Que se passe-t-il en ce moment dans le domaine du marketing ?
Compte tenu de tout ce qui se passe dans le monde en ce moment, l’évolution dans de nombreux domaines s’accélère beaucoup. Pour le meilleur ou pour le pire. Beaucoup rencontrent des défis majeurs à mesure que la numérisation s’épanouit, mais que se passe-t-il vraiment pour nous, les humains ? Sommes-nous à la hauteur ?
Nous sommes quelque peu à la traîne alors que les développements numériques s’envolent, nous affectant de nombreuses façons différentes. Dans notre vie personnelle comme dans notre vie professionnelle, nous sommes constamment confrontés à de nouvelles technologies, de nouveaux systèmes et de nouveaux produits qui nous aident à devenir efficaces, productifs et de meilleures versions de nous-mêmes. Nous fréquentons de plus en plus les médias sociaux, les forums et les réseaux numériques. Le développement de l’IA a également parcouru un long chemin.
Parfois, il semble presque impossible de suivre le rythme.
En ce qui concerne l’IA, le documentaire très médiatisé The Social Dilemma sur Netflix est intéressant. On y raconte une histoire plutôt intéressante : il y a une vingtaine d’années, les produits technologiques étaient vendus aux consommateurs, alors qu’aujourd’hui, ils sont gratuits, comme c’est le cas pour Facebook et d’autres applications et outils similaires.
Comme nous fréquentons de plus en plus les médias sociaux, nous les alimentons avec des tonnes d’informations et de données sur nous-mêmes qui permettent aux annonceurs de personnaliser leurs messages au niveau individuel. De cette manière, nous et nos informations personnelles devenons le produit qu’ensuite, par exemple, Facebook vend à ses annonceurs (par exemple, Cambridge Analytica). Une idée effrayante si l’on y réfléchit.
Comme nous donnons de plus en plus d’informations, les algorithmes s’améliorent de plus en plus, ce qui signifie que l’IA sera de plus en plus affûtée.
Et comment cela affecte-t-il le marketing ?
Eh bien, les messages peuvent être adaptés à l’individu de manière de plus en plus précise lorsqu’il s’agit de publicité. Pour les annonceurs, c’est formidable de pouvoir adapter le message en fonction de toutes les composantes de la vie de l’utilisateur. Cela rend bien sûr les publicités plus pertinentes pour vous, mais comment ressentez-vous, en tant qu’individu, le fait que les gens sachent tout de vous ?
En ce qui concerne les résultats des moteurs de recherche, ces algorithmes s’améliorent constamment pour fournir la meilleure réponse à votre question. Je pense que c’est une bonne chose. Après tout, l’idée est que vous, l’utilisateur, obtenez les meilleures informations possibles. Mais à quel prix ? Le dilemme consiste ici à choisir entre des informations pertinentes et la divulgation de ses données personnelles.
Alors, à quoi ressemblera notre avenir en matière de marketing ?
À bien des égards, l’avenir est déjà là. Le rythme du changement est rapide et nous sommes à peine capables de nous adapter aux nouvelles technologies. L’IA est vraiment en plein essor et elle va à la fois nous aider et éventuellement nous gêner.
En ce qui concerne l’IA, ce dernier sera bientôt capable de rédiger des textes aussi bons, si pas meilleurs, que ceux produits par un humain. D’une certaine manière, cela pourrait nous aider à produire du contenu de manière très efficace. Mais que se passe-t-il si le contenu produit est incorrect et qu’il est ensuite publié sur l’internet ? Ou que se passera-t-il lorsque l’IA écrira de meilleurs textes que les humains… Que feront les rédacteurs d’aujourd’hui à l’avenir ?
Comme mentionné plus haut, nous alimentons constamment toutes les plateformes telles que Google, Youtube, Instagram, Facebook, etc. avec de plus en plus d’informations personnelles.
Aujourd’hui, lorsque vous cherchez quelque chose sur Google, par exemple, les algorithmes de Google examinent vos précédentes recherches dans le moteur de recherche, l’endroit où vous vous trouvez dans le monde et une foule d’autres paramètres. Sur cette base, un résultat de recherche vous est donné en quelques secondes.
Imaginez que vous êtes à la recherche d’une agence de marketing numérique. Les résultats qui s’affichent alors sont des agences situées dans la ville où vous vivez, qui ont des employés ayant les mêmes valeurs que vous, qui ont les mêmes intérêts que vous, qui ont le même sens de l’humour que vous et qui ont également pour objectif de rendre le monde meilleur. Vous recevrez alors une réponse qui vous correspond en tant que personne et à votre rôle dans l’entreprise.
Les réseaux numériques vont se développer de plus en plus. Nous voyons des groupes de niche en ligne se développer de plus en plus. Dans ces groupes, les connaissances sont partagées de manière transparente entre les utilisateurs. Si vous voulez déjà être à l’avant-garde, je peux dire que c’est une bonne idée de lancer vous-même ce type de groupes et de communautés numériques, car cela deviendra un lieu de rencontre naturel à l’avenir. Si vous combinez ensuite le numérique avec des réunions physiques, la magie opère.
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One of the essential motivations behind why Big Tech organizations fear Ai is its unconventionality. While AI systems can be prepared to perform explicit undertakings with momentous exactness, their dynamic cycles can here and there be difficult to decipher or make sense of.
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