The Benefits of Working with a Partner That Uses Artificial Intelligence

When it comes to improving the efficiency and effectiveness of your paid media strategy, the choice of working with a paid media partner that knows how to harness artificial intelligence’s capabilities to help you achieve your business goals matters. Choosing the right partner not only can help you to accelerate growth, but they can also help you make more informed decisions quickly, reduce your costs, and gain a deeper understanding overall of customer preferences.?

Increased Efficiency in Market - One of the major benefits of working with a paid media partner that uses artificial intelligence is increased efficiency. Leveraging AI to support your paid media purchases can help you maximize your ROI by focusing on the most effective ad formats and channels, optimizing spend across campaigns and increasing overall efficiency. AI-driven insights also enable advertisers to gain a better understanding of their customer base, allowing them to deliver more personalized messages and content tailored to their target audience.

A savvy paid media partner can be the best choice to help your business to take full advantage of these efficiencies because they have access to vast amounts of data that can be used to optimize your campaigns and develop strategies for your success. Agencies typically will have access to the latest technology, tools and skillsets which makes them well-equipped to use AI to identify the best opportunities to drive your growth.?

Working with a paid media partner can also save you time and money since they can handle all aspects of your campaigns, from researching and selecting the best channels to implementing the right strategy and analyzing results. They are likely to be experienced in utilizing AI-driven technologies such as machine learning (ML) and natural language processing (NLP) to further optimize campaigns. As a result, they can help you drive efficiencies by identifying opportunities to improve campaign performance and reduce wasted budget at a scale and speed that would be hard to match with a more traditional approach to media buys, execution and analytics.

Improved Effectiveness of your Investments - Your partner should have the resources available to not only run campaigns, but also dynamically adjust them based on their performance and the evolving needs of your business. This helps to ensure that your budget is always being used in the most effective way possible.

For example, AI-informed strategies can rapidly identify patterns and trends within data, helping to quickly identify the most cost-effective campaigns for your business. AI can also be used to optimize campaigns on-the-fly and automatically adjust bid rates, audiences, targeting parameters, and other variables for maximum impact.

Think about previously unknown cohorts exhibiting intent for your product or service. You might catch this group if you’re instrumented in your business with a mature ABM approach. Or you might catch it in a post-mortem analysis or more likely you may never know what could have been. As AI learns for you it can illuminate look-alike audiences in real-time (or pretty close to it) in ways that just 5 years ago would have been very challenging to identify without significant investments in human capital. What could you do differently knowing there’s an opportunity to target this cohort mid-flight?

This is where a capable paid media partner can significantly improve the effectiveness of your campaigns by getting more from your budget in terms of results and ROI with the capabilities at their disposal. This improved effectiveness is key to accelerating growth, while also freeing up your internal resources (both human and financial) to focus on other areas of your marketing strategy.?

Seeing all the Data - Partners who embrace artificial intelligence on your behalf can provide you with access to a much wider range of data than you would normally have access to. This includes data from multiple sources such as web analytics, CRM, DAMs, social networks, and of course the speeds and feeds coming from your paid media investments. This data may be feeding your analytics appetite or it may be overwhelming for your team. Sometimes this is where the rubber meets the road when considering the investment you make in partner fees above and beyond your core media expenses.?

Press your partner to help identify areas where there are opportunities to improve your marketing efforts or to more effectively target customers who will be likely to respond. Use this data to illuminate dimensions of your customer/prospects to not only improve your paid media performance, but to supplement your base knowledge of what they do, where they do it, and more!

For example, your partner can provide you with real-time insights into the effectiveness of your campaigns by analyzing the results of A/B tests and other experiments. They can help you to identify gaps in your own data, or even to spot discrepancies in the hygiene of your data so that you can make more informed decisions about the direction of your campaigns overall.

Can you do this on your own? Yes - if you have the right platforms, connectivity, budgets and access to dedicated internal resources who focus exclusively on your paid media investments. You could also build your own car from scratch. Will it be easy? Well, that depends.?

As with all marketing investments you need to balance your short term tactical needs with your longer term strategy goals. If you need to drive to the grocery store this week you probably should go ahead and buy that car. If you aren’t in a hurry and want that custom hot-rod, there’s nothing quite as nice as saying you built it yourself. But how will you eat in the interim??