El marketing adopta la IA para cambiar su futuro

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CLAVES:

  • La Inteligencia Artificial va a suponer en el marketing la misma revolución que ya está suponiendo en la industria automovilística con los coches autónomos.
  • Datos que antes permanecían escondidos con los que se podría llegar a niveles más ambiciosos para entender la conducta del usuario, será explotables.
  • En el futuro próximo, el éxito en marketing dependerá en gran medida de la capacidad para hacer que la experiencia de la marca sea aún más personalizada.

La Inteligencia Artificial ya es una realidad y va a tener un impacto decisivo en la relación entre las marcas y los consumidores.

Los responsables de las marcas siempre han tenido como verdadero reto comprender a los consumidores. Y ahora, la ciencia y la tecnología llegan al rescate.

Los avances tecnológicos están cambiando el orden de las cosas y descubriendo novedosas herramientas para conectar con la mente de los consumidores. Entre las tecnologías que están ayudando a este cambio están el big data y la Inteligencia Artificial, que ayudarán a encontrar nuevas motivaciones en los usuarios. Y gracias a estas tecnologías se puede ver cómo la Inteligencia Artificial permite comprender la carga emocional entre los consumidores y las marcas.

[section label=”¿Cómo se puede utilizar la IA para comprender al consumidor?” anchor=”¿Cómo se puede utilizar la IA para comprender al consumidor?”]

¿Cómo se puede utilizar la IA para comprender al consumidor?

Los algoritmos han complicado la relación entre las marcas y los usuarios. Anteriormente bastaba con sólo analizar qué contenidos publicar y en qué horarios y así, conectar con los clientes. Pero ahora ya no es suficiente.

Es ahí cuando la Inteligencia Artificial hace su trabajo, al estudiar ese escenario y los elementos que verdaderamente construyen una conexión con los consumidores, permitiendo que se establezca ese vínculo emocional llamando: engagement.

Además, la IA también abre una caja de pandora para los marketeros, trayendo a la luz los “dark data”. Estos datos que permanecen escondidos y con los que se puede llegar niveles más ambiciosos para entender la conducta del usuario.

Es evidente, que los avances de la Inteligencia Artificial aún se encuentran en primera fase y pese a que, ya no está en etapa experimental y cuenta con muchas herramientas, las cosas todavía no están finalizadas en su totalidad. Lo que quiere decir que las empresas están en ese momento en el que deben probar con todas sus aplicaciones y determinar aquellas que les representarán mayor provecho.

[section label=”La experiencia de marca está evolucionando” anchor=”La experiencia de marca está evolucionando”]

La experiencia de marca está evolucionando

Aunque los seres humanos ya están rodeados de IA de muchas maneras, aún no está todo visto, ya que se proyecta que la IA duplicará las tasas de crecimiento económico para 2035.

Fuente: Accenture
Fuente: Accenture

Ahora, más que nunca, el paisaje ha evolucionado. Lo que alguna vez fue un foro donde los anunciantes, vendedores y narradores tradicionales pudieron determinar fácilmente su próximo paso con la investigación estándar, el éxito de las agencias de comunicación depende en gran medida de su capacidad para hacer que la experiencia de la marca sea aún más personalizada.

Para hacer esto con éxito, las agencias necesitan comprender las emociones que hay detrás de las marcas y lo que las personas sienten hacia ellas. Las comunicaciones solían ser predictivas: se podía publicar en un momento determinado del día para optimizar las vistas en línea, pero debido a que los algoritmos y la piratería de crecimiento están cambiando a un ritmo tan rápido, esto ya no es posible. El enfoque plug-and-play ya no es suficiente.

Adoptar nuevas tecnologías ayuda a aprovechar al máximo los datos y los análisis para generar ideas sobre la orientación óptima de la marca. El objetivo es lograr una mejor comprensión de lo que quieren los clientes más allá del simple análisis de las emociones, y hacer que la comunicación en línea parezca más humana.

[section label=”¿Cómo pueden las agencias de comunicación sacarle beneficio a la IA?” anchor=”¿Cómo pueden las agencias de comunicación sacarle beneficio a la IA?”]

¿Cómo pueden las agencias de comunicación sacarle beneficio a la IA?

  • Entenderla

A pesar de que algunos programas de inteligencia artificial han existido durante años, la IA en su conjunto es todavía muy novedosa para muchas empresas. Durante mucho tiempo, las agencias de comunicaciones y marketing no necesitaron pensar en la IA porque las herramientas no estaban allí. Ahora, compañías que no utilicen la IA se quedarán atrás. La IA es altamente técnica y se necesita experiencia en el campo para implementarla de manera efectiva.

