AI makes digital marketing more effective, improves ad performance – Martins
By Abimbola Mohammed
Stanislaus Martins, Regional Director, Meta Africa, has said AI plays a significant role in digital marketing. He stated that AI holds tremendous potential in the field of digital marketing as it allows predictive analytics, enhanced customer experiences, and targeted marketing both of which would undoubtedly result in a higher return on investment for businesses.
Martins made this call at the just concluded Master class session organized by the Advertisers’ Association of Nigeria (ADVAN) in a bid to develop and equip its members at all levels with the necessary competencies and skills to enable them deliver top-notch marketing experience to consumers.
The training with the theme: “The Fundamentals of Marketing and Media”, was held at the Regent Hotel, Ikeja GRA, Lagos.
According to the digital expert, “The ecosystem is changing very quickly and new players and lots of programmatic platforms are coming into the market every day. So it is very important for marketers to learn the new tools that can help their marketing strategies.”
He added: “The world has come a long way in technology and marketing. From chatbots to self-driving cars, AI has slid comfortably into our lives. The applications of Ai and the use of AI products have been constantly and conveniently growing. The algorithms are getting better and faster, making the AI products more mature and efficient. It is certain that AI would be an essential part of future digital products.
Speaking on some tools that digital marketers shy away from when planning digital marketing campaigns for clients, he said: “When brands are putting together their digital marketing plan or strategy they should consider search Ad which consist of different types of categorization and platforms, starting from Google, display, social media, video and content. All these platforms mentioned are not to be used all the time, it depends on the marketing objective of the brand.”
He recommended Search for digital marketers, stating that it has a high intent audience because whoever is coming to use Search is coming with the intent to convert.
“Converting could be to either download an app, make a purchase or go to a website. So an advertiser that is not making use of search is missing out on those people that are about to convert for our brand. They are at the consideration point. Search should play a major part of marketing strategy when you know people are going to the internet to search for brands that are related to yours,” he said.
According to him, lots of brands want to do digital marketing campaigns but there is no place for search in all marketing campaigns.
“Another Ad that should also be considered when planning marketing strategy is banner ad, Google ad, Amazon ad, Jumia ad, Microsoft ad etc. Social media platforms and video connect platforms like Youtube, Instagram, etc and also content ads, podcasts etc that are available to you as marketers when running your campaign,” Martins noted.
He explained that before now, marketers reached their target audience through target ads, but with the help of AI platforms like Meta Ad, Google Ad, Amazon Ad etc., marketers and brands have saved both time and resources through automated digital marketing services.
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