In the past, the marketing role was focused only on creating communications and campaigns that promoted products and services on traditional media, such as television, radio, newspapers etc. Brands mostly controlled the discourse, and perception of consumers’ response was slow.
The internet changed this reality and the way we do business. The traditional model of marketing actions had to undergo major adjustments.
Nowadays, using technology is deeply rooted in society’s routine. The internet deeply influences the habits of consumers who search for more speed, ease of use and, above all, customisation. Every consumer interaction produces an enormous amount of data that generates insights about the user’s language, device, time of day and history of interaction with apps, in particular. This data must be mapped and used to create information-rich profiles.
As the buyer’s expectations for more personalised, relevant and assisted experiences increase, machine learning becomes a valuable tool to meet these demands. Since there is virtually no channel or tool without machine intelligence, it is already part of the marketer’s routine. These tools enable us to understand consumer behaviour, create smarter segmentations and offer more relevant creatives, which are delivered more efficiently to an audience that is likely to take the desired action.
The fields of Marketing and New Businesses have leveraged digital intelligence and benefited from this scenario. Artificial intelligence, once a topic for sci-fi novels, is now an everyday reality, allowing machines to learn from data and simulate human behaviour.