INDUSTRY UNLOCKED
AI in marketing : The savings myth vs . the reality of complexity
Advertisers have such a vast array of choice when it comes to choosing a media platform to promote their brand on . It takes a lot of research and consideration to choose where to best spend their marketing budget . Alex Langshur , CEO at Incubeta US , outlines the top five recommendations that will help advertisers generate returns over the long-term .
With major platforms promoting their black box solutions , alongside a slew of new companies bringing low-cost AI-based tools , many advertisers might think marketing costs will be reduced . The rationale seems straightforward : these tools promise automation , time savings and scalability , all of which should reduce the effort involved in managing marketing campaigns . And with the cost of said tools dropping , adoption should spread – levelling the playing field for brands of all sizes .
But there ’ s a catch . The majority of a marketer ’ s toolbox is run on data , and high-quality data has become increasingly difficult to obtain .
We ’ re at a place where complexity in data collection , data management , performance measurement and channel management has never been higher . While this complexity may be viewed as an indication of the innovation and vibrancy of the sector , it can also be seen as the chaotic outcome of a sector in the throes of fundamental change .
In the face of so much change and such a complex mediascape , where should advertisers focus their efforts and how can they trust that their marketing budgets are being effectively invested ?
Make Pmax and Advantage + work for you , rather than the platform :
Pmax and Advantage + are powerful assistive tools for advertisers , and our testing has shown that , when deployed in the right way , they can help businesses enhance performance . However , what ’ s often overlooked is that these algorithms work in the same way regardless of the advertiser , which www . intelligentcxo . com
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