DO OR DIE FOR META. KEY TAKEOUTS FROM MARKETING SUMMIT
Written by Intel
12 months ago, the Metaverse ruled. This year’s marketing summit took a significant (and smart) turn into AI, why? Two reasons:
It’s do or die. In the face of innovation, Meta must stay ahead or risk insignificance
The Metaverse vision is unachievable without the power of AI behind it
THE KEY INFO:
The event always has a commercial undertone of course, so here’s some of the key points covered and interesting takeouts:
AI amplifies creativity through ideation, creation and personalisation, but AI requires human collaboration
Meta's AI tools boost results and create efficiencies that brands should re-invest in storytelling and brand building
Evolve and innovate with measurement to show how your brand is perceived over time
DEEPER DIVE
Generative AI in marketing: AI is an accelerator for idea generation and content creation through generative AI which has the potential to revolutionise creativity and simplify personalisation of content to different audiences. The key for success is the human collaboration with AI.
Interesting takeout: The critic prompt, how marketers can use AI to elevate content and marketing by providing constructive critique
Maximising performance with AI: Meta’s AI assisted tools such as Advantage+ shopping campaigns are delivering efficiencies and better predict outcomes. Presentation here
Interesting takeout: This is delivering fantastic results for conversion, however the tools can also lend themselves to brand building
Best-in-class performance marketing: Meta talks about the maturation of performance marketing and the importance of evolving strategic thinking to deliver results. Presentation here
Automation to drive business growth: Automation and AI are creating better advertising experiences for audiences, more efficient execution for brands and better outcomes
Interesting takeout: Brands taking the efficiencies and re-investing them in Brand Building and storytelling and seeing better full funnel results
Summer of sports: Sports are now a significant digital event – 75% of people second screen when watching sports. 69% of Instagram users want to interact with the athletes themselves, Reels are a big driver of culture and create an opportunity for brands to capture maximum attention during a key period
Interesting takeout: Brands have the toolkit to execute in attentive formats but need a gameplan to leverage cultural events with authenticity and excellence to generate social impact
Creativity in the age of automation: Creative is a significant factor in the success of content/ads 56% of all auction outcomes can be attributed to creative. However the more iterations of creative that are fed into the ad system, the more you will learn and the better-quality results you’ll achieve.
Interesting takeout: Adapting content into different formats for each execution (through simple edits or AI adaptation), allows for cost effective creative diversification and better brand outcomes
Navigating a new era of measurement: The rules of measurement are changing, adapting and experimenting with your approach is key to generating success. A mixture of modelling, experiments and attribution is key
Interesting takeout: As attention is becoming a bigger consideration in brand building, adapting metrics like recall in favour of message understanding, sentiment/favourability and intent and tracking over time will give brands a better understanding of how they are building a customer pipeline
Building the future of AI: AI has the potential to change the game for marketers though.
The main advantage of AI for marketers is as a ‘creative aid’ human collaboration with AI is key, not AI outsourcing
Product recommendations and content rankings are set to adapt with systems that will model the state of mind of the consumer and provide hyper relevant recommendations
AI is set to become more powerful, but more controllable, this is going to amplify human intelligence
