Machine Learning impacts Digital Marketing Strategies
The impact of latest technological disruptions like Artificial Intelligence, Machine Learning, Blockchain, etc are being witnessed throughout the value chain of an enterprise. Digital Marketing Strategies are no different. Specifically with the advent of machine learning, digital marketing stands at a pivotal point of going through a significant disruption. Current modern day digital marketing strategies are built around tracking the data collected from the digital footprint of a user, and thus targeting the said user with the campaigns built specifically based on those collected insights, machine learning with its basic novel concept enables organizations to leverage large datasets and develop insights, develop competitive insights and analyze, interpret and categorize behaviors and thus develop consumer specific personalized actionable items. Machine learning thus would enable to create more specific content relevant to the historical consumer data. This increases engagement and would eventually drive to better conversions. Not just the specific campaigns, but Machine Learning will also help in identifying the most rewarding and effective media paths and routes for specific products and services being marketed.
Moreover, Machine learning has the potential to enable real-time streaming information to empower on the fly content personalization and predictive possibilities, thus, enabling a continuous feedback loop between consumer intent, interaction and action, driving efficiencies in digital media and increased return on investment for the advertisers.
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