Why You Should Introduce Machine Learning Into Your Marketing Now

Cater to the "market of the one" -- this has always been the holy grail of marketing. Brands and marketers have always strived to understand individual consumer necessities and tried to cater to them directly through an open dialog, at scale. While this was long a pipe-dream, with the advent of deep neural networks, the current crop of machine learning algorithms, and advancements in artificial intelligence (AI) research, the age-old spray and pray marketing is coming to an end. Now, with machine learning, brands have a good shot of being truly coherent in their narrative and engaging consumers with a consistent voice, tailored to individuals across omnichannel end-points. To break it down, let's take a concrete example of advertising a kid's video game, such as "Plants vs. Zombies -- Garden Warfare 2" and compare the two marketing options. In the marketing world, the best course of action for such a game would involve defining the genre of the game, the intended audience behavior and the market segment to advertise.