  • Experimentar con ella

Todas las formas de IA deben pasar por el entrenamiento. Las agencias de comunicaciones deben pasar por una fase de prueba beta de manera interna, donde una muestra del producto se prueba en un entorno que no afecta a los clientes, antes de implementar la IA en sus estrategias.

  • Utilizarla de forma óptima

Desde su capacidad para mejorar los procesos y personalizar las estrategias de marketing hasta su capacidad de permitir la microsegmentación en las comunicaciones masivas, la magnitud de las posibilidades a través del uso de IA es significativa. Sin embargo, dentro de esta magnitud, las agencias de comunicaciones deben tomar decisiones inteligentes sobre cómo utilizarlas de manera óptima para apoyar a sus clientes. Las decisiones sobre la planificación de las estrategias de comunicación aún tendrán que ser encabezadas por humanos sin importar cómo de inteligentes sean los ordenadores.

[section label=”Las marcas irán a un segundo plano” anchor=”Las marcas irán a un segundo plano”]

Las marcas irán a un segundo plano

A medida que las máquinas comiencen a tomar decisiones para las personas, se les dificultará a los vendedores entender cómo entrar en esa ecuación y cómo influir en el comportamiento del consumidor. Y eso es muy perjudicial para muchas empresas.

La IA está en su infancia, pero ya está apareciendo en las vidas de los usuarios a lo grande, como por ejemplo la nueva herramienta de desbloqueo de reconocimiento facial de Apple y el asistente inteligente de Google. Lo que podría ser un gran problema para las empresas de marketing.

Para comprender el impacto de la IA en las marcas hay que imaginar una nevera inteligente futurista que tiene cámaras para rastrear los alimentos que se encuentran en su interior, y ve que la leche se está agotando. Debido a que está conectado a la tarjeta de crédito del cliente y a su tienda online preferida, automáticamente solicita leche en función de los datos que ha recopilado sobre sus hábitos de compra anteriores. La nevera ya sabe qué tipo de leche prefiere en función de lo que ya vio comprar, por lo que no tiene que elegir la marca ni el tipo de leche para reordenar.

Esa nevera no existe aún, pero lo hará pronto. Una nevera inteligente Samsung ya puede rastrear la comida y puede ofrecer recetas según lo que hay en la nevera. Se espera que todas las neveras en el futuro estén conectados a la tarjeta de crédito y que cuenten con capacidades incorporadas de entrega de alimentos.

Pero la IA no solo afectará a los hábitos de comida. Por ejemplo, el asistente de Alexa de Amazon ya permitió comprar productos sin ser demasiado específico. Por ejemplo, cuando se solicite más jabón, Amazon seleccionará un jabón que cree que le gustará en función de su algoritmo, y si bien hay que confirmar esa elección, Amazon ya puede ordenar cientos de marcas y elegir un jabón.

[section label=”Internet se reducirá” anchor=”Internet se reducirá”]

Internet se reducirá

Hasta ahora, Internet ha tratado sobre ofrecer más opciones para todos, pero a partir de que la Inteligencia Artificial y el Machine-Learning sean una realidad, esto cambiará y pasará a tratar sobre ofrecer lo que necesita el usuario.

Probablemente sea por eso que Google está trabajando tan a fondo en su asistente inteligente. El negocio de Google hoy en día se basa en la publicidad: vende a las marcas la parte superior de los resultados de búsqueda. Si los usuarios dejan de buscar los mejores tipos de jabón y en cambio confían en los algoritmos para elegir jabón para ellos, las marcas de jabón dejarán de comprar esos anuncios y Google perderá su mayor fuente de ingresos.

ECOMMERCE NEWS. La Inteligencia Artificial está cambiando la forma de analizar al consumidor. 4 de julio de 2017 [consultado 26-10-2017]. Disponible en: http://ecommercenews.pe/la-inteligencia-artificial-esta-cambiando-la-forma-analizar-al-consumidor/

FORBES. How Artificial Intelligence Is Changing The Way We Analyze Consumer Behavior. 29 de junio de 2017 [consultado 26-10-2017]. Disponible en: https://www.forbes.com/sites/yec/2017/06/29/how-artificial-intelligence-is-changing-the-way-we-analyze-consumer-behavior/#18e6e482741a

MARKETS INSIDER. Artificial intelligence could make brands obsolete (GOOGL, AMZN, AAPL). 25 de septiembre de 2017 [consultado 26-10-2017]. Disponible en: https://www.forbes.com/sites/yec/2017/06/29/how-artificial-intelligence-is-changing-the-way-we-analyze-consumer-behavior/#18e6e482741a

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