Marque- The Marketing Club
INFLUENCER MARKETING : RISE AND FALL Pranjal Dua, FMS Delhi TAKING FLIGHT
tion of credibility of the The past decade threw a challenge to marketers as endorser. Influencers being the traditional forms of advertising on digital plat- key opinion leaders in their forms saw diminishing effectiveness due to banner fields therefore have higher blindness, ad blockers and general avoidance of source credibility in the conadvertisements[. To counter this trend, marketers sumer’s perceptions which started integrating the brand communication into makes influencers effective the content and the design itself. It is in this con- brand communicators. It is text that there was a wider emergence of Influencer also opined that influencers marketing. Influencer marketing can be described by sharing their personal information(creating a as a mix of native advertising, credible digital word proximity effect) with the viewers and communiof mouth and branded entertainment because cating directly with them create strong parasocial brand messaging is integrated seamlessly into the relationships. These strong parasocial relationships influencer’s content. It allows brands to use key have been found to be a factor in positively influencopinion leaders in their fields to deliver the brand ing source credibility. message with greater effectiveness as the communication with customers is direct and transparent. From an ROI point of view, influencer marketing allows better targeting at relatively lower costs[9] and The rise of Influencer marketing is due to its ability to the value of an influencer with respect to word of persuade customers, increase authenticity, increase mouth is four times to that of an average customer. engagement, reach a younger audience and allow Furthermore, its impressive reach can be quantified access to a ‘hard to get’ demographic. Different con- by the fact that 300 million users engage daily with sumer behaviour models have been suggested to Instagram Stories globally and 78 million Indians use explain the effectiveness of influencers. Social adap- Instagram monthly. It has now become a vital tool in tation theory suggests that an endorsement is con- the marketer’s kit with 75% of marketers surveyed in sidered genuine if the personality of the endorser is USA and 70% in India using it in their campaigns. 62% in congruence with the brand image. For example, of marketers in India surveyed said they also plan athletic endorsers could serve as a source for fitness to increase their influencer marketing expenditure. products because customers could believe that the use of the product can enhance their fitness levels. FLYING TOO CLOSE TO THE SUN Brands, therefore by choosing influencers which are in sync with their brand image, have been able to But all is not good with influencer marketing, a risincrease the authenticity of their communication. ing distrust in influencers and their content worldwide has been reported. In the United Kingdom, The rise of influencer marketing can also be ex- influencers are reported to be seen as less credible plained by Attributional theory which suggests than even politicians. Why do we see this deepenthat the customers believe that the influencer is ing distrust of influencers? One reason suggested is internally motivated(the influencer likes or uses that success of influencer marketing has made marthe brand) and not externally motivated(endorse- keters complacent and they have started assuming ment fees) when he promotes a fitting brand. that an incongruence between brand image and the influencer is not very detrimental. According to Another model called the Source-Credibility model the social adaptation theory and attribution model, there needs to be a congruence for an effective suggests that expertise and trustworthiness are communication. If customers notice the mismatch important factors for affecting consumer’s percep-
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between the influencer and the brand image, they would perceive the message to be less credible. This increasing lack of congruence could therefore be a reason for rising distrust in influencers globally.
