This is the first stage in the 5 step process of AI Marketing. Like any other project in Marketing, Planning is very crucial for drafting AI Marketing. It is about outlining and building Intelligent Strategies
These 4 cases ^ are what i believe, would be greatly be beneficial to Sennheiser and its new product launch, if it was automated via the help of AI in the Planning Stage. To help me automate these 4 cases by relating it to Sennheiser, i have chosen to go with HubSpot.
At its core, HubSpot is a software that helps businesses communicate with their leads and customers. It uses AI to automate marketing ventures like content creation, data analysis, lead generation, SEO optimization, Landing page creation, CRM (Customer relationship management) and dozens more.
Now, i do not have any experience in using any of the AI Vendors for Marketing. However based on initial comparison, HubSpot manages to comprise a lot of features, like a Swiss Army knife, and even contains features that can help in the other 4 Ps out of the 5 steps.
Analyzing Singapore Sennheiser’s SEO for opportunities (Analyzing Online Content & fixing it)
I was able to open a trial account in HubSpot. Following that i added https://singapore.sennheiser.com/ into the SEO analysis page.
This is HubSpot’s automatic analysis of Sennheiser Singapore’s website. It scans through ALL the pages published in that domain.
The Gaps & Opportunities are listed in the “Recommendation” section. Even though there are only 8 problems listed, half of them have medium-high impact. These are the gaps that need to be closed quickly by Sennheiser.
The high impact problem here is Duplicate Content being published in the website. What this means? It means that there are a lot of similarity in content for most of the pages. For Sennheiser, more than 20 pages have the same or similar content (Words, Phrases, Images) which leads to search engine systems like Google, Bing registering it as content duplication.
The Problem (GAP) – The Correct Individual Product Page from Sennheiser may not come in Search engines when a target segment user is searching for that product due to Search engines NOT being able to differentiate the web-page’s content. (Less Visibility – Poor SEO) This can also be a problem for their new Product Momentum True Wireless 2.
Solution – Create Unique Content for each product landing page, by choosing correct and distinctive keywords and topic clusters and at the same time incorporating un-repeated VISUALS.
This is where the 2nd vendor, MarketMuse comes to play. I believe there is nothing wrong in using two vendors that are direct competitors, as it brings out the best of both worlds. Based on my observation, MarketMuse seems to be a more viable option when you want to use AI to analyse and brainstorm keywords that will yield good results in content creation.
Using MarketMuse, i was able to find what is the best “ranking” Pages and Topics for Sennheiser. Best ranking in SEO means, a good authority, which in turn means Search Engines like Google has regarded these sites as a quality one, that has unique content and does not mislead search-users.
How a high authority page from Sennheiser looks like vs a low authority (Identified as Duplicate) & and it is for the SAME PRODUCT, the Momentum True Wireless 2:
Both are the same products, and also have the SAME MOTIVE (TO PRODUCE A CONVERSION) but why is Search Engines like Google & Vendors like HubSpot and MarketMuse finding differences in the SEO level of both pages, one is highly authoritative, whereas other is seen as a duplicate page.
Reason – The High Ranking page has unique content, descriptive words, topic cluster & keywords integrated, has VISUALS and most importantly TELLS A STORY using those visuals and keywords. The other page only has “Add to cart, purchase option, Simple Description, few visuals and technical specifications”
High Quality Page – United States Domain https://en-us.sennheiser.com/momentumtruewireless-2
Lower Ranking Page – Singapore Domain – https://singapore.sennheiser.com/products/momentum-true-wireless-2
My Reflection / Suggestion – Sennheiser is able to bring out the unique content, visuals and keywords as it has demonstrated it with the US landing page. However it needs to apply the same concept to its Singapore Page, as both are TWO different different domains, and search engines will not recognize both as the same. So the SEO of the Singapore’s website has to be on par with the USA.
Constructing Buyer Persona for Sennheiser using AI
With the help of AI & recommendations, HubSpot also GENERATES persona for companies, based on needs & goals. People wonder why do we need AI for making persona? My personal believe is that AI can evolve personas towards personalisation. Nowadays, brands must tailor their outreach and promotional materials to personal characteristics, not simple models.
I did the process for Sennheiser by relating it to their new product launch of the Momentum True Wireless 2.
1. Creating Avatar
I named the persona as “Music Lover” so that it resonates with Sennheiser target market.
2. Setting Demographics
This is where i put in the demographic traits, including Age, education level etc.
The other step allowed me to input details like where do they work, what do they like etc to complete the persona.
However, this method by HubSpot does not fully make use of the AI technology to understand the demographics, behavior traits and more in-depth data of the target segment that Sennheiser might be trying to capture.
A more in-depth AI analysis of personalities of consumer market that relates well with Sennheiser can be done via these Vendors that are more expensive and uses high-end AI technology to support it. : Demographics Pro, MRI Brand Catalyst, IBM Watson.
This is a sample of analysis generated by Demographics Pro’s AI technology for CoreyMcCarren.
Since this is a paid vendor and i am not able to open a free-trial account, i have done a MOCKUP below for how this service might look like in the end for Sennheiser, if we used Demographics Pro.
Mohan The Expert 