We horen het overal. AI of Artificiële Intelligentie. Maar wat en hoe kan het KMOs helpen.
Het gaat hard met AI. Ook ik maak geregeld gebruik van AI. Ik schrijf veel content. Content is de inhoud van informatie die wordt gecommuniceerd via verschillende media zoals tekst, afbeeldingen, video of audio. Content is bedoeld om je doelpubliek te informeren, interresse op te wekken en potentiële klanten te engageren. Content gebruik je in hoofdzaak dus om klanten te lokken. Ook om meer zichtbaar te zijn op het internet. Tevens om potentiële klanten te overtuigen en om sales bij te staan. Om bovenaan bij zoekmachines te komen is kwaliteitscontent vandaag één van de dominate factors.
Ik laat mijn blogs niet schrijven door AI maar vraag wel zijn hulp bij het formuleren van informatie en om mijn informatie te checken op de volledigheid. En AI doet dat steeds beter. AI informatie is onttrokken van bestaande informatie en daardoor nogal wat algemeen. Er zit weinig pit en plakgehalte in maar het is een heel goed hulpstuk dat KMOs helpen om snel en gratis meer content te bezorgen.
Recentelijk laat ik ook AI een deel van mijn foto’s maken (zoals de hoofdfoto :). Ik kan nu foto’s creëren met extra elementen waar ik de nadruk wil op leggen. Om dat te verkrijgen moet je het gebruik van “prompts” begrijpen. Prompts zijn geschreven instructies, in zinnen, van wat je zoekt. Vooraf ga ik zoeken naar foto’s die al een deel weergeven van wat ik zoek. Ik bekijk hun prompts. Deze pas ik aan of vervolledig deze en geeft deze in AI generators. Na een aantal trials lukt het vaak. Achteraf ga ik deze nog even bewerken. Ik kan dit allemaal gratis doen. Voorheen kocht ik deze foto’s aan en op jaarbasis was dit toch een aanzienlijk budget.
Ik heb geprobeerd om met AI bv informatie over de klanten van concurrenten te weten te komen. Dat is me niet gelukt. Maar ik begrip nu ook dat er meer gepaste manieren zijn om dit soort informatie naar boven te halen.
AI maakt ook een echte rotzooi op het internet. Bedrijven gebruiken content om zo beter scores te krijgen van zoekmachines zoals Google, Bing. Er is nu zoveel AI content op het internet en dit ten koste gaat van het waardevolle informatieve blogs. De crawlers van deze zoekmachine's worden nu slimmer om AI content eruit te halen.
80% van alle publiciteit is waardeloos en komt niet bij je doelpubliek. AI zal dit veel beter kunnen doen. Ook de analyses op veel data zal aanzienlijk verbeteren. Maar dit lijkt me nog een brug te ver voor de Vlaamse KMO die met een beperkt budget nieuwe klanten wil lokken en overtuigen.
Ik kwam dit artikel tegen en wil dit graag met jullie delen. Het is ene kort opinie stuk van de expert Amerikaanse marketeer Ian Liddicoat.
In het artikel vind ik de zin “crafting messages that truly connect with target audiences” de belangrijkste. Dit is de essentie van marketing.
Five Ways to Use AI to Improve Your Advertising Strategy and Impact
by Ian Liddicoat via de website: MarketingProfs
From its humble beginnings in print to the advent of broadcast media and the subsequent digital upheaval, the advertising industry has continually adapted to technological advancements.
However, throughout the many shifts, one fundamental challenge has remained: crafting messages that truly connect with target audiences.
AI is the latest frontier in advertising's ongoing evolution. It has ignited widespread debate: AI supporters hail it as a cure-all for the industry's inefficiencies, while sceptics question its true value.
The reality likely falls somewhere in between. AI undoubtedly offers tremendous potential to streamline operations, enhance campaign performance, and yield data-driven insights. Yet, the road map for seamlessly integrating it into existing frameworks remains uncertain.
