The Business APAC HR Tech Exclusives of 2019 March 2019 | Page 38

Industry Insights
The Ultimate Secret of
Machine Learning in the
Digital Marketing
Industry
M
achine learning (ML) is one of the innovative
technologies in the digital marketing industry.
Many organizations started to incorporate
machine learning into their products or services. Typically,
a person gets confused between artificial intelligence (AI)
and machine learning; therefore they assume that both
technologies are the same. However, ML and AI are two
separate units that just so happen to complement each other.
Whereas artificial intelligence aims to harness certain
aspects of the thinking mind, machine learning is helping
humans to solve problems in a more efficient way. As a
subset of AI, ML uses data to tech itself on how to complete
a process with the help of AI capabilities. The expert system
can help companies to find hidden knowledge available in
consumer data for streamline marketing processes.
various industries, sellers thought to integrate the system in
marketing to get better performance and results. In digital
marketing practices, the self-learning system can be used
for helping sales assistant to broaden their understanding of
target consumers and how they can optimize their
interactions with them. Machine learning isn’t here to take
over the jobs of digital marketers, but rather its main use is
to enhance the digital marketing strategies and make the
jobs of digital marketers easier.
The rise of machine learning in the digital marketing
industry
The marketing people use the automatic learning system to
understand, anticipate and act on the issues that their sales
prospects are trying to resolve more quickly and with
greater clarity from any competitor. Along with that, this
system comprises utilizing data, content, and online
channels to increase productivity and help digital marketers
But, marketers were somewhat hesitant to incorporate the
automatic learning system in their digital marketing
strategies. Due to the positive impact of machine learning in
Mar. 2019
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