Have you ever used Artificial Intelligence to boost your advertising campaigns?
AI in advertising is becoming more and more popular and common. Data and automation can help your marketing to spread its wings and fly because of several techniques and possibilities that machines allow to try.
In today’s digest, we consider three tweets about as many elements of AI and advertising. And who can explain them better than expert marketers?
We are curious to know what you think about it, if you have ever used any of those and, if yes, which one gave you the best result.
Feel free to tell us which other techniques you implemented.
And now… let the tweets begin!
1. Predictive analysis
Keeping machine learning algorithms humble and honest in the ‘ethics-first’ era – TechNative https://t.co/Cabil0bQub#Ethics #ML #DL #AI #PredictiveAnalysis #DataScience #Analytics #Algorithms #NLP #Tech #Technology #TechNews #RT— Amitav Bhattacharjee (@bamitav) February 25, 2020
AI and machine learning offer truly limitless potential to transform the way we work, learn and tackle problems across a range of industries—but ensuring these operations are conducted in an open and unbiased manner is paramount to winning and retaining both consumer and corporate trust in these applications. The end goal is truly humble, honest algorithms that work for us and enable us to make unbiased, categorical predictions, and consistently provide context, explainability, and accuracy insights.
Prediction and predictive analysis are a massive help for reaching any goal, especially business ones.
It is handy because it tells you how people interacted with your channels. Moreover, it tries to understand how things are going to change in the future. You can apply it to a lot of elements of your marketing plan – from personas to business plan – and take a lot of advantage from it.
In the #newretailera, #customization is an important way to engage with the customer of today and tomorrow. Young buyers, in particular, like to differentiate themselves by owning unique items that only they can own. @Nike uses this desire to make lifelong customers.#AI #retail pic.twitter.com/Ha1lf6u3PL— Dimas Gimeno (@GimenoDimas) December 10, 2019
Nowadays, marketing means personalization. The more you can personalize a mail or a piece of content, the better.
This assumption is especially valid for younger generations, as @gimenodimas points out:
“Young buyers, in particular, like to differentiate themselves by owning unique items that only they can own.”
The key to understanding the importance of personalization is the two words “unique items.”
People crave something that makes them feel special and unique, from a personalized email with a discount code on their birthday from a tailored customer journey.
Marketers need to achieve customer-centric marketing strategies, in which people’s preferences are one of the main levers, along with their desire to feel important.
Many of the most influential brands in the world use this technique in their communication, from Nike to IBM.
Moreover, thanks to Artificial Intelligence, marketers switched from a customer-centric approach to a human-centric one.
It means that targeting has become more and more precise and that, combined with the amount of data provided by AI, marketers can personalize content marketing so much that they can tailor it for every single customer.
Thanks to Artificial Intelligence, marketing divisions can collect a vast amount of data and segment target in relevant groups that grow smaller and smaller.
In this way, personalization is exasperated and becomes unicity. Every single customer has his own, personalized services, and it is possible thanks to the amount of data he gave to the platform.
One of the clearest examples of it is Netflix. Do you remember when, at the end of your favorite show, the platform suggests you something else to watch – which is exactly your cup of tea?
Of course, all of it is not casual at all.
The streaming platform analyzes almost everything about your watching activity. It can say what you have watched, what you liked, how much time you have spent on the website, and how.
According to these pieces of data, the algorithms select a few movies or tv shows with the same characteristics of the ones you just watched because they understood you would like them.
In this way, they make you spend more time on the platform to watch something you appreciate and, at the same time, collect the data you give them.
Do you use personalization for your brand? How did you work to achieve it?
3.Data-driven content plan (with a bit of creativity)
Creativity has always been at the center of advertising. Read why embracing #AI during the creative process can help marketers be more creative and surface real-time insights. @forrester 👍#creativity #customerinsightshttps://t.co/iIYosUnDB5 pic.twitter.com/BwANj8NRSD— Albert AI Marketing (@albertaimktg) February 20, 2020
If you believe you can create a content plan without any data to support it, think again.
In the last few years, creatives have admitted that the right data sets are an essential element of the creative process. Without data, they would only be a funny divertissement.
A data-driven content plan can tell marketers if their pieces of content are meeting the right audience, if the customers appreciate them, if the campaign led to new customers and more sales.
Otherwise, you are blind, and you only have your taste and your judgment to guess how things are going.
It is extremely dangerous because you have no evidence at all of what you are saying.
What about creativity, you may ask?
Do not believe that it has been rejected – all the opposite. Thanks to the right amount of data, creativity can shine, more beautiful than ever, especially if paired with Artificial Intelligence.
” Implementing AI early on adds more data-driven analysis and measurement throughout the rest of the process. When AI is incorporated in earlier stages, CMOs can improve the creative brief and reduce guesswork for their teams. Brands need a deep understanding of the customer journey to deliver personalized experiences for customers.”
Moreover, Artificial Intelligence can analyze insights, monitoring and listening online conversations, and proposing the most effective creativity thanks to A/B tests.
Do you want to lose a chance to make your marketing more useful than ever?