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What is Machine Learning and How Will it Impact Your Brand?

By Derek Franks  •  February 12, 2018

What is Machine Learning and How Will it Impact Your Brand?

Posted by: Derek Franks on February 12, 2018

The rise of the machines is here. Artificial intelligence is now a mainstay within our everyday technology. To ignore it is to fail.

Brands are recognizing more and more the importance of not only making sure that A.I. is a careful consideration when implementing their strategies, but also that they need to actively use this intelligence themselves to their business advantage.

This leaves no doubt: your brand needs to be fully adapted to compete in a A.I.-driven world and fully prepared to use this technology to stay ahead.

Let's take a look at some of this crucial technology that drives businesses’ marketing, advertising and customer development and experiences  One such capability that is taking over the industry is the buzziest of buzz terms: machine learning.

Here we’ll take a high level view of what exactly machine learning is within the context of marketing and branding. You’ll find a breakdown of the technology, the brands that employ it successfully and the implications to your brand and industry that it will have.

There’s no robot uprising to fear here. Just awesome technology that will help you solve some of your biggest challenges and grow your brand in new and powerful ways.

Here’s what you need to know about machines taking over and how to take advantage:

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What is Machine Learning?

Machine learning is the capability borne out of artificial intelligence that allows platforms to process and learn from new data and do so over and over again at a faster and more accurate rate.

It is basically a computer learning, and growing more intelligent, as it learns. These machines then, through algorithms implemented by their operators, can analyze and predict various scenarios or process information and spit it out in matter of seconds.

This allows search engines like Google to, quite literally, guess what the searcher’s intent is behind their query by processing billions of data points in the fraction of a second to feed the user accurate results.

This is also the same technology that helps advertisers serve appropriate ads to the user within a search engine based on the search query by accurately predicting ads that might be of interest to the searcher.

Within social media channels, the networks apply learning to aggregate favorable content based on a number of complicated algorithms, in which the intelligent processors use to learn what kinds of information to feed users.

Social media listening and social media monitoring platforms implement this technology to process data from billions of online conversations to deliver insights about people, competitors, audiences and other content from all across the web:

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Another example: Facebook has one of the oldest and most powerful A.I. machines. This allows FB to correctly send content to people’s News Feeds, help people within their Facebook search queries, and yes, deliver sponsored content to your target audience.

Other channels have mastered the art using a.i. learning. Twitter and LinkedIn developed similar algorithms for their feeds, while channels like Pinterest and Snapchat give marketers and advertisers incredible power to be discovered and grow their brand in new ways.

Search engines and social media are far from the only sources of this kind of A.I. that marketers need to concern themselves with, but this is a great jumping off point to understand why machine learning truly is transforming the industry… and why we can’t afford to ignore it moving forward.

How will Machine A.I. and Learning Impact your Brand?

If you want to find success in 2018 and beyond, it will mean investing in the right platforms and tools, and virtually no one will succeed without utilizing A.I. in some way.

Business owners, marketers and advertisers all need to be concerned with machine learning. A recent article in AdWeek calls it “a smart pill” that marketers can’t afford not to take.

It’s true, these capabilities help business professionals in these departments do the heavy lifting and dirty work better than any other resource. As the machines learn and grow in their data processing and predicting abilities, it will be a pointless exercise to continue on without this learning.

Knowing this, you’ll find that it will impact brands all over the world in powerful and head-turning ways. You’ll see companies using this intelligence to build self-driving cars and predict what product people will buy before they buy it.

You’ll see brands using machines to find influencers to help market their business and you’ll find B2B brands using A.I.-driven platforms to find customers who end up paying big bucks for their business.

Of course, Google and Facebook will keep using machine intelligence to make your digital marketing efforts more challenging. And you’ll see entertainment brands decide which T.V. shows to keep airing and which to cancel-- and which ads to run during those shows too.

Maybe, you’ll see a retail brand decide which products to keep selling in their store, or a popular mobile app decide on a new partnership with another brand.

As you can see, there’s no limit to what this technology can do.

Brands Using Machine Intelligence

Here are just a few examples of brands using artificial intelligence and learning technology for their marketing efforts:

Netflix - Netflix uses machine learning to understand and predict user behavior and entertainment preferences. As you’re using Netflix, the channel learns what kind of content you view, search for or interact with and uses a series of algorithms to get to know you as a viewer better. Obviously this is useful to give you a better user experience within the application. However, Netflix also relies on this intelligence to help it with its marketing and advertising, product development, and decision-making regarding its streaming content, among other things.

Adore Me - Lingerie brand Adore Me utilized learning technology to develop their audience segmentation strategy and build more one-to-one marketing tactics. Using this data, they created more accurate audience personas and improved their targeting significantly, leading to a 15% increase in revenue.

Delta Faucets - The faucet company used natural language processing capabilities to measure performance of their content. The data helped them predict which online content people were most likely going to engage with, which helped them boost pageviews by 49%.

Revlon - In a case study by Infegy, beauty brand Revlon used the learning capabilities within Infegy Atlas to discover key insights about their customer base, including sentiment about certain products, purchase intent, reasons for preference toward certain products, and what drives customer action. For instance, nail polish customers are more drawn to products that have intriguing nicknames rather than simply naming the products after their color.

Brandmark - This A.I.-powered logo creation company uses learning technology to create logos and branding for businesses based on data. Their tools have been used by brands like GQ, TAXI, Product Hunt and The Next Web.

BMW- The German auto giant used social listening to discover what was most attractive about their new line of vehicles. They found that their automated headlamps was the feature that impressed drivers most.

For further reading on applying this data to your marketing efforts, check out this brief document that explores some other ways to apply this data: LINK

Now It’s Your Turn

Your brand cannot keep up in this noisy, always changing world without investing the right technology. Machine learning not only provides ample opportunities for brands to stay competitive and reach the right audiences, it also enables them to research, analyze and craft and implement their strategies.

Social listening tools like Infegy atlas use this learning technology to help users discover key information about audiences, customers, competitors, fans, and influencers within their industry.

Combining AI with natural language processing, social listening allows you to monitor and analyze the whole online universe of conversations to better understand the people who matter most to your business.

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And thus, there’s no reason to worry about machines learning, adapting and evolving. In reality, you’re going to rely on it. As the intelligence becomes more intelligent, your brand has even more opportunity to gain an edge. Now, it’s time to put the available tools to work for you.

To see what machine learning can do for you, get a personalized demo with a member of our team today and see how social intelligence will make your brand smarter.

And don’t forget to download our latest resource, the social listening report for the travel industry, to see social listening in action:

Topics: social listening, digital marketing, machine learning, artificial intelligence

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