Machine learning is changing landscape formarketers

The transformative impact of voice, artificial intelligence (AI), and machine learning (ML) is being felt across the entire business landscape with 55 per cent of marketers surveyed agreeing that ML will allow them to make better decisions in 2018, according to iProspect’s third annual 2018 Future Focus whitepaper. The whitepaper which examines how machines and technology are impacting marketing and advertising in the year ahead. About 56 per cent of the marketers highlighted “effectively managing large data sets to deliver personalisation and relevant one-to-one experience” as their main priority in 2018.

iProspect interviewed 250 of their global clients, including FTSE 100 and Fortune 500 companies, and used the real-time feedback to outline key insights and priorities necessary for businesses to thrive in our fast moving, high expectation digital economy.

“Advances in machine learning will allow for greater effectiveness and efficiency in marketing communications, freeing both marketers and agencies to focus on adding strategic value,” said Shenda Loughnane, global chief strategy officer, iProspect. “Brands will need to understand how to balance the human versus machine elements of their business in order to leverage the full value of both.”

This year’s whitepaper also discusses new machine rules. These include: Enhanced customer experience — closing the gap between consumer expectation and brand reality. Digital assistants are the new gatekeepers; AI and ML transforming marketing — the powerful impact that can be unlocked by brands who have effectively leveraged joint human and machines strategies; Commerce everywhere — the shrinking distance between inspiration and conversion, and the shift from discovery to transaction; and the rise of Amazon, the everything store — mastering the new marketplace to stand out.