Are creativity and technology at odds?


How do we make AI relevant to creative marketing strategies? 

In order to have a successful marketing strategy it’s no secret that you need to think outside the box. This year we have seen huge change where, within the space of a few months, years of developments have occurred all across the world. We’ve all moved online, businesses across the country have had to quickly adapt to living life virtually, from their marketing to their daily team meetings – everything is different.

Personalisation in advertising is going to become increasingly inevitable.

Because of this, consumer behaviours are also evolving constantly, meaning everything the marketing industry previously thought about our customer bases has become redundant almost overnight. And, unless you’re monitoring that customer base constantly, you could very quickly find yourself out of touch. In response, we’ve got to start getting comfortable with customer data and learning how best we can use it responsibly to inform everything we do. Nobody wants to be targeted with advertising that isn’t relevant to them, but by using artificial intelligence we can provide consumers with personalised advertising that is actually what that customer wants to see.

Creative marketing strategies are meant to set themselves apart from the rest of the crowd, and a sure-fire way to do this is by using the most up-to-date data available to give your customers a truly personalised experience. Personalisation in advertising is going to become increasingly inevitable. The need for smarter audience management strategies and increased segmenting, targeting and personalisation will become the most important part of digital marketing.

Smarter audience management strategies and increased segmenting, targeting and personalisation will become the most important part of digital marketing.

Creative customisation in artificial intelligence is on the rise too, letting advertisers offer highly relevant, personalised messaging to their target group. This is achieved by using highly targeted advertising, and personalised data, to create multiple types of advertising for single campaigns, ensuring success across all audiences.

Because of the amount of data that is available to companies now, we can create dynamic creative ads that can change as per user relevance. They can adopt metrics like location, time, demographic and even the type of device they are using.

Thanks to AI and creative, we can now not only optimise advertising spaces with programmatic ad tech, but measure and improve upon it in real time. We are constantly adapting and improving advertising to suit the needs of the consumer. Although this is heavily technical programming at work, what could be more creative than technology that can grow and change itself independently, in order to improve? As the customer evolves and adapts, so does your advertising.



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