Advertising is as old as time itself and ever since the first traders began plying their wares the notion of marketing your product at the right time and place to the right person has been the platform for all communication. Data has helped ensure that messaging is effectively targeted, and marketers have spent millions of dollars establishing how to reach their audience with relevant messaging. All previous efforts pale in comparison to the use of AI, a ‘device’ that can leapfrog targeting to new heights and simplifies the accuracy of messaging.
AI and machine learning suggest products and services based on search history, buying habits and online behaviour. Hinging itself on the tried and tested principles of the marketing funnel, moving consumers down from awareness to purchase, re-purchase and referral, and it can change a once linear process into a multi-faceted approach. Most marketers are aware of AI and the power of machine learning, but few can grasp how to integrate it effectively within their marketing process to deliver an improved ROI.
Companies like Google have turned a creative process into an AI process delivering the numbers to prove that responsive search ads work well. Using building blocks and custom elements to generate ads dynamically improves the number of executions in the marketplace, machine learning optimizes and tests the options thereby delivering the most relevant version and serving the ads that are most likely to get the user to click.
Delivering hyper-relevant content lies at the core of improving your ROI; making every contact point work harder, providing clicks and ultimately closing the sales loop.
The success and value of AI and machine learning are evident across many industries, specifically the medical sector, where this technology has improved the accuracy of test diagnosis. We continue to see more and more permutations of this type of technology embedding itself into our lives, reducing inefficiencies and improving accuracies, so it’s no wonder it’s shaking up the way we communicate with consumers.
So, is the vast improvement in technology limited to data processing and interpretation, or does it pose a risk to creative development?
It’s doubtful. Recent tests where creative briefs were given to a human and a robotic equivalent prove that algorithms have not surpassed the human ability to interpret intent, infuse emotion and display understanding. Storage accuracy and retention is clearly an area where computers unequivocally excel, however, for now, we are not at risk of losing the need for human interpretation, creative input and emotion.
Marketers and advertisers need to embrace the strengths that AI can bring to the party and work alongside their partners to ensure that the power of computer-generated solutions is harnessed to drive an enhanced ROI and dovetail this with the consciousness of smart, human thinking.
Ultimately this technology makes a historically man-power heavy process a self-service platform allowing a shift to strategic, insight-driven solutions, and when these two approaches run in tandem, magic is sure to follow.