As marketers and as the audience, we have had a front-row view of the Al revolution which turned the marketing game upside down. It’s been quite a wild journey, full of twists and turns that, and one which has at times, left many of us scratching our heads in wonder and also banging our heads against the wall.
No doubt, AI has come a long way since its inception a few years ago. It is today the foundational block in the development of new technologies such as augmented reality, chatbots, and the very famous metaverse. It is now making its mark in the marketing and advertising world as a critical component in delivering engaging and personalised campaigns.
In advertising, AI basically refers to the simulation of machines, which are programmed to think like humans and to mimic their actions based on the information fed to them. These machines use historical data and past experiences to make smarter decisions in the future.
With data- driven insights generated faster than a whirlwind and also chatbots, advertisers are using AI to create more personalised experiences, and in turn target the right audience, and motivate them to make decisions faster.
A flurry of Al-powered apps and web-based tools are helping organisations better segment audiences and target ads while measuring results. With their help, brands are creating content for multiple audiences across the globe. Companies are using contextual advertising and behavioural targeting powered by AI and data science to carefully target their niche populations and get the right ads in front of the right people.
Here’s how it helps:
- Personalization results in better customer experiences:
Let’s be honest- It’s tempting to order that biryani on a Wednesday evening, especially when Zomato uses your name in its notifications right? That’s personalization in advertising.
It is the use of data or consumer insights to increase an ad’s relevancy to its intended target group. This data can be about your audience demographics, interests, buying habits, behvaiour patterns of other information. Frequent shoppers in previous global studies have admitted that they only shop with brands who personalize their experience. That’s how powerful personalization is.
Offering personalization can help advertisers build personal connections with consumers, create a better shopping experience for customers and thus help brands improve their ROI.
- AI creates a more interactive experience:
Interactive marketing tools can help advertisers tailor campaigns based on real-time customer interactions. On the other hand, conversational AI and other machine learning chatbots help bring the in-person experience to your digital ecosystem and platforms. These interactions are personalised, as they are based on the customer’s wants and needs, thus creating a better online experience for them.
We particularly see this for high-end retail and apparels- where chatbots have turned into personal stylists, enhancing customers shopping experiences
- Ads created through AI convert better, are more impactful:
AI, based on the insights and past trends and performances, makes advertising decisions and ensures that budgets aren’t exceeded on spend on ads that don’t convert. It goes beyond traditional testing to make data-based predictions about how a certain creative concept or messaging will resonate with the customers.
AI can also help advertisers to measure the impact of their ad campaigns. It can analyse a wide range of metrics- including brand awareness, purchase intent, and social media mentions, and help to determine the impact of an ad campaign.
This will further help advertisers to understand what worked and what didn’t and thus make data-driven decisions for future campaigns. Undoubtedly, AI motivates advertisers to be proactive in their approach and results in better RoI for brands.
One of the best things about AI is its ability to update and better itself, as it learns from its mistakes. With AI and advertising coming together, there will be a lot of opportunities for advertisers to create magic- which goes beyond metaverse showrooms and experiences, to deliver engaging and evolving campaigns.
What’s your take on AI’s rise in the ad world? Is it an extra helping hand? Or a bane for the future? Let us know your take in the comments below!
At 3 Dots Design, we love to strike the perfect balance between AI powered tech and human expertise to create a seamless marketing experience for your brand. To know more about us and what we do, visit https://www.3dotsdesign.in/ or reach out to us on contact@3dotsdesign.in