In marketing, creativity is used to provide a pleasant surprise to the audience. To find the elements that would touch the sensitive cords within each one of the desired audience, a lot of data are gathered and analyzed to define preferences and inner drives. This is how marketers can manage to design campaigns with much more custom elements that match individual tastes.
Liking facts derived from data analysis are the basis of the latest developments in marketing technology. Details that someone would not admit answering a research can be mined through data analysis to create a personalized customer experience that would suit certain preferences.
For example chatbots, when introduced, was among the first consumer-facing Artificial Intelligence (AI) applications. It took a lot of negative customer criticism and major redesigns to self-learn as expected and operate flawlessly with a more human-like behaviour. Some marketers believed this new technological gadget could excite customers but what really happened was that consumers did not enjoy impersonal machine communication that much. They only tolerated it as the only fast and easy communication method available. When there was another realistically functional alternative, a chatbot was not the first customer choice.
The improvements that will follow this first generation will produce much more interesting solutions. This is why personalization technologies are expected to be one of the biggest tech trends in the coming years till 2020. Predictive analytics and artificial intelligence will be among the most discussed terms especially combined with connected wearable items.