AI Articles and Analysis about Marketing and advertising

According to a Deloitte study, 90 percent of worldwide retail sales are still done in physical stores. To compete with the convenience and endless aisle assortment offered online, this research suggests that meaningful customer experiences and brand engagement is crucial.

Episode Summary: When we think of recommendation engines, we might think of Amazon or Netflix, but while consumer goods and entertainment might be the most prominent domains for recommendation engines, there are others. This week, we speak with Madhu Gopinathan of MakeMyTrip, one of the few Indian unicorn companies, about recommendation engines for travel companies.

In a study from Researchscape International, 74 percent of 300 marketers surveyed said personalization in this field has strongly helped their clients or companies in advancing customer relationships. It also found that 54 percent said their clients or companies experienced a 10 percent increase in sales, while 13 percent of marketers surveyed reported a more than 30 percent lift.

A collaborative report by Moore Stephens and WARC estimated the size of the martech industry around $34.3 billion dollars in 2018. It follows that AI would find its way into the marketing world. Marketing experts agree that AI will have a significant impact on the marketing world in the coming years. As of now, numerous companies claim to assist marketers in aspects of their roles from garnering insights from dashboards to automating spend on ad networks.

For large eCommerce, media and travel companies, running huge campaigns requires substantial effort and human oversight. Translating and laying out ads for dozens of languages is a challenge that one day machines may master — but they’ll do so with the help of constant human guiding and adjustments.

The fashion industry has grown at 5.5 percent annually in the past decade, according to the McKinsey Global Fashion Index, and in 2016 was estimated to be worth $2.4 trillion.

Episode Summary: Facebook and Google’s advertising complex is founded on machine learning, allowing people to self-serve their data needs across a broad audience. India-based InMobi is a company in the advertising technology space that delivers 10 billion ad requests daily.

eMarketer estimates that 62% of global internet users accessed digital video in 2017, and that number is expected to rise to 63.4% by 2020. This may be marginal growth, but, essentially, consumers are expected to spend more time watching video content.