proach where they recruited “big” influencers who have a large number of followers. A process-centric approach on the other hand would recommend multiple “small” influencers who are proven to have a higher impression rate compared to “big” influencAnother reason for increasing distrust is in- ers[18]. Small influencers also have a relatively higher creasing awareness of customers regarding in- proximity effect and therefore have a higher source fluencer marketing. Studies have shown that credibility for the customer. A decrease in focus on if customers have awareness of the persua- the metric “number of followers” would also lowsive intentions of the influencers then the cus- er the practice of inflating reach and subsequently tomer engagement is reduced significantly. lower influencer fraud. Also there is a need to estabInfluencers have also become victims of their own lish certain standards, guidelines and metrics which success. Many top influencers have reached a would help align the objective of marketers and “celebrity” status. This lowers the connect that influencers and help form long-term associations. the audience feels with the influencer and may have weakened the proximity effect that the view- Marketers also need to realise that influence is not soleers earlier felt with the influencer. This could have ly online but happens offline as well. There is a need to led to a reduction in source credibility and subse- de-prioritize online influence and also bring into conquently the effectiveness of brand communication. sideration the factors that drive offline influence[17]. Some marketers are also re-evaluating their expenditure on influencer marketing because they have concerns regarding the professionalism of influencers[9]. Marketers have complained about lack of consistency with respect to quality of content generated by influencers. Influencers and marketers often have varying priorities which has caused marketers to rethink long term associations. Marketers have also been wary of an increase in influencer fraud which includes buying fake followers, misleading engagement and artificial inflation of reach. Influencer fraud is estimated to be $100 million globally and it is eroding trust between brands, social media platforms and customers. RETHINKING “INFLUENCER” A new strand of thought which sees “influencer as a process, rather than a person” is emerging[5]. An influencer cannot be just a single or a few people as customers no longer trust a single source. Brands have to instead establish and maintain an entire ecosystem of opinion leaders which interacts with the customer throughout their journey right from the research stage to post-purchase stage. These influencers have to be selected on the basis of their alignment with the brand image as recommended by Social Alignment theory and Attribution theory. Brands have focused on a personality-centric ap-
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In conclusion, the meteoric rise of influencer marketing gives an indication of its potential and reach but we also observe that it has been a victim of its own success. Its over-use and mis-use has laid the ground for its downfall. For influencer marketing to escape its demise, there has to be a change in the thinking that sees influencer as a process and not a person.
Marque - The Marketing club, IIM Rohtak
LEVERAGING MARTECH FOR STRATEGIC DATA MANAGEMENT AND MODERN MARKETING AADITYA JAIN, IMT GHAZIABAD Gone are the days when marketers used to take major decisions just on the basis of the available market studies, leaving a huge space for failure. Today, when data is being generated in zettabytes, and is shifting online, marketers are using this trend to expand their influence via strategic data management using martech, or marketing technology. According to a survey conducted by NewVantage Partners in 2019, 92% of the 64 C-suite respondents reported that their investment in big data and AI is increasing, with 55% of them reporting their investment to have exceeded $50 million (Bean and Davenport, 2019).
In addition to personalised marketing, strategic data management also assists a brand in maximizing its ROI. It helps marketers in forecasting customer lifetime value (CLV), and hence, to take a decision on whether to invest its resources in acquiring a particular customer. Marketers achieve this via predictive analytics of the past behaviour of the customer. What’s more? Strategic data management helps marketers in idenHowever, if marketers don’t follow strategic data tifying and removing the pain points from a custommanagement, they will face a plethora of repercus- er’s journey, and improve the customer experience, sion: conflicting data, misleading data, and theft of which in turn, reduces the customer churn rate. Mardata. For example, on Sept 22, 2016, Yahoo acknowl- keters achieve this by using martech that analyses edged the fact that there was a breach of approxi- the Voice of Customer (VoC) via user – generated mately 500 million accounts, the largest breach in content. What’s in it for marketers? They can save 5 terms of user accounts (Khoury, 2017). This was be- times the cost that they would have otherwise spent cause of slackness in data governance strategy that on acquiring new customers (Wertz, 2018). MoreYahoo had adopted. This is the reason, among vari- over, marketers identify the promotional channels ous others, why it is important for marketers to lever- that are used the maximum by their target audience, age martech towards strategic data management. and divert their limited resources to those channels, maximizing the efficiency of those resources. Martech can assist in strategic data management to help brands, in this experience economy, in pro- Now that it is evident that carrying out strategic data viding a personalised experience to their custom- management using martech is very important, how ers. This is very important for a brand to break the is it done? To begin with, marketers need to achieve monotony of marketing, and to set itself apart from the right balance between 2 objectives of strategic the herd. In a survey conducted by Marketo of 2200 data management: to grow a company, and to make respondents all over the world, 78.6% of them re- that growth robust. Simply put, marketers need to sponded that they will only engage with a brand if strike the right balance between the quantity and it personalises its promotions to the previous ex- the quality of their expansion. The quality of expanperiences that they have had with the brand (Be- sion is determined by data architecture, which deterhling, 2017). Even marketers are in favour of data mines how data is collected, stored, and accessed. – driven and personalised marketing, with 78% of Data architecture should be driven by Single Source them agreeing that it leads to increased custom- of Truth (SSOT), which enables the processes under er conversion and acquisition (Williams, 2018). data architecture to be carried out, maintaining a sin-
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single source of data. Doing so would ameliorate the integrity of data: reduced vulnerability to theft, fraud, and replication. On the other hand, the quantity or extent of expansion is determined by data modelling, which defines how data, once collected, could be transformed and analysed to result in strategies for expansion. Data modelling should be driven by Multiple Versions of Truth (MVOT), which facilitates the usage of data as per requirement (Hall, 2017). Now, how can a company identify to what degree to use each, SSOT and MVOT? Does one need to strike a perfect 50 - 50 balance between the two? Not necessarily. This decision depends on which industry is the company operating in. If it is an industry that requires maintaining a high level of data integrity, such as healthcare, then one needs to focus more on SSOT. Whereas, if it is an industry that requires more amount of real – time analysis of data for maximum revenue generation, such as retail industry, then, one needs to focus more on MVOT.
