AI Ad Customization: Relevance + Restraint

Every once in a while, an old song pops into my head. But not a top 10 hit or classic tune.

Instead, I'm treated to a radio jingle that plays on repeat for a few minutes or maybe an hour.

My most recent experience happened on the subway when I suddenly recalled the lyrics to an ad promoting a small exterminator company based in Winnipeg, my hometown.

I know if I mentioned the ad to anyone who grew up there at the same time, they'd remember it, too.

And we'd share a fleeting connection.

Like the kind we used to have all the time talking about last night's talk show guests, silly local reporters, dumb newspaper ads and other pop culture experiences.

That brought us together and created a base of commonality.

We don't have those shared moments very much anymore.

Have it the Marketers Way

These days, everything in your feeds is hyper-personalized. And even more so with AI.

It's a bit like the old—and recently revitalized—Burger King jingle that encouraged you to customize orders and 'have it your way'.

What you get is tailored to you. On social media, that can be both good and bad.

And maybe, in the pursuit of optimization and automation, marketers have taken the concept too far.

And ads are personalized but miss the mark.

Here's an example of one that popped up in my Instagram feed.

Sure, the product caught my attention. But I can tell you one thing: This is NOT a 'Waxman thing' and you would understand!

Nor is it a jacket I would ever consider or buy.

The company's targeting was way off.

Practice Strategic Restraint

So how can you avoid showing your customers ads that may work in theory, but do nothing for your brand?

By turning down your marketing autopilot. Here are 4 strategies you can try:

1. Know your customer and their needs. I realize you hear this all the time, but with AI ad customization, a deep and honest understanding of the people you're trying to reach is more essential than ever. That means your team needs to really step into your customer's shoes, even if they look a bit worn and feel tight. And take a close look at your marketing from their perspective. How would you react to your content if you were in their place?
2. Don't make speed your number one priority. Sure AI can make you faster. But productivity and speed alone aren't enough to achieve your goals. As I've often said, social media—and now Generative AI—may be fast, but relationships take time. And that starts with thinking, reflecting, creating and testing and repeating. It's a gourmet meal, not instant pudding.
3. Add the human touch. That applies to everything you do from creative ad generation to promotion and placement to customer service. When you use AI and automation tools, don't just set and forget. Make sure you've built in processes for your people to add their perspective and input. Encourage your team to question algorithmic recommendations, make changes and have the final say. This can run counter to the promises of some ad platforms that say they do it all.
4. Embrace serendipity. The element of surprise. When you think about it, weren't many of your most memorable experiences unplanned? How can you create more marvelous moments that dazzle your customers? Take their breath away? And take them beyond the expected. As targeting becomes ever more specific, you'll want to put a premium on your creativity. And learn how to use it to earn people's attention, interest and trust.

Keep Track of the Tools

Of course, it's important to keep track of, test and assess the latest tools.

In this week's Digital Marketing Trends video, I talk about Reddit Pro, a new ad management platform designed to make it easier for marketers to manage, create and measure your ads. And I discuss Adobe's GenStudio that lets you store your assets, and use AI to ensure all your creative adheres to your brand standards.

Check it out and let me know what you think.

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And those are all the surprises I have for issue 102.

Thank you to all of you who follow me and subscribe, read, comment and share this newsletter! It's great having all of you along for the ride.

This newsletter comes out every two weeks. But between issues, I share shorter daily posts with my take on digital marketing and the latest on generative AI. It's another way to stay on top of the trends.

And while you're at it, follow the Future of Marketing Institute, too. Every day we post content and perspectives on where we may be heading and what the shift might mean.

Let me know if you have questions about any of the videos in Digital Marketing Trends, or my other LinkedIn Learning courses. You can also visit my website and send a message or a question.

In the face of speed and automation what are you doing to slow things down to a human pace? Please share your thoughts in the comments below.

Time for a breather. See you in a couple of weeks!

Note: All the content in this post was written by a human—me and not Martin-bot.?The radio visual was created by Dall-E 3.