Why Every Marketer Needs To Get On Board The AI Train

Why Every Marketer Needs To Get On Board The AI Train
SHARE
THIS



In this opinion piece, Mick O’Brien (pictured below), Datorama’s managing director for the Asia-Pacific region, argues that marketers’ must not view investment in artificial intelligence (AI) as a replacement for creativity or human decision-making; rather, as an instrument that ensures they never miss a beat.

Mick O'Brien

Facebook and Google continue to monopolise digital ad spend in APAC, with 67 per cent of total expenditure predicted to go to both platforms over the next year, according to Salesforce’s Digital Advertising 2020 report. As both platforms dominate marketer’s ad spend, professionals find themselves heavily relying on Facebook for data analytics and customer segmentation.

Take, for example, Honda Australia, who recently used Facebook data to identify 80,000 customers who had been driving with potentially deadly airbags. At first that sounds good, but there’s just one problem: it happened nine years after the vehicle’s recall was initiated.

Recent changes to the Facebook News Feed algorithms have sidelined messaging from advertisers, brands and publishers, allowing for more meaningful content to be shared between users. Consequentially, a drop in engagement for businesses utilising this channel is expected.

Marketers must re-evaluate content strategies and be open to new ways of analysing data.

Future-proofing your business with AI

Customer journeys are continuing to become increasingly complex, placing more and more pressure on marketers to prove ROI with tighter budgets. Buzzed-about advances in data analysis tools, built into channels like Facebook and Google Analytics, have stakeholders assuming marketing teams can seamlessly report on the evolving landscape they operate in. However, spend is moving away from these platforms. Marketers are spending an increasing amount of time analysing spreadsheets from various data sources, including website analytics tools, CRM systems and email campaign management tools. This is likely to continue as marketers turn their attention away from Facebook ad spend.

But, there’s good news. The processes used to connect and analyse marketing data are rapidly evolving. Stagnant budgets and more sophisticated customer demands mean more marketing technologies and tools are required within marketing stacks. This in turn means more diverse data sources in more formats to integrate – today, next month, and for the foreseeable future. Having the right platform to enable this change is key, and marketers must explore new technology to make these processes as fluid as possible.

Ultimately, investment in AI and machine learning is a must for optimising marketing efforts. That’s because there has been one constant in marketing over the past decade: rapid change. AI-powered systems improve marketing intelligence, providing marketers with real benefits such as unifying data from various sources, as well as detecting trends, anomalies and insights from data sets. This enables marketers to focus on areas where their passions truly lie, focusing on creativity and strategy development.

Deriving actionable insights

Between the new culture of accountability and the barrage of tools for analysis at their disposal, marketers’ roles are becoming increasingly data-driven. The time invested in data analysis is often exacerbated by the reality that marketers are not trained data analysts, nor have they entered the field of marketing to become experts in this particular skillset. Marketers’ passions typically lie in assisting businesses to think outside the box, ultimately driving customer engagement and sales.

In order to meet business objectives, marketers must make smarter decisions on a more frequent basis – across the entire customer journey. Instead of relying on a labour-intensive, manual effort that can miss critical findings, AI-driven insights can derive powerful, actionable results. Equipped with AI technologies, marketers can leave less opportunities on the table – not only by detecting what’s moving and shaking marketing performance, but also determining why this is happening and how it can be actioned.

As marketing is being revolutionised to deal with the new pace of doing business, it’s essential for leaders to recognise that AI is not just an empty buzzword, but a necessity.

Ultimately, investment in AI must not be viewed as a replacement for creativity or human decision-making; rather, as an instrument that ensures marketers never miss a beat. Amidst the potential drop of brand engagement across Facebook, CMOs must continue to defend their ever-shrinking budgets. With marketers being held more accountable, AI is rising to the occasion to meet those challenges.

Please login with linkedin to comment

AI artificial intelligence Datorama Mick O'Brien

Latest News

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]

Are You Paying Too Much In Search Marketing?
  • Partner Content

Are You Paying Too Much In Search Marketing?

Are you paying too much for search marketing? Discover the awful truth here. Or, alternatively, look at the invoice.

Partner Content

by B&T Magazine

B&T Magazine
Nine APAC Finalists In One Club’s Young Guns 19 Competition
  • Advertising

Nine APAC Finalists In One Club’s Young Guns 19 Competition

Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]

Adflow’s Regional OOH Coverage Expands By 60%
  • Media

Adflow’s Regional OOH Coverage Expands By 60%

OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion
  • Technology

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion

Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion  (US$10B). Freshworks, which was founded in India, has strong roots […]

SLIK Announces Four New Key Hires
  • Marketing
  • Media

SLIK Announces Four New Key Hires

Independent creative agency, SLIK, has made significant changes to its full service creative offering with four hires across management, creative and production.

How Retailers Can Maximise Their Results This Sales Season
  • Marketing
  • Technology

How Retailers Can Maximise Their Results This Sales Season

Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]