How AI is Delivering Smarter, More Scalable Marketing Campaigns

Lately, there has been a lot of talk about Artifical Intelligence in the marketing sphere and beyond. And, while I truly believe that this technology is poised to elevate the power of marketers’ data capabilities and enable powerful contextual marketing programs, I also know that AI is still not all that understood by the marketers and brands that could benefit the most from it.

As with any other new technology when it initially emerges, AI has skeptics. Or at the very least, people are questioning it’s value to their brands in the present moment. And that is a good thing. However, I truly believe that organizations that don’t set the stage with AI now, risk widening the competitive gap with their more advanced peers in the future.

So, What Can AI Marketing Do?

While AI technology itself isn’t one-size-fits-all, the unique capabilities of machine learning allows it to learn about any campaign and adapt quickly, leap frog growth efforts and dramatically increase overall sales when compared to more conventional media plans and teams. It provides fully autonomous marketing at a pace and scale never before possible, freeing your marketing team to focus on higher value and less-tangible forms of problem-solving.

When looking at AI solutions, marketers need to consider the metrics needed for input, as well as the technology’s ability to convert that data into insights, while autonomously taking action across the appropriate channels, devices and formats in real time.

“It’s important to distinguish between those that just offer insights and those that actually execute,” said Courtney Connell, Former Marketing Director of Cosabella, during a case study interview with Albert.

For Cosabella, their journey began when they realized that their social growth - and subsequently their sales - were beginning to plateau. AI allowed them to find emerging user behaviors and patterns across paid search, analyzing these behaviors in order to produce insight and suggestions for marketing effectiveness and scalability.

Key campaign takeaways included:

  • Understanding that brand creative was experiencing fatigue, suggesting budget allocations as well as frequent content refreshes
  • The discovery that creative images with female models outperformed product-focused ones
  • New keyword batch formations
  • Smart media buying decisions using predictive analytics and deep learning 
  • Routes for reduced ad spend, with increased scalability 

While discovering new markets and behaviors is always a marketer’s goldmine, AI can take it one step further, intelligently delivering and acting on hyper-localized data for previously untapped markets.

That was the result experience by Dole Philippines. When the brand plugged in their messaging, creative, marketing goals, customer geolocation data, campaign timeline, and budgets, they found that AI accelerated their marketing campaigns beyond the pre-established three-month benchmarks within just six weeks. By week eight, their reach had expanded to 5.7 million unique individuals, found via the geotargeting capabilities I mentioned above.

Both these case studies show just two ways brands and marketers can leverage the veritable power of AI in order to create smarter, more robust marketing plans. However, possibly the biggest value add to any brand is simply the ability to make more informed investment decisions at reduced operational costs, leading to scalability and greater marketing ROI.