IMC professionals should leverage AI to optimize measurement – Oke
By Felicia Nwosu
Bunmi Oke, the Chief Executive Officer and Lead Consultant, Ladybird Limited, has said that Artificial Intelligence (AI) is at the forefront of future marketing. She, therefore, urged marketers to embrace and leverage AI and tools such as data, data models, algorithms, machine learning to produce customer insights that they can use to optimize spending, customize content and personalize customers’ journey.
Mrs. Oke noted that the use of AI has become a catalyst and technological solution in marketing strategies that encourage operational efficiency, while improving customer experience.
Speaking during “One-One with Benjamin”, she said: “It is a more detailed and targeted way of getting information about a customer or a consumer and the marketer can now tell you specifically where you can get your goods and services in real time, on time, off time. In short, it’s not juju like they say. And the advantage is that it’s simply making the marketer’s job more precise in targeting goods and services. There’s no more room for guesswork and that’s why it’s data-driven. Why would you want to do a certain amount of online communication, sports at a certain time? You must give the data that recommends what and why you want to use that.”
The agency boss highlighted how valuable research is to data and measurements to marketing communications and to AI, as well as the importance of key performance indicators (KPI’s) in evaluating marketing campaign performance, in decision making processes and in validating returns on marketing spend.
She explained that AI accelerates and simplifies the processes of accounting for marketing spend and marketing plans that are designed for a particular product or service. The quintessential entrepreneur added that artificial intelligence helps both brands and clients in the marketing communications planning and execution.
“They know what they want to sell to the market. I want to create markets, which means I want to dig, tell people why they should buy my goods or services. In doing this, they want to talk to the people that are interested in their goods and services. And that’s what we call the target market, because not everybody is interested in your goods and stuff, but you must know your target market,” she said.
Mrs. Oke affirmed that through various platforms, marketers can gain a more nuanced, comprehensive understanding of their target audiences, because artificial intelligence-driven insights gathered through optimization processes can then be used to drive conversions, while also easing the workload for marketing teams.
“The simple part of it is saying I have a marketing plan, I need to sell these goods and I also need to create awareness for these goods and services. How do I go about it? We as professionals will now take that information and develop a plan based on the knowledge of the market both in terms of mass communication or social media or direct marketing,” she explained.
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