Chief marketing officers will likely develop future strategies based on the transformational influence of artificial intelligence such as emotion AI, influence engineering and generative AI.
According to a recent report from technological research and consulting firm Gartner, the accelerated fragmentation of digital media poses challenges to marketers in advertising, and AI can be deployed to help target audiences, measure impact and assist with identity resolution, as well as consent and preference management.
Mike Froggatt, senior director analyst in Gartner’s marketing practice, said based on the company’s analysis, up to half of marketers are already using AI in some way.
Marketers can optimize their campaigns by directing users down a customer journey with an orchestration platform or by using natural language processing for things like chatbots, he said.
“Marketers are working on things like identity resolution and consent and preference management,” he said. “There are AI-driven tools out there that are helping marketers produce and use alternatives.”
Froggatt said all marketers who build a roadmap to deploying AI tools are going to have their unique challenges. For example, a legacy consumer packaged goods (CPG) brand is going to have a ton of historical data that it can model from, while a newer direct-to-consumer or business-to-business (B2B) brand will have a smaller data set.
“In that case, a generative AI can artificially create segments or content to speak to more niche types of targets within their marketing practice,” Froggatt said.
Continue reading:https://www.cmswire.com/digital-marketing/ai-is-the-coming-revolution-for-digital-marketing/
According to a recent report from technological research and consulting firm Gartner, the accelerated fragmentation of digital media poses challenges to marketers in advertising, and AI can be deployed to help target audiences, measure impact and assist with identity resolution, as well as consent and preference management.
Mike Froggatt, senior director analyst in Gartner’s marketing practice, said based on the company’s analysis, up to half of marketers are already using AI in some way.
Marketers can optimize their campaigns by directing users down a customer journey with an orchestration platform or by using natural language processing for things like chatbots, he said.
“Marketers are working on things like identity resolution and consent and preference management,” he said. “There are AI-driven tools out there that are helping marketers produce and use alternatives.”
Froggatt said all marketers who build a roadmap to deploying AI tools are going to have their unique challenges. For example, a legacy consumer packaged goods (CPG) brand is going to have a ton of historical data that it can model from, while a newer direct-to-consumer or business-to-business (B2B) brand will have a smaller data set.
“In that case, a generative AI can artificially create segments or content to speak to more niche types of targets within their marketing practice,” Froggatt said.
Continue reading:https://www.cmswire.com/digital-marketing/ai-is-the-coming-revolution-for-digital-marketing/
