ATYPICAL

Machine Learning's Impact on the Future of Marketing

By Sarah Malcolm
We can’t look to the future of digital marketing without talking about artificial intelligence (AI) and machine learning. It’s revolutionizing every industry. The use-cases for marketing and advertising translate to a better understanding of our audience. With machine learning, it’s possible to not just stay on top of trends but to be ahead of them!

We can’t look to the future of digital marketing without talking about artificial intelligence (AI) and machine learning. It’s revolutionizing every industry. The use-cases for marketing and advertising translate to a better understanding of our audience. With machine learning, it’s possible to not just stay on top of trends but to be ahead of them!

Differentiating machine learning

AI actually is a broad term. Under this umbrella, computers create content and crunch numbers using input data. Machine learning (ML) is a subset of the AI field. What makes it a distinct niche is AI is simply input and data analysis; ML systems learns from the data to perform certain actions. 

The easiest example is a self-driving car. The AI brain of these cars learns from the data when to slow down, stop, and go. It changes its actions at the moment the ball bounces across the road, triggering the emergency stop. 

What does this mean from a marketing lens? You can program an AI to automatically trigger an email based on a consumer’s action; with an ML-enabled AI, there’s no programming. It deduces the best email to send and the optimal time to send for you.

Applying machine learning to marketing

People like to think they’re spontaneous, but really, we’re creatures of habit. Our routines give us comfort and stability. Even online, we tend to follow certain behaviors.

Today’s captured data is incredibly sophisticated. We know more about our audiences than ever before. In some ways, we have too much data to handle on our own. Think about this: Twitter users sent 456,000 tweets and Google processed 3,607,080 web searches a minute in 2017. 

How can you connect the dots between a single person’s use of Google and Twitter? That’s where AI and machine learning steps up to bat. Machine learning algorithms process the data, but more importantly for marketers, they make predictions. We can know what our customers want and need before they do. 

The benefit of machine learning in your marketing

This crucial intelligence allows us to create a personalized program that gives them the solutions they need. The ML data shows how groups of people respond to events. Example: If Group A is served this digital ad, how likely are they to click-through to the landing page? ML predicts, “43 percent will click-through.” 

Essentially, this creates a window into how to design better digital marketing assets for higher engagement from your audience. 

Where digital marketing is going

Machine learning is how we’ll improve our data-driven strategies and content creation. We’ll need fewer tools to analyze our marketing strategies because we have insights into what keywords to use in our blogs or what social content to post before we spend time making it.

Think about it. You know what to create before creating it and its expected return. That’s powerful stuff. 

Imagine better targeted online ad campaigns. Better tracking of your influencer marketing. A strategy not just informed by past performance but future performance. This is what the commercial real estate industry needs, and what we’re committed to delivering at ATYPICAL. We create maps towards achieving your sales goals through a cohesive look at past and future performance.

Back to top