
The Automation of Marketing
Today, the average campaign response rate is less than 1 percent and with the emergence of artificial intelligence (AI), traditional marketing is wading into troubled waters because the waves of strategic campaigns, the retargeting, the real-time media buying, and personalized emailing are not moving the marketing needle as they used to. The robotization of shopping and marketing is changing how brands compete for consumers. The real opportunity in marketing today lies in redefining the customer relationship rather than in cutting costs.
In the future, humans might only be needed in the consumption phase of the buying cycle and purchasing decisions could be left to IoT-connected bots that order products for the customer. These products will then be delivered by anticipatory systems that understand when orders are to be made. For companies to succeed in this environment they need to make the marketing, ordering, and delivering process as seamless as possible, not just for the humans who will consume the products but also for the bots who will order them.