The Interactive Advertising Bureau’s AI working group just released a set of AI use cases for marketing. The eight use cases are…oh, just click and read it for yourself. And while you’re clicking, take a look at the IAB Tech Lab’s new set of proposed standards for addressability and privacy practices.
Respondents to Duke Fuqua’s long-running The CMO Survey were in a cheery mood, with the highest optimism scores in three years and 72% believing that marketing has grown more important during the pandemic. The good vibes extended to their view of customers, whom they felt value a good experience more than product quality, trust, service, price, and innovation. Data integration for customer tracking is their fastest-growing investment.
If you’re looking for concrete AI deployments, the What If Media Group just launched ARIA, an interconnected set of AI models that optimize customer acquisition campaigns. Different models find the right audience, pick the best content for each person, select the right channel and send at the right time. The system drives customer acquisition campaigns, which simplifies the task a bit because they target an immediate response.
It’s all surveys today, Dear Reader. Marigold reports that consumers are eager for personalized content, with 79% saying they’re likely to engage with a personalized email tailored to their interests. Sadly, 33% feel their needs are unmet by current brand messages. Discounts and coupons (95%) top the list of what they want in exchange for personal data, followed closely by loyalty rewards at 94%. Content is last at 61%.