Media and brand campaigns have always been an integral part of any consumer brand’s marketing strategy. However, the curation and implementation of these campaigns have witnessed a complete transformation with the advent of technology. Advanced technology like Artificial Intelligence and Machine Learning have made the tasks a lot more efficient and automated. It allows digital marketers to deliver a more personalised customer experience at a much lesser cost. In this article, we’ve curated a list of 5 places where AI was used to boost brand campaigns.
Consumer Engagement
Every brand campaign brings in lots of traction to your website and social media pages. Tons of new visitors come in with hundreds and thousands of questions. As a brand, you can leverage all your marketing and campaigning efforts by efficiently handling this traction. Although the task can be overwhelming for humans at large, AI can be the safest bet in such cases. You can integrate a conversational AI on your website and social media pages that can efficiently handle visitors queries, provide them with the right solutions and help increase your sales.
A successful example of this integration was PUMA partnering with Amplify.ai for their consumer engagement brand campaign during the launch of PUMA NITRO running shoes. The leading conversational AI brand, Amplify.ai built a one-of-its-kind chat interface that educated users about the features of the new product in an interactive manner.
Content and Creatives
The saying “words are mightier than the sword” has more relevance in the internet world than ever. Every word that your brand rolls out during the campaign can have a significant impact on its performance. So your copies and creatives need to resonate with the end consumers while being aligned with the messaging of the brand. Depending on your brand and target audience, the content can be formal or may have an emotional touch. Diversity is crucial but it’s challenging for a human to switch from one format to another. This is where technology can pitch in.
Artificial Intelligence and Machine Learning are proving to be better at connecting with humans than humans themselves. One such case was with Chase Bank who partnered with Persado for leveraging AI into marketing creatives. Chase found that copies written by ML performed better at connecting with humans than those written by personnel themselves.
Programmatic Advertising
Advertising is undeniably one of the most essential aspects of any brand campaign. While Google and social media platforms offer extensive advertising options, an expert is required to make the most out of them. That’s because targeting the right audience at the right time with the right price is not a cakewalk. The task requires a deep understanding of the platforms and the market.
A simpler alternative for the job is programmatic advertising wherein Artificial Intelligence takes over the task of placing the right ad in front of the right people at an optimum price. Also known as real-time advertising, it automates the demanding task of media buying.
Back when The Economist magazine was not gaining much attention, they planned out a campaign around reluctant readers. They opted for Programmatic advertising wherein it took into account the web/app usage to understand readers’ preferences. Further, they leveraged the cache, subscriber and other data sets to place the right ad on the right platform for users to read. The campaign gave them an ROI of 10:1.
Social Listening
With the rise in brand interaction on social media platforms, social listening has become a mandate for every brand. Social listening covers a huge spectrum. It is not just restricted to checking brand mentions and replying to comments. The field requires marketers to be on their toes for listening to what people have to say about their brand, about competitors, what trends they can hop on and much more.
However, if you’re efficient with the task, the world is your oyster. A brand that made the most out of it was Unilever. The integrated traditional marketing with social listening using AI data centres to identify the correlation between ice creams and breakfast. The extensive effort allowed them to build a new product, cereal flavoured ice creams for the Ben & Jerry’s brand.
Product Designing
Custom product designing has gained a lot of attention in recent years. This has been possible because of the extensive embodiment of Artificial Intelligence technology in the process. The technology has not just restricted itself to supporting the product development in understanding customer mindset but now it has moved a step ahead and directly allows consumers to design their own product.
A famous example of this is NIKE’s Makers’ experience. It allows consumers to choose their own graphics and colours to be put on their Presto X Sneakers. They used Augmented Reality to display the design on blank sneakers and then curate the final product in 90 minutes. The campaign allowed NIKE to not just deliver customized products but also helped them understand consumer preferences. They further used the data for designing future products and curating personalised messaging
