It’s impossible to diminish the buzz around machine learning. Almost every industry existing today is running after it.
Machine learning is something that has earned recognition in the business industry but is still not-so-familiar for a layman’s understanding. So before getting into details of machine learning let’s look at what it actually is.
What Actually is Machine Learning?
“Machine learning refers to the process by which computers develop pattern recognition, or the ability to continuously learn from and make predictions based on data, then make adjustments without being specifically programmed to do so,” writes Hewlett Packard Enterprise.
In other and simpler words, It is the technology by which computers are in a state of conscious learning, improving, acting and analyzing large volumes of information.
To understand Machine learning in a better way. Let’s take an example of the latest product of its technology; Facial Recognition. Facial recognition is the area of machine earing that is improving day by day. With its existence in different industries, its helping improves the work quality of most of the targeted sectors. For instance, Facial Recognition helps law enforcement agencies in catching fraud activities.
This technology also allows Google photos in making user experience to improve by starting out people in the photos.
Improvements like these have modified the working of industries profoundly. The marketing industry has been expanding its process of communicating to the audience, thanks to machine learning. Like I said above machine learning keeps the potential to work with large volumes of information which humans can’t do. Therefore, marketers are taking benefit of this feature.
How Machine Learning Improves Marketing:
Machine Learning has enabled marketers to work without any boundary. Its ability to handle large volumes of data has made it possible for marketers to take their skills to another level.
Here are some of the ways that show how machine learning is benefiting the marketing industry:
Making Recommendations More Relevant:
Product recommendations have been a tool for marketers from quite a long time now. In the past and even today, the product and content recommendation were originally managed by humans, manually. However today, things have changed, thanks to Machine learning.
In the past, recommendations were curated based on what the visitors liked or searched for. But with Machine Learning, recommendations are made super accurate., This accuracy is guaranteed because through machine learning technology, all the information such as – what the person purchased before, what he or she liked before and what they searched can be obtained.
Therefore, Its provides an accurate recommendation of product, content, categories, topics, authors and so on and so forth.
Segmentation of Targeted Customers:
Machine Learning provides the ultimate edge to marketers these days. How?
Well, It provides marketers the information to understand its diverse audience. This helps marketers in segmenting their targeted audience and provide each segment with the relevant content of engagement.
It has made it super-easy for the marketing industry to understand what their particular set of audience like and what they expect.
Making Identification and Solution of Problems Easier:
Running a marketing campaign isn’t a toddler’s task. You might be expecting your marketing team to have everything sorted but trust me, it’s impossible for a human to collect the amount of information coming in, digitally. The number of emails and, messages your company sends and receives are just an example of the large volume of data provided to your team.
Therefore, with the bundle of data coming it, it’s not shocking for them to neglect disruption of any promotional code or a broken link.
However, with Machine Learning technology the solution provided before the problem arises. Its learning algorithms predict the click-through rates and conversion rates and more that can be expected as a result of a marketing campaign.
Makes Communication Easier:
Being associated with the marketing department, it gets difficult for me to communicate with customers under the same pattern. You have no clue how different customers have a different medium of communications, that they prefer.
Some of them might like emails, some might prefer push-up notification, some might like text or some are like me that avoids human interaction in all possible way.
It learning helps us understand how to communicate with a certain prospect or customer. It also helps us in understanding when and when not to reach out to them.
These are just SOME of the ways we Machine Learning shows its utmost efficiency.