand
generation and Performance Management of
the partner so what AI means for channel
management software there has been a lot
of hype around Ai and its potential to
transform partner ecosystems and channel
management software while AI does offer
many benefits it is important to
separate hype from reality and and
understand what AI can realistically
achieve in the context of partner
ecosystems AI can
help Partners share Data Insights and
best practices more
effectively and that will lead to
Greater collaboration one of the most
important benefit of Channel management
software so that is the biggest thing
that a channel management software
should do that is
collaboration
AI has the potential to improve
operational efficiency by helping
Partners automate routine task
streamline workflows and reducing cost
because AI can automate order processing
Inventory management and customer
service AI also has a significant impact
on new AI powered marketing strategies
to and through the channel AI can
personalize and optimize the customer
experience by providing personalized
recommendations answering customer
inquiries resolving issues more quickly
personalization is a critical way to cut
through the clutter in transacting
partner
relationships however it is important to
recognize that there are significant
challenges to be addressed including
data Quality Trust and
transparency integration and
interoperability AI search in Channel
management software search is important
in Channel management software and
allows users to discover
Partners find information about products
and services and identify sales
opportunities search algorithms analyze
the user query and match it with
relevant documents websites or other
sources of
information AI on the other hand refers
to a set of Technologies and techniques
that enables machine to perform tasks
that typically require human in
Ence such as learning problem solving
and decision making AI algorithm can
process and analyze large amounts of
data identify patterns and make
predictions how will AI be
used AI can be incorporated into Channel
management software today AI is a better
recommendation engine however customers
will demand AI to connect the dots and
integrate Partners customers market and
thirdparty data into their Channel
management
software this takes the concept of hyper
personalization to a whole new level AI
can be used to analyze historical data
on channel performance and predict
future Trends and
outcomes this can help Channel managers
make more informed decisions about
resource allocation partner selection
and other other critical areas of
Channel management
AI can be used to create profiles of
Partners based on their past performance
or engagement which helps Channel
managers identify high performance
Partners understand their needs and
preferences and personalize their
support AI can be used to analyze
content performance and optimize content
for specific Partners or
audiences this can help Channel managers
improve engagement and conversion rates
and drive more revenues through the
channel AI can be used to automate
collaboration with Partners freeing up
Channel managers to focus on more
strategic activities for example AI
powered chatbots can be used to answer
common partner questions while AI
powered email campaigns can be used to
nurture leads and drive
sales will AI evolve to predict partner
models partner models are complex
Dynamic systems that involve
multiple partners customers and other
stakeholders AI can help Partners
analyze data identify patterns and make
predictions about how these systems will
behave over time for example AI can be
used to
analyze historical sales data and
identify Trends and patterns in customer
Behavior identify Trends and patterns in
the consumer Behavior it can then use
this information to predict future sales
and adjust pricing and marketing
strategies
accordingly similarly AI can be used to
analyze partner interactions and
identify patterns in collaboration and
communication it can update Channel
management software and use this
information to predict which partners
are likely to be successful and which
ones may face
challenges what are the challenges
involved while AI offers many benefits
for channel management software there
are some challenges
the first of such challenge is data
quality and
availability AI algorithms rely on high
quality data to produce accurate
results in many cases Partners may have
different data
formats structure and quality standards
making it difficult to integrate data
from multiple sources the second is
trust and
transparency AI models can be complex
and opaque making it difficult for
partners to understand how decisions are
being made this can erode trust and
create concerns about bias privacy and
security so whenever we are using AI
these are primary
concerns bias security and
privacy another challenge is that of
integration and
interoperability AI Solutions must be
integrated with existing system systems
and workflows to be effective how
Partners may use different Technologies
platforms and
apis making it difficult to create
seamless
integration the next challenge is about
Regulatory and ethical
considerations AI Solutions need to
comply with various regulations and
ethical standards such as gdpr hi AA and
AI principles Partners may have
different legal and and ethical
obligations making it challenging to
develop AI solutions that meet all
requirements AI can be integrated into
Channel management software and used for
predicting partner models automating
collaborations analyzing current
performance creating partner profiles
strong collaboration governance and a
standard are needed to ensure the
responsible and effective use of AI in
the partner ecosystem
now the AI driven Channel partner
ecosystem AI driven Channel management
will help to streamline and improve
efficiency of partner management task
analyze large amounts of data and make
predictions based on that data AI is
transforming the way business interact
with their customers and partners some
of the key benefits achieved by
implementing AI based partner management
are first is partner profiling AI will
will help vendors identify the best
Partners in your ecosystem on a variety
of leading and lagging indicators
markets fif and program
performance the second is partner
insights AI will help vendors monitor
performance of their Partners along a
variety of metrics and provide insights
as to what partners are the best
fit the third is partner management AI
will help vendors improve the accuracy
of data they collect and analyze on
their Partners to gain a deeper
understanding of their partners and
provide a better experience overall the
fourth is compliance
management AI will automate the
collection and Analysis of partner
performance to provide realtime
dashboards and take actions based on
metrics the fifth is funnel management
AI will analyze sales data and provide
more accurate realtime forecasting just
in time resources resourcing and
decision making the sixth is business
insights for
partners AI will help partner optimize
the customer success experience to
analyze customer
Behavior demographics and purchasing
history to provide more complete
understanding of the customer this
information can then be used to create
more targeted and personalized marketing
campaigns the seventh is business
insights for partners AI will help
Partners optimize the customer success
experience to analyze consumer Behavior
demographics and purchasing history to
provide a more complete understanding of
the
customer this information can then be
used to create more targeted and
personalized marketing campaigns which
can increase engagement and improve
conversion rates the E is customer
custom success AI brings this to new
heights imagine helping your partner
understand how best to to service your
joint customers not just providing
Telemetry data but proactively finding
and nurturing New Opportunities within
your joint accounts and the ninth is
data
strategy I don't think I have come
across one vendor who has perfect data
on their company their partners and
their customer
Silo databases will be a thing of the
past as
AI lets uh you just feed the AI engine
the information and the AI platform will
organize for us and make all the data
actionable and
insightful overall AI will be a
predictor of success and a provider of
next
steps so to conclude in this module we
have studied marketing channel
management hybrid Chann channels and
value delivery and the application of AI
in the
same AI driven Channel management is an
exciting and rapidly involving area that
has potential to transform the Way
businesses interact with their customers
and
partners with the ability to automate
routine task analyze large amounts of
data and personalize the customer
experience AI can help businesses
improve efficiency increase Vue and
drive business
growth and these are the 10 references
from which the material for this uh
module was taken thank
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