Despite the perceived ease of using martech, some marketers face huge challenge in collecting the overwhelming data about customers, and pulling it together to form marketing strategies. Does this mean that marketers should be averse to strategic data management? Absolutely not. This is where the right martech tools come in. Marketers need to select the right combination of martech tools, such CRM, ERP, and social media analytics, and fight what they fear in order to reap the benefits of strategic data management. Now that the ground rules have been set to use martech to implement strategic data management, modern marketers need to be prudent in doing so. Customers are no longer oblivion of the practices that modern marketers use, and hence, are apprehensive of the data that they share with them. According to a research that was conducted by Google in the US, search of the phrase “my activity” has increased six times in the recent past, because customers want to know the information that the companies are using about them (Cahill, 2019). Marketers need to use martech for strategic data management not as a tool that facilitates marketing myopia, but as a tool that builds customer trust, and loyalty. For this, in this world where data fraudulent practices have become quite common, marketers need to incorporate permission marketing as part of their campaigns, collecting and using private data of their customers only when they have the consent to do so.
However, industry is just one factor that needs to be considered. Breaking the algorithm down to micro – level, the right trade-off between the objectives also depends on the real – time and dynamic operating environment of the company, such as the positioning of the brand, the competitive scenario, and even the resources that are available with the company. These factors are more important than the type of industry for the purpose of striking a right balance between the two objectives. Because these factors keep on changing, marketers cannot be headstrong with the usage of martech for strategic data management. They need Though modern marketers are breaking the moto keep a constant track of these factors, and need notonous rhythm of marketing by using martech to update their objective commensurate with them. for strategic data management, they need to be always on their toes to set and achieve its changing Despite following strategic data management, only objective, leveraging the right martech tools. Along about 8% of companies store all their data in a single with this, they need to be cautious with its use, indata warehouse, and the dispersed data makes 69% corporating certain techniques like permission of the companies unable to provide a single customer marketing to ameliorate the reliability of their data view (Knippel, 2018). So, where are they going wrong? management, and to build a loyal customer base. What do they need to do to get it right? Well, there is a difference between choosing the right objective and implementing it. Once the degree of SSOT and MVOT in strategic data management is set, forming a clear objective, SSOT should be implemented centrally in an organisation, whereas, the implementation of MVOT should be left on individual business units, as per their requirement. This would eliminate any redundant and conflicting data, providing common data to the complete organisation, while ensuring that each business unit achieves its target Efficiently with the usage of that data.
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Marque - The Marketing club, IIM Rohtak
BRANDS TAKING POSITIONS ON SOCIAL ISSUES AJIT JAIN, SIBM BENGALURU In the present age, we all surrounded by many brands, but what are they? If we go about the answer to this question, then an extended definition comes up which is “A brand is a name or term or design or symbol or any other feature that identifies one seller’s good or service as distinct from those of other sellers.” However, is this definition is what the new age customer, or we remember if someone asked him this question? The simple answer is no. For us the brand is a connection, a brand is a choice, a brand is a memory, a brand is a feeling and the most crucial brand is an image in our mind and which will pop up as soon as we hear the name or listen to the tagline of it.
more knowledge about what is happening around them.
It takes years for companies to create their brand and much more time to expand & keep their previous customer base intact. Therefore, time-to-time brands come up with different advertisements, campaigns, promotions, and so many other tactics to keep their name alive in people’s hearts. Now, as time has changed, and so the consumer, his behavior, and his viewpoint towards the brands also changed. Furthermore, the new-age consumer will no longer attract just by the flashy logos, fancy taglines, and brand ambassadors or superstars; instead, they are now become more sensible and have
Besides, Edelman’s 2017 study, “Beyond No Brand’s Land,” found that around 51% of respondents believed that brands have actually more power to solve social issues than the government. Never before have had brands held so much influence over societal changes. Though some brands may be uncomfortable stepping into this new role, they may not have a choice. Nearly 60% of consumers are more likely to buy from or boycott a brand due to its position on a social
Nowadays, customers have started looking at brands who come up and be the leader in effecting change. According to a 2018 survey done Sprout Social, about 66% of consumers say it is essential for brands to take public stands on social issues.
