With the booming growth of AI, plenty of people have been concerned about its potential impact on digital marketing.
It’s long been known that AI will change markets and marketing managers need to quickly adapt to this evolution.Through this article, Rob Begg explains to us how AI could help us to improve our business, especially in digital social media.
Every day, people share more than 3.25 billion pictures through several social networks such as Facebook, Instagram, Snapchat or Tweeter, which represent a substantial increase since 2012 (less than 500 million) and a considerable amount of data. Experts emphasize that images are extremely important in marketing content.
Thanks to the surge of new consumer behavior with social networks, marketers get new tools to measure key metrics. Approximately 80 % of social media managers consider ROI as a powerful tool in terms of social, and companies with a strong social program are more competitive and profitable than others. So, what is the role of AI in this market ?
To help you understand it, let us take one example. When people share pictures on social medias, they also share behaviors, wants and need. The problem for marketers is that they can’t detect and quantify such information. They need a caption, a text with the picture that mention the product to be able to do a keyword research and understand it. Without an established baseline, it is impossible to accurately determine relevancy of the pictures and draw insights.
Where does AI come into play ?
Facial and image recognition makes it easier for marketer to find relevant pictures, even without explicit caption. They compare visuals with a library of image instead of being processed one at a time (in the same way as a human).
This will have a considerable impact the marketing work in terms of investment. It allows them to see if a marketing campaign has gone viral, or from a market research perspective, to understand where and at which moment users have used their products, or from customer services perspective, help marketers to detect issues with some product and to alert customer service.
The strength of this alliance between marketers and AI will permit to have a better understanding of the customer needs and to be more efficient in their solution set. This will contribute to the further development and strengthening of the global digital marketing strategy. In order to constantly adapt to these changes, marketers have to be outstanding managers and to be aware of the new technologies that could be apply to their market, and even anticipate them. In this way, marketers will always have a part to play as innovation transform the industries.
Thalia Lafond & Sarah Lundqvist
Thalia Lafond & Sarah Lundqvist
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