Jordan Brannon is a featured contributor to The Impact of AI on Modern Marketing: 50 Categories Ranked, 70 Experts Sound Off report.
Here's the complete contribution:
We're an ecommerce focused, digital marketing agency based in Los Angeles. Given the digital aspect of what we do, we're in the leading edge for AI experimentation for marketing. Frankly, the results thus far have been unimpressive outside of one area- data gathering, modeling, and analysis. Where we've seen some surprising, repeated disappointments are in the use of AI for action oriented campaign management.
With respect to its wins, AI has proven quite capable of parsing a large volume of information quickly and identifying promising opportunities for future marketing campaigns. This is evidenced in our ability to build out audience personas, test various advertising efforts or campaigns, and make highly educated guesses about where campaigns can be improved.
With respect to its shortcomings, we've seen many "AI" marketing companies, especially in the PPC space, that are crude and ineffective. They often depend on humans for initial setup, context, and tracking implementation, which inherently makes their return mostly dependent on highly skilled people initiating the campaign. Typically the setup is followed by poor, but busy, management of the advertising efforts themselves that obfuscate real problems or real successes and fail to provide meaningful improvements to businesses.
That being said, the future of AI lies in the ability to effectively act on data, then (still further out yet) to predict the needs and best practices for marketing strategy for different entities based on their region, industry, etc. While many products are feeding on the AI binge in marketing and sales, most are highly ineffective in the execution on the creation of marketing campaigns, and in the macro level management or strategy of those campaigns.
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