We’re in the home stretch, y’all. You made it through Black Friday and Cyber Monday; just one more month and the Q4 marketing mayhem will be a ghost of holidays past.
And just as you breathe that sigh of relief over your celebratory eggnog (or double whiskey), you’ll get that email from your manager asking how you plan to use artificial intelligence for your 2018 plans.
Machine learning and AI were big in 2017, and can bring even bigger and better things in 2018. If artificial intelligence is still an enigma for you, it’s time to put down the celebratory-double-whiskey-triple-vodka-eggnog and get up to speed on marketing AI.
We have a little holiday gift to get you going. Much like AI, we’ll do the thinking for you, so you’re armed to address boss man’s (or woman’s) big questions.
Your boss will be “Chad.”
You will be “Moana.”
(I have a toddler, OK?).
Let’s do this!
CHAD: Moana, there’s so much buzz about AI. What can it do for your 2018 campaigns?
MOANA: I’m glad you asked, Chad! AI-enabled advertising can maximize our profitability by delivering high performing, cost-effective campaigns. AI marketing platforms can understand massive amounts of disparate, real-time data (far better and faster than humans), use it to target the most profitable campaign audience, and optimize bidding to reach them at the lowest possible cost. Overall, AI marketing platforms will make our advertising smarter, faster, and more effective than ever before.
CHAD: (Chad is skeptical) All of our campaigns? Or does it only work for specific campaign types or objectives?
MOANA: Artificial intelligence can be used to improve performance for almost any campaign. For example, our super-awesome partner, Magnetic, uses AI to optimize campaign delivery based on a variety of outcomes. Each type of AI-optimization caters to desired KPIs, like:
CHAD: I dunno, Moana. It sounds complicated, and I have no idea how it works. Could be risky.
MOANA: No worries, Chad! That’s the beauty of AI; it removes complexity, so marketers spend less time in the weeds. We don’t need to know the nitty-gritty technical details. But knowing the high-level can help you ask the right questions and find the right partner.
Here are the 3 key steps to AI-powered advertising you should know:
CHAD: Hrm, I like that sound of that. But does it really work? Or is this just another shiny object?
MOANA: AI-powered advertising really works. Magnetic’s AI-optimized campaigns deliver at least 2x efficiency vs. manual campaign management and price setting. Or in other words, at least double the performance per impression served.
In fact, many of their clients are turning on AI-enabled optimizations mid-flight and seeing huge upticks in performance. For example:
CHAD: Thanks for being awesome at your job, Moana! Let’s chat more in the new year!
We’ve got you covered, Moana. If you, Chad, or any other fictional media buyers need more info, get in touch at firstname.lastname@example.org. (You may also want to point Chad to our other Explaining AI posts, so he can get up to speed on Data Science, Machine Learning, and more).
Magnetic is a digital marketing and artificial intelligence company. We use machine learning and AI to deliver smarter, faster, and more effective advertising. Our powerful AI platform continuously analyzes the attributes of 320 million live user profiles alongside real-time inventory supply and bid opportunities to deliver highly performant and profitable campaigns for our clients.