Digital marketing has a huge impact on all aspects of marketing and what we know about a brand, what we think and what we buy. So what will it mean for brands in the future?

Brands will validate the worth of every digital marketing channel with data and intelligent insights. They want to know what’s working so they can target their resources more effectively. Marketers who are still guessing what to do should move away from guesswork to optimize digital marketing efforts for maximum results.

A new study by Forbes reveals that nearly 70% of brands are using algorithms for content marketing. Brands are strategically leveraging data to inform business decisions, giving rise to the new “branded algorithm”. These things will guide every touchpoint of a given brand’s marketing, from email campaigns to customer service responses, and more. The majority of companies now recognize the benefits of an always-on conversation with their audience. Brands are leveraging data to understand what keeps audiences coming back. By tying an algorithmic reputation to themselves, they turn themselves into vehicles for marketing input rather than passive publishers looking to drive clicks. Brands that built meaningful connections with their audience, will rise as Algorithms.

Brands as algorithms are the brands that will be providing the audience with personalized content instead of relying on media channels they don’t use that often. Brands as Algorithms will do this by running algorithms that analyze customers’ online behaviors, providing them with the best content for their specific preferences.

Having a ‘humanistic’ voice is going to become the most important characteristic of brands in the future. Some of the most successful new companies will be AI-powered nodes of content, information, and value delivery where AI’s algorithmic abilities are molded to human nuance, emotion, and understanding.

Brands need to be quick and nimble to take advantage of emerging trends. The recent push for content creation via algorithms is just one example. Employing AI advertising, websites, and branding gives you an edge over your competitors in today’s hypercompetitive marketplace. Digital advertising allows you to connect with consumers and let them interact with your brand. Brands need to take heed and create engaging digital assets and content and make sure they are updated frequently and feature interactive experiences, offers and more to be seen as an “Algorithms Brand”.