Move aside, Don Draper -artificial intelligence has hit the digital campaign market. Compelling creative and hard-hitting headlines aimed at the general masses are only a fraction of the modern marketer’s job description. With reams of data about millions of online consumers at their disposal, marketing professionals today more closely resemble a nerdy math geek, a spreadsheet in hand, than a smooth-talking Mad Men of old. In 2019, they’re more effective, too.
That’s thanks to the advent of Artificial Intelligence (AI) in digital marketing. Although AI has been around the industry for some years, the power of AI to deliver personalized, relevant, and timely ads to an individual online is only growing stronger, and marketers are growing savvier with their new tools. By employing multivariate testing methods in advertising, marketers can test all of the traditional elements of an ad campaign – imagery, headlines, Call-to-Actions (CTAs), and color – and add the mountain of consumer data into an AI engine that will deliver the right ad to the right person at the right time in the right place. Rudimentary tests will optimize around single ads that perform the best to a broad audience. The best Mad Men of 2019 will use multivariate testing to serve unique combinations of each variable in a single ad for a single category of user. AI is here.
Multivariate testing can now be done across hundreds of creative variants thanks to AI, helping marketers find the right color, font, call to action and background image to reach a particular consumer. Retargeted ads can display not just the same product a consumer shopped for the day before, but also the angle that might be most appealing to that shopper.
Artificial intelligence is offering a powerful new tool to digital marketers, who can use the capabilities of artificial intelligence to both test and modify how marketing campaigns are delivered to target audiences in a far more personalized way. Up until the advent of AI, the testing of banner ads or email campaigns might be limited to A/B variables – such as subject lines for email or headlines for ads. We could also test different graphics, but it typically would be limited to two or three versions at most.
With AI, marketers can now test a wide variety of media attributes, including colors, font, calls-to-action, and background image specific to an individual consumer. AI can assess that person’s past preferences to predict what will have the most impact. That opens up much greater opportunities with retargeting: Not only can the ad display, the same product that the consumer was considering from the day before, it can also suggest, as just one example, the angle of the image that would be the most appealing to that consumer.