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issue. Moreover, for these “belief-driven customers,” silence is not an option.
3. Vicks: On the issues of Transgender’s fundamental rights, Vicks had come up with a beautiful and emotional ad, “Touch Of Care.” The ad shows So companies have also realized this fact, and they found how against all the odds, a transgender Gauri a way to serve today’s customers, which is; by taking Sawant is raising an orphaned girl named Gayatri positions on Social Issues and incorporate them in the on her own and taking care of her like any other taglines or ads to connect with the customer. And this is parents. Still, she did not have any fundamental how brands trying to keep their image in the customer’s rights, which every citizen has; the ad is apprecimind and able to serve them better. ated and loved by all. However, it is normal for all brands not to succeed, and with the recent missteps of brands like Pepsi and Uber, it Hindustan Unilever: When there is a talk about is understandable why brands may be wary of speaking taking stands on social issues, then HUL, one up. Luckily, some brands have gotten it right, and their of the most loved brand, cannot be left behind. success can provide a lesson to others looking to follow HUL had started a series of ads and campaigns on their example: various social issues under the title “Start A little good,” and it believes that even small efforts can 1. Airbnb: When USA President Donald Trump signed, have a significant positive impact. Something an order to temporarily close America’s borders to refugees, at that time, Airbnb had come up with an appealing as simple as segregating plastic can save thouad called “We Accept.” It showed people of different nasands of innocent animals who mistake it for food tionalities along with the words “We believe, no matter or something as simple as turning off a tap, which who you are, where you’re from ,who you worship, who can help conserve much water. HUL is doing you love, we all belong. The world will become more its bit by saving billions of liters of water or by beautiful when the more you accept, Let’s open doors, collecting plastic for recycling. Moreover, urge all not build walls” with the hashtag #WeAccept. And it of the public to start a little good too and help in becomes one of the most-talked-about and praised ad. solving these major problems. It also helped to improve and promote Airbnb’s broader positioning on issues of race However, “Price, quality of product and customer and diversity. experience continue to be the important considerations, but a brand’s purpose beyond profit has 2. P&G: On the issue of Gender Equality, P&G come up emerged as a clear differentiator in the present with an ad called “We See Equal,” A world free from gen- age.” A study found that companies that stand der bias, with equal voice and equal representation for all for something bigger than what they sell comindividuals. A world where everyone sees equal. When municate their purpose and demonstrate their we do this, economies grow, communities are healthier, commitment are more likely to attract consumers; businesses can thrive, and the world is a better place for this influence customer’s purchasing decision and everyone. improves competitiveness. Hence, in these ways, brands are marketing their selves to the new age
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The campaign will not only resonate with commuters in big cities where bikes help navigate through narrow lanes and conges an affordable and more readily-available alternative to cars and autos. f
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Zomato delists 5,000 restaurants in Feb for failing to meet hygiene standards Online restaurant guide and food ordering firm Zomato Friday said it has delisted over 5,000 restaurants in February for non-compliance with the hygiene standards set by food regulator FSSAI. Zomato, along with the Food Safety and Standards Authority of India (FSSAI), is conducting audit of all restaurants listed on the platform, across 150 cities in the country, where it has presence, said a statement. According to the company, “it has delisted over 5,000 restaurants found non-compliant with the standards set by the FSSAI for hygiene”. Zomato CEO (Food Delivery Business) Mohit Gupta said: “We are adding 400 restaurants to our platform every day. So, it is crucial that our restaurant partners are compliant with regulations and hygiene standards.”
