The evolution of digital marketing has led brands to face an increasingly complex landscape, where capturing quality traffic becomes a top priority.
The diversity of advertising channels and growing competition make standing out among consumers both challenging and costly. In this context, artificial intelligence (AI) tools are emerging as key allies for optimising campaigns and reaching ideal customers. According to a recent McKinsey study, the value AI provides is solid and consistent, establishing itself as a strategic solution to address these challenges.
More than a trend, AI represents a revolution in the way businesses identify and connect with buyers willing to invest, enabling advertising efforts to focus on tangible results. This article explores how AI-based automated campaigns are transforming digital marketing, helping companies maximise profitability while redefining their business models to adapt to this new technological era.
How to Start Using AI-Based Automated Marketing Campaigns
Google recommends following four steps to effectively use AI-based marketing campaigns:
1. Exploration
The adoption of AI-based automated campaigns begins with strategic exploration. It is essential to identify key areas where AI can add value, such as audience segmentation or budget optimisation. Companies like Chronopost and Fragrance.com demonstrate that starting with well-planned tests and robust data analysis can deliver significant revenue increases, even in competitive environments.
2. Experimentation
Controlled experimentation allows brands to learn quickly and effectively. Companies like Scotch & Soda and Coco & Eve have achieved maximum results by testing new strategies on smaller segments before scaling them up. This approach minimises risks and allows for iterative improvements based on measurable results. Furthermore, tools like A/B testing and Google Ads “Experiments” help validate decisions and justify broader investments.
3. Execution
Successful AI implementation requires internal alignment and a collaborative approach. Demonstrating concrete results to decision-makers builds confidence in these tools. Additionally, continuously adjusting strategies based on key metrics ensures sustained performance. For instance, Volkswagen used its own data to improve the profitability of its campaigns, reducing acquisition costs while increasing conversions.
4. Scaling
Once positive results are achieved, brands can scale their strategies to encompass more ambitious initiatives. Multichannel integration, the use of first-party data, and adaptation to different markets are critical steps. L’Oréal Vietnam, for example, successfully expanded its multichannel strategy across Asia-Pacific, reaching a larger audience and generating a significant impact on profits.
Start Using AI-Based Campaigns
The key to making the most of AI-based campaigns is to maintain a mindset of continuous improvement, leveraging each learning experience to refine and expand strategies sustainably. This involves not only constantly measuring results but also being willing to experiment with innovative approaches that can unlock new market opportunities. When implementing these campaigns, it is essential to focus on meaningful metrics, such as high-quality customer conversions or return on investment, while moving away from indicators that, although traditional, do not always reflect the real impact on the business.
Additionally, adopting a mindset of improvement means fostering an organisational culture open to change. Aligned teams who are well-informed about the benefits of AI can accelerate the integration of new technologies into marketing strategies. This cohesion allows companies to quickly adjust their tactics in response to changes in consumer behaviour or market dynamics, thereby maximising the potential of AI tools. With an iterative approach, brands not only optimise their current performance but also build a solid foundation to adapt to future challenges.
Do you want to start using AI-based digital marketing campaigns? At PGR Marketing & Technology, we guide you through the entire process.
