In a recent presentation to the Mobile Marketing Association (MMA) in Johannesburg, Jeané van Greunen, Chief Client Officer at Helm, delved into the interplay between tech innovation and market demands, shedding light on the important role of Artificial Intelligence (AI) in modern marketing strategies. Emphasising the prowess of AI with the timeless essence of the human touch, van Greunen shared a story of the evolution of marketing from traditional approaches to the AI-driven landscape of today.
In the bygone era of the 1990s, marketing relied heavily on human partnerships and conventional media channels like print, TV, and radio to build brand presence and engage audiences. During the transition to the digital age in the late '90s and early 2000s, the focus shifted towards digital interfaces, customer empowerment and online transactions, setting the stage for a shift in marketing strategies.
“The transformative impact of the 2000s into 2010, revolutionised marketing by enabling precise targeting, real-time interactions, advanced analytics and process automation. Marketers were empowered to work smarter and achieve remarkable – and measurable – results with ease. This shift laid the groundwork for the position we find ourselves in today, where AI-driven strategies are driving personalised marketing initiatives to new heights,” she said.
Today, AI plays a central role in creating hyper-personalised customer interactions, insights, and automated strategies, ushering in a new era of marketing precision and relevance.
