Applications of Cognitive Computing in Marketing




Our society has changed to a great extent, due to the large involvement of the web and so has the marketing industry. Experts may debate that creativity is the heart of marketing businesses, but it is no longer the singular realm to the creative department of an ad agency. We can witness that communications and marketing teams are transforming significantly and leaning towards territories formed by computer science. Specifically, the swing is towards cognitive computing.

Marketing executives are noticing these changes and trying to adapt to the needed technological solutions. Today, the marketing domain has come up with new jobs that didn’t even exist a decade ago. With the passing era, we can see that creativity is persisting with the help of SEO consultants, web designers, web app developers, social media, and mobile experts. These relatively new jobs are helping marketing professionals to excavate new opportunities presented by new technologies.

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With a large amount of data at hand, the scale of opportunity is ever-expanding. This requires alterations in the core competencies of a marketer and the skills of the marketing department. Cognitive Computing is assisting Chief Marketing Officers to look at problems that are not directly visible and hence achieve goals in the best possible ways. Computing is assisting executives to calculate decisions in real-time and has the potentials to provide solutions that are beyond the human scale.

These newer technologies are enabling brands to target correct audiences with the right messaging. Moreover, cognitive computing evaluates the reach and effectiveness of relatively newer marketing campaigns and helping executives with much-needed insights.

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Cognitive computing provides insights in many ways including search engine optimization, targeted advertising, programmatic buying, decision making, interactive marketing actionable insights, and much more. Latest Cognitive systems like Enterra’s Cognitive Reasoning Platform™ (CRP) explain calculated insights and reasoning behind such recommendations in the human-understandable language (natural language). Such cognitive systems can have the full potential to become every organization’s trusted partner.

Predictive analytic is another such field where Cognitive computing assists technology marketing. Intricate software tools use predictive analysis to make educated guesses based on historical data available in the form of hundreds of data points. The predictive analysis approach greatly help in gaining insights into generating and converting leads. This simple concept helps marketing professionals to different target groups, under certain circumstances, who will be prospective buyers from the ones who are not fit for the product line. This will also help to focus on the correct target market and convert them to customers. The ability to target correct customers is a win-win situation for both parties because buyers will receive relevant ads and sellers will get potential buyers.

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The decade ahead is surely the era of Cognitive Computing. It assists marketing professionals by defining problems and extracting needs that cannot be formulated by humans. These emerging technologies are helping executives to extract new goals, apply focused efforts, and achieve desired results. People will be benefited, as devices will be able to predict their schedules, desires, and needs. Mass advertising will be less intrusive, eliminated by a more personal and humanly interactive suite.



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