As our lives become more reliant on digital platforms, marketing, and advertising necessary to support these “free” platforms becomes an ever increasing nuisance. There is over 198 million ad blocking users globally (https://blog.pagefair.com/2015/ad-blocking-report/). How do marketers and advertisers continue to make their messages relevant and timely without knowing what each individual wants to hear about in that moment? Everyone is an individual, in a different stage of their lives, different income levels, various worries and stress with different buying habits. How do you send marketing messages that resonate with each individual at the right time to convince them to take action? In here, lies the challenge many of us face on a daily basis.
In this digitally powered world, there is more data than ever. There are more opportunities for customer interaction. No longer is the online retail world reliant on search traffic from a single provider. How does a stretched team of 4-5 marketers build enough relevant content, tweets, emails and advertisements to keep up with each individuals’ wants and needs to provide their company a competitive advantage? The answer lies in machines trained in the art of persuasion. These systems now have enough data through our digital interactions every day to make reasonable guesses on the precise message, product or content that individuals would want. At some point, the automated, data-driven campaigns drive the desires of the individual consumer. The future of marketing for better or worse becomes a world dominated by artificial intelligence and lots of data.
When humans finally train AI systems well enough, where consumers cannot tell the difference between a machine written subject line or tweet, marketing becomes more relevant and efficient. Marketers will no longer need to spend time on two major items: content creation, and testing. It’s very conceivable that a machine can generate relevant product recommendations, messages, and even subject lines if given enough data about an individual. The system would also learn from the micro-interactions with the individual to determine whether or not to adjust the tone, colors, text and recommendations on the next message. The system can learn from the conversions, clicks, touches and in time even emotional reactions with eye tracking to determine appropriate adjustments to optimize results.
The future of marketing is closer than many may think. Companies such as https://phrasee.co/ already generate and optimize subject lines using artificial intelligence while Rubikloud’s RubiOne product helps retailers predict what products at what price customers will want next using machine learning. Other companies such as Bloomreach use machine learning to optimize the content of your website and make it much more relevant on an individual basis.
Let me know your thoughts on the future of marketing.