Augmenting Data Activation with AI and Machine Learning
Vincent Maher
CEO at True I/O | Blockchain Innovation Leader | Keynote Speaker | Bridging Real World Asset Tokenisation & Digital Payments with Enhanced Usability
AI and ML are buzzwords; let’s take a moment to acknowledge that literally, everyone is speaking about this passionately from perspectives so varied it is difficult to know what to think. On the one hand, some recognise how big this is and either a) think it's the best thing for humanity or b) think it will lead to the destruction of our species.? And then, on the other hand, some think it's so overhyped that it's not worth seriously considering right now.
My perspective, and what I’m going with in this article, is that before we wipe out humanity, we will see some great wins in digital marketing. So let’s get into it.
The digital marketing transformation from primary data collection to insightful analytics and further into data activation sets us up to revolutionise how we engage with audiences. We are on the cusp of a new frontier where AI, ML, and data science blend seamlessly with digital marketing. This fusion augments data activation and propels it into a realm of automated, real-time, and personalised consumer engagement.
Marketing technology has always been a dynamic and innovative field. However, with the recent integration of Generative AI, the industry is transforming at an unprecedented rate. This transformation will impact marketing strategy more than the advent of the Internet did.
The Convergence of AI, ML, and Digital Marketing
AI and ML act as catalysts that transform data activation into a dynamic, real-time process. They improve the operationalisation of data, enabling a more nuanced understanding and engagement with audiences. The complex algorithms and learning mechanisms in AI and ML provide the tools for navigating vast amounts of data, extracting actionable insights, and deploying them in real time, potentially autonomously.
This represents a paradigm shift, and it's not about replacing the human element with the automation of something we do today. Integrating AI and ML into digital marketing isn't a plug-and-play operation but a strategic endeavour. It requires a well-thought-out approach, considering the current marketing infrastructure, data availability, and the skill set of the marketing team. The integration impacts not just the technical aspects but the cultural fabric of the marketing organisation.
Here are some of the short-term benefits:?
Real-Time Personalization and Engagement
The prowess of AI in dissecting and understanding consumer behaviour facilitates real-time personalisation. It's no longer about broad segments but individualised engagement. ML algorithms analyse data to predict consumer responses, allowing for personalised messaging that resonates with the individual, enhancing engagement rates and overall marketing ROI.
The beauty of real-time personalisation lies in its ability to cater to the individual at the right moment, with the right message, on the right platform. This trifecta is what makes real-time personalisation a game-changer in digital marketing. It’s not about bombarding the consumer with messages but engaging them in a meaningful and timely manner.
However, real-time personalisation is not without its challenges. It requires a robust data infrastructure, a clear understanding of data privacy regulations, and a strategy that balances personalisation with privacy. The aim is to provide value to the consumer, making their interaction with the brand enjoyable and beneficial, not intrusive.
The evolution from broad segmentation to individualised personalisation signifies the maturation of digital marketing strategies. It's about moving from a one-size-fits-all approach to tailored engagements that resonate with the individual, creating a more meaningful and rewarding interaction between the brand and the consumer.
Here is a table of platforms available today that use AI or ML for real-time personalisation of websites and app content.
Predictive Analytics and Forecasting
Predictive analytics powered by AI provides a window into future consumer behaviours. By analysing past interactions and data, AI can forecast trends, enabling proactive marketing strategies that are in sync with consumer expectations and market dynamics.
The power of predictive analytics lies in its ability to foresee market trends, consumer behaviours, and the potential impact of marketing strategies. It’s about being proactive rather than reactive and aligning marketing strategies with foresight rather than insights.
But predictive analytics is not a crystal ball. It’s a tool that, when used wisely, can provide a competitive edge. It requires a sound understanding of data, the right technology, and a willingness to adapt strategies based on predictive insights. The aim is to reduce uncertainty, optimise marketing strategies, and improve decision-making.
Here is what it can be used for:
Generative AI and Marketing Transformation
A year ago nobody in the marketing space had serious conversations about Generative AI (Gen AI), and most definitely not at dinner or over a braai (South African BBQ).? Today, things are completely different, showing how quickly things can change.? Up to now, the biggest recipients of the Gen AI benefits are individuals rather than enterprises because of the day-to-day impact some of the tooling like Chat GPT has had on marketers' abilities, whether its writing SEO variations, CTAs, or just having a brainstorming buddy on their phone.? That’s set to change, though.
The large volume of maturing Gen AI marketing tools will transform the domain and fuel innovation. The integration of Gen AI within marketing fundamentally alters how marketers interact with data, generate content, orchestrate campaigns, and develop creative media assets. I’m going to talk about three pivotal areas of marketing transformation facilitated by Gen AI: SEO and Content, Marketing Orchestration, and Media Creative Development.
