AI powers marketing insights, enhances creativity – Nwagwu
By Abimbola Mohammed
The biggest thing or the biggest gain for most marketing executives is actually the ability to analyze data quickly, using Artificial Intelligence for speed instead of spending days on end trying to come up with insights.
This statement was made by Brenda Nwagwu, Vice President, Media Independent Practitioners Association of Nigeria (MIPAN) at the just concluded 2024 MARKETING EDGE Annual Marketing National Stakeholders Summit.
The summit, which had the theme: Tech Acceleration: Integrating AI Without Sacrificing Human Creativity,” and the sub-theme, “From Insights to Impact: The Future of Marketing, was held via Zoom, parading an array of industry eggheads.
While speaking to the theme Tech Acceleration: Integrating AI Without Sacrificing Human Creativity”, Nwagwu noted that AI plays a pivotal role in analyzing data and having better insight.
“Artificial intelligence gives room for efficiency boost, personalization, joint data-driven decisions, consumer engagement and content creation. According to a study from WebFX, the biggest gain for most marketing executives is actually the ability to analyze data quickly. You can imagine putting your own AMP data into an AI system and just getting all the analysis you require,” she said.
“Looking at different aspects where AI aids quick response is at the points of purchase. It helps you to query the data at lightning speed instead of spending days trying to come up with insights. You can get it almost at the click of your fingers,” she added.
Speaking on the four key areas where AI could help marketers and creatives make decision, she mentioned that in customer segmentation, Al identifies nuanced audience segments, inspiring targeted creative campaigns. In predictive analytics, she stated that Al forecasts trends, allowing marketers to craft forward-thinking, innovative content.
“In segment analysis, Al gauged public opinion, informing emotionally resonant creative strategies while in performance optimization, AI continuous!v refines creative elements based on real-time engagement data.”
In conclusion, Nwagwu noted that AI is an enabler, while advising marketers to stay ahead, continue educating themselves and keep abreast of what tools are available.
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