An AI Road Map to Advertising Success
To effectively harness the power of AI, brands must develop a strategic road map that accounts for the unique challenges they face—before exploring how technology can be used to overcome those hurdles.
1. Precision Audience Identification and Categorization
Advanced algorithms can use extensive datasets from diverse sources, constructing detailed customer profiles. Those profiles enable the creation of highly refined audience segments based on shared traits, preferences, and behavioral patterns.
That precision extends to location-based targeting as well. Consider this scenario: Instead of simply placing a finance product advertisement in London's Square Mile in the hopes of targeting those working in the financial sectors, digital mobile ads can achieve a great degree of geographical precision. They can use smartphones within 500 meters of a tube station as people move through the area, achieving greater confidence that an advert is finding its intended viewer at the right place and time.
Ads can go deeper still, targeting specific profiles within that area—for example, by targeting junior professionals who, based on their online behavior and interests, are likely to be receptive to the advertisement.
Such precise targeting allows a brand to deliver tailored digital ads on financial news sites during peak commute times, through demographic and geotargeted programmatic advertising on popular mobile apps, and via personalized social media campaigns.
2. Creative Optimization
Although dynamic creative optimization (DCO) and A/B-testing have been industry standards for some time, AI-powered creative optimization takes those concepts to a new level.
Unlike DCO, which typically relies on predefined rules and limited variations, AI-driven optimization can analyze countless creative elements simultaneously, making nuanced decisions based on complex patterns and interactions.
For example, although DCO might swap out images or headlines based on broad user segments, AI can dynamically adjust color schemes, layouts, copy length, and even tone of voice based on individual user behavior and real-time context.
AI optimization also operates on a much faster timescale than traditional A/B-testing. Instead of waiting days or weeks to gather statistically significant results, AI systems can make split-second decisions, adapting creative on the fly based on immediate user responses.
That capability enables rapid learning and iteration, allowing brands to remain at the forefront of evolving user preferences and market dynamics.
3. Automated Ad Optimization
AI-powered systems can automate the process of campaign refinement in real-time, allowing brands to swiftly adapt to shifts in audience behavior and market trends.
Through continuous analysis of live user interactions and instantaneous adjustments, these systems offer a degree of flexibility and responsiveness essential in today's fast-moving digital landscape.
Such real-time fine-tuning ensures that brands are consistently reaching the most relevant audiences with the most effective messaging at the optimal moment, maximizing the impact of their outreach efforts without relying on time-consuming traditional testing methods.
4. Strategic Insight
AI tools provide brands with a treasure trove of strategic insights by processing enormous datasets from diverse sources, including their own previous campaigns and those of competitors. AI tools can reveal patterns, trends, and opportunities that might escape human analysts, empowering them to make evidence-based decisions.
Beyond analyzing campaign metrics, AI can also offer insights into broader industry dynamics and stakeholder behaviors.
By processing vast amounts of information from social platforms, search engines, and other digital sources, AI algorithms can identify emerging trends, shifts in stakeholder preferences, and novel opportunities for brands to engage with their target audiences. Those insights can shape a brand's overarching outreach strategy, facilitating the development of more relevant and timely initiatives that truly resonate.
5. Content Generation
The core of effective communication lies in human ingenuity. It's unrealistic to expect algorithms trained on datasets to produce messages that genuinely connect. Yet, AI can still play a crucial role in message development.
Unlike conventional approaches that might rely on limited information or isolated project outcomes, AI can synthesize insights from countless interactions across diverse brands and initiatives. That means when AI assists in message development, it's drawing from a collective intelligence that spans sectors and audiences, enabling the creation of communications that are both data-informed and creatively inspired.
Furthermore, AI can swiftly adapt to evolving trends at a scale unattainable for human teams alone. It can identify emerging patterns in engagement across industries, helping brands lead the curve rather than simply keeping pace.
That synergy between human creativity and AI-driven insights is establishing new benchmarks in communication effectiveness and impact..
Voor meer korte, informatieve marketing blogs voor Vlaamse KMOs kan je onze website bezoeken: www.CAP5.net
Comentarios