It’s no secret that, these days, the traditional approaches to marketing are being turned on their head. Due to the internet becoming the defining media of our times, far more important is being placed on technological know-how, rather than the hard sell. However, many people are not aware of just how much the world of marketing is coming to be defined by analytics, rather than the opinions of ad men. Despite scandals such as Cambridge Analytica, many still assume that marketing campaigns are essentially the creation of people in offices. We’re going to look at the realities, including:
- The role big analytics plays in marketing today
- What AI can bring to the table
- How your habits are used to market to you
AI Analytics Have Taken Over from the Ad Men
The first thing to state is that artificial intelligence, and its applications in the world of data analysis, play a far bigger role in marketing to you than any person or organization. The Cambridge Analytica scandal did a good job of demonstrating this, albeit in its worst form. Essentially, the more information you make available to any one company, the more power they have to fine-tune their marketing, by algorithms, to target you specifically. This is done by using AI to analyze the information they have collected on you. Companies such as Netflix and Amazon made use of this early on, and have essentially paved the way for many future companies. By constantly analyzing your choices, they are able to build up a detailed profile of just about everything about you. From there, it’s a short step to direct marketing products they feel you may be interested in. Such and many other kinds of marketing are usually considered at thematic events, like NooMa Conference, supported by Max Polyakov. To be more informed in this area, visiting the conference like this is a good step towards your aim.
A Finely Tuned Version of an Old System
In many ways, this is simply a progression from the analog approach that was standard for many years. A good example is the rating system used to measure the success of a television show. This is simply done by taking a sample of viewers deemed to be representative of the general public. From there, executives would analyze the data to determine the success of their channel, and what to show next. Where AI marketing differs is that, essentially, every single person has their own channel and their own specific rating box. AI allows companies such as Amazon and Netflix to directly market to you, by constantly feeding the information you provide them back into their own analytics systems, fine-tuning what you are provided with. To a point, this is acceptable. You are, after all, a complicit user of these services. But the real difference comes in when a company such as Facebook feels happy selling on the information they have on you. And let’s be honest, they know everything.
AI Is Here to Stay
Sadly, in many ways, this means that unless you are prepared to fight dirty, you may have a hard time matching the companies that do. On the other hand, the problems that have arisen in recent years are more down to breaches of privacy and unethical approaches to sharing information, than to the AI itself. The recent GDPR changes have gone a long way to shore up the rights of the average consumer. There’s no reason why AI can’t continue to play a defining role in the way we understand our customers and market to them.