By Hannah H. Chang, Associate Professor of Marketing at Singapore Management University
This article was first published by SMU City Perspectives on 23 June, 2023. Below is an extract of the article.
Unlocking hidden consumer insights: How AI can enhance video marketing strategies
Data analytics has transformed video marketing, replacing traditional methods like focus groups and surveys with a more comprehensive and data-driven approach. In a survey titled ‘Marketing in a Post-Covid Era’, the CMO survey (September 2022) found that nearly half of its respondents relied on analytics to shape marketing decisions (as opposed to 38 per cent before the pandemic) while 63.3 per cent studied online consumer behaviour. With the help of Artificial Intelligence (AI) and Machine Learning (ML) tools, marketers can now extract even deeper insights from unstructured data like videos, audio and images, accelerating this transformative shift.
Hannah Chang, Associate Professor of Marketing, explains that before the technological breakthrough that enabled such tools, there was always a “bottleneck in data analysis” since the unstructured nature of video and audio data made it difficult for analysts to extract meaning.
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About the author
Hannah H. Chang is an Associate Professor of Marketing at Singapore Management University and Director of PhD Programmes. Her main areas of work and academic research are Consumer Behavior, Consumer Judgment and Decision Making, Affect (feelings and moods), Consumer Experiences, and Innovation and Entrepreneurship.