The world of advertising is rapidly changing more and more by the day, though few of today’s beginners in the advertising market are paying enough attention to the rapid innovation occurring around them. While new technologies like big data analytics and the complex algorithms that power today’s advertising strategies can be daunting and take some time to understand, it’s crucial that the next generation of advertising professionals understand how these two technologies will come to define their industry.
Here’s how big data and algorithms are coming to define advertising, and what newcomers to the field need to understand about these technologies in order to survive and thrive.
The era of big data has already begun
Big data and algorithms will work hand in hand to change advertising as we know it well into the future, but it’s a simple matter of fact that the era of big data has begun. While some are still sating their worries by insisting they still have plenty of time to brush up on these technologies down the line, it’s imperative to start learning about big data operations and how they’ve changed the face of advertising right now if you don’t want to get left behind in the market. A great place to begin is by examining what successful ad campaigns have used big data as their foundation thus far.
Coca-Cola, for instance, has long been renown as one of the companies with a virtually unparalleled track market in the adverting business. The famous soft drink brand has stayed so popular in the contemporary age despite the relative staleness of its now decades-old product in part because it was an early adopter of AI and data-based marketing strategies. The Coca-Cola company generates mountains of data every single day, and uses that information at virtually every level of the decision-making process to better inform its workers.
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That company, like all those which have cleverly used big data operations thus far to spice up their advertising efforts, understand that the basis of tomorrow’s advertising industry will be the widespread collection and clever utilization of consumer data. If advertisers want to successfully peddle their merchandise to the public, they’ll need to know down to the last detail what that public wants, when they want it, and how they expect it to be delivered right to them.
Some unfamiliar with these technologies might be asking where algorithms fall in all of this. The answer is simple; today’s algorithms, like most automating technologies, empower everyday advertisers to do more with less, and open up many doors for when it comes to gaining insight on customers. The introduction of algorithms to our market has added an unexpected scientific twist to marketing which can never be undone, and those who reject the use of algorithms entirely will soon find themselves hopelessly outdated.
Tomorrow’s markets will be found by algorithms
One of the most difficult parts of any savvy advertiser’s job is finding a new market to make pitches in. As the global marketplace grows more cluttered and dizzying by the day, human workers will increasingly have to rely on the help of algorithms to detect new crops of potential customers. Everyone from small time local businesses to corporate giants will have to rely on algorithms to survive; massive retailers like Walmart realized years ago that search engines and programs that help companies use data to bring customers right to the products they want wasn’t merely an impressive way to wow shoppers, but was indeed an essential change that was necessary to keep their doors open.
Those who refuse to invest in algorithms or big data operations themselves will soon find themselves outgunned when juxtaposed against the competition. What’s worse, inequality between advertisers when it comes to their capabilities to reach prospective audiences will only grow more disparate as those who invested in algorithms and big data science pull so far ahead of those who didn’t that they can’t be caught. Before long, those who shun big data operations entirely will soon be relics in the marketplace, long-since replaced by more savvy advertisers with their fingers on the pulse of the modern market.
The trick to staying alive in this era is to embrace big data analytics with gusto, and to begin laying the foundations of your algorithmic empire. While some advertisers are relying on third parties to acquire data on their customers, more and more are coming to realize that designing their own big data systems to acquire, comb through, and cleverly utilize customer data is the only way to remain independent in the future. As big data and algorithms come to define advertising as we know it, marketing professionals will need to constantly stay up to date on these technologies if they don’t want to get left behind.