Revolutionizing Advertising

 A Roadmap for Real-Time Personalization Campaigns Driven by AI and Data

Introduction:

In the ever-evolving landscape of digital marketing and advertising, the convergence of technology, data, and AI is reshaping the industry. A paradigm shift towards personalization and real-time experiences has become the new norm. In a recent McKinsey report on personalization at scale (https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/a-technology-blueprint-for-personalization-at-scale), four key pillars were identified: Data, Decisioning, Design, and Delivery. While Data, Decisioning, and Delivery have seen significant advancements where big technology and consulting players - Adobe, Salesforce, Google, to name a few, are making great strides, the Design aspect remains a manual and resource-intensive process. This presents a unique opportunity for creative advertising agencies to revolutionize the industry.

The Untapped Opportunity:

The untapped opportunity lies in addressing the Design pillar of personalization at scale. By leveraging data, technology, and various elements of content, agencies can go beyond mere content creation and deliver bespoke, real-time, and highly relevant communications. The potential lies in partnering with service providers offering the other three pillars (Data, Decisioning, Distribution) to offer comprehensive solutions to brands and marketers

Objective:

The primary objective is to create the most relevant communication on a real-time basis, enhancing customer engagement and brand impact.

The Solution:

A robust communication and advertising design platform, akin to canva.com but with a focus on real-time personalization, serves as the solution. This platform operates as a Digital Asset Management (DAM) system, housing various advertising elements. The backend of the platform is intricately synced with Decisioning and Delivery platforms to analyze, sort, create, and publish highly relevant communications for clients.

Elements of an Advertisement Piece:

  • First Party Elements:
    • Brand Elements: Logo, Images (product, brand ambassador), colour, fonts, patterns, etc.
    • Proposition: Campaign proposition, tagline, main message, etc.
    • Cohorts in own DMP
  • Second Party Elements:
    • Customer Segment
    • Offers
    • User-Initiated Actions
  • Third Party Elements:
    • External Variables: Inclusion of location, time of day, weather, etc.
    • Media Requirements: Format, channel, size, tags, etc.


Combining the above elements with the overall brand narrative results in a compelling and highly relevant communication piece.

The 4 Phases for Real-Time Design Solution:

  • Sorting:
    • Analyze and categorize available elements based on relevance and effectiveness.
  • Creating:
    • Utilize the DAM platform to dynamically generate personalized content by combining relevant elements.
  • Adaptating:
    • Ensure flexibility to adapt the content based on real-time data, ensuring continuous relevance.
  • Publishing:
    • Seamlessly integrate with Delivery platforms for the timely and targeted distribution of personalized content.


End note:

As the advertising landscape continues to shift towards personalization and real-time experiences, creative agencies have a golden opportunity to lead the charge. By focusing on the Design pillar and building a comprehensive real-time communication platform, agencies can not only enhance their value proposition but also redefine the future of personalized advertising. This strategic approach positions agencies as indispensable partners in the dynamic and ever-evolving realm of digital marketing.


Ping me and happy to discuss this further with you.

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