MUMBAI: Technology is evolving, data is growing, and machine learning is rephrasing the norms of the marketing world as they were known for ages. Automated tools powering the basic structure of online marketing, and to some extent traditional as well, are opening up a whole new world of efficient communication through targeted linguistics, and tactical grammar, between the brands and the consumers.
Indiantelevision.com recently interacted with ADOHM , an artificial intelligence-powered marketing automation platform, CEO Kuldeep Choudhary to understand better how this new-age tool is impacting the marketing industry within India.
According to him, the AI market in the country is expected to grow at a CAGR of 29.79 per cent, which will be the highest in the APAC region in 2018 and 2025. It will also be the key technology trend this year. Latest evolving trends including facial recognition, reinforcement learning, socio-economic models, quantum computing, and neural networks will drive its popularity further.
He attributes this phenomenal growth to the marketers’ constant urge to look out for more sophisticated and state-of-the-art marketing solutions for large and ever-growing consumer base. Brands, especially in the e-commerce and online streaming space, are relying heavily on AI for marketing as it offers them a fair understanding of what their consumers/audience want and need. The personalisation that AI helps advertisers and marketers in designing and promoting their campaigns gives this marketing tool an upper hand in the marketing kit.
Choudhary said, “By helping marketers collect data, identify new customer segments, and create a more unified marketing and analytics system, AI can scale customer personalisation and precision in ways that didn’t exist before. AI can deliver an ad experience that is more personalised for each user shapes the customer journey influences purchasing decisions, and builds brand loyalty.”
However, there is always a chance of privacy interruption, data theft, and a plethora of cyber crimes involved in the use of AI for running marketing campaigns. The user information might be at a constant risk with little human intervention and machines taking their own course. Or at least, many in the industry believe these fears to be a reality.
But Choudhary is of the view that efficient use of AI and machine learning can, in fact, combat such threats. He noted that by choosing partners carefully and being transparent in their approach, marketers can ensure the security of the multitude of data they will be storing in their systems while running AI-led campaigns. He states that a commitment to security will help the brands measure up.
Choudhary signed off mentioning that not just online platforms but traditional media can also utilise AI for better campaigns. He stated, “There are multiple ways as to how AI can be used by traditional media very effectively. For example, in the OOH industry, hoardings can have an AI camera which can easily capture people gazing at the billboard and for how much time. This can show how effective the campaign was and how many people actually saw the billboard. AI can also be used strategically in phygital campaigns which will help the brand in understanding the audience and also help in measuring ROI.”
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