How AI and mixed reality are transforming digital advertising
Machine Learning (ML), artificial intelligence (AI), and extended realities (AR, VR, MR) are popular directions in computer science. They have similar work specifics and are closely interconnected. No doubt, there is great benefit from AI and ML in data processing and MR in visualization of it (clear and voluminous image).
However, most people think that computer science technologies will be developed in the future to such an extent, according to sci-fi movies, that it will lead to the Rise of the Machines and humanity will disappear. Stop the panic! Today we’re gonna find out what are the advantages of all the achievements of computer science for marketing and digital advertising.
If you look around this great big world, you’ll see that AI and ML are already a part of your life . Smart house, Siri assistant in iPhones, chatbots, Netflix, etc. Data capturing is where computer science made its home in the marketing business.
With the help of AI, marketers have a possibility to predict behavior of their customers and know their shopping preferences. Marketers can use AI to refine marketing campaigns and create high personalized content.
With the help of VR, AR, and MR marketers have a possibility to visualize their products or services. The benefit of the MR is that you can integrate virtual products in the physical world with such precision that users will not be able to distinguish it from real ones. We will discuss in more detail the contribution of realities (AR, VR, and MR) to advertising below.
It’s really difficult to make predictions about the future (especially in marketing), however, at the expense of AI we can safely say that digital advertising will continue to grow and flourish in 2019 and further. According to Forrester predictions, 2019 will bring a better approach to going after the AI opportunity in digital marketing.
Forrester reveals that nowadays a dozen companies are looking forward to automating their work, especially in measurement of their ad campaigns. Now, AI is more used to measure data quickly, create accurate algorithms, and build customers awareness.
How AI can improve marketing techniques?
Predict customer behavior
Earlier, marketers used to monitor manually what people are talking about in social media, what they care about more, etc. AI made this process automated and simplified. Marketers just use common patterns that can help to forecast customer behavior.
By using predictive analytics you can please your consumers and even predict future trends. AI is not a magic, it is a well-built system that helps your brand not to be boring. AI has a big potential to improve marketing effectiveness.
This is the most painful thing for marketers. Whatever tricks marketers find to fight fraud, there is always someone who bypasses the detection system.
Fortunately, AI has enormous potential to reduce financial fraud. While automated fraud detection tools get smarter, machine learning becomes more powerful.
Harmon Lyons, a digital media executive and specialist in ad science, suggested that rapid advances in deep learning will enable a more reliable generation of brand safety and fraud solutions that will secure digital advertising investments.
Build a customer-centric personalization
Artificial intelligence and machine learning allow marketers to stay in trends with rapidly changing customers’ needs, preferences, and complaints. Having the right and actualized information marketers can reach the right consumer with the right message.
With the help of innovative technologies, marketers can provide personalized advertising. According to Gartner, more than 85% of customer interactions will be managed without a human by the end of 2020. 25% of customer services operations will be conducted by the help of virtual customer assistants (VCA) or chatbots. With the help of automatization, consumers would solve their issues individually and faster than usually.
Generate leads and acquire customers
It was already described above that with the help of ML and AI technologies advertisers can test sales leads, improve service for them, and stay in demand. According to Sparklane Group, over 61% of marketers and advertisers prefer to invest in AI to improve lead generation methods.
Remember, no brain, no gain! This world is too fast to postpone everything for later. Two-thirds of marketers are already trying to involve AI in their advertising campaigns as it affects positively on quality and marketing results.
Instead of wasting your time by following up with leads that aren’t interested in your product or service, AI generates a list with high-quality leads that are more likely to become consumers.
Work towards marketing optimization
Artificial intelligence uses new machine-learning tools to create marketing campaigns that listen and adapt automatically to the audience to improve performance. Those tools can personalize the messaging by using the dynamic content and adapt mail send times.
Automatization and intelligence convergence provide the combination process of AI with Robotic Process Automation (RPA). According to Forrester, by the end of 2019 the RPA market will reach $1,7 billion, and in 2021 the market can potentially reach around $9 billion.
Despite the fact that AI and ML can make advertising quicker and more effective, it doesn’t mean that you can spend big money on new technologies and leave them to run without human intervention.
It is more important to find a compromise between the machine and by-hand work. Note that nobody gives you an end-product, you just get a tool to work on performance.
How machine learning can improve digital advertising?
Machine learning is successfully used in collecting mass amounts of data, keyword searches, time spent on a page, product addition to the cart frequency. This data allows marketers to know their aimed audience and find common to build loyalty to the brand.
