With all the hype about AI technology and the burgeoning marketing technology platforms offering various capabilities, it's not far-fetched for brands to feel bombarded. In an attempt to stay relevant, it is easy to fall prey into offers without fully understanding which platform can cater the solution to their marketing challenges and give them an edge in the marketplace - deliver real value rather than merely have them riding the bandwagon.
Like other marketing tools, AI is aimed at efficiency - it can generate and accumulate data real-time. How long? You choose. With the incredible data that AI tactics can produce, marketers should by then, know what to do with such data so it can be useful to them. Initially, brands should be able to understand basic and advanced AI concepts so they can maximise its benefits. Here are some concrete examples.
Ability to find contextual data that is broad-based. Marketers can utilise relevant content across websites and have greater freedom in targeting high-level context categories or highly-specific ones. The analysis of audience impression happens on pages rather than on domain level. They have a vast space to work with in terms of finding and targeting their audience in all the right places and reap the benefits of placing ads that are most relevant and useful to them.
Ability to reach an audience with the right mindset. AI applications not only identifies the relevant content and the audiences that read them. It also makes sense of the content on the pages to interpret their state of mind and evaluate their receptivity to advertising. This is because the type of content a user is consuming is a reflection of their feelings (excitement, worry, strong desire,etc.) And depending on what they find, the content, in turn, has the power to evoke feelings, whether confirming or reversing that they initially felt before consuming the content. If AI can accurately interpret their audience’s receptiveness, brands can benefit from delivering advertising to consumers who are in the best state of mind for their ads. Likewise, they can tailor-fit their ads and offers according to the receptiveness of their target consumers.
Ability to maintain brand safety. Contextual targeting not only allows to promote brands alongside the right content. It also allows protecting brands from breaches or damages by being served along with inappropriate content which is a key concern in programmatic advertising nowadays.
On the other hand, brands must always have a conscious realisation that AI is not the be-all and end-all of their marketing campaigns. These are tools that will leverage their marketing goals and support their desired outcome in a much faster and efficient manner by reducing friction and costs while delivering an improved customer experience through personalised and relevant marketing messages.
At this point, AI has delivered significant progress; but still, there’s much room for improvement. In fact, with the way consumers, behaviour constantly changes, perfection in AI is a running target. That being said, brand marketers should put in place clearly-defined goals, well-planned implementation, user-acceptance tests and checks at every stage of simulation and success metrics before adopting the technology into their marketing initiatives.
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