According to research, marketers’ uptake of artificial intelligence (AI) is poised to grow as more companies invest in the emerging technology. Two of the most popular ways that marketers are applying AI are for advertising targeting and audience segmentation.
Around half of all viewers to the two main BBC television channels are over 60 years of age, yet this age group makes up less than a quarter of the population of the United Kingdom.
The share of the public service channels has fallen from 76% of all television viewing in 2003 to 53% in 2013.
American smartphone buyers are quickly adopting device “early upgrade” plans offered by their mobile service providers. Upgrade plan enrollment has more than quadrupled since September 2013 — going from 7 to 31 percent by the end of the first quarter 2014.
22 percent of Android and 25 percent of Apple owners are extremely interested in upgrading their phone more frequently.
Wi-Fi adoption within the home is now pervasive, but application usage can vary. According to The Diffusion Group (TDG), 74 percent of Millennials that use a home network describe their use as either ‘equally’ or ‘primarily’ media-oriented, a rate that decreases linearly with increasing age.
“Most interesting is how rapidly this media orientation drops off as the age of the home network user increases,” noted Michael Greeson.
Savvy advertisers are continuing to adopt audience targeting, according to a March 2014 study which found that brands had upped audience targeting on all platforms — including smartphones and tablets — from 2013.
As a result, lookalike modeling was picking up the pace, with 73% of U.S. ad agencies and 64% of advertisers saying they used it.
The introduction of big data and analytics enables savvy business leaders to identify market opportunities with the most upside potential and ensure that marketing investment is directed at the profitable customer segments.
The return on investment can be significant. As an example, the continued deployment of analytics platforms is expected to deliver combined savings and incremental revenues to mobile network operators (MNOs) totaling more than $9 billion by 2018.
While Big Data was once more a buzz phrase than a well-understood tool, it is now becoming integral to marketing strategy. Data analysis is used in key marketing areas, allowing marketers to better segment their target audience while crafting specific messages.
Almost 60% of survey respondents said Big Data use is related to search, email or SMS — while about half said it’s used for customer segmentation.
UK teens are fast becoming the country’s most active and advanced smartphone users, and far outpace their counterparts in the U.S. market, according to eMarketer.
Teens in the UK, like most everywhere else in the world, are incredibly digitally literate.
About 93% of UK teens will use mobile phones in 2013.
According to the latest market study by Informa Telecoms & Media, the smartphone market will start to diverge and sales will become dominated by two distinct categories — low-end devices (priced below $150) and high-end devices (priced above $250).
Overall, the pricing trend is downward.
More expensive smartphones will find their market share shrinking from 85 percent of total smartphones sold in 2011 to 33 percent in 2017.