This is how robotisation of marketing and AI journalism concepts are shaping the future of media | Mohamed Abdulzaher - GulfToday

This is how robotisation of marketing and AI journalism concepts are shaping the future of media

Dr Mohamed Abdulzaher

LinkedIn

Media Consultant at UAE Government Communication Office.

Media Consultant at UAE Government Communication Office.

Artificial Intelligence

The photo has been used for illustrative purposes.

As I talked before, the new concept in the marketing world, which is “Robotisation of Marketing” will replace the “digital marketing” concept as a result of Artificial Intelligence (AI) journalism and the Fourth Industrial Revolution.

The future of Robotisation of marketing depends on how we will use the new techniques of Artificial Intelligence journalism. Robotisation of Marketing will make a great change in reaching the public; soon we will find giant marketing companies that rely on AI, Robot, 3D Printing, and Big Data marketing analysis.

Today, AI in marketing supports only certain kinds of decisions. According to Jim Sterne, Artificial Intelligence for Marketing; “They are typically repetitive decisions based on data, and each decision has low monetary value (though in total they add up to large numbers). AI-based decisions today primarily involve digital content and channels or online promotions. Of course, almost all content is becoming digitised, so it makes for a pretty big category. This set of AI-supported activities includes digital advertising buys (called programmatic buying), website operation and optimisation, search engine optimisation, A/B testing, outbound e-mail marketing, lead filtering and scoring, and many other marketing tasks”.

And it seems highly likely that this list will continue to grow. Television advertising—the mainstay of large companies’ marketing activities for many years—is moving toward a programmatic buying model.

Creative brand development activities are still largely done by humans, but the decisions about which images and copy will be adopted are now sometimes made through AI-based testing. High-level decisions about marketing mix and resource allocation are still ultimately made by marketing executives, but they are usually done with software and are often performed more frequently than annually, said Jim Sterne. These AI marketing activities have yet to displace large numbers of human marketers, in part because AI supports individual tasks, rather than entire jobs. But they are likely to have a substantial impact on marketing roles in the future. At a minimum, most marketers will need to understand how these systems work, to identify whether they are doing a good job, and to determine how they can add value to the work of smart machines.

Robotisation of Marketing Growth: Going up with the growth of the Artificial Intelligence journalism, there is a significant growth in Robotisation of Marketing over the next decade. This is what we can see as a great growth in measuring customer opinions, and reaching the target customer, and replacing human element in digital marketing.

It seems AI is making headlines across every industry these days, and marketing is no exception. In fact, AI is the leading technology where marketers expect the most growth over the next two years. Marketers anticipate AI use will grow by 53% — a much higher rate than any other tech types. As the new kid on the block, AI is attracting attention for its emerging and future marketing use cases, according to the Fourth Annual State of Marketing, which had a survey in about 3,500 global marketing leaders.

About half (51%) of marketing leaders are already using AI, with more than a quarter planning to pilot it in the next two years. Unsurprisingly, high performers lead the way with 72% reporting current use. While usage seems high for a tech type that’s still in its infancy, AI has its roots in tactics like product recommendations and predictive lead scoring, which successful marketers have been using for years. 57%of marketers using AI say it’s absolutely or very essential in helping their company create 1-to-1 marketing across every touchpoint, according the Fourth Annual State of Marketing report. Salesforce Einstein has advanced AI capabilities to provide customers with the ability of: Being more predictive, deliver personalised customer experiences and automate repetitive and time-consuming processes.

 Artificial Intelligence Journalism will accelerate the Robotisation of Marketing tools’ for marketing companies in:

- Creating new advertising and buying patterns.

- Finding the best way to reach the customers and propose alternative marketing solutions.

- Creating new marketing platforms for lower cost and more accessible to the public.

- Using Big Data to monitor the markets worldwide.

- Allowing marketing companies to improve media strategies, engagement and increase efficiency to grow revenue faster.


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