How Will Artificial Intelligence Impact Marketing?
While we may not be driving through space or teleporting to different parts of the world within seconds (yet), you simply cannot deny that the future is now. Cars are driving themselves, we communicate with our homes verbally and nearly everyone on the planet has a personalized, hand-sized computer with them at all times that is immeasurably more powerful than those which filled entire rooms and took dozens of people to operate in the 1970s.
Anyone can see that we’ve made incredible technologic advancements in the last 100 years – heck, in the last 10 alone! Thanks to the internet and its accessibility (read: no more dial up), we now live in the age of information. Anything we’ve ever wanted to know is available to us with a few taps of a screen. Because of this, consumers are more engaged and informed than ever before, thus creating the need for more integrated and targeted marketing. Gone are the days of creating a visually appealing ad with a catchy phrase and watching sales numbers skyrocket. Sure, advertisement is still incredibly important, but brands need to be smart about communicating what makes their product different from all the rest.
One reason for technology’s ability to advance at such a rapid rate is the growing development in artificial intelligence, more commonly referred to as AI. Through machine learning, a proponent of AI, computers and machine are now able to develop and reprogram systems based on previous knowledge without human intervention. Simply put, machines are now able to learn on their own through a series of algorithms developed through data collected. So, what does this mean for marketing?
Marketing in the New Age
Up until now, it’s been the job of marketing professionals to find a way to communicate the right message to the right audience using the right channels. Being able to reach the people who would be most interested in using a particular brand or product is and on-going challenge for marketers. Luckily, AI and machine learning has allowed us to better identify key audiences and channels by which to communicate with them. Ever notice that the top you were considering buying from that online clothing store is now popping up in ads on nearly every website you visit? Yes, your ‘machine’ was able to taking into account data such as the website you visited, the time spent looking at the particular item, and your other interests based on what you search to create a tailored advertising experience for you. That, in a nutshell, is AI in the new age of marketing.
While AI helps marketers identify what target audiences are interested in seeing, it is still up to the creativity of the human mind to communicate the messaging authentically. AI and machine learning will continue to develop and aid marketing efforts, making the lives of marketing professionals easier. It seems ironic that as technology becomes increasingly integrated into our lives, we strive more and more for human connection – thus proving that a computer will never fully replace the need for marketers. At least yet, once this happens we have bigger issues on our hands!
For now, we welcome the assistance and knowledge AI provides us and the information it finds on our audiences. Our years of hands-on experience allows us to know what to do with it!
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