Robots have stepped in to make this decision-making process easier
This is an exclusive interview conducted on the role of robots in the marketing industry, by Santosh Vaswani Content Writer & Editor at CIO News with Christine Alemany, CEO of Trailblaze Growth Advisors (TBGA).
Speaking on the role of robotic technology or robots in the marketing industry and how could the robotic technology change the future of the marketing industry, Christine Alemany, CEO of Trailblaze Growth Advisors (TBGA), in an exclusive interview with CIO News, said, with information overload, the number of decisions that a person is forced to make becomes overwhelming. Robots have stepped in to make this decision-making process easier. For example, Hennes & Mauritz AB (H&M), a Swedish multinational clothing-retail company, has built robotic assistants to help consumers pick the best outfits.
There are artificial intelligence (AI) technologies focused on building marketing plans, distributing ad spend, setting the frequency of social posts, creating social post copy for distribution, and selecting the right content for email marketing, based on the business’s strategic goals. However, the more nuanced tasks will take time. Like I say, “good marketing strikes the right balance between art and science”, she said.
Expressing her views on Business to Robots to Consumer (B2R2C) and why B2R2C is becoming an important trend, Alemany said that robots will serve as gatekeepers to their human counterparts. The AI will understand its human’s personal preferences and persona to filter out noise. Just like with search marketing and social media, marketers need to understand how their content and products would be ranked by AI when sharing results to their human users. Armed with that understanding, marketers can influence their relative ranking.
When asked about the impact the marketing industry can expect on ROI by having robotic technology, she said, “I’m not sure”. Automation is not always cost-saving because the maintenance, curation, and moderation involved can be costly. Ideally, it should increase efficacy to boost the lifetime value of customers.
Technology and the underlying data are other tools for marketers. Great marketers must be as adept at interpreting data and implementing technology as they are in creating captivating ads and marketing strategies, she added.