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RESEARCH, ANALYSIS & TRENDS
Building up on this kind of marketing automation is Blockchain technology can even help to prevent
essential in managing the upcoming task in digital advertising fraud and improve the effectiveness and
marketing. However, a lot of data is needed and then measurability of online advertising. Advertising traffic
used in connection with AI in such a way that intelligent that’s artificially generated by bots will then be a thing
and tailor-made offers for personal customer of the past. There is greater transparency, since all
experiences can be created. those involved along the value chain can reliably see
whether and by whom the advertisement was seen and
Conversational interfaces, so-called simple text-based what actions triggered.
chatbots, have for instance long been used in customer
support. These are often still based on manually The fact is, when a brand is not performing digitally,
configured rule sets and appear relatively unintelligent customers look for better offers. So, to constantly meet
during the interaction, but the company can at least be the increasing expectations and to remain competitive
reached non-stop. Since chatbots are AI-powered, they as a company, AI and blockchain will play an essential
can often arrive at the right solution faster than any role in the future. The interface to people is becoming
human. With the ability to learn, the interaction also gets more and more invisible and increasingly a part of our
better with every conversation. Combined with predictive life. ◊
analytics, the chatbot can then anticipate customer
requirements and proactively make the right By Daniela La Marca
suggestions.
Now, with the use of blockchain in marketing,
administration can also be significantly simplified, which
results in lower costs and better service. In connection
with a conversational chatbot, the blockchain becomes a
convincing duo in marketing.
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