AI and Its Use in Digital Marketing: Recent Trends

AI and Its Use in Digital Marketing: Recent Trends

Artificial Intelligence in digital marketing

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Vik
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These days the world is turning to artificial intelligence (AI) to boost technological advance and economic growth. McKinsey research shows that AI could add 0.8 to 1.4 percentage points to GDP growth annually. Accenture determined that AI would help accelerate China's economic growth rate from 6.3% to 7.9% by 2035.

Many technology giants and small companies are investing billions of dollars in AI technology. For example, Facebook reportedly has a team of more than 150 people working on AI on the projects ranging from recognizing faces in photos to provide the right content in your newsfeed to targeting.

AI is definitely reshaping advertising technology. Below we'll discuss several trends where AI plays a major role.

Personalization

AI will be used to understand buyer behaviour to target business marketing strategies towards consumer preferences. Currently, digital marketing makes educated guesses and experiments testing and adjusting results and experimenting to get a positive return on marketing dollars. It may take days or weeks to identify the right targeting strategy. With AI technology digital campaigns reach the right customer immediately by utilizing huge sets of data.

Marketing Focuses on Consumer Behavior

AI collects different data as a part of analyzing customer behaviour patterns to develop automated responses and answer consumer queries much quicker. AI-powered systems for things like product recommendations become very powerful. You do not have to spend hours to find the right hotel, for example. The system knows your preferences and will do that job for you in split seconds.

Semantic Searching

Semantic searching means that AI understands user searches and offers results that are customized to a specific user. The more AI knows about your search behaviour, the more it can understand the context of certain search phrases and patterns. What does this mean for search algorithms? It means that searching is becoming more user-centric and it will allow more targeted search with secondary and long tail keywords as a part of that search.

Creating dialogue with a customer

Thanks to AI, marketing is not a one-sided message anymore. AI won't just personalize content, it will allow consumers to provide feedback and ask questions. The results of such feedback are used instantly in digital marketing campaigns

AI also allows marketers to run dynamic creatives, testing different ads in seconds, as opposed to traditional A/B testing that may take weeks.

Moreover, the efficiency for advertising, publishers and user of AI becomes even more powerful when it is blended with blockchain technology. One of the great examples of such a blend,

is the company called Ubex, which created a platform for acquiring advertising slots and selecting the most effective websites for advertising placement.

By applying Ubex's AI algorithms, the advertiser can target customers based on the analysis of hundreds of parameters, such as target audience, geography, time of displays and many others.

More than 40% of digital advertising in the world does not reach its target audience according to research by Nielsen, and Ubex solves this problem.

Programmatic algorithms developed by Ubex allows significant increases in the effectiveness of targeted advertising. Programmatic assumes in-depth evaluation of target groups of users based on the history of their search requests, file downloads, application installs and online purchases.

Using neural networks and accumulated data, the Ubex algorithm selects the most current advertising offers relevant for certain visitors, maximizing the probability of obtaining the desired results. Moreover, the Ubex neural network evaluates the probability of targeted user actions. By applying such an approach, the Ubex algorithm estimates the economic efficiency of displaying various advertising options to each particular user. Thanks to the use of neural networks, the relevance of advertising displays is increased along with the predictability of advertising efficiency and the need to burn through budgets on trial and error approaches is reduced.

The Ubex platform is quite efficient in helping publishers to increase their revenues. Publishers are not getting enough revenue from their advertising slots because of a suboptimal sales system. There are several barriers that prevent publishers from maximizing revenue: low display utilization, low amount of targeted actions, traffic loss, unpaid debts.

Smart algorithms based on neural networks are able to optimally distribute thousands of ads from advertisers online. The Ubex algorithm maximizes the revenues of publishers with the most effective ad slots distribution to achieve their maximum load capacity.

Additionally, Ubex offers publishers the opportunity to tokenize their advertising slots. By utilizing all the statistics of users and advertising platforms available inside the platform, Ubex algorithms provide forecasts of potential publisher earnings and give an opportunity of forecasting future earnings provided the necessary rating is available. Thus, through tokenization, publishers can improve their financial performance.

AI is supported by blockchain solutions on the Ubex platform. The blockchain makes it possible to switch to a model of payment for targeted actions. Blockchain allows:

  • the implementation of tracking of target actions and their saving in a database transparent for all participants;
  • creating a trusted reputation rating;
  • creating mechanisms for guaranteeing mutual settlements;
  • tokenization of ad slots for publishers and factoring centres for advertisers;
  • distributed data mining for consumer-related information.

Ubex opens a new era in digital marketing by introducing a new innovative AI technology. With transformative blockchain technology. Ubex not only creates solutions for burning marketing issues but also creates a mechanism protecting all participants and a system of motivation to use the platform.

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Baylor Frat Prez Jacob Anderson Reminds Us Brock Turner Wasn't An Exception, It's The Rule, If You're A White Dude

Rapist should be held to a higher standard than the cost of a parking ticket.

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Former Phi Delta Theta President at Baylor University Jacob W. Anderson could not serve jail time for sexual assault charges that he has pleaded "no contest" to.

Anderson will not register as a sex offender and he will pay a $400 fine.

Sound familiar?

Our nation was rocked when convicted rapist and former Standford swimmer Brock Turner was sentenced to six months of jail time. He only served three months.

These young, affluent white men have not been properly held accountable for their actions. Folks screamed about "innocent until proven guilty" during the Brett Kavanaugh hearings. Even when folks acknowledge their crimes, we do not hold them accountable.

To clarify, Anderson pled no contest, not guilty. However, it is still incredibly frustrating to see someone not held accountable for the assault he has "no contest" that he committed.

Jacob Anderson assaulted a woman. Her life is forever affected by his actions. His life will go back to normal. He has Brett Kavanaugh to look up to. Affluent men are unaffected by their actions over and over again.

His accuser says that Anderson assaulted her at a fraternity party in February 2016.

"This guy violently raped me multiple times, choked me and when I blacked out he dumped me face down on the ground and left me to die," the victim said in a statement Feazell shared with NBC News." As quoted by NBC News.

Left out of the narrative of many news articles is the impact Anderson had on his young, male peers. As a fraternity president, Anderson was in a position of power in Phi Delta Theta. He served as a role model for the young men of his chapter. Potentially role modeling a culture of sexual assault.

Baylor expelled Anderson after an investigation into the assault. Surprising, considering the current nature of Title IX on college campuses.

If a chapter president at Washington State University had been expelled due to sexual assault, then I would be warning my Greek family to be cautious with that chapter's members. Beyond one member's actions, a culture of sexual assault can be pervasive among members.

Lucas put it best. The Baylor University community and Phi Delta Theta should be advocating for justice. Let your voices be heard.

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