There are three things that make content effective for the audience, according to Linkedin:
- Audience relevance — 58%
- Exciting storytelling — 57%
- Ability to trigger an answer or action — 54%
ML tools were created to help digital marketers uncover and understand this data better. By tracking the consumer trends and producing working insights, ML helps to spend your time on the optimization of your tasks and reach more leads with your content.
In spite of the expectations, ML isn’t here to take the job of digital marketers. ML is aimed to improve marketing strategies and simplify digital marketer job.
ML tools can level-up your pay-per-click (PPC) campaigns and demonstrate:
- Metrics that are necessary for your business promotion
- Better strategic decisions based on the top performance drivers
- Top lead generation
- Actual algorithms (relevant insights for searchable content) for SEO and ASO.
According to IBM, programmatic advertising is one of the greatest achievements created by the help of ML. Ad campaign is more efficient in terms of reaching the right audience at the right time. IBM reported that advertising increased its effectiveness in programmatic by 25%.
What do the extended realities mean for marketers?
Augmented and virtual realities
Big data continues to form the corporate universe, especially in the case when AI and both realities (AR/VR) enter the game. Actually, augmented and virtual realities are hot topics in discussions and actuation in advertising and marketing worlds.
Many marketing specialists bet on a large influx of VR users that are planning to use computer-generated simulation. It explains a great interest among marketers to create an interaction with customers and capture their attention to the fullest (potentially large customer base).
The global AR market was valued at around $4 billion and is expected to grow and reach approximately $134 billion in 2021. It is expected that the common annual growth of the AR/VR industry will range from 40% to 80%.
AR is going to be bigger than VR, and the difference varies significantly, AR is more easily applicable. In 2017 IKEA launched AR app that allowed users to visualize the furniture in their houses or apartments.
The slogan of this experiment was “Try before you buy.” We still don’t have information about the effect of this application on the IKEA business, but the app itself has stayed on the top of Apple’s ARKit downloads for a long time.
Despite the predictions, that VR/AR will capture the marketing world, these technologies are still on the periphery of development. They are mostly used in the Gaming industry, and less in advertising (narrow focus of the audience).
However, the prospect of using augmented and virtual reality is really potential. Take a look at the last film of Steven Spielberg. “Ready player one” showed all the beauty and possibilities of virtual reality, so it's too early to write VR off.
Our idea is just to show that businesses can use this opportunity to market the products to the customers in a new way by letting them visualize how a product or service can fit into their daily lives.
For now, advertisers prefer to keep watch the changes in VR/AR sphere with minimal investments until the technology will become the mainstream.
Сombination of two realities known in the industry as mixed reality (MR) become more sophisticated. MR has a potential to create a brand new platform and media that will challenge today’s advanced media.
MR can replace all the screens and give a possibility to integrate and change the content with the help of our gestures. Just like in other Steven Spielberg movie “Minority Report” a character played by Tom Cruise could project and work with data in the extent (without using a computer screen) by using special gloves.
This is really possible in the nearest future, only imagine Google Maps located on the top of the real street you’re walking down and using it for real-time navigation. MR will have the ability to offer to add real elements to our real physical world in demand.
If consumers prefer to exist in the MR world, then brands must follow it. For instance, Mcdonalds converted its restaurants in Japan in Pokemon gyms so that visitors stay there longer (playing their favorite game).
It’s evident that have to transform from storytellers to story-doin to produce exciting experience for their customers. This revolutionary approach will bring many changes. For now, mixed reality is in the process of development, but advanced companies are already trying to engage it in their projects.
Moving forward in digital advertising
To begin a career in digital marketing and with digital advertising, a person should be passionate, driven, and ready to adapt or change professional landscapes. Due to endless marketing development, the work of digital marketer has transformed from a business storyteller to a technological manager.
To streamline the process and increase productivity, digital marketers will continue using different technological tools that were made by computer science to utilize data most effectively. Actually, the process is already running.
As you know, one of the most important goals in marketing is to increase engagement and brand awareness with leads. It is very important to understand the customer, sort out what he wants, and give him what he deserves (qualified service or products).
New technologies help marketers to find the answers to these questions. ML assists marketers to extract analytics from the enormous amount of data and enables advertisers to view the performance of the specific marketing campaign. Extended realities help with visualisation.
Innovations are really powerful, they use empirical data to allow marketers to quickly react on changes in marketing conditions and customers needs.
This is not the end of transformation in marketing. The wind of changes only gathers momentum. New technologies’ development makes things easier for brands and solves the issues of the customers.
While we work with pretty much all app categories