The advertising industry is about to experience a reboot. Our ability and willingness to collect, store and process data through artificial means and store it in clouds for greater connectivity will forever change the advertising industry. The days of running manual campaigns in Google AdWords, Bing Ads or Yahoo Gemini are slowly but surely coming to an end to give way to much smarter artificial intelligent means of running advertising campaigns based on user data captured by ad servers and connected things.
Smart people that know how to ask the right questions will still remain a crucial part of the equation. Machines are great at providing answers, but humans will always be superior to machines when it comes to asking the right questions. To survive as a marketer in the marketing automated world we are about to experience, you will need to be smart and have the ability to ask the right questions. This requires self-awareness of what you are doing, the business you are operating and the customers you are serving combined with a native digital mindset and a technology agnostic philosophy.
Connected devices such as sensors, beacons, appliances, wearable’s, smart products and just about anything fitted with a chip and connection to the digital world will allow for the generation of data that will be aimed at trying to understand people and their intent. The hope is that this data, with the help of our data-processing artificial friends, will help us serve people in enhanced ways through advertising and task automation. The days of “dumb” ads that do nothing more then get in our way, should come to an end – or that’s at least what we hope.
Smart connected products and devices will also communicate with each other to facilitate the mobility of human experience throughout our homes, shopping centers, streets and any digitally enhanced spaces we occupy and live our lives. What it will do is force marketers to work much closer to product development teams to ensure products are fitted with data collecting chips that are connected to the cloud and sending a constant flow of behavioral data to cloud hosted databases, which can then be used to serve more relevant ads and build better products and experiences for the customer.
The future of advertising will not revolve around displaying an ad and interrupting people but more on injecting value to get a person to the next step in their journey. After-all, what are ads currently intended for on the web? They try to have you click on them so you get to your next step…often misleading you to places you do not want to go.
Personalized products and devices will help digital-first companies and their marketers to understand how people interact with product and serve them in more meaningful ways. Artificial intelligence and machine learning will drive improved intelligent assistants who will help us find information, products and services in the times we need them most. People will be empowered in more meaningful ways and have greater control when needing access to the things they need. We will no longer endlessly search the web for the things we need starting with a search engine but instead ask our intelligent personal assistant through speech or typing for the things we need. Through the vast amount of data this assistant will have on us (processed through artificial intelligent means), the things we need will come to us, when we need them and where we need them.
Connection speeds will improve dramatically, data will be entirely hosted in the cloud and readily accessible, computing speeds will no longer be a bottle neck for large scale computational power and the barriers we are still experiencing today will break down and open the door to a smarter machine world that will help us live our lives in happier and more meaningful ways. Both for consumers and marketers.