As businesspeople, we want to establish a relationship with our consumers or strengthen the relationship with our current customers; that is why we launch specific messages aimed at particular profiles; avoiding generic and irrelevant communication. That is achieved through the segmentation of our audience, building strategic and personalized messages.
On the other hand, it is well known that in online marketing, data collection serves to equip the most relevant campaigns and, at the same time, that advertising is less annoying for consumers (another way of doing it is through the content marketing). As per the research of the marketing and PR agency GoodNoon, the result that derives from this process is that we will show a relevant message to an appropriate user at the right time.
In short, brands, agencies, and marketers consider data as the central axis to achieve authentic interactions, through the personalization of the advertising campaign to obtain a positive response from the client. However, new technologies aim to take this reality to unsuspected lands.
In GoodNoon, we are interested in providing a space for knowledge. That being said, would you like to know what is the trend currently having the most significant impact on online marketing?
Artificial Intelligence and hyperconnectivity
Although each person develops in an individual context, it's essential to reflect on how we understand the hyper-connected consumer. All those potential customers coexist simultaneously with multiple devices and platforms; They dominate technology and practically don't make purchase decisions without assistance.
Consumption is influenced by social networks, and that, in turn, has more power, voice, and freedom than ever before. Your duty as a company is to be part of this panorama. In such a scenario, Artificial Intelligence (AI) emerges with the promise of making the optimal decisions for consumers in real time.
We have all heard about the AI some time; However, the term may seem too generic. We understand its meaning better when we disengage its content. Thus, the AI groups different technologies within itself:
- Machine learning is based on giving computers the ability to learn on their own through large data sets (the so-called 'Big Data').
- Deep-learning goes further and aims to build multiple layers of abstraction on data sets to reach a higher conclusion, as similar as possible to how the human mind would.
- Artificial intelligence aims to repli
- cate in part, entirely or even superiorly, human intelligence.
Consequently, the ability to access, integrate and analyze the information extracted from the data -provided by the AI- offers an unprecedented opportunity for digital marketing, where the user footprint becomes a dynamic resource.
As Forbes states, the constant development of new Artificial Intelligence technologies is not limited to the most known systems, such as Alexa, Cortana or Siri; great exponents of the Artificial Intelligence industry in consumer services, but can also be useful in areas such as:
- Email marketing. With an automated and personalized segmentation according to the brand's interests.
- The conversion of leads in the webs. Through a relationship of trust enhanced by the segmentation of the profiles according to your taste, and even;
- The automatic creation of personalized content.
Therefore, the marketing experts integrate Artificial Intelligence into the data and thus project the results of the campaigns almost immediately, to adapt to their needs. Let's explore a little this last of the points mentioned above ...
Content and personalized actions
Yes, far from generating meaningless texts, artificial intelligence already allows us to create 100% original content (at least with a basic standard). In fact, media like the Associated Press already use this technology to write news and attract traffic to their pages.
To this, we can add programmatic advertising, which is based on using Artificial Intelligence to automate the purchase of advertising space to reach much more specific segments. An example of this automation is Real-time-bidding or RTB: this type of programmatic advertising allows to maximize the conversion to the client and reduce the cost of acquisition in an efficient and fast way.
Also, by implementing a strategy based on content marketing and artificial intelligence, your brand will be able to anticipate the user's needs and offer the product or service before they search for it, using elements such as predictive analytics.
In the upcoming years, we are expected to see how online marketing embraces the AI in a much more explicit way; although it is still too early to determine how in-depth it will transform the roles of our ecosystem.
Usman Raza is a freelance writer, marketing specialist at Crawford and O’Brien and co-founder of UsmanDigitalMedia. When not working, he’s probably spending time with his family. Follow him on Facebook and Twitter.