Buying a classic, American-made motorcycle was for decades a
personal experience of coming to a showroom, speaking with a dealer salesperson
and test-driving a bike before making the final purchasing decision. From the
dealer’s perspective, traditional print advertising to attract customers into
the showroom was the most the effective marketing tactic. TV and digital
platforms allowed Harley Davidson to replicate its successful advertising
campaigns and expand its customer reach over time.
Today, the next frontier is intelligent digital marketing
and this is where artificial intelligence (AI) comes into play. Artificial
intelligence and machine learning have the potential to put digital marketing
campaigns on steroids by continuously improving ad content and placement
through A-B testing cycles until the optimal ad copy and targeting is
determined. This functionality strengthens digital marketing through cost
effectiveness, fewer ad dollars and time spent on placing unproductive ads, as
well as better automation over time.
In the linked Harvard Business Review article below, a New
York City Harley Davidson dealer takes the dive into an AI and sees a significant
increase in qualified leads and resulting sales. What I find to be the most
revealing in the Harley Davidson case is how seemingly simply it was to
implement the AI strategy and impressively boost sales almost immediately after
the initial activation.
Facebook founder Mark Zuckerberg has cited artificial intelligence
as a panacea for addressing hate speech and bullying on the social media platform
by filtering and blocking posts.
No comments:
Post a Comment