I believe that AI tools, AI native will really free marketers
up to be more creative.
Today, marketing departments are tasked with
analyzing so much data, compiling reports that go to clients that sometimes don't
get read because the client on the client side is sifting through
reports that they can't understand. There's just too much data in
many ways for the human mind to process. So you could either hire a
thousand people in your team -- which is not scalable -- or you could use an AI tool
to help create insights that inform your marketing and effectively
lets marketers do what they do best which is be creative.
A point around AI that quite often comes up is that AI is gonna replace me.
I'm not going to have a job anymore. Future conferences will be all about
machines speaking to each other. There'll be no human interaction
whatsoever. That's not the case. We're gonna see more and more specific
roles developing for humans on the back of the technology that we're
developing as AI platforms. I liken it to the advent of programmatic a few years
ago where everyone thought there wouldn't be a need for salespeople or
various other kind of marketing roles would disappear. That's not
really been the case. Programmatic has created more jobs
in the space. They're different jobs and the skill sets required for them are
evolving. The same will be true of AI as a whole.
For a successful native advertising campaign really you're looking at about putting
content in context. What that means from a marketer's point of view
and in terms of AI is that you can create more and more targeted content-led
messages that really resonate with your audiences.
The amount of content that has been created day after day is
close to infinity these days. You really need machine learning to
be able to analyze that content and really better target that facility.
In terms of optimizations that you can make using AI...
AI, unlike other tools that you have, it gets better the more you use it.
It's artificial intelligence so the more you feed the entity,
the better it gets. Which means you can run campaigns with better and
better performance across a large remit of publications.
My advice for anybody
looking to use AI as a native advertiser? First of all you need to
think about context. You need to think about content. You need to think about
audience. The mantra "think like a publisher" still holds true. Don't rely on
the AI to answer those questions for you. Think about who you want to target,
but then take it on to the next level. The next level across that
is, think about emotions, think about sentiment, think about the attitudes that
you think some of your target audience may or may not be in their frame of
mind during the buy or research cycle. Think along
those lines and how you can create detailed targeting.
Something we do at Adyoulike is target on positive and negative sentiment. Just as
a very basic kind of targeting option which AI affords which
wasn't really there previously. Secondly, you do need to invest time into AI.
There's very little benefit from running a test for
an afternoon on a platform and seeing that the results weren't
good enough. It gets better the more you feed the
data into that platform.
Marketers need to realize that AI is a
tool. It's not the answer to all of your
marketing woes. You don't just plug it in and off it goes.
You do need to analyze the results that the machines generate.
Really, it's about not relying on AI effectively for your content
considerations. It's not going to answer -- at this stage anyway --
your creativity problems. But really it should process the data and the
analysis that we have today as marketers when you're creating lots
and lots of content on the feed to sift through. So don't
effectively think that AI is going to answer absolutely all of your problems
as a marketer. It will help you reach a more targeted audience but it
will also help you scale. It should improve the efficiency of your
department and your marketing channels. And over time it will become
better and better. It's a new technology that we've got at play at the moment.
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