Machine learning, AI, automation, and other technological advances are likely to change how marketing works in the future. What that future looks like is yet unclear — literally. We could go many ways, with some speculating that our jobs will disappear while others believe there will be a way to work alongside these systems. But it's hard to predict what technology will look like in the future.
Here are a few topics to consider as we enter the new era of marketing with disruptive technologies:
Highly customized messaging
Personalization in marketing wasn't a new thing a few years ago. Big brands marketed the same products in different geographies almost identically. However, with the growing popularity of the internet and the usage of social media, the situation has shifted. People nowadays desire to interact with brands that understand their preferences. These encounters are more effective because they turn customers become brand supporters. 'Micro-targeting' takes this concept to the next level. Micro-targeting helps marketers target narrow audiences based on various topics and interests using technology like analytics and machine learning. Micro-target tracking immensely improves ROI.
Since the rise of digital and social media marketing, analytics has been used extensively to inform customer behavior or any data. Despite their limitations, these technologies assist marketers in measuring the effectiveness of their marketing activities. Despite these limitations, digital analytics helps make marketing decisions and is the backbone of our digital economy. With the advent of more advanced services like sentiment analysis, you can now have a more accurate customer behavior analysis. With this technology, you can retarget your objectives with better efficiency and profitability.
Humans got creativity - machines got analytics
Creativity and Influence have become critical marketing metrics for companies post the digital marketing era. In the earlier days of digital marketing, we used to count views or number of downloads or total leads generated by a campaign. Still, the new authority metric is quality and influence score. Tools such as website traffic data and social media engagement interpreted through analytical graphs can quickly induce these analytics. Such insights are used now to improve the performance of marketing campaigns in several ways.
When it comes to the concept of technology disruptors in marketing, the uneasy subject of human redundancy always comes up. Marketing has traditionally been governed by a few individuals who made all decisions based on their experience, approach, and originality. However, marketing managers will be left with two duties resulting from AI and analytics: strategy and creativity. With machines/algorithms doing all of the non-thinking work, marketers will be judged on how well they execute their strategy and how creative they are with the data offered by technology-based solutions.
Implementation testing ground for sales
Looking at the history of advertising, several disruptive changes have changed the traditional advertising landscape. The radio, TV, and Cable are great examples. In every case, amazingly new forms of advertising have come about due to technological advancements. With all this digital boom, it feels like technology is disrupting almost every business, including advertising.
The bottom line with disruption is that you need to adopt a disruptor's mindset. Being proactive and challenging your conventional approach can help you prepare for disruption by remaining agile enough to go in a new, up-and-coming direction. The key is taking action—and leveraging technology to do so—so many companies embrace agile software development to adapt, react, and change as business needs dictate efficiently.