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sted roads but also find special relevance across small towns and cities in India where two-wheelers are ubiquitous and are TGBL has approached key shareholders of Hector Beverages with a proposal to buy out the company along with its popular brand Paper Boat to spice up its portfolio. Even though a formal approach has been made, the talks around Paper Boat are still at an exploratory stage and there is still no guarantee that it will lead to a transaction. However, Kakkar has categorically denied any discussion with Tata Global Beverages or a possible sale. Paper Boat, if the Tatas buy it, will be a big break in the long narrative of western cultural dominance when tea and coffee were trendier than desi drinks which were confined mostly to kitchens except a few such Rooh Afza. If Paper Boat is deemed fit to sit with Starbucks and Tetley in the Tata Global Beverages’ portfolio, it sure is a signal that ethnic drinks have become upmarket—thanks to the stupendous success of Patanjali Ayurved
CCI launches ‘Hira’, new brand of Indian cotton
Cotton Corporation of India launched Indian cotton brand named Hira in Mumbai today. Dr Ali Rani, chairman, Cotton Corporation of India said that she has worked very hard to change Indian quality parameters under procurement by the CCI and currently it is the best quality at par with the international standards. Industry veteran Suresh Kotak said, CCI is doing a wonderful job under the leadership of Dr. P . Ali Rani . He said, “The establishment of CCI was done to support the Indian farmers and to give quality and quantity to the textile industries.”
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HDFC Bank launches co-branded credit card with IndiGo
HDFC Bank on Thursday joined hands with the country’s largest airline IndiGo to launch a co-branded credit card, which will effectively work like a loyalty programme for the carrier. Labelled Ka-ching, the card will offer many benefits like complimentary air tickets, lounge access, 5 per cent cashback or reward points on Indigo bookings, and 3 per cent cashback on dining, grocery and entertainment, the companies said. With over 14 million active cards, HDFC Bank is by far th largest credit card issuer in the country, and hopes to sell 1 million Ka-ching cards over the next three years. Parag Rao, head of the cards business at the bank, told that around 20 per cent of its total cards are co-branded, and such cards see around 30 per cent more spending. The bank also has similar tie-ups with Walmart and Times Group. It also had a similar card with the now-defunct Jet AirwaysNSE -4.79 %. Rao said travel and hospitality contribute 12-13 per cent of total spend on the bank’s credit cards.
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Britannia launches WhatsApp based Store Locator
Britannia IndustriesNSE -1.16 % Ltd has launched a Store Locator service to enable consumers to find their favourite Britannia products in stores nearby. Given the context of the ongoing lockdown, the GPS-based Chatbot publishes a list of stores near the consumer’s current location, which have been recently serviced by the company, it said in a statement. The technology solution has been built to swiftly respond to the surge in consumer demand and the consumers’ increasing need to find the range of Britannia products at close proximity to where they reside, the statement said. Managing Director of Britannia Industries, Varun Berrysaid: The high degree of familiarity that the Indian consumers have with WhatsApp makes it an ideal platform to reach a wide demographic of consumers.
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Marque - The Marketing club, IIM Rohtak
ARTIFICIAL INTELLIGENCE IMPACT IN MARKETING Bhavya Shrivastava, IIFT The terms “Artificial Intelligence” and “Marketing” trigger a glut of rough ideas in our heads. A lot of us have our own conceptions about the words, but expressing them in words poses difficulties. So, to dispel the confusions, let’s understand the two key words. ARTIFICIAL INTELLIGENCE: Artificial intelligence (AI) is the ability of a machine or a computer program to think and learn. The concept of AI is based on the idea of building machines capable of thinking, acting, and learning like humans. To be called AI, a machine/computer shall be able to do certain things like – be able to mimic thought processes and behaviour, act in human like way- intelligent, rational and ethical. MARKETING: According to American Marketing Association, Marketing is the activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large. In other words, marketing is enactment of a mutually beneficial exchange between two parties- buyer and seller. HOW ARE MARKETING AND ARTIFICIAL INTELLIGENCE RELATED? To put it simply, Artificial Intelligence provides concepts that use the customer data gathered during marketing to anticipate the customer’s next moves and to improve the entire customer journey experience. It simplifies the otherwise herculean task of sifting through and analysing superabundant data that the marketeers collect. The present age of digitization has led to democratization in marketing, i.e. the balance of power is shifting from firms to consumers. Consumers are increasingly taking more active and expansive role across various marketing activities, so deploying AI to interpret and analyse consumer behaviour can prove to be an advanta-
