THE IMPORTANCE OF MACHINE LEARNING IN YOUR DIGITAL MARKETING STRATEGY

Group Chief Information Officer, Reliance Entertainment Group

- Dr. Sayed Peerzade

Although the future effects of machine learning for digital marketers are not yet fully foreseeable, they are already having an impact on the digital marketing landscape. Machine Learning Tools are able to analyse extremely large amounts of data and provide understandable analysis or results that marketing teams can use to their advantage. Companies that already use ML tools have more time to focus on other areas and use the knowledge gained to their advantage.

The way ML is used in digital marketing practices helps to broaden the understanding of their target consumers and to foster and enhance the interaction with them.

In 2017, IDC Future Scapes estimated that 75 percent of the development teams used some types of AI features in at least one service or application. In addition, according to Gartner, by 2020, 85 percent of customer interactions will be conducted without human intervention.

Regardless the expectations of the experts, ML tools are not meant to take over the role of digital marketers, but are primarily used to improve digital marketing strategies and significantly facilitate the work of digital marketers. By using ML, you can optimize your digital strategy and prepare for an AI and ML-dependent future.

Machine learning in digital marketing

ML is already being implemented in digital marketing departments around the world. Implications include using data, content, and online channels to increase productivity and better understand the target audience.

But how exactly are ML tools used today in digital marketing strategies?

The experts at Smart Insights have put together a few examples of how machine learning can feed into your digital strategy:

Content marketing