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Will AI continue to shape the 'Marketing to Things'?

By Marketing Tech Outlook | Thursday, December 06, 2018

Artificial Intelligence (AI), the transformative technology has been a trending topic from quite a long time, as the use of it is on the rise across most industry verticals. With the advent of digital marketing machine intelligence has found innumerable application in marketing which proves, AI is the future of marketing. The AI-driven marketing is redoing the concept of the customer.

As the demands and expectation among customers are increasing the amount of information accumulated also is accelerating. A human-driven effort doesn’t scale handling this large quantity of information. Then, how about machines with capabilities that mimic the cognitive functions associated with humans? This will help marketers reducing their physical effort in handling the data. This will drive the marketers forward allowing them in comparing the data, decision making, refocusing on strategy etc,

The increase in AI enabled marketing opportunities makes it competitive, where an AI vendor should have the ability to catch on the intent data, the paramount in marketing. In order to make this possible certain thing should be taken into consideration. The prime thing is data accessibility and integration.

The increase in AI enabled marketing opportunities makes it competitive, where an AI vendor should have the ability to catch on the intent data, the paramount in marketing. In order to make this possible certain thing should be taken into consideration. The prime thing is data accessibility and integration. It is important to make sure that the data is integrated and consolidated. The continued exercise of data enrichment is another key factor. The customer data should always be kept pure. The heterogeneous nature of data in marketing to things environment demands closed-loop learning also.

The complexity in marketing requires quantitative assessment of the problem. AI vendors capability is evaluated on their adaptability. They should enable a simpler easier life as a marketer.

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