SEO and Content
The marriage of Generative AI (Gen AI) and Search Engine Optimization (SEO) has given birth to a new digital content creation and optimisation era. Gen AI, with its ability to process vast amounts of data, learn patterns, and generate human-like text, has become a linchpin for modern-day SEO strategies. Its applications range from automating keyword research and generating SEO-friendly content to providing insightful analytics for SEO performance optimisation. Below is a more comprehensive exploration of how Gen AI is revolutionising the SEO landscape:
Top 5 Applications of Gen AI in SEO
Top Platforms for SEO and Content
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Gen AI extends beyond keyword identification, delving into content creation and on-page SEO optimisation. Automating these crucial SEO tasks liberates marketers from the mundane, allowing them to focus on strategic SEO planning and execution. Moreover, the predictive analytics powered by Gen AI provide invaluable insights into future SEO performance, enabling data-driven decision-making and continuous SEO improvement.
Furthermore, Gen AI facilitates the creation of high-quality, SEO-friendly content that resonates with the target audience and adheres to search engine algorithms. The seamless integration of Gen AI into SEO strategies optimises the digital footprint and significantly enhances the user experience by delivering relevant and engaging content.
The platforms in the second table offer a range of features that leverage Gen AI for SEO and content creation. For instance, Jasper AI excels in content creation and SEO optimisation, making it a valuable asset for small to medium-sized businesses. On the other hand, Clearscope focuses on content optimisation and keyword research, catering to both SMBs and large enterprises. Outwrite is ideal for individuals and SMBs looking to improve their content creation and grammar.
Marketing Orchestration
Marketing orchestration is about harmonising every interaction across the customer journey to create seamless, personalised experiences. Personally, this is the area I get most excited about when considering all the potential.
The infusion of Generative AI (Gen AI) into marketing orchestration has significantly augmented marketers' capabilities, enabling them to design and execute sophisticated, multi-channel campaigns easily. Below are the key ways Gen AI is reshaping marketing orchestration, followed by a summary of the top platforms available today in this area:
Top 5 Applications of Gen AI in Marketing Orchestration
Top Platforms for Marketing Orchestration
Gen AI will become the backbone of modern marketing orchestration platforms, offering real-time analysis, personalisation, and cross-channel coordination. These capabilities are pivotal for designing and executing marketing campaigns that are engaging and resonate with the target audience on a personal level.
For instance, Salesforce's campaign management and real-time personalisation features optimise marketing campaigns for maximum engagement and conversion. Similarly, Adobe Experience Platform provides a holistic view of the customer journey, enabling marketers to design orchestrated campaigns that deliver personalised experiences across all touchpoints.
Conversely, Marketo excels in lead management and email marketing, making it a suitable platform for SMBs and large enterprises looking to nurture leads and drive conversions through orchestrated marketing campaigns.
Braze is known for its customer engagement and cross-channel personalisation features, which are instrumental for orchestrating marketing campaigns that resonate with audiences across various channels. On the other hand, HubSpot shines in inbound marketing, marketing automation, and analytics, providing a comprehensive suite of tools for businesses to orchestrate and measure the performance of their marketing campaigns. Both platforms extend the scope of marketing orchestration by offering unique features catering to the needs of SMBs and large enterprises.
Media Creative Development
The fusion of Generative AI (Gen AI) with media creative development has led to the emergence of tools that can autonomously generate or assist in creating graphics, videos, and other multimedia content. This synergy has streamlined the creative process and enhanced the capacity to personalise media assets on a large scale. Below are the principal ways Gen AI is invigorating media creative development, followed by a summary of top platforms available today in this area:
Top 5 Applications of Gen AI in Media Creative Development
Top Platforms for Media Creative Development
Generative AI unlocks new dimensions in media creative development by introducing a level of automation and personalisation that was previously unattainable. The capability of Gen AI to automate design creation significantly accelerates the creative process, allowing for rapid prototyping and iterative design.
For instance, Lumen5's automated video creation feature leverages Gen AI to transform text into video, drastically reducing the time and effort required to produce engaging video content. Similarly, Canva utilises Gen AI to provide smart design suggestions, making it easier for individuals and SMBs to create professional-quality graphics and videos.
On the other hand, Promethean AI stands out in 3D environment creation, offering a powerful tool for large enterprises and game developers to generate complex 3D scenes and assets.
The creative optimisation and real-time asset adaptation facilitated by Gen AI empower marketers and creatives to fine-tune media assets for optimal engagement and performance. Through predictive analysis, they can also foresee the potential impact of media assets on campaign performance, making data-driven decisions to maximise ROI.
Pulling these three areas together means tons of new opportunities and potential to improve marketing budgets across the board.? If you liked this article, give the other three in this series a read:
Read part 1 here: Why Digital Marketing Needs Transformation
Read part 2 here: Navigating the Spaghetti of Marketing Technology
Read part 3 here: Transitioning to Data Activation in Digital Marketing
Digital Product Enthusiast, Specialist in Product Strategy, Growth, Digital Transformation, Onboarding - Digital Fraud, Marketing, Leading Cross-functional teams & Go to Market Lead - International Markets.
1 年Absolutely spot on! I absolutely agree with your take on this article...while others may still think generative AI is a halusination.. It has certainly proved to be a disruptor of consumer behaviour with better insights, personalised consumer behaviour and better and data decision making??