Machine learning is a technological powerhouse that has been gaining popularity in recent years. It is predicted to be the future technology with which we all will work. Indeed, in the field of marketing, machine learning is dominating most conversations today. As a technology, machine learning is at its infancy. However, it is growing at an extremely fast pace.
In this article, Team Luxeveda will give you a basic understanding of ‘Machine Learning’ and talk about its impact in the field of digital marketing.
What is Machine Learning?
It is an application of Artificial Intelligence (AI), where the ‘machine’ collects data and analysis the same to find trends or patterns. It ‘learns’ from these trends, thus creating an algorithm that constantly improves the machine’s action on the data. As the data input keeps increasing, it refines the algorithm giving better results. As a result, it provides the system with the ability to automatically learn and improve from the data collected.
Machine Learning and Digital Marketing
Digital marketing involves recognising patterns, spotting the difference between meaningful signs and unnecessary noise. With all this data, it can be difficult to pinpoint important information; and even more so to use it productively.
Vice President, Marketing at Google, Janusz Moneta, explains: “Marketers need to be able to see the whole picture, from the most obvious details down to the faintest patterns. Thanks to machine learning, this super-charged vision is now possible.”
Machine learning works in analyzing huge amounts of data, giving quick and efficient results without human error. When you remove the analysis task from your marketing team, it gives them more time to focus on other marketing aspects. That is, it frees up time for creativity.
Advantages of Machine Learning
1. Personalisation:
It is one of the biggest trends that brands are aiming for today. Providing a personalised customer experience which is well-aligned with the consumer’s preferences and needs is a primary marketing objective. Indeed, customers want brands to speak to them directly. This, however, would be practically impossible to execute and highly expensive. With the help of this marketing technology, marketers can now reach this objective easily.
For example, Netflix is constantly working to personalize viewer experience. Every time a viewer makes a choice, it gains information about their preferences. Then, based on these choices, suggestions are made.
2. Smart Bidding:
‘Pay per click’ is one of the most data-driven digital marketing activity. PPC executives invest a lot of time into analyzing data to gain insights from the ad campaigns. This technology can provide substantial help in many areas of this process. Apart from just PPC, it is also useful to analyze the data from social media ad campaigns.
3. Optimized Content:
Content creators create content using the insights at their company’s or client’s disposal to structure advertisements or email marketing campaigns. Machine learning will give you an understanding of the audience sentiment. As a result, your marketing team will have an idea of how the audience might react to content. For example, Twitter is a prominent source for such sentimental data. This data can help you curate optimized and relevant content.
The best example of this is Google Rank Brain. It has the ability to learn from the searcher intent, hence making the search engine giant highly efficient. It is consistently improving on the accuracy of results.
Conclusion
Machine learning is a transformative technology that’s reshaping digital marketing. As a branch of Artificial Intelligence, machine learning helps marketers by analyzing vast amounts of data to identify patterns and create algorithms that improve with each iteration. In digital marketing, where data is abundant but complex, machine learning enables more accurate and efficient analysis, reducing human error and freeing up marketing teams for creative work.
In conclusion, integrating machine learning into digital marketing is vital for companies aiming to stay competitive, as it allows for deeper customer insights, enhanced ad performance, and content that better aligns with audience needs. To leverage these benefits for your brand, Luxeveda’s branding and marketing services offer data-driven solutions designed to optimize your digital marketing strategies.
