What’s Next in 2018: Machine Learning Will Continue to Influence Brand Marketing
By Amanda Livingston
Continuing our series on marketing communications trends, machine learning – a type of artificial intelligence where computers are used to figure out human capacity for reasoning and knowledge to complete tasks – will continue to develop and meet challenges in marketing.
Look for machine learning to be embedded into many types of mobile apps, from health to fitness trackers, financial ones and more. But machine learning may have the most impact of all on eCommerce app.
In gaming, machine learning might help to create a worthy opponent for a human player based on their play history, to increase the level of competition and fun.
In consumer marketing, machine learning can be implemented as both a forecasting tool and also to record consumer product or service selection. By tracking purchase history, a machine learning app can suggest additional, related items based on past preferences. Also important is forecasting buying trends, so that an eCommerce site and app can know what consumers will want to buy possibly even before consumers do, and then stock up on it and promote it.
In the world of news journalism, mach learning will help to curate content and draw conclusions by creating metadata to be used in making future decisions.
Brand positioning will continue to benefit from machine learning— cookies as well as digital assistants like Siri and Alexa help tailor newsfeeds and shopping advertisements to a specific consumer/user’s interests. Advertising content and tone can be determined by the user’s internet usage/projected mood, and brands will be allowed to utilize these curated digital experiences that consumers are more likely to engage with.
We’ll continue to cover machine learning in the coming months. Stay tuned for more of What’s Next in 2018.