Artificial intelligence (AI) and Machine Learning Technology can modernize marketing as much as mobile devices, the Internet and television reformation.
Companies with a futuristic vision, are using machine learning tools to get the most out of their marketing. They are leveraging the ability of this technology to simplify data, obtain valuable information about users and capture their attention in very relevant ways. In fact, most executives believe that AI will allow their companies to gain or maintain a competitive advantage.
Developers and application marketing executives are utilizing machine learning to modify traditional business tactics, redefine categories and question the current vision of marketing. These measures allow them to obtain several benefits.
As a huge amount of data is available and there are more and more ways to analyze it, marketing professionals find it difficult to find out exactly how to get the best return on the money they invest. The time and resources devoted to processing data and other information mean that less time is spent on high-level tasks, such as fine-tuning the marketing strategy or improving the product experience.
Machine learning allows you to analyze millions of data in real-time and make intelligent and optimized decisions to improve business results. In this way, marketing professionals can act on a large scale and have more time to focus on more strategic tasks.
Machine learning also shortens the marketing process. Marketing professionals determine business objectives and define the right audience.
Optimize advertising based on customer value
Although one of the biggest challenges for marketing professionals is to determine which users give their brands enough importance to go to them repeatedly, it is even more important to find those users with whom they can boost profitability. Because machine learning allows you to search for places that might otherwise be overlooked, it helps companies find the most valuable customers for them more easily and get their attention.
Instead of establishing a very specific target segment, such as “woman between 35 and 54 years old,” machine learning allows to cover a much broader sector, taking into account the business objectives to be achieved, such as sales, purchases in the application, the levels completed in the games, etc. Next, the system analyzes millions of signals to find large-scale users that may complete such actions.
The first step in applying machine learning is to analyze the people who are best known: the users of the most valuable or profitable applications available. Next, the system searches for other similar profiles. For example, if a travel application is developed and machine learning is applied to promote it, it is possible that the system searches for individuals who have already made purchases in other travel applications, who are watching travel videos on the Internet or who are looking for offers of flights and hotels in the market.
Smart Brand Narrative
With machine learning technology, not only high-value users can be searched, but more efficient ways to attract them can also be found. Basically, this goal is achieved by combining the right message and creativity to show them to the right user at the right time. In fact, 81% of the leading marketing professionals in their sector agree that being able to apply machine learning will be essential to offer personalized experiences along the consumer purchase path.
New controls for marketing professionals and agencies
Although the marketing process is being simplified thanks to machine learning, people continue to play an essential role. The potential of machine learning depends on the quality of the information provided. Marketing professionals and agencies must access the appropriate data, identify the most important business objectives, such as the value of the client’s lifetime, and continuously optimize the entire customer journey. To do this, they must improve the landing pages of the application stores, the main pages of the applications, the user flows and the events in the applications.
Artificial intelligence has impacted digital marketing so much in such a short time, that it has been permanently introduced and hardly replaced (but if improved), as everything that evolves in technology and even digital marketing evolves constantly, without rest.
That is why the advances in technology have become so common, that even ordinary citizens have become accustomed.