HARNESSING AI AND DATA ANALYTICS IN MARKETING

By - Shashwat Rawal

Welcome to the future. Marketing is about to get weird. Marketing as a field is used to anever-increasing rate of change, but the next step into artificial intelligence will be different. Itis no surprise that computational systems will manage more of our tasks in the future. But, aswe delve deeper into the realm of AI and data analytics, we are entering a period wherealgorithms not only decipher patterns but also predict consumer behaviour with unfathomableaccuracy. This fusion of data and AI promises to revolutionize how brands understand,engage, and ultimately shape their target market.

How AI and Data Analytics Will Reshape Marketing?

Just like the human autonomic nervous system controls everything you don�t have to thinkabout: your heart, your breathing, your digestion; Marketing too is on the verge of the needfor autonomic responses just to stay afloat. Personalisation, recommendations, dynamiccontent selection, and dynamic display styles are all going to be the cost of entry in thecompetitive world of marketing.

Here are some of the ways AI and Data Analytics can help marketers achieve their ambitiousgoals:-

1. Personalising consumer journey - Equipped with the advanced tools of AI andrelying on vast consumer data such as online research activities, brand affinities,historical price range, social profile, etc. can help brands personalise the shoppingexperience and increase consumer engagement, sales, and satisfaction.
2. Shopping Assistance - Allow your customers to treat your mobile apps like a sales clerk. Brands can create intelligent engagement platforms that can capture customer intentions, sentiments, questions, questions, and needs to drive sales using AI and data analytics.
3. Competitive Analysis - Track your competitor�s marketing campaigns, identify market opportunities and threats, and align your strategy with investment and innovation trends to set your brand towards sustainable future growth.
4. Real-time optimization - Adjust your marketing campaigns based on customer responses in real-time with the power of AI and data analytics.

What are the Implications for Marketers?

In September 2015, BBC ran its �Will a Robot Take Your Job?� feature. Choose your job titleand voil�! If you are a marketing and sales director, you�re pretty safe. Therefore, now thefocus should be on equipping yourself with the right skill set and utilising AI and dataanalytics techniques to make yourself a better marketer.

How are we Nurturing Future Leaders?

Symbiosis Centre for Management Studies, Noida is committed to preparing industry-readygraduates through its unique pedagogy. Being one of the top BBA colleges in Delhi NCR, theinstitute offers a varied range of specializations such as Business Analytics, Marketing, etc.allowing students to develop and succeed in the ever-changing world of marketing.

Keeping this vision in mind the Marketing Club of SCMS, Noida is hosting the GlobalMarketing Innovation Summit 2023 which will be a remarkable opportunity for students tonetwork and foster collaborations for an invaluable experience of learning and growth.

To conclude, AI and Data Analytics will continue to transform the world of marketing.Businesses that harness the power of these technologies will be well-positioned to succeed inachieving their marketing objectives. The future of marketing is being and SCMS Noida isready to prepare its students to be a part of it.

(Keywords - Marketing Club, Global Marketing Summit 2023, SCMS Noida, BBA college,Networking, Collaborations, Opportunities)