NBA x Microsoft: AI-powered sports content

NBA x Microsoft: AI-powered sports content

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[NBA x Microsoft: AI-powered sports content]

Microsoft and National Basketball Association (NBA) are conspiring to revolutionize a brand-new online streaming service that utilize AI (Artificial Intelligence) to display personalized live games and other sports means to viewers, as the tech-leading company announced during a release. The conventional yet practical subscription, NBA League Pass, is included to unlock out-of-games features. In addition, this cooperation emerges a revamped version of the NBA App.

Starting the next 2020-21 season, Microsoft is going to be entitled as “Official AI Partner” and “Official Cloud and Laptop Partner” not only for the NBA, but also WNBA, NBA G League, and USA Basketball. NBA itself is trying to accommodate at-home fans by building out a streaming service that rewards viewership and active participation to stimulates deeper engagement, especially as the general public performs social distancing thanks to coronavirus.

The vibrant partnership with Microsoft aims to transform and evolve fan experience at home through data, AI, and machine learning: delivering more personalized content to fans. The ultimate platform is going to adapt video games approaches such as overlaying real-time statistics on video and allowing users to choose various audio feeds. It will also integrate ticketing, merchandise and social media as the league looks to more deeply connect with its existing audience of 1.8 billion followers​.

Once the pandemic ceases, sports may face a different environment as there is a slight chance it will have no live audience or remote viewing for a few games within the early days.

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Find out more how NBA and Microsoft teams up in this downtime.

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The idea of delivering the most value for the consumer has evolved over the years. As we know, the best marketing strategy is cetera desunt for adaptive future-leader mindset that uncertainly evolved over decades. Companies began to use various promises in effort to persuade and attract customers. The fiercely increasing conditions of competition added the popularity of the concept of “brand” and “advertisement” by adopting the concept of neo-marketing and elaborate them with psychological terms. Albeit, all emotion influences consumers personal relationships, business choices, and buying decisions. The emotion itself has situational and reactive qualities, as well as satisfaction and expectations formed over lifetimes of experiences and interactions.

When a boy goes to an ice cream parlor or restaurant, he will feel befuddled. Choosing what he is going to get, that’s the thing that he despises. Would chocolate chip or strawberry ice cream please him better? Cheeseburger or fried chicken? He feared that what he selected will not give him as much pleasure as the other option would give. What he doesn’t choose could provide a higher sense of pleasure than the one he chose. One interesting finding utilized by neuromarketing is that people really don’t want to lose out. People are just as worried about what they might lose as to what they might gain.
In the meantime, one of the biggest challenges that marketers deal with is customers’ expectations in the pre-purchase phenomenon where the consumers haven’t fixed their buying decision yet. To tackle the challenge, many companies are competing to build relationships with their customers, with the expectations that they will be able to provide the best customer experience for specific individuals. Therefore, the company must be customer-centric to carry out a successful marketing strategy in order to be noticed by consumers and to forge a brand identity.

According to McKinsey (2019), by making a fundamental change of mindset of focusing on the customers, companies gained significant enhancement on several aspects. Along with operational and IT improvements, companies generate 20 to 30 percent uplift in customer satisfaction, a 10 to 20 percent improvement in employee satisfaction, and economic gains ranging from 20 to 50 percent of the cost base addressed in the various journeys.

To overcome these challenges, companies have to understand consumers’ behavior and expectations. Hence, companies should put a bigger concern towards consumers’ buying-cycle from awareness to its advocacy. By implementing the concept of Neuromarketing, stereotypes of the communication matters of the marketing basis will be integrated with taste of individual market itself. The more personalized the promotion, the higher the probability that the advertisement will work. It could be done by using big data to allow the company for this huge aggregation of all consumers personal information that they’ve ever revealed to build a precise representation of who they are, now, more than ever before. Data and insight are not delivered to consumers as a whole but individually by delivering the most value to the customers with a very specific scope based on how they think.

In order to win in today’s marketplace, companies must be customer-centered, to the point that ideally, each individual customer’s values are taken into an account to derive the value that they are truly seeking. In essence, by generating consumer reactions, and treating them not as reactionary receptacles of marketing strategies, but as each their own person with differing individual values. Therefore, reinforcing belief is a very important matter for marketers that influences consumers experience. They must deliver superior value to their target customers traditionally and digitally with knowledge of neuroscience marketing strategies combined. Neuromarketing will surely strengthen customer’s contentment of a product itself.