Mad Men and Map Men: How AI Is Changing the Marketers of Tomorrow
Instead of clustering around a giant television that dispensed suggestive commercials and idealistic lifestyles as done in Don Draper’s day, Americans now spend an average of one entire 24-hour-day per week online. Without a captive television audience, marketing had to change. And personalization, made possible through data collection and analytics, took hold. The advertising style of the "map men" era followed, with highly customized campaigns targeting specific audiences.
But now with AI, these habits are once again evolving.
How AI and Machine Learning are Changing the Marketer
Today’s businesses realize the value of having creatives in their marketing departments. And the same is true for the value of big data, with recent research predicting big data investments to go from $57 billion in 2017 to $76 billion by 2020. This is where AI comes in.
Marketing will be the primary generator and manager of data in business going forward. This explains why CMOs are projected to outspend CIOs for technology over the next few years. The reason is that marketers are generating so much data that one of the biggest challenges of the AI "machine" era will be in figuring out how to digest it into actionable information that can drive business, as well as personalization for customer experiences.
Machine learning can sift through massive amounts of data, but the technology on its own is incomplete. Machines don’t have the ability to read emotions, or judge narrative quality, for example. Without that ability, it hinders marketers’ visibility into the customer journey and prevents them from understanding how customers travel through digital touchpoints to get to a purchase. (E.g., buying a camera: Google search, search reviews, watch YouTube videos, chat with a photo retailer online, buy in-person, etc.).
Combine the typical customer journey with the various channels and marketing platforms where activity exists and you can conclude two big things about marketing’s evolution: Marketers are now more tech-savvy, and they’re reclaiming their inner Don Draper.
What the Future Holds for AI Marketers
While the fictional Draper warned that “our worst fears lie in anticipation,” the rise of AI-powered marketing will provide more confidence and clarity — not to mention creativity. And these capabilities will manifest in a more efficient use of resources and in being able to identify and engage with new customer segments.
Chaitanya Chandrasekar is the CEO and Co-Founder of QuanticMind. Prior to this role, he built and managed the traffic acquisition platform and was part of the Data Science team at NexTag. His experience in the industry and knowledge of platforms led to his co-founding of QuanticMind. He strongly believes in the power of data technology, which can help decipher Big Data to unlock new ideas and opportunities. Chaitanya earned his Master of Science in Mechanical Engineering from Stanford University.