TBWA Korea is introducing a modular marketing solution that allows brands to diagnose consumer behavior changes in the age of artificial intelligence (AI) and select necessary marketing areas for execution.
On October 7, TBWA Korea announced the launch of 'AIM by TBWA,' a modular marketing solution that assesses brand perception and consumer behavior in an AI environment. The solution connects essential marketing areas, from strategy to media, public relations, content, customer data, and customer relationship management (CRM).
With the rise of 'zero-click' searches, where consumers directly ask AI for information without using search engines, there is an increasing need to examine how AI perceives brands and what information it provides to consumers.
AIM is designed to diagnose how brands are recognized in the AI landscape and to establish brand strategies by integrating data from search, community, shopping environments, and consumer perceptions and behaviors. Brands can then choose and implement necessary areas such as media, PR, content, customer data, and CRM based on their specific situations and challenges.
Notably, the solution allows brands to combine only the necessary modules rather than applying all marketing areas uniformly. Depending on the brand's circumstances, they can utilize the entire process integratively or select specific areas for application.
AIM begins with a brand diagnosis using TBWA Korea's proprietary 'GEO' methodology. It examines how AI recognizes brands in terms of information and context, then formulates marketing communication strategies based on comprehensive data from search, community, shopping environments, and consumer perceptions and behaviors.
Following this, tailored media and PR strategies are developed, and content is planned and executed. Customer data is collected, and a database is established, which is then linked to CRM for managing customer relationships. Finally, the brand's status is reassessed to inform the next strategy and execution.
The entire process operates in a seven-step cyclical structure, from strategy formulation to media, PR, content, customer acquisition, database building, and reassessment. This allows brands to selectively utilize the currently needed marketing areas while incorporating the results of each step into the next strategy.
Lee Sook-in, Executive Director of TBWA Korea, stated, “While traditional marketing communication focused on building brand awareness and desirability, we now need to consider how to optimize our brands so that AI can accurately understand and recommend them. AIM focuses on diagnosing how brands are perceived in the AI environment and connecting necessary marketing activities in response to changing consumer behavior.”
* This article has been translated by AI.
Copyright ⓒ Aju Press All rights reserved.