The ADC Of Marketing: Game-Changers

We, being an extremely fortunate generation, have seen such a dramatic shift in technology that no generation before us has seen. This pace of technology change is constantly warning marketers to change the rules of game. Automation and Artificial Intelligence (AI), Data and Content in marketing are the change agents which are shaping the future and are the ADC of marketing.
Ray Kurzweil, American author and computer scientist has said that, “Artificial intelligence will reach human levels by around 2029. Follow that out further to, say, 2045; we will have multiplied the intelligence, the human biological machine intelligence of our civilization a billion-fold.” Marketers around the world are currently looking for AI solutions as ongoing advancements in machine learning, AI and robotics are pushing the boundary of possibilities for marketers and businesses in general.

There are enormous applications of powerful AI usage as the technology seeping profusely into our lives, like Apple’s personal assistant “Siri”, which is a voice-activated friendly pseudo-intelligent digital personal assistant that uses machine learning technology to smartly understand our natural language instructions and follow them accordingly, be it planning our calendar, finding directions, setting appointments or searching any information. On a similar platform, “Google assistant”, as unveiled by Sunder Pichai recently in a grand event, showcased how it can handle human interactions effectively by even understanding and responding to nuances of conversation.

The third example in the series is the phenomenal rise of “Alexa” as a smart home’s hub which took world by storms when it was first introduced by Amazon. With the ability to perform all the tasks of information search, shopping, appointments etc. it is a boon for those with limited mobility and power our homes for additional security and control and monitoring the other home appliances.
Working on the sheer AI technological coolness, probably the best car ever made, “Tesla Autopilot” has amazing predictive capabilities and self-driving features. It has revolutionary advanced driver assistance system that has lane-centering, self-parking, adaptive cruise control, ability to automatically change lanes without requiring driver steering including future intent of company to incorporate full self driving subject to overcoming technical, legal and regulatory hurdles.

The next potential disruptor is “Cogito”, which provides real time conversational guidance by detecting human signals, streaming emotional intelligence to provide live behavioral guidance to improve quality of every interaction. Cogito provides in-call voice analysis for customer service, sales to build lasting relationships and enhance productivity by delivering real time guidance to agents to drive better phone interactions with the help of AI. Cogito’s algorithm helps to identify hidden insights and take action on them by analyzing behavioral pattern.

Next in the series is, “Pandora” a free, personalized radio that gives music experience that continuously evolves with your tastes is again possibly one of the most revolutionary techs existing today. Rightly called as musical DNA, Pandora has incredible track record of recommending songs to music lovers as per their taste which is result of manual analysis of each song by7 a team of music professionals on the basis of 400 musical characteristics. On the same lines, based on customer reactions to films, and analyzing billions of records, Netflix provides incredible predictive technology to suggest films customer may like to watch.

The other game changing opportunity for marketers is data analytics, the three types of big data key for marketers being the customer data, operational data and the financial data. It is the vast continuously increasing volume, variety and complexity of information. Big customer data includes transactional, attitudinal and behavioral metrics from marketing surveys, point of sale data, social media and online communities. Data analytics is not just about the availability of vast data but the decision making for effective and efficient targeting. It unravels hidden patterns and identifies correlations to assist business decision making. Real world examples include giants like Coca Cola which strengthened its data strategy by building digital led loyalty program in 2015. It uses big data analytics to drive customer retention, creating more relevant content for different audiences.
Another big brand is Netflix, with over 100 million subscribers; it collects huge data and implements data analytics for targeted advertising. UOB, a bank from Singapore uses data analytics for risk management. Amazon Fresh and whole foods is a perfect example of using data analytics for innovation and product development, Amazon is able to understand how customers buy groceries and how suppliers interact with grocers. Similarly, Pepsico relies on data analytics for efficient supply-chain management.

Content marketing is all about extending data analytics for creating and delivering relevant and consistent content to acquire a defined audience and ultimately drive profitable customer action. It certainly fosters growth for a brand by providing right information to right customer at right time.

To sum it all, the ADC, i.e. AI, Data and Content in marketing will continue to be game-changers in reshaping the strategies of a business, redefining the customer experiences and fostering innovations in a country like ours, beaming with possibilities and opportunities!