Talkwalker’s Benjamin Soubies on how AI-based consumer intelligence is making a difference in customer engagement [Q&A]

Data is the new currency, as recognized by the World Economic Forum nearly a decade ago. This is not in itself a new concept. As early as 2006, mathematician and marketing expert Clive Humby said that “data is the new oil”. However, like oil, data itself is valuable, but cannot be useful until it is processed and refined. The same is true today. Amid all the data points from interconnected devices, individual engagements, and corporate numbers, it’s hard to find the signal among the noise.

This is where artificial intelligence (AI) platforms will play a role – sifting through all that noise and finding valuable insights in order to provide actionable decision points.

“Faced with an unpredictable environment, intense market competition and data chaos, brands can leverage real-time conversations and consumer data to get closer to their consumers than ever before,” says Benjamin Soubies, General Manager, APAC and Japan of Talkwalker, in a TechNode Global Questions and Answers.

In this interview, we learn how the company’s AI-powered consumer intelligence platform enables marketing, communications and consumer research teams to turn millions of data points into actionable insights. , enabling brands to better anticipate consumer needs and engage their audience.

Benjamin Soubies, Managing Director, APAC and Japan, Talkwalker

What are the trends driving innovation, especially in the Asia-Pacific region?

There are at least three trends driving innovation in the Asia-Pacific region that I am watching closely:

First, there is innovation which is driven by the incredible opportunity to scale e-commerce solutions in the region.. In 2021, around 70 million new consumers went online in Southeast Asia alone. Brands and marketers have had to innovate at an accelerated pace to conquer this new market, not only in terms of products and services, but also by transforming the way they interact with these digital consumers.

The second is innovation that fits into a local context and builds customer loyalty. With more diverse segments such as rural consumers going online during the pandemic, brands are under pressure to design more inclusive solutions and relevant campaigns, leveraging consumer feedback and staying ahead of changing consumer trends.

Finally, an innovation enlightened by the control of consumer data. Data-driven recommendations have become a must for marketing and research teams, in an environment where up to 4 million brand interactions can be created per day. In India, for example, 60% of consumers are already taking an omnichannel approach to shopping across all categories. Social media, online reviews, and conversations take center stage in this omnichannel process, and brands need to take advantage of AI solutions that can transform these large volumes of consumer and social data into actionable insights.

What are the top three challenges startups or innovators face in this post-pandemic environment?

Today’s consumers demand faster services and better experiences, and their preferences are changing rapidly. This unpredictability is exacerbated by market volatility due to global events, and a real-time understanding of consumer conversations is required.

Startups and innovators also face intense competition within the region, with more companies locating here in order to capitalize on the region’s growth potential. Brands will need to be able to stand out by listening to the voice of consumers and developing value-added offers to build customer loyalty.

Finally, there is almost too much data coming from everywhere, making it difficult for brands to choose the right data sources and separate signals from noise. Consumer intelligence solutions such as Talkwalker are well positioned to address these issues.

How is Talkwalker helping businesses navigate the growing digital economy in the post-pandemic climate?

Talkwalker’s AI-powered consumer intelligence solutions enable brands to regain some of the control that has been lost as more influence shifted to digital consumers and influencer voices during the pandemic.

Our platform enables marketing, communications and consumer research teams to outsource the work of data collection and pattern recognition, so they can focus on delivering more nuanced human analysis. and application of domain expertise.

Talkwalker’s industry-leading platform also stands out for its depth of coverage across various linguistic sources and countries, and its ability to develop customizable dashboards and insightful visual representations based on millions of data points.

Can you share ideas on how brands can best connect with audiences through effective marketing strategies?

Brands struggle to make an authentic connection in an information-saturated environment where the distractions are endless. In fact, we’re seeing a critical disconnect between what brands say and what consumers want to hear, and it’s growing.

On the topic of CPGs and sustainable packaging, for example, at least 54.1% of the conversation was overlooked by brands, according to analysis by Talkwalker in our latest shaping tomorrow report. Brands that stand out have the ability to identify the sources of these conversations, allowing them to confidently take a stand through their products and messaging.

A deep understanding of consumer conversations, preferences and aspirations also distinguishes brands that take bold steps to shape the future of their industries and ecosystems from those that are merely opportunistic.

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