Artificial intelligence is definitely a top topic in 2017. Articles speculating whether AI will threaten human jobs is all over media. Even individuals like Professor Stephen Hawking have commented on a topic, quite a few times. But should marketers be worried? And what do we really thinkg about it?
No secret there, that AI if used right, it will enhance the more personal experience for the customers, which in most cases, is exactly what markerts want. So we took the issue directly to the industry and asked marketers across Europe how they felt about the role of AI in the industry. Interestingly, more than three quarters (78%) told us that they are not threatened by data and technology replacing their jobs.
Technology adoption should be seen as a skill, not a threat. It is increasingly important to success according to eight in 10 marketers. As technology continues to become ubiquitous in the lives of consumers, the volume of information that is created and available to marketers provides opportunities to deliver more targeted and tailored campaigns which deliver real, tangible return on investment (ROI). But only if it is actioned efficiently and effectively to meet the demands of the consumers.
But what is evident is that most marketers are not utilising their data to its full capability. The major challenge is created by the sheer volume of data which hinders marketers from creating any actionable insights. Marketers deal with three main sources of data: first, second and third party. If marketers want to identify how, where and when to reach and influence customers to the greatest effect, and get the best ROI, it is essential that they analyse this wealth of data.
Marketers deal with three main sources of data: first, second and third party. If marketers want to identify how, where and when to reach and influence customers to the greatest effect, and get the best ROI, it is essential that they analyse this wealth of data.
Ade Camilleri is a leading Internet marketer and Data Marketing Analyst for some of the worlds leading Comapnies with a focus on Tourism, Public Companies, Government Organmisatioons and iGaming. He forms part of the Media Plan group of Copmpanies who provide Digital Marketing Services for iGaming, Tourtism and Fortune 500 Companies.