Trend 2018: Marketing und künstliche Intelligenz

Sah der Besucher auf der CEBIT in diesem Jahr den verstärkten Einsatzbereich für Medizin, Wirtschaft und Finanzen, so nimmt die künstliche Intelligenz (KI) auch im Marketing mehr Raum ein. Dieser Trend wird sich in 2018 fortsetzen. Die KI besagt so viel, dass die ADM-Systeme (Algorithmic Decision Making), wie sie in Fachkreisen benannt wird, lernende Programme sind. Diese stellen sich mehr und mehr auf individuelle Bedürfnisse ein und lernen von bisherigen Aktionen bzw. Kommunikationen. Im Folgenden werden die einzelnen Bereiche im Marketing näher beleuchtet, bei denen die KI erfolgreich und künftig noch weiter vertieft wird:

Social Bots:

Social Bots sind Programme, die auf gewisse Algorithmen basieren. Sie agieren in den sozialen Netzen wie reale Personen. Der PR- und Marketingbereich profitieren davon.

Conversational Chatbots:

Viele Unternehmen bietet bereits Chatbots an, die entweder nur eingangs oder im gesamten Gesprächsverlauf mit den Kunden kommunizieren. Sie reagieren sehr individuell in ihrer Kundenansprache. Gerade diese Programme sind selbstlernend und verfeinern mit jedem Kundengespräch die Interaktion. Mittels Predictive Analytics kann diese Software Konsumverhalten erkennen und bereist bei Aufrufen der Webseite entsprechende Informationen bzw. Antworten anbieten.

Content Targeting:

Content Targeting platziert die Online-Werbung gezielter und besser. Die semantische Kontextanalyse, die dahinter verborgen ist, analysiert das Werbeumfeld. Falls dieses nicht passt, kommt das Produkt dort nicht in Erscheinung. Bereits gekaufte Produkte werden gespeichert und nicht erneut für denselben Kunden beworben. Weitere Analysen und Angebote können aufgrund der Historie des Kundenverhaltens individuell angeboten werden.

Automatisierter Content:

Standardisierter Content (Inhalt) von Chatverläufen, Übersetzungen, Produktbeschreibungen und E-Mails können bald via intelligente Sprachverarbeitung automatisiert werden. Dieser kann sogar für das richtige einkleiden von SEO und Sprachgebrauch sorgen, welches die Kunden am besten anspricht.

Data Management Plattformen:

Diese Form der Analyse und Reaktion auf Kundenverhaltens beim Surfen ist schnell und reagiert mit abgestimmten Werbeeinheiten.

Brand Tracker:

Dies ist ein intelligentes Analyse-Tool, welches schädliche Inhalte in Bildformat erkennt. Beispielsweise werden beschädigte Bilder von Produkten ins Netz gestellt, die von diesem Tool erkannt werden. Gegenmaßnahmen können somit eingeleitet werden.

38 thoughts on “Trend 2018: Marketing und künstliche Intelligenz

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