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AI and machine learning are becoming regular terms we hear on the daily, especially in tech news. From voice assistants to self-driving cars, AI is taking over the world. There's no exception when it comes to marketing and advertising, especially as it could potentially solve one of advertising's biggest pain-points: relevance at scale.
Consumers are starting to get used to the automation in marketing, and now have higher expectations for a more personalized marketing experience from advertisers. As we continue developing AI and big data, integrating technology into the physical world can create new consumer interactions that are even more simple and instantaneous than it stands today.
So what can automation do for companies when it comes to marketing? Optimizing marketing for growth instead of efficiency is one direction, by taking a holistic view of the customer and reimagining marketing to deliver against evolved expectations. Big data can also give you insight into identifying and acquiring the right customers, while moving towards more long-term KPIs such as customer lifetime value while moving away from transactional gains such as ad spend. Another way companies are using marketing is for enhancing creative to advise and guide customers - finally achieving the goal of getting the right message to the right customer at the right time.
AI is here to stay. It's up to companies to see the value in AI and start implementing across their business units. With the introduction of AI to marketing, an evolution is underway to ramp up the capabilities of advertising, and we can only expect to see more developments unfolding within this industry.
