What is Cognitive Computing and Why should Marketers care?
What is Cognitive computing’s advantage?
Cognitive computing is a way for us to use the data we have to build artificial intelligence systems like neural networks, natural language programming and generation, robotics, and a whole lot more. IBM’s Watson is one example of a cognitive computing engine. As one of the oldest makers of computers, IBM have largely coined the terms surrounding the cognitive computing world and built systems that lead the way in the field today.
What is Cognitive computing changing about our world today?
Across industries, ever since the advent of big data storage and analytics capabilities, cognitive computing has been evolving to solve many of the human race’s big problems. From healthcare to education and a whole lot in between, cognitive computing is changing the ways industries will work – bringing in smart automation and reducing manual error.
Why does it matter to digital marketers?
Marketing is all about understanding customers, empathizing with their needs and desires, and creating services, products and offers that inspire customers to associate themselves with a brand. A marketer’s goal is to understand the audience’s that like the brand and see how much better the brand can be to form a connection with them. For a brand on the web, marketers need cognitive computing to understand how their audience works on the web.
What is cognitive development? Traditionally, the phrase is used to describe the way a child develops in terms of recognizing other individuals, processes new information, perceives the world, learns new languages and so on.
Image: Bloom’s Taxonomy / Kidmunication
The world of computers too are now going beyond computational abilities, incorporating sensors to perceive visuals and understand them, make estimates about depth and width, navigate and learn languages. Marketers can make use of these abilities to enhance their offerings to customers and improve the customer journey.
As humans, we have our own unique quirks, characteristics and behaviors. We learn these about our families and friends and work around them to make our interactions with them more mutually pleasant. Say we have a friend or family member who is allergic to shellfish. Whenever we eat out with them, we make sure they are avoiding any kind of shellfish so they don’t fall sick, and so they have a good time.
Image: Hive Marketing
Customers and users on the web are very similar. Everyone has their own quirks, characteristics, behaviors and of course – pet peeves. As a marketer, being able to observe these patterns and make adjustments so that every customer has a good experience is essential. Cognitive computing can help us identify these behaviors and improve our communication with customers so that every time marketers reach out to customers, the experience is enjoyable and builds a better impression of the brand.
IoT (Internet of Things)
In a world where almost every human is using an assortment of devices everyday from mobile phone and tablets to our work laptops and kindle screens – wouldn’t it be nice if these devices could communicate with each other? Enter the internet of things. IoT opens up a world of potential to use sensors on devices and make them intelligent.
The applications could be as individual-centric as your fridge learning how to restock itself by scanning when it is empty and ordering groceries online to large-scale when bigger devices talk to each other intelligently. Cognitive computing is an essential part of making the internet of things a success. Marketers selling devices across industries need to understand how cognitive computing can make the Internet of Things more powerful and efficient to market the services best.