is a buzzword that we’ve heard about a lot and rightly so. It has infiltrated all facets of modern business and has the power to be transformational.
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According to Joanna O’Connell however, buzzwords without real understanding can be problematic, if not downright dangerous.
Evolving consumer behaviours – multi-device usage, decreased brand loyalty – mean that brands and their marketing teams need to be more agile to succeed. Artificial intelligence () and are powerful tools that can make everything, from ad creative to media buying and planning, more effective.
Today,
Media planning
The media planning process has traditionally been highly manual. Marketers can now use
Media performance measurement
Programmatic platforms have been running decisioning logic for years to power automated digital media buying. Now
Media performance measurement
The speed of media buying and optimisation that’s become necessary to keep up with modern consumer demands means marketers must move faster from buying to measurable results to thoughtful action. Forms of
Creative development, optimisation and insights
Ad creative is demonstrably critical in driving consumer behaviour. But the traditional creative process, which is highly manual, unidirectional and lengthy, doesn’t match the speed or nuance needed in today’s real-time, audience-driven advertising world. A new crop of creative advertising technologies has emerged to make the process more streamlined – while also vastly increasing creative output – to better match ad creative to a multiplicity of target audiences and/or media scenarios. The leading platforms in this sector offer a variety of
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This article originally appeared in The Madtech Brief, Marketing‘s second print issue for 2019.
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