What Does Creativity Mean in The Age of AI?
MMA Germany
Accelerate mobile marketing & advertising transformation & innovation enabling their advancement in Germany & globally
Tech innovation and impressive use cases throughout 2023 are making for an incredible AI revolution in 2024. Predicted to advance—and potentially disrupt—industries across verticals from healthcare to finance to education, AI should be on every marketer's radar. As we further implement automation into our daily lives, though, we must take care to continue tapping into the human touch. Efficiency exists as a key growth driver in the modern marketing landscape, but it's our imperfect and emotional human element that powers differentiation and appeals most to our consumers. As we emerge into this new era, we as marketers must ask ourselves: How can we continue cultivating meaningful relationships, and what does creativity mean in the age of AI?
Leverage Large Language Models to Perfect DCO Personalisation
When every touchpoint is an opportunity for consumers to build their brand love, marketers must make those connections count. Employing large language models to produce personalised, persuasive content can up your dynamic creative optimisation strategy and free up marketers' time and ad spend.
Enhance CX with Multimodal Platforms and Intelligent Engagement Strategies
As consumers shift their screen preferences to favour text-based and virtual interactions, so should brands. Petal Ads predicts multimodal platforms and AI-enhanced engagement strategies will smooth this transition and power the next wave of mobile marketing and digital innovation.
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Prepare For Possible Pain Points with Predictive Analytics
Looking only in the short term leaves money on the table. Get the full benefit out of your budget and plan ahead for any future scenario by leveraging machine learning in your predictive analytic strategy.
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?Deepen Customer Engagement in 2024 with DOOH
Good marketing channels encourage customer engagement. Great ones demand it. Evolving channels like Digital Out Of Home (DOOH) immerse consumers in digital advertising, enhancing ad interactions, building customer trust, and even revitalising mediums like TV through their cross-media capabilities. OOH and DOOH are on the brink of "a new era in market share" and worth keeping an eye on in 2024, according to MMA Germany member WallDecaux.?
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?Embrace Automation but Remember The Human Element ?
The acceptance of AI in the customer experience relies markedly on human touch, as consumers crave efficiency and authenticity. As marketers, we must strike a balance between using automation tools to finetune touchpoints and crafting unique, imperfect human connections.
Build Brand into Your CRM Strategy ?
Implementing AI solutions can increase incrementality, but building brand into every aspect of the customer experience, especially those typically characterised by their technicality like CRM, is critical in the coming year. Rise above the noise and ensure your messaging hits the mark every time by placing emotion-evoking content and creativity at the core of all strategies.
Can AI Power Personalisation in Healthcare Marketing?
It's hard to imagine automation in an industry as personal as healthcare. However, recent reports show that 70% of consumers are ready to embrace AI, assuming it increases access and affordability. AI takes the guesswork out of providing personalised content and could transform the way healthcare marketers build meaningful relationships with their audiences, according to MMA Germany member Bayer.
About the MMA:
MMA Global's German Local Council MMA Germany is a pioneering knowledge hub that empowers marketers to understand global tech trends and shape the future of marketing.
Comprised of over 800-member companies globally and 15 regional offices, the MMA is the only marketing trade association that brings together the full ecosystem of marketers, martech and media companies working collaboratively to architect the future of marketing, while relentlessly delivering growth today. Led by CMOs, the MMA helps marketers lead the imperative for marketing change – in ways that enable future breakthroughs while optimizing current activities. The MMA is committed to science and questioning and believes that creating marketing impact is steeped in constructively challenging the status quo encouraging business leaders to aggressively adopt proven, peer-driven and scientific best practices, without compromise. The MMA invests millions of dollars in rigorous research to enable marketers with unassailable truth and actionable tools. By enlightening, empowering and enabling marketers, the MMA shapes future success, while also propelling business growth.
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