If you like tech, this is such a cool time to be alive.
Data driven metrics are being integrated into software platforms every day. Companies like Google, Amazon, Facebook and Instagram are accumulating massive amounts of digital data. Every sale, every search and every share is helping computers “learn” about what customers want, why they purchase, and if they don’t purchase how to bring them back to you so they do. The obvious goal – conversion.
In an excerpt from Medium Company, “According to McKinsey & Co, there will be 30 billion connected devices by 2020, and while not every connected device is an advertising opportunity, every device is a potential source of data that can deepen a brand’s understanding of a consumer’s context, behavior and intent.”
Predictive AI is undoubtedly the key to future marketing success. The ability to share your message, your content to the right customer at the right time will make your marketing campaigns laser focused and infinitely more compelling. The sheer power of machine learning and application extention for you the marketer will give you insights that had never previously been available. Gone are the days of scatter blasting just one message. With the right tools, you’ll be able to use the metrics to help you drill down to individualized customer interactions, and opportunities for conversion on a minute by minute basis.
But don’t worry, AI isn’t going to replace creative anytime soon. While machine learning is great for collecting the tangible facts surrounding the customer experience, it isn’t ready to “feel” the intangibles like sentiment, empathy, or the human connection that people relate to. What AI will do is give you a better understanding of what content is affecting the conversion process and help us, “the humans” to generate creative to match expectations.