In India, digital marketing, and mobile advertising, in particular, is booming at a rapid rate and has been billed as a prosperous market, supported by many research figures.\r\n\r\nOne such report is the eMarketer\u2019s 2017 report forecasting double-digit growth for mobile advertising over the next few years. By 2021, mobile will account for just under 62% of digital ad spending\u2019s $2.8 billion as compared to $ 1.73 Bn earlier, a 213% robust growth in 2018\u2019s mobile ad spending of $0.81 Bn.\r\n\r\nDriven by accelerating mobile internet penetration, dropping data charges and fast emerging low-cost smartphone, mobile has been a powerful booster to the growth of digital advertising in India. The outlook is promising in the way it is striding to turn another marketing chapter. The revolution now is on the way, moving silently but we still can find this out through certain key signals.\r\nUser Profile Still Effectively Enough For Marketing? \r\n\r\nMarketing quantitative and qualitative approaches hitting the ceiling \r\n\r\nThe classical marketing concept emphasises \u201cAudiences Centered\u201d, which is trying to find out your target audiences well for an effective communication. \u201cUser (Audience) Profile\u201d is created to paint how your audiences look like. Many marketing plans start with this idea to lead to subsequent strategy and tactic. This is very common and basic element of a Media Plan.\r\n\r\nHowever, a very fundamental question is \u201chow can we know user profile exactly\u201d? This normally refers to either Quantitative Approach supported by \u2018Statistics Theory\u2019 such as market survey or Qualitative Approach through in-depth interview or focus-group discussions. In reality, the prevailing case to generate user profile is simply made by key owners in the company of media planner, product marketing manager and marketeer, responsible for this marketing plan.\r\n\r\nThis so-called user profile, can be only drafted by a common sense or personal observation (or personal imagination) in many marketing plans. While the presentation of user profile still sounds reasonable, do we doubt or question the accuracy of this user profile analysis?\r\n\r\nEven this is analysed by a statistic process and the true picture of user profile can still be twisted and its real face can be hidden. Not to mention many critical details like user\u2019s lifestyle and predicted behaviours in different context are difficult to depict precisely with a classical marketing approach.\r\nUser Behavior Prediction Matters\r\n\r\nFrom cause-and-effect to real-time outcome oriented\r\n\r\nThis is because a traditional social science including marketing research relies on statistics rooted in Theoretical Sampling and Scientific Inference, which figures out the co-relation between \u2018cause and effect\u2019 in marketing context for knowing how to communicate with target users properly. However, the \u201cScientific Conclusion\u201d might not be stable and accurate due to uncertainties affected by \u201cunseen (unconscious) or intentional mistakes\u201d.\r\n\r\nIn addition, linear logic bearing is constrained and it\u2019s not easy to handle the complicated marketing scenario where the faces and minds of users are dynamic and ambiguous given that rational and emotional consumer behaviours. If we merely pursue the \u201cScientific Logic\u201d behind marketing statistic support, the marketing accuracy can be very unstable.\r\n\r\nRegardless of \u2018cause and effect\u2019 concept, \u201cReal-Time Outcome\u201d generated by Big-Data AI Technology can be the new nuclear weapon in marketing. When \u201creal-time outcome\u201d is addressed, the logic between \u2018cause and effect\u2019 would be not important at all.\r\n\r\nInstead, to pursue the \u201coutcome\u201d in real time or at least in a very short time really matters when it comes to marketing competitiveness.\u00a0 One example of the outcome here is \u201cwhen some signals (like some key words searched or some behaviour symptoms) arise, some outcomes are very likely to happen accordingly. Even without any sense to know the \u2018cause and effect\u2019 between \u201csignal and outcome\u201d, this would be not an issue.\r\n\r\nAs long as we can capture the co-relation between \u201csignal and outcome\u201d fast enough powered by Big-Data and AI technology, this would certainly defeat the typical marketing approach.\r\nBig Data and AI Will Dominate in New Marketing Era\r\n\r\nKnow your users even better than they know themselves \r\n\r\nNotwithstanding the potential of Big-Data and AI, how we leverage them for marketing could be still non-tangible for many advertisers and marketers who might not truly sense their power. Being able to know your users even better than they know themselves \u2014 is not a myth but reality that is fast dawning on us.\r\n\r\nWhile IOT is going to be much more mature everywhere in the near future, everything will be connected to the internet for the potential of data collection and data analytics. With huge data feeding, it starts to nurture reliable algorithms to be born and will get us closer to AI capability. As a matter of fact, AI for marketing on user prediction is not going to be a theory anymore.\r\n\r\nNowadays cameras on the street keep growing and very soon many widespread life objects such as street lights, outdoor billboards and outdoor displays (LCD monitors in the malls, elevators and public sites) are also going to be connected to the internet. All of them will be the data collector, not to mention all those personal or family belongings like phone, wearable devices, TV, and refrigerator. Can you imagine all those \u201ccontact points\u201d for 24x7 receiving your behavioural data will be silently running forward.\r\n\r\nOnce all those (offline) data are integrated to your online behavioural stats such as your preferred purchase items and the online browsing pattern, probably, we won\u2019t feel confident to say we know ourselves the best because many of our behaviours are rational and emotional mixed together.\r\n\r\nHowever, Big Data and AI technology can handle it with the ease at the end. Certainly, the things discussed here for data application must be under the protection of de-identification and re-identification of any individual according to law. In a word, for the integration of online and offline data in IOT and AI era, this would completely reverse the existing marketing way.\r\nData-Driven Intelligence \r\n\r\nYour own \u201cUser Data Model\u201d shall be a core to digital marketing investment \r\n\r\nAs a marketer or an advertiser, how to prepare for the challenge in new marketing era since user profile is not sufficient enough to deal with diversified marketing context? One upgraded concept of user profile is to build your own \u201cUser (Consumer) Data Model\u201d which is an ongoing refinement process to see through and to further predict your user\u2019s behavior for marketing activities.\r\n\r\nThis happens by collecting (potential) user\u2019s data from a variety of online and offline data sources to be followed by the deployment of big data technology such as machine learning to filter out less meaningful data and to keep optimising for a reliable algorithm development for the prediction of user\u2019s behavior in certain cases of a scenario.\r\n\r\n This user data model is as unique as a tailor-made consideration which only caters to your specific user targeting for maximising your digital marketing investment.\r\n\r\nYour target users of different products or services shall be constructed with a correspondingly unique user data model. With such a uniqueness, the targeting could be quite accurate even to reflect the lifestyle of your target users. This is a very data-driven approach to reform your marketing strategy and is also a crucial step leading to the AI Marketing.\r\n\r\nIn short, User Data Model is the reflection of your profound User Insight rooted with Data Power triggered by Big Data and AI Technology. This unveils a revolution facilitated by Data-Driven Intelligence in reshaping the marketing industrial. One who can sense and ride on this trend with a right marketing transformation will definitely win a great victory.