Our society is undergoing a major transformation. New tools and ways of working are emerging and it’s important to understand how we can use these changes in our work. AI is one of the trendiest subject and it is developed in every industry: healthcare, travel, bank … To handle this evolution, marketers have to be prepared to incorporate this technology in their daily work.
We already know how powerful AI is but do we know the real impact on digital marketing?
To answer this question, it will be interesting to focus on three main areas: Advertising, search and customer behaviors.
First, marketers want to create a better way to implement advertisement. It isn’t only about the target of the ads or when to show them, is about create more personalized ads in order to improve the quality of their message. AI will use the Natural Language Processing to match ads with user’s interest thanks to their research (keyword) and based on the context. This will completely change the traditional approach of audience segmentation and will keep the users more satisfied.
Indeed, the implementation of AI will also improve marketers marketing campaign. Users are always seeking for relevant and helpfull information. With AI and especially RankBrain (Google), now it is possible to recognize a wide range of queries who were previously unrecognizable. Marketers can take advantage of this technology to be able to produce better content, based on voice search for example.
The most interesting changes bringing by the AI will be the new way to analyze customer behavior. For example, Facebook is already using deep learning technology to analyze and detect the human face, understand their feelings or to understand the nuances of language. Thanks to this tool, marketers will be able to clearly understand what their customers feels, what they think so marketers will be able to do better segmentation or targeting for ads.This also mean that they will meet user's need in a very pertinent way
To conclude, putting these new digital needs into the right perspective are very pertinent ways to meet both customer and marketer’s expectations. It’s important to stay informed about innovations and technologies in order to be competitive.
Thalia Lafond & Sarah Lundqvist
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