Machine learning and artificial intelligence (AI) offer huge advantages for digital marketers. Today, companies accumulate detailed information about user identities in addition to a real time cache of associated attributes and events. This highly granular view allows for a personalization of marketing never imagined.
It’s Already Here
We get push messages, pop-ups and alerts tailored made for us – like Netflix emails suggesting movies for you based on your viewing history. We’ve even come to expect this kind of personalization.
Believe it or not, that email was sent to you at a predetermined time based on your digital habits and likelihood of opening.
So if you can deliver the right message, to the right person, in the right place, at the right time, what more can you ask for? A great message.
Who’s King Now?
According to Gartner, 90% of brands will eventually implement some form of machine learning/AI marketing personalization tool. Currently, platforms are available that put great power in the hands of nearly any sized brand. Still, if you have nothing to show customers when you interact with them, then even the best personalization won’t do you any good.
Think about it. As the touchpoints continue to proliferate and personalize, the more content needed to meet this demand.
“Given the velocity of change, supported by AI itself, personalization will no longer become an advantage, but rather the norm.”
We might imagine that machine learning/AI tools will evolve into a near Tony Stark/Jarvis-like experience, completely tailored to each individual. Given the velocity of change, supported by AI itself, personalization will no longer become an advantage, but rather the norm.
It turns out then, that Content Is Still King.
If not, what else will separate one brand from another? Granted, you might get there faster if your personalization is more advanced, but you better have something interesting to say once you arrive.
No Escaping The Need For Content
Content strategies, therefore, must be as dynamic as the personalization engines that deliver them. By now, the channels are familiar: blogs, videos, infographics, social media, in-app messages, email, chat, push notifications, case studies/white papers, podcasts, GIFs, memes and ads. Have we missed any?
The brands that can meaningfully deliver on the most appropriate channels with the most engaging, quality content will deliver the best personalization experience.
Will AI Create All The Content?
The next logical question: will AI take over content creation too? Some programs already exist that allow for the composition of text by machines. Brands like the Associated Press have been using machine generated content for years. Who hasn’t interacted with an online chatbot at least once? They may need a tiny push (i.e. data input), but computer generated visual art and music will inevitably reach the mainstream.
“Given the computational power magnitude, machines will probably figure out how to deliver at least mediocre content on any kind of media in the near future.”
If we take this to the nth degree, we’ll have hyper-personalized, AI-driven marketing coupled with machine produced content. In the end, all you’ll really need to do is keep the power on. Some might roll their eyes at this notion, but sites such as change.org have 1.5 million live experiments running on their site now.
Given the computational power magnitude, machines will probably figure out how to deliver at least mediocre content on any kind of media in the near future.
Back To Now
In the end, we can only hope that the true creative genius of the human mind and spirit will survive the digital tsunami upon us.
What should you do in the meantime?
- Look into personalized marketing strategies and tools.
- Get back to work creating great content. And lots of it.
- Remember, the future is sneaking up behind you… fast.
Want to future proof your online content? Call 443.475.0787 or contact us today!