Essay Sample on Marketing in Age of Alexa: How It's Changed

Introduction

Dawar (2018), in the article, Marketing in the Age of Alexa, illustrates how marketing have changed in today's modern age of technology- Age of Alexa. Most organizations nowadays spend nearly 40 million US dollars in advertising their products and services to their targeted customers, reminding them to buy and consume their brand's product. One marketing model used in the advertisements of products and services of a particular brand is through the media. With the rapid growth rate in the IT sector and AI (Artificial Intelligence) existing, AI assistant is widely used in most consumer homes with the help of IoT technologies, and soon, consumers will start to utilize shopping automation. The number of individuals using AI assistants is foreseen to increase by double rate by 2020, given Alexa can be host already through Android or iOS apps. AI begins to recognize the trends of contextual needs and consumption rates for each product and services with the help of big data analytics. With the obtained information from the patterns, organizations can adjust their inventory according to the rate of consumption of the targeted customers, thus avoiding excess or less inventory. "Marketing in the Age of Alexa," examines the growth and essentiality of AI assistants' platforms, Alexa, for marketing.

Is your time best spent reading someone else’s essay? Get a 100% original essay FROM A CERTIFIED WRITER!

Save 25%

According to Dawar (2018), not only will the AI assistants help an organization in developing its brand recognition with less pricing, but it will also control the accessibility to the organization's customers. The article explains in detail the importance of AI platforms. For a start, AI will be a navigation tool for both the company and its targeted customer segment hence creating value. Marketing on the platforms, the AI platform will collect data and deliver while the AI assistant will be the interface of consumers in smart home technological appliances and systems. Also, AI assistants may be utilized as an infinite shopping portal for a variety of services and goods. The main point that the author reflects in this article is that the more the targeted customers utilize the AI platform correlates positively with how better the platform will comprehend the customers' preferences and habits. Thus, a particular organization may make use of this data, and through data analysis and interpretation, meet its exact customers' needs and wants, increase the customers' satisfaction rate through a self-reinforcing cycle.

Brands should comprehend that they are not merely advertising to consumers any longer than before. Researching targeted consumers to embrace the buying behavior of the consumer is not adequate any longer. The main thing an organization must perceive is that the AI platforms have accessibility to a ton of critical consumers' information identified from their shopping habits. Such as consumption history, choices, past purchases, and preferences history. Data, for example, what did they purchase when their preferred organization brand was not accessible? What did they purchase under various sorts of relevant cues? The answer to these questions is the kind of data that to Dawar (2018) presently says that the AI platform will gather, store, examine, analyze, for further use. He says, "marketers' current obsession with creating an omnichannel customer experience will fade as AI platforms become a powerful marketing medium, sales and distribution channel, and fulfillment and service center-all rolled into one." (Dawar, 2018, pg. 6). And since the use of technology integration calls for a protected, secure network, the author covers some areas related to privacy issues.

Reference

Dawar, N. (2018). Marketing in the Age of Alexa. Harvard Business Review, 96(3), 80-86. Retrieved from; https://hbr.org/2018/05/marketing-in-the-age-of-alexa.