The use of AI and machine learning enables marketing personalization at a scale that was never thought possible just a few years ago. While dynamic ads can be nearly custom depending on the audience, it still comes down to people using the ad tools and truly knowing your audience.
Echoing that need for people, there have been more articles of late about how AI is useless without human intervention and those guiding AI must have an understanding of what they want it to accomplish. Examples: Chief Marketer. Adweek. Ad Age.
That core, human-focused understanding of the audience can’t be beat.
This is how brands and agencies can differentiate themselves. It’s all about taking that extra effort and care to know who the audience is AND truly know the audience. Of course, knowing your audience doesn’t just comes from researching them. It comes from having their perspective on your team or being able to offer insights.
Orci’s Allen Perez published a piece on the importance of knowing your audience. In the piece, Perez challenges the industry to look beyond the “Latino” culture because it’s not just one. “One label to cover hundreds of millions of people with wildly different histories, foods, values and ways of speaking Spanish,” Perez writes.
None of this is an earth-shattering revelation. It’s been a foundation of marketing for decades.
But knowing and understanding your audience take realeffort. And, in today’s marketing, where economic and ROI pressures are ever-present, you’ll have to be strong in your foundation to make it personal.
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