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A different approach
A long time ago, before us RAD AI built AI-powered influencer marketing, we lost our way.
We got caught up in the lure of influencer marketing and couldn’t tell what was real and what wasn’t. We claimed what we were doing was authentic, but was it? Can we pay famous people a lot of money to say things they don’t necessarily believe to be true and call it real? As we continue to evolve as a company and as people, irony will not escape us.
Marketing rehabilitation
So we checked into Marketing Rehab (turns out there are several in LA). We’ve been joined by many colleagues (and competitors) with similar delusions – some simply walked off the yacht due to the large amounts of money, sun and booze the client spent!
Here’s what we saw. Some, like us, believed that if they spent enough money on production, they could make something real. But deep down we knew better. How can anyone create authenticity? Is this even possible?
Many were even worse off. We, along with many of our fellow marketing executives, believed that the more jargon and buzzwords we used, the smarter we would appear to others. And we thought that the less people understood what we said, the more successful we would be!
One poor executive with a particularly acute jargon disorder heard, “But we’re experts at shifting paradigms and analyzing our platform to create drip campaigns that increase CTAs, boost CRMs, and at the end of the day destroy ROAS!!” The CFO, acting as an advisor, reassured the marketing executive and tried to explain that as the CFO – he didn’t care!
Then there were the marketing executives who could only speak a language that the CEO and board did not understand. While Fortune 500 CEOs and CFOs were scrambling to commit capital to the enterprise to drive revenue, overcome hurdles, and deliver shareholder value, their marketing teams were explaining how they were winning by hiring popular social media influencers and driving engagement goals. The most important social channel. The CEOs did their best to make it a business case that the board understood, but failed to make it a focus.
Then there were the data extremists. These poor sods had left brains that grew like kudzu and took over their right brains to the point where they began to believe that whoever has more data wins. They lost touch with strategy and contextual frameworks and became lost as if drowning in numbers five places past the decimal point. Unfortunately, there is no cure for this. Only the promise of acceptance and therapy. Those seeking help were forced to repeat Mark Twain’s quote over and over again.
“There are three kinds of lies: lies, damned lies, and statistics.”
“There are three kinds of lies: lies, damned lies, and statistics.”
“There are three kinds of lies: lies, damned lies, and statistics.”
It was time for a new thought
It became clear that we needed to reinvent ourselves. We are determined not to be purveyors of false narratives. It’s easier said than done. But how could we find that most elusive and rarest of precious commodities – authenticity? And even if we could find it, how would we find enough to reinvent marketing and try our best to make it honest and meaningful?
We knew the authenticity was there. It had to be. But like a needle in a haystack, it would be virtually impossible to find. What client wants to work with us to find two or three authentic creators over the years? Better yet, how do we turn key opinion leaders into authentic influencers?
We needed help. We needed a superintelligence to help us back to what is real. We needed to scale humanity. We needed artificial intelligence to drive us forward.
Our AI must have a deep sense of emotional intelligence. There was a lot of IQ in marketing. It was EQ that was short on abundance. This AI must love to read—in fact, the AI must be able to read hundreds of millions of pages of structured and unstructured data in seconds. AI should take standard segmentation models that rely heavily on creating patterns around demographics and psychographics and be able to dig much deeper. We need to understand and analyze the interests of thousands of unique individuals to help us communicate clearly to each one. It must be able to generate, measure and refine millions of content engagements. He must be superhuman enough to teach us how to be human.
Today’s modern marketplace can be both surprising and treacherous
To make matters even more difficult, today’s modern marketplace is full of diverse individuals, each of whom must be approached in a unique and respectful manner. Customer mapping that aggregates demographic and psychographic patterns into broad segments just doesn’t cut it anymore. No marketing team, no matter how diverse, can be as diverse as today’s market and speak to everyone in unique and meaningful ways.
We needed to dig deeper and understand individual interests and how those interests relate to other predictors. By approaching marketing on a 1:1 scale, getting closer to reality every day, and recognizing the pitfalls of dishonest marketing – we’ve decided that authenticity really is the only marketing strategy that makes sense.
Enter AI that understands authenticity
So we built the world’s first AI that understands the connection between authenticity and quantifiable ROI. That was the answer. We needed to create marketing that made people feel good on an emotional basis. Marketing that people won’t forget. We realized that touching people’s hearts actually produces quantifiable marketing returns for a brand. And we realized that the only way to do that was to be honest and speak heart-to-heart.
Our AI gives us super powers and has helped us:
- Read the entire internet in one sitting
- Learn about the interests of thousands of high-value individuals
- Find real authentic influencers who love our brands
- Create campaigns that speak to today’s modern market
- Optimizing content and aligning it to channels and personas
- Reuse content and budgets
We’ve created a methodology that aims to ensure authenticity and help us avoid slipping back into our former toxic relationship with influencer marketing.
Our AI-driven methodology can be better understood by creating a three-phase protocol that begins before the campaign, continues throughout the campaign, and guides future campaign decisions through data-informed feedback.
Phase 1 – Our AI reads, learns and recommends
Before we design and develop a marketing campaign for a client, we dive deep into the strategy and many personas the client should be targeting. This is where we train our AI to find the authentic personas needed to create authentic content. Then and only then can we claim authenticity – and it doesn’t matter if it’s one client-influencer with a million followers or 10 with 100,000 each. The main thing is that it is real.
Phase 2 – The AI will be trained to execute your content
When the dust settles, our AI analyzes marketing effectiveness to indicate where and why content should be used. We take huge amounts of authentic content and turn that content into stories that can be used across the entire marketing mix: websites, landing pages, paid advertising, email, blogs, offline media, etc.
AI can capture copy, images and videos and apply them to different channels and personas. This method ensures that the maximum value of the content is realized for each client.
Phase 3 – Feedback loops informed by RAD AI
We create economies of scale because organic content is constantly fed into a feedback loop designed for a brand’s marketing mix. This methodology unifies brand messaging because all creatives, regardless of where they are used, come from the same place. We give the marketing team something to play with – they can now take authentic organic content and show other stakeholders why this methodology is crushing KPIs.
It took AI to help us on a human scale
We can learn a lot about ourselves by creating other forms of intelligence. In many ways, this mindset has become our North Star. So that we can work closely with clients to justify their brands and, most importantly, treat their customers with the respect they deserve – all in a way that CFOs will appreciate, Meaningful content ROI.
But every night we sit quietly and realize that our world of communication is complex but simple. At this point, we’re here to guide, not tell. We’re here to talk, not talk.
Gratitude.
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