Marketers have always tried to collect as much data as possible to build compelling campaigns. Even with that emphasis in the industry, the traditional advertising campaign usually involves plenty of guesswork.
As artificial intelligence grows as a viable option, the future of marketing will change in one critical way. Each campaign will become a data-driven opportunity where AI can create personalized value propositions that remain relevant to a brand’s mission and vision.
AI Creates a Wider Focus for the Marketing Industry
Most industries see AI as a way to automate processes to become more efficient. Marketers don’t see artificial intelligence as a replacement for their creative teams. It will be a tool that lets them see a bigger, broader picture that eliminates the “educated guesses” of the past.
According to Deltec Bank Bahamas, “Instead of spending countless hours sifting through data points to develop a strategy, AI will give decision-makers more time to apply what they learn from the information.” That means the teams with the most creativity will rise to the top instead of the ones that can manually crunch numbers better.
AI is not going to be in control of the campaign. Marketers will continue to oversee the mechanisms that capture and analyze the appropriate data for each effort. That means each attempt will have a guaranteed level of relevance.
How to Create Personalized Marketing with AI
Artificial intelligence will improve the size and scope of consumer interactions with creative teams in the future. This outcome will provide more contact points based on demographics and interests at each stage of the development process.
Instead of creating one campaign that can reach a generalized audience, AI allows marketers to develop original content that can approach each targeted segment with greater effectiveness. This process will create niche segmentation at higher levels so that it becomes easier for an organization to reach every potential customer.
AI can also track the content types that customers feel is interesting, allowing websites to curate interactive opportunities for individual users. That means marketers can produce more conversions by creating enjoyable, informative experiences around each product or service.
AI Will Incorporate More Data into Each Campaign
Companies have progressively improved their ability to collect data over the past few years, but using that information has not always been easy. The introduction of artificial intelligence will help to close this gap by identifying consumer patterns that are useful to marketers. Each campaign will then seek to provide answers based on the analytic results that AI provides.
The growing of artificial intelligence in the marketing industry means that the information each customer or prospect provides can become useful. Marketers will integrate the data into each campaign so that there is less ambiguity in the message.
Optimization will never go away. Some forms of advertising will always be useful, including TV and radio, because marketers are putting information for consumption where potential customers are at that moment. What we will see in the future of marketing is better personalization, less guesswork, and more creativity to capture a more significant share of the marketplace for those who adopt this technology.
Disclaimer: The author of this text, Robin Trehan, has an Undergraduate degree in economics, Masters in international business and finance and MBA in electronic business. Trehan is Senior VP at Deltec International www.deltecbank.com. The views, thoughts, and opinions expressed in this text are solely the views of the author, and not necessarily reflecting the views of Deltec International Group, its subsidiaries and/or employees.
About Deltec Bank
Headquartered in The Bahamas, Deltec is an independent financial services group that delivers bespoke solutions to meet clients’ unique needs. The Deltec group of companies includes Deltec Bank & Trust Limited, Deltec Fund Services Limited, and Deltec Investment Advisers Limited, Deltec Securities Ltd. and Long Cay Captive Management.