The marketing department versus Artificial Intelligence
Posted: Wed Dec 04, 2024 5:40 am
The marketing department versus Artificial IntelligenceAmong the decisions that a company's marketing department must make is whether to use what is being called Artificial Intelligence in the sector. Apart from the fact that the use of this expression responds more to an expressive license than to reality, Artificial Intelligence has entered the world of marketing promising many things and list of algeria consumer email delivering very few.
Artificial Intelligence, Big Data... terms that we encounter every day in conferences, courses, websites... used with great joy and little accuracy, creating expectations that lead to frustration.
Artificial Intelligence and online marketing
Without being too strict about the meaning, and accepting that it is a metaphor, Artificial Intelligence applied to marketing is that which allows machines to make decisions, similar to those a man would make, based on the processing of a large amount of data to anticipate user behavior.
This is the argument that many platforms use to tell us that they know what and when our potential client is most willing to make a purchase (or any other conversion value that we measure). It sounds great for the marketing department . But not all that glitters is gold. The truth is that something that has not yet arrived is being sold as real. And the problem is that it is not only sold as real, but it is also marketed.
Many advertisers – most of them without realizing it – are wasting a portion of their digital marketing budgets on platforms that promise to do something they don’t actually do.
The topic is so relevant within the advertising industry that this article is just one more voice within the sector to alert the marketing department of the points where the risk lies. Other media, much more important than this blog, have come to use such blunt terms as "lack of transparency" or "feeling of being scammed" on a large scale for small and medium-sized advertisers.
Let's see it with an example: a platform tells you that it has a great data processing capacity and that it can optimize in real time how and to whom it shows your advertising thanks to the Artificial Intelligence systems it is using.
The basic questions the marketing team should ask are:
1. The minimum budget to be invested.
Artificial Intelligence, Big Data... terms that we encounter every day in conferences, courses, websites... used with great joy and little accuracy, creating expectations that lead to frustration.
Artificial Intelligence and online marketing
Without being too strict about the meaning, and accepting that it is a metaphor, Artificial Intelligence applied to marketing is that which allows machines to make decisions, similar to those a man would make, based on the processing of a large amount of data to anticipate user behavior.
This is the argument that many platforms use to tell us that they know what and when our potential client is most willing to make a purchase (or any other conversion value that we measure). It sounds great for the marketing department . But not all that glitters is gold. The truth is that something that has not yet arrived is being sold as real. And the problem is that it is not only sold as real, but it is also marketed.
Many advertisers – most of them without realizing it – are wasting a portion of their digital marketing budgets on platforms that promise to do something they don’t actually do.
The topic is so relevant within the advertising industry that this article is just one more voice within the sector to alert the marketing department of the points where the risk lies. Other media, much more important than this blog, have come to use such blunt terms as "lack of transparency" or "feeling of being scammed" on a large scale for small and medium-sized advertisers.
Let's see it with an example: a platform tells you that it has a great data processing capacity and that it can optimize in real time how and to whom it shows your advertising thanks to the Artificial Intelligence systems it is using.
The basic questions the marketing team should ask are:
1. The minimum budget to be invested.