geous move. WHY USE ARTIFICIAL INTELLIGENCE? Artificial intelligence can solve a lot of problems faced by the marketeers and can also add value to the whole marketing process. Here are some important applications of AI in marketing. UNDERSTANDING CUSTOMERS: AI enables the marketers to know how the customers feel and perceive the brand in real time. Customers tend to express themselves on social media platforms and AI algorithms can quantify that data to reflect what the customers want. Marketeers can deploy this analysis to modify branding and communication to reap maximum advantage. For instance, Walmart stores use an AI software based on machine learning to anticipate customer needs and prove apt solutions. DIGITAL ADVERTISING CAMPAIGNS: AI taps the latent data from keyword searches, social profiles and other online platforms to help curate smart and effective advertisements. It leads to human level accuracy without employing manual labour. In case of multiple campaigns, AI can streamline and optimize them while reducing human error. Example: SEO and SEM techniques are used to attain better rankings on search results on Google and other search networks. DETAILED CUSTOMER PROFILES: Once a marketeer gains deep knowledge about a customer, he can deliver the right message to the right customer at the right time. AI builds the customer profile by capturing data during every single consumer interaction. Savvy marketeers can use this data to create customized content and refine their marketing campaigns like Netflix, that uses the predictive analysis tool for better content curation. REAL-TIME CONVERSATIONS WITH CUSTOMERS: AI
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has the ability to identify trends in large blocks of open content. This enables the brands to engage directly with customers in real time through online conversations at the precise “decision-making-moment”. It makes a profound impact on the customer. For instance, Dialpad Voice AI deploys the real time sentiment analysis to help save “At-risk” calls and drive conversations to better outcomes. It uses Natural language processing to provide customers with useful and time-saving automations. HOW DOES ARTIFICIAL INTELLIGENCE WORK? AI offers several distinct concepts, of which following are the two major ones. BIG DATA: It refers to the marketeer’s ability to aggregate and segment the huge data blocks using minimal manual work. Marketing team then used this data to deliver right person at the right time through an appropriate channel. MACHINE LEARNING: This tool enables marketeers to make sense of huge data repositories. It identifies the trends or regular occurrences in the data to effectively predict common insights and reactions. It helps marketeers to make relevant strategies as per the customer trends. AI simply turns input A to output B in the following ways.
BRANDS USING AI TO THEIR ADVANTAGE: NORWEGIAN AIRLINES: It partnered with AdTheorent to deploy ML to drive flight bookings. The key markets were identified based on flight locations like Austin, Chicago, Denver, New York, San Francisco, etc. In order to track consumer actions after exposure to the brand, AdTheorent placed pixels on the booking confirmation page. Thereafter, AdThe-
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Marque - The Marketing club, IIM Rohtak orent team used real-time feedback to target the customers who were more likely to purchase tickets on the booking site. Result: The campaign achieved a Cost-per-Booking CPA which was 170% lower than the goal. VODAFONE: It used GumGum’s AI powered computer vision and targeting technologies to surmount iPhoneX content with its messaging. They could identify articles pertaining to the iPhoneX launch by analysing textual and visual content across its network of premium sites. Vodafone’s media agency, Wavemaker, then used this data to deliver in-image ads as overlays across all iPhone images on relevant pages. This strategy ensured that Vodafone would be a top of mind recall for consumers planning to buy iPhoneX. Result: Vodafone’s share of voice increased around the iPhoneX launch by 67% over a year using computer vision targeting and engaging ad units. IKEA: IKEA with its media agency Wavemaker, partnered with Instreamatic in order to launch a voice-enabled campaign which could deploy its AI-powered dialogue advertising platform. IKEA promoted its new bedding line by using the audio ad that prompted users to interact in a conversation with the brand, browse through a list of products and hear the IKEA lullaby which was a catchy jingle about the products selected. By using Natural language understanding, IKEA prepared a range of responses based on user’s reactions to certain prompts. IKEA was able to iterate on ad creative that optimizes both ad experiences and campaign performances. Result: IKEA’s voice enabled campaign achieved a stellar 58.3% reach metric, comfortably surpassing the 25-35% norm of audio-only advertising. Final thoughts According to Henry Schuck, CEO of DiscoverOrg, “Any part of the marketing world where a marketer has to read data and make decisions based on that data will be affected by AI in one way or another in the near future.” Think of the myriad ways in which you, as a customer, receive highly personalized and contextually relevant content and recommendations, based on trivial things like your purchase history and you’ll realise how far AI has made it in the marketing world. It might be hard to believe, but the future that sci-fi movies portrayed – where bots and technology were a regular part of our lives – is already here.
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