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The automation of marketing

Author

Listed:
  • Pearson, Andrew W.

    (Intelligencia Limited, USA)

Abstract

Today, the average campaign response rate is less than one per cent 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 personalised e-mailing are not moving the marketing needle as they used to. The robotisation of shopping and marketing is changing how brands compete for consumers. This paper stipulates that 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 that will order them.

Suggested Citation

  • Pearson, Andrew W., 2021. "The automation of marketing," Journal of AI, Robotics & Workplace Automation, Henry Stewart Publications, vol. 1(2), pages 131-141, December.
    • Handle: RePEc:aza:airwa0:y:2021:v:1:i:2:p:131-141
    as

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    More about this item

    Keywords

    artificial intelligence; customer engagement; personalisation; machine learning; anticipatory shipping; customer relationship management; automated shopping; behavioural marketing;
    All these keywords.

    JEL classification:

    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • G2 - Financial Economics - - Financial Institutions and Services

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