DECEMBER 2018CIOAPPLICATIONS.COM6AR and NLP: The Next Big Thing in MartechFor decades, marketing has been a repetitive exercise: it starts with hiring a marketing agency, launching a campaign, evaluating the feedback, and replicating the same process all over again. This approach is no longer effective. Today's forward-thinking marketers seek the clout of modern technologies to manage their marketing functions more strategically. That includes buying media strategically, optimizing placement of creatives, re-targeting likely customers, and measuring results in near real-time.With the arrival of artificial intelligence, mass marketing has become history. Today, AI enables marketers to analyze hundreds of data points about users and use those insights to segment consumers effectively. Along with that, AI plays a critical role in creating personalized, targeted, and appealing messages and offers for consumers to drive higher click-through rate (CTR), engagement, and conversion rates. Furthermore, machine learning algorithms are helping companies derive the most valuable consumer segments, so that the businesses can focus more on those segments and boost the ROI.Another breakthrough in martech is the utilization of natural language processing (NLP) for sentiment analysis of consumers. NLP is being used to judge the sentiment that social media users have toward a brand based on text and multimedia data found on social media platforms. When used with demographic information, these insights can lead to better segmenting, making it easier to create a more distinct picture of the `who' in targeted marketing campaigns.Marketers are also experimenting with augmented reality. Right now, AR is being used in event marketing and by B2C marketing teams that are finding innovative ways for consumers to browse and shop. For example, IKEA's AR app lets customers see how an item will look in their home before they make a purchase. As the benefits of AR further proliferate the marketing landscape, it will offer more creative and innovative ways for companies--including the startups and new entrants in the market--to connect with their targeted audience.At the helm of these modernizations, CIO Applications' editorial board has evaluated the leading-edge martech solution providers in the industry that are evoking a new-age marketing revolution.Let us know your thoughts. Joe PhillipManaging Editoreditor@cioapplications.comJoe PhillipDECEMBER - 24 - 2018MARTECH SPECIALCopyright © 2018 ValleyMedia, Inc. All rights reserved. Reproduction in whole or part of any text, photography or illustrations without written permission from the publisher is prohibited. The publisher assumes no responsibility for unsolicited manuscripts, photographs or illustrations. Views and opinions expressed in this publication are not necessarily those of the magazine and accordingly, no liability is assumed by the publisher thereof.Volume 03 - 59Published by ValleyMedia, Inc. To subscribe to CIO ApplicationsVisit www.cioapplications.com *Some of the Insights are based on the interviews with respective CIOs and CXOs to our editorial staffManaging EditorJoe PhillipGraphics & ArtDeclan ColeRenukesh GangurEditorial StaffBen JacksonDowel MajiJune MichaelPooja RaySalesBrian Thomasbrian@cioapplications.comEditorialContact UsPhone: 510.330.5172Fax: 510.894.8405Emailsales@cioapplications.comeditor@cioapplications.commarketing@cioapplications.com
< Page 5 | Page 7 >