2020 Digital Growth Disruptors, Beyond the Myths: Creative in the Age of AI
Published: December 23, 2019
Author: Hillary Read
Not all digital wisdom and best practices are created equal, so we’ve spent the last few Mondays taking on some prevalent digital marketing myths. In this post, we’ll look at the broadening path of AI and how creative is being weighted in its wake.
Going into 2020, AI and machine learning have lowered the barrier to entry for successful advertising on Google and Facebook in particular; advertisers without a ton of experience in bidding, targeting, and other facets of high-performing campaigns can let the algos do their work for them. Buy more media, get more revenue!
But there’s more to the story.
The algos are only as good as the material they’re given. Advertisers who don’t invest resources into performance creative are seriously limiting the potential of their advertising campaigns, while competitors who have a good strategic creative testing framework in place will pull away from the field in short order. The way to truly accelerate growth within campaigns is to try bold new creative ideas – ideally ideas informed by data.
For more insights on this and other topics, including the Google/Facebook duopoly, the rise of voice search, and media planning proliferation, download the full guide to 2020 Digital Marketing Growth Disruptors.