Artificial intelligence will change everything we do in advertising and marketing, but not in the way we think. The truth is that RPA software and intelligent machine learning, if used correctly, give companies and agencies the opportunity to offer exceptional experiences to customers. The kind of campaigns that bring the customer to an emotional level.
After all, that is the key to a loyal customer base. The people who come back again and again because they know at a good level that a company understands them. Steve Jobs saw this after a calligraphy lesson inspired his design for the iconic mac fonts. Creativity and intelligent automation seem to be the most distant concepts of each other, but in fact they are intrinsically linked.
We are currently drowning in a sea of data. This data contains valuable information about consumer preferences, their preferences and dislikes. The key to creating something that consumers really want. Even giants, such as holding companies, spend a huge amount of money on cracking the numbers.
By combining KI with creativity, a whole new area of marketing and advertising can be opened. There are three ways to give this shape, and they are all connected to each other.
Targeted experiments: When you add AI to the marketing mix, a whole new category is opened in the funnel. This means customized experiences for every other type of customer on the market. Millenials and Baby Boomers capture with the same campaign, using powerful messages that appeal to each group. This is not the stuff of tomorrow. Many agencies already use AI technologies to their advantage and produce creative software that works across the board. According to Entrepreneur, AI helps companies to target their customers more accurately and to place budget dollars where they belong.
Tighter budgets – speaking about dollars, the analytical power of AI software will provide a solution to one of the oldest problems in advertising. Financing campaigns that provide ROI and help companies to take calculated risks that are paying off. Marketing and creativity want budgets to be higher and companies want to save costs. There is no "right" or "wrong" party here. A large part of the advertising is trial and error, but that means wasted money. However, when companies and agencies use intelligent software for computer learning to analyze customer data, much of the guesswork disappears. This creates a positive feedback loop, where money can flow to the projects that need it and build a richer marketing experience.
A marriage between creative and data: every marketing manager who is worth his salt knows that the best advertisement is made possible by data and analysis. Algorithms for machine learning make this symbiotic loop stronger. They perform extensive functions without delaying the customer experience. This allows creative teams to receive feedback quickly, giving companies time to change their approach and become agile. Instead of waiting for an analysis to determine whether a campaign is resonating, companies with MLA can achieve near real-time results.
Don Draper would have killed for the kind of value that AI can add to creative. It is an opportunity to leave the guesswork behind and make more effective campaigns. Fun or not, advertising and marketing are just one of many areas that AI is going to change.