Leveraging Artificial Intelligence to Reap the Rewards of Big Data Advertising
Luxury marketing executives know reaching the right audience is critical to marketing success. Campaigns must reach and “speak to” high-income, luxury-minded, brand-conscious consumers, instead of just reaching mass-market audiences like other brands. That’s why it’s so important for luxury brands to embrace “Big Data” advertising – analyzing every bit of audience and advertising data at their disposal to reach the right consumers with the right message at the right time.
The challenge comes in harnessing all of this data to not only make the right ad buys in real time, but also to improve creative over time. It’s not possible to analyze the deluge of ad data manually; there is simply too much. Every day, billions of data points are generated by consumers as they surf the web, interact with ads, make purchases, and share their opinion of their purchases through social media. To gain clear insights from data, luxury marketers need sophisticated technology tools that leverage artificial intelligence to analyze petabytes of data all at once.
Below are a few tips to help you get started with Big Data advertising.
- Let go of all preconceived notions. The old-world approach of making sweeping generalizations about advertising said that the best audience for, say, a big-box electronics retailer, might only be made up of those interested in technology, business, and sports. In the modern (digital) world, we find that the most interested potential customers are actually focused on everything from subcultures to network news to weather to women’s health to consumer affairs. By using technology to tell us who these customers are and where they’re going online, a highly focused, successful digital media strategy can be built.
- Embrace automation. Use a real-time bidding and ad-management platform to automate all of your digital-advertising programs. This may sound anathema to many luxury brands that pride themselves on the leather stitch work of master artisans that produce a finite set of products per year. But the sheer velocity of data in digital advertising today requires a platform that uses artificial intelligence to analyze billions of data points, and also work with third-party data providers, ad networks, and other partners to aggregate all the web and mobile data that impacts your campaigns in one place. The result is advertising that learns and improves over time, and discovers the audience pearls in a sea of opportunity.
- Test, test, and retest. It’s not enough to set up your automated, AI-driven campaigns and just let them run. Marketers should always test their campaigns to ensure they’re performing at maximum ROI. Use dynamic, multivariate testing to test ad creative, placement, and response rates from tailored audiences. Use a testing technology platform that can test dozens or hundreds of variables. The results can be surprising. We once tested dozens of creative variations for a luxury brand campaign and found the best-performing creative to be one that featured cats! The “cat creative” performed 20 times better than the worst-performing creative.
Luxury brands face particular challenges in a digital marketing world. As consumers jump from mobile to online to social and back again, luxury brands must find a way to reach discerning, far-flung audiences with relevant brand messages. Advances in artificial intelligence can help luxury brands tell their story more effectively – reaching more of the right consumers and building long-term brand loyalty.
No comments yet
Leave a Comment
Adknowledge Announces Launch of ‘AdStation International’KANSAS CITY, Mo., November 25, 2013 (ADOTAS) – Adknowledge is pleased to announce the launch of AdStation International, a global [...] more...
- UPDATED: Twitter Officially Launches Tailored Audiences Program December 6th 2013 ADOTAS – Twitter brought its tailored audiences ad program out [...] more »
- veeseo Launches Speech-to-Text Content Recognition Engine for Video Advertising December 6th 2013 ADOTAS — Video marketing company veeseo announced this week a [...] more »
- Today’s Burning Question: Massive Hack Attack Reaction December 5th 2013 ADOTAS – Today we’re featuring reactions from industry leaders to yesterday’s [...] more »
- Dell Software Exec: Strong Password Would Not Have Stopped Latest Hack December 5th 2013 ADOTAS — In response to Today’s Burning Question about reports [...] more »
- If You Waited for Black Friday/Cyber Monday, You Were Probably Too Late December 5th 2013 ADOTAS – While holiday shoppers have been conditioned to believe [...] more »
- Digital First Ventures, RealMatch Partner to Power JobsInTheUS.com December 5th 2013 NEW YORK, December 5, 2013 (ADOTAS) – Digital First Ventures, [...] more »
- Celtra Hires Ex-Adobe Exec Taplin as EVP of Global Sales December 5th 2013 CAMBRIDGE, Mass. – December 5, 2013 – Celtra Inc., the industry leader [...] more »
- Making Holiday Marketing Magic in 2013 December 6th 2013
- 5 New Video Ads You Should Watch Right Now December 6th 2013
- How Interactive Video is Helping Brands Engage with Their Customers December 5th 2013
- Is Putting Digital First Still Paramount for Advertisers? December 5th 2013
- Revenge of the Data Nerds: Who Will Be the Next Heartthrob of the B2B Data Market? December 4th 2013
- Manager Planner - Digital Vendor Marketing
- Brand Manager
- Publisher Services Manager
- Social Media Manager (Part-Time)
- Social Media Manager
- Text Marketing News December 6, 2013 | Text Marketing Companies: [...] veeseo Launches Speech-to-Text Content Recognition Engine for Video … – ADOTAS [...]
- Dell Software Exec: Strong Password Would Not Have Stopped Latest Hack: [...] — In response to Today’s Burning Question about reports of the latest major cyberattack,
- Zimmerman Advertising Has What White Castle Craves – ADOTAS | Zimmerman News: [...] more here: Google Zimmerman News In [...]
- Online Video Quality Matters More Than You Think | Video Industry | OneScreen: [...] so. In fact, branded videos are getting shared 50 times more in 2013 than