Here’s an astonishing statistic: CMOs spend 20% of their budgets on creative, yet 71% of them don’t believe creative actually drives results. It’s a statistic that points to a much larger crisis of confidence within the marketing realm.
So how are brands that are unwilling to accept this state of affairs responding? By taking a more numbers-based, scientific approach to marketing through display advertising services.
How Pier 1 automated its marketing messaging
The creative process in marketing is largely unchanged from its early history. People use a mélange of assumptions, guesswork and qualitative data to inform their creative approach. It’s art and science – a mix of intuition and information. Sometimes this approach works, but more often it results in work that’s too broad or somewhat misaligned with the audience.
In recent years, however, new data tools have been developed that allow for the creative process to be guided by fact rather than supposition. Today’s machines can analyze robust data sets with extreme precision, uncovering actionable insights and learning as they go.
Pier 1 offers an interesting example of this trend toward data-driven marketing. The company partnered with Persado to optimize the language used across customer marketing content. The technology involved in the campaign has the ability to alter the language seen in display ads in accordance with an individual consumer’s preferences.
Using the Persado platform & display advertising services, Pier 1 was able to compare customer engagement and response levels for various sponsored ads, each with different photos, captions, hashtags and headlines. The impact of each ad and its constituent elements is measured in real time to see how well or how poorly they resonate with customers.
In essence, the technology is a sophisticated form of A/B testing that includes a machine-learning component that composes new marketing messages guided by real-time feedback. All of it is based on linguistic science. The underlying technology analyzes millions of language variations to create an optimal message. The natural language processing algorithm used by Persado is designed to understand a brand’s specific voice and replicate it across all channels.
Why a data-guided approach is smarter
Consumers are bombarded with marketing messages. If they deign to give you their attention, you can be certain that concession will be almost instantly revoked if the message they are experiencing isn’t immediately compelling. Because of this, presentation is critical.
Data-focused tools such as the algorithm deployed by Persado & proper display advertising services can play a critical role in helping brands quantify audience response to messages. These tools play an equally important role in helping brands optimize their messages by incorporating this feedback and making informed adjustments in real time.
That doesn’t mean that marketing is now purely a science. As far as machine learning has come, it remains limited in many key respects. The optimal approach for most brands involves working with an agency that integrates data-based tools and human insight into one holistic marketing framework.
Partnering with the right consumer insight agency
Our display advertising team believes a data-forward marketing agency is your best bet for understanding and connecting with the right audiences. Don’t hesitate to contact us today to learn how we create modern campaigns that are rooted in human insight and executed with advanced digital tools.Back to Thinking