Putting to practice the use of AI tools in advertising campaigns
I tend to be one of those literal people sometimes. Not the kind that critiques anyone who uses the word “literally” to refer to something figurative (though that doesn’t go unnoticed in my world). I’m generally the kind of person who loves a detailed business challenge that brings with it lots of creative ideas and roll-up-your-sleeves kinds of discussions. Oftentimes, that includes creatives who use fancy buzzwords that refer to something basic – literally. And I’m the kind of person that asks the question, “So how does that work, exactly?”
In the world of AI-for-business, when rolling out new tools and solutions to the team, there’s a fair amount of nodding, immediately followed by more direct 1:1 convos to inquire about how things work in reality (aka the meeting after the meeting).
Making content marketing a top priority is essential, but the key lies in emphasizing quality over quantity. There's a growing trend where marketers, job seekers, and users of these solutions excessively use new AI tools to produce content that's often subpar, leading to an overload of lackluster content online. This not only clutters the digital space but also overshadows high-quality content.
Perhaps there’s a gap in seeing the value of proper output. To ensure your efforts truly resonate and captures attention, it's crucial to focus on creating material that's not only engaging and pertinent to your audience but also well-optimized for search engines.
Here are some real-life applications of how AI can power your strategy, brand and bottom line in advertising and marketing. And doing so in a way that adds value and efficiency, not just quantity of output.
The keys to effective use are:
Understanding the Audience: Use AI to analyze data on consumer behaviors, preferences, and demographics. This can involve social media sentiment analysis, customer interaction data, and online behavior tracking.
Content Personalization: Utilize AI to create or modify content that resonates with the target audience. This can include personalized ad copy, product recommendations, and dynamic content in emails or on websites.
Optimized Ad Placement and Timing: Deploy AI algorithms for programmatic advertising, which automatically places ads in the most effective spaces and times, based on where target audiences are most likely to engage.
Predictive Analytics for Trend Spotting: Leverage AI to predict emerging market trends and consumer preferences, allowing the brand to stay ahead of the curve in its advertising efforts.
Performance Analysis and Optimization: Use AI tools to continuously analyze the performance of advertising campaigns, making real-time adjustments to improve engagement and ROI.
Great, so how the hell does that translate to my new client campaign? Let’s take a look in five easy steps.
Let’s say your client is a clothing retail brand. They want to increase online sales and enhance brand engagement among millennials in particular.
Step 1: Audience Understanding
You can use AI-driven sentiment analysis to monitor social media trends and discussions about fashion among millennials. This can identify a growing interest category – let’s say it is in sustainable and ethically sourced clothing.
Step 2: Content Personalization
Based on these insights, you can now use AI to tailor online ads and social media content, highlighting your client’s range of sustainable clothing. AI-generated content includes personalized product recommendations for users visiting their site.
Step 3: Optimized Ad Placement and Timing
Programmatic advertising algorithms are used to place these personalized ads on platforms frequented by the target demo, like Instagram and YouTube, and help identify times when they are most active online.
Step 4: Predictive Analytics
Through search, AI tools predict that certain kinds of fabric patterns are becoming a trend. Your client can quickly incorporate this into their advertising imagery and product line.
Step 5: Performance Analysis
AI analyzes the performance of different ad types, identifying that Instagram stories have the highest engagement rates. Your client then reallocates more of its ad budget to this format, based on your recommendation.
It All Adds Up
At the end, your client sees an increase in online engagement and sales from millennials, particularly in a trending category of interest (its sustainable clothing line). Your client also adapts in real time to new trends (pattern styles) to further enhance its relevance among the target audience.
AI technologies are not just tools but integral parts of the strategic planning and execution of advertising, ensuring that the brand's messaging is relevant, timely, and engaging for its target audience, while helping you remain flexible to real-time trends and market updates.
So, the content is relevant, but more importantly, it’s literally designed for your target audience.
Stay tuned for more posts that will focus on specific AI tools to help with content generation, planning and executions outlined above.
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