Although artificial intelligence will change the way we think about advertising and marketing, it is not going to transform everything. RPA software and intelligent machines learning can be used to create extraordinary customer experiences. These are the campaigns that touch customers on an emotional level.
That is what will make you a loyal customer. People who return to a business over and over again are those who know what they want. This was what Steve Jobs realized after taking a calligraphy course that inspired the design of the mac fonts. Although they may seem distant concepts, creativity and intelligent automation are actually intrinsically linked.
The sea of data is consuming our lives. These data contain valuable information about consumers’ preferences, likes and dislikes. This is the key to creating products that customers want. Even holding companies, which are hugely resourceful, spend a lot of time crunching numbers.
Combining AI and creativity can open up new areas of marketing and advertising. This can be done in three different ways, all of which are interconnected.
Targeted experiences – When you add AI to your marketing mix, it opens up new categories in the funnel. This allows you to create curated experiences that appeal to every type of customer. The campaign aims to capture both Baby Boomers and Millenials with powerful messaging that appeals to both groups. This isn’t the future. Numerous agencies have already begun to use AI technology to their advantage, producing creativity that works across all departments. Entrepreneur says that AI will allow companies to target customers more precisely and allocate budget dollars where they are needed.
Tighter budgets – Speaking of dollars, the analytic power of AI software will solve one of the oldest problems in advertising. Funding campaigns that achieve ROI and allow companies to take calculated risks that will pay off is key. Businesses want to reduce costs, while marketing and creative desire budgets that are higher. There is no right or wrong party in this situation. Advertising is a lot of trial and error. This can lead to wasted money. Intelligent machine learning software is used by agencies and businesses to analyze customer data. This eliminates a lot of guesswork. This creates a positive feedback loop where money flows to the projects that are most needed and richer marketing experiences.
The marriage of creativity and data – Every marketing manager who is worth their salt understands that the best creativity can be achieved through data and analytics. This symbiotic relationship is strengthened by machine learning algorithms. They can perform complex functions with minimal impact on customer experience. MLA’s allow creative teams quick feedback which allows businesses to adapt their approach and become more agile. Companies don’t have to wait for analysis to determine whether a campaign is successful. With MLA’s, they can quickly get results.
Don Draper would have been proud of the value that AI can bring to creative. This is a chance for you to make more impactful campaigns and leave the guesswork at home. Advertising and marketing, whether you like it or not is just one area AI will change.