Does your marketing have the essential elements to succeed with AI?

[SakibIslam&8]

Artificial Intelligence is transforming marketing in profound and exciting ways . It’s truly inspiring to see how marketers are using it to drive new customer connections, build high-quality pieces, and make confident decisions based on predictive data.

However, it’s important to recognize that this technology cannot drive marketing success on its own. AI is capable of multiplying business results and growth, but only when combined with human expertise . Marketers will continue to be essential in setting clear objectives, aligned with broader business goals, so that marketing’s impact can be benin phone number material accurately measured and decisions about where to invest can be more informed.
That said, the speed at which technology is evolving can leave even the most innovative marketers wondering if their current strategies are enough to unlock the full potential of AI and accelerate business growth. That’s where Google can help. The company has been building products that apply cutting-edge Artificial Intelligence

to help marketers navigate a rapidly changing landscape for several years . During this time, they’ve had the privilege of working with thousands of brands and agencies to accelerate their business growth with AI, and through that experience, they’ve been able to understand what works.

Three key areas you need to prioritize to succeed with AI

1. Get ready: build the right foundation to power AI

A critical, and often overlooked, aspect of AI is the causal relationship between the inputs given to AI and the business outcomes it can generate. The fact is, AI learns from the data and expertise people bring to the table. The higher the quality of the input , the better the results.

Marketers who strengthen their measurement strategy and improve the quality of their audience and conversion data, for example, can guide Google AI to maximize their ROI. This is especially true when using consented first-party data. Coming from direct customer relationships, the data is more durable and uniquely relevant to your business.

Retailer H&M is a good example of how first-party data can be used to improve campaign performance. Last year, H&M’s Global Head of Paid Media, Kristoffer Ullenius, and its Global Digital Media Analyst, Katarina Ahlner, shared more insight into their strategy . “While we didn’t previously optimize our paid search campaigns to acquire new customers, we now started to actively think about ways to reach them.” This meant refocusing the strategy to attract consumers who wouldn’t buy unless influenced by marketing.

H&M started by deepening its understanding of the value of each customer segment, using a customer lifecycle model based on first-party data. This helped the team identify frequent buyers and put less emphasis on reaching them with paid search, to focus on acquiring incremental new customers. Only when consumers became less active did they use search ads to re-engage them.

This approach, along with a shift to a customer-centric Target ROAS bidding strategy , helped H&M increase online revenue from Paid Search by more than 70% year-over-year. According to Ullenius and Ahlner, “As the entire business moves toward a more customer-centric approach, it was rewarding to see the impact we can achieve by focusing our paid efforts on value.”

2. Maximize results: Achieve profitable growth with AI-powered campaigns

With high-quality data in place, the next key focus area is using AI-powered campaigns to optimize the performance of your campaigns in real-time. Day after day, we see how marketers leveraging Google’s AI are able to drive more conversions and get more value from their campaigns.

Performance Max , for example, is a goal-based campaign type that helps advertisers find untapped incremental opportunities. Advertisers share their campaign goals and creative assets, and the technology automatically produces and executes a highly effective ad campaign across all Google channels.

Samsung recently piloted Performance Max in several markets to uncover untapped consumer demand and scale up results for new searches, channels and audiences.

According to Sandeep Bajpai, Director and Head of Direct-to-Consumer Marketing, Samsung India, “The results were phenomenal. With AI-powered campaigns, we doubled our revenue without impacting our ROA too much.”