Post by wekeve7933 on Dec 5, 2023 9:28:35 GMT
Rocket Fuel Institute (RFI), the research department of Rocket Fuel, one of the leaders in predictive marketing, conducted a study on the evolution of marketing technologies. The results show that platforms (particularly those based on artificial intelligence) will take on a more important role in the digital advertising sector, becoming essential for understanding audiences, because they take into account the customer journey in its entirety and integrate the optimization of creations across all channels. Marketing platforms are evolving.
Industry consolidation has enabled the emergence of technologies Telegram Number such as machine learning, and new marketing channels, such as virtual reality. It is now necessary to adopt a new approach which consists of understanding not only the platform, but also the media mix as a whole. A way for brands and advertisers to reach even more consumers, faster. This was unimaginable just a few years ago. “ As consolidation in the digital advertising market continues, it is more necessary than ever for platforms to look to the future and consider how their strategies and capabilities can evolve as consumer expectations transform. ” comments Nikos Acuña, Managing Director of the Rocket Fuel Institute. “ The platforms that survive and lead this new generation of marketing will be those that improve the consumer experience. They will have to facilitate the use and management of data and the integration of first-party data, enable AI-to-AI communication, and above all prepare for future communication channels.
The RFI took a closer look at some of these factors and concluded that: Artificial intelligence will help analyze data and increase the power of its processing. The future of these platforms will therefore be based on communication between two artificial intelligences to help resolve problems, as well as the processing and optimization of information. Customer experience will continue to be at the heart of the process and influence the way people buy, with increasingly high expectations from consumers. Platforms will need to be able to determine whether these are positive or negative experiences. To fully control the customer experience, a platform must govern and exploit its customers' data , which means being able to quickly manage a large volume of data. Data quality will need to surpass quantity. Marketers will soon be able to connect to any platform in order to aggregate as much data as possible and thus achieve high requirements in terms of volume and processing speed. It is imperative that platforms start working on new marketing channels like augmented reality (AR) and virtual reality .
Industry consolidation has enabled the emergence of technologies Telegram Number such as machine learning, and new marketing channels, such as virtual reality. It is now necessary to adopt a new approach which consists of understanding not only the platform, but also the media mix as a whole. A way for brands and advertisers to reach even more consumers, faster. This was unimaginable just a few years ago. “ As consolidation in the digital advertising market continues, it is more necessary than ever for platforms to look to the future and consider how their strategies and capabilities can evolve as consumer expectations transform. ” comments Nikos Acuña, Managing Director of the Rocket Fuel Institute. “ The platforms that survive and lead this new generation of marketing will be those that improve the consumer experience. They will have to facilitate the use and management of data and the integration of first-party data, enable AI-to-AI communication, and above all prepare for future communication channels.
The RFI took a closer look at some of these factors and concluded that: Artificial intelligence will help analyze data and increase the power of its processing. The future of these platforms will therefore be based on communication between two artificial intelligences to help resolve problems, as well as the processing and optimization of information. Customer experience will continue to be at the heart of the process and influence the way people buy, with increasingly high expectations from consumers. Platforms will need to be able to determine whether these are positive or negative experiences. To fully control the customer experience, a platform must govern and exploit its customers' data , which means being able to quickly manage a large volume of data. Data quality will need to surpass quantity. Marketers will soon be able to connect to any platform in order to aggregate as much data as possible and thus achieve high requirements in terms of volume and processing speed. It is imperative that platforms start working on new marketing channels like augmented reality (AR) and virtual reality .