Online Marketing

The food and beverage industry has always been incredibly competitive. After all, food is important to all of us. It’s not just a necessary source of nutrients, protein, and fiber; it’s inextricably linked with culture, community, family, and friends. It brings comfort, togetherness, even bliss. It’s the way to our hearts.

But in recent years, the competition in food & beverage has reached a boiling point. There’s been a feeding frenzy as a horde of new players has entered the fray. Between any brand and a customer’s table lies a crowded, fiercely competitive marketplace. The advent of food apps and a growing consumer expectation of convenience has further heightened the competition. The latest digital technology provides unprecedented convenience for the consumer and a widening plethora of choices.

Sports are obsessed with precision measurements. Sprint times are measured to the hundredth of a second; Formula One lap times go down to the thousandth. In soccer, we now have stats for every player’s pass completion, goal contributions, distance run per game, and everything else imaginable. And it’s not just professionals. Amateur athletes and casual fitness enthusiasts track every kilometer they run, average times, altitude, and carbs burnt.

It makes sense that sports brands are leaning into the data that people generate. The first valuable source of data is online browsing information. However, sports brands are looking into ways to leverage other information that users are willing to share if they believe it will improve their performance.

Where are we in the evolution of artificial intelligence, and what is its place in the marketing ecosystem? To harness the true future potential of any technology, we need to understand its capabilities and limitations today.