The marketing landscape is an entirely new direction with the power of technology. Now the world shrinks with the abundance of data and various divisions blurred between the personal and professional working time at home. Marketing intelligence is very necessary while entering into a foreign market. The power of technology has now become the invisible touchpoint that affects the entire lifecycle of marketing. Right from the pop up of thinking that sparks a campaign, to conceptualization, preparation, targeting, analysis strengthens the relationships through trends and insights.
In particular, artificial intelligence (AI) and machine learning (ML) have helped marketers produce leads into customer behavior, purchase habits, product preferences, and features, including new product concepts and last but not least, a unique way of positioning and exposure for brands created through a human-centered interface.
The following are 5 essential ways in which AI/ML-led technology has transformed marketing:
1. Intelligent Creatives:
Technology has entered a domain that has traditionally been a land of highly paying creative professionals. AI-powered technologies can easily write an ad copy, make it more personalized, and do it in a short time.
For scripting, an ad based on tools such as visual recognition, tone analyser, text to speech, and personality insights, data from previously active brand ads can be analysed to pick up common elements from these advertisements.
2. Interventions and interactions based on insights:
Geo-targeting with AI capabilities is a sophisticated direct sales technique in which marketers drive customized deals based on your position coordinates based on Machine Learning (ML).
3. Smart value enhancement and measurement:
Estimates indicate that advertisements sold programmatically would spike to USD 147 billion by 2021. 76% of marketers reacted positively to the use of programmatic ads, a survey by Ascend pointed out.
AI will address questions about audience views, clicks, peak hours, website hot spots, as well as real-time audience interactions on social media. Predictive analysis helps one to predict the response of the target audience to initially change key parameters and assess ‘where to stop’.
Technology attribution models in a connected world will enable us to more accurately quantify channel productivity.
4. Hyper personalization:
Hyper-personalisation delivers tailored engagement and increases long-term loyalty. This allows moment marketing through the development of a vow moment for users across different touchpoints.
5. ‘Always On’ and Multi-channel strategy:
From ‘Always On’ multi-channel interactions with the client, AI will enable marketers to capture attention and build opportunities.
To improve the user experience, facial, text, or voice analysis may provide insights to leverage the influence of the network effect created by consumer advocacy.
It’s always a human behaviour
Human centricity is at the root of all this. Companies should note the fact that the method of harnessing and manipulating the human mind is similarly or more evolutionary than the technologies we create to make our lives and work easier for human beings.
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