AI in Marketing: An essential assistant in the Data era

AI with marketers is like a beautiful romance. One helps one another, both find common grounds to play on. AI is the perfect marketer's assistant.

As we've seen in the previous articles, data are valuable goods for companies. 
But if you can't find a way to treat it properly, it can't be as efficient as it's supposed to be.

Thankfully, Artificial Intelligence has been in the marketing area since the mid-'90s and has reshaped the way ads are displayed and targeted, marketers make their decisions on, and also the customer's journey and experience.

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Back in 1956, the term "AI" has first appeared and wasn't really appreciated. This period was called the "AI Winter" and refers to when AI was considered as a foolish invention, full of disappointment and criticism.

With the spreading of the internet and computing power, AI finally made its way as an "Intelligent Agent". A software that could assist professionals, a way to delegate work such as repetitive tasks, summarize complex data...

Technological evolutions allowed AI to evolve too with skills such as voice recognition, natural language processing, machine learning/deep learning, or neural networking.

This had one major consequence: the transition from mass to niche marketing.

Mass marketing serves mass-market, based on the "must-have" product, spread over National TV, Newspapers/Magazines.
But the over-supply of mass-market goods has created an od feeling into customer's minds.

And the internet explosion was the key to this change.
Billions of people sharing their interests and likes online allow access to consumer's data, creating the application of personalized marketing on an unprecedented scale.

People can now receive niche brands and products offer that are relevant to their own personal, cultural and situational requirements that stimulate an emotional response or solve a personal need.
And people are willing to pay more to get products that feel like they were created for them.

Furthermore, it has allowed small businesses to identify their niche customers with precision-targeting, and cost-effective strategies through platforms like Google, Facebook or even Amazon.

Always more relevant, authentic and intimate, AI has become essential for businesses in order to drive success and achieve their objectives, and it will continue to do so, being more efficient years after years.


Sources:

McDowell Marinchak, C., Forrest, E. and Hoanca, B. (2018). The Impact of Artificial Intelligence and Virtual Personal Assistants on Marketing. [online] IGI Global. 
Available at: https://www.igi-global.com/chapter/the-impact-of-artificial-intelligence-and-virtual-personal-assistants-on-marketing/184275

Wikipedia. (n.d.). AI winter. [online] Available at: https://en.wikipedia.org/wiki/AI_winter

Kozyrkov, C. (2018). Are you using the term ‘AI’ incorrectly?. [online] Medium. 
Available at: https://medium.com/hackernoon/are-you-using-the-term-ai-incorrectly-911ac23ab4f5

J. Katz, D. (2018). The End of Mass Marketing: Go Small, or Go Home. [online] BBNTimes. 
Available at: https://www.bbntimes.com/technology/the-end-of-mass-marketing-go-small-or-go-home