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Harnessing A.I. & Privacy Settings as a Marketing Manager

March 25, 2022

Do artificial intelligence (A.I.) and privacy restrictions make you uneasy as a marketing manager? Well, have no fear! Recent and upcoming changes to A.I., automated digital ads, and heightened privacy restrictions are redefining how we reach target audiences—for the better.

Learn how to adapt to the rapidly changing world of marketing in this article.

Leveraging Machine Learning for Better Ad Performance

A.I. and machine learning have the power to define their own algorithms, determine new paths, and unlock unlimited potential to transform marketing. 

It’s easy to overlook, but we all interact with A.I. multiple times a day—often without realizing it.

  • Amazon uses A.I. to show visitors recommended purchases based on past buying behaviour.
  • Google serves up search results based on an individual’s search history and location.
  • Facebook shows posts in people’s feed based on how someone has engaged with similar content.
  • Netflix predicts suggested shows based on what people have previously watched.

These are all examples of curated content that aims to target individuals for an improved, personalized experience through the customer journey.

While it can feel somewhat intimidating to lose control of certain aspects of marketing, remember: A.I. is meant to help marketers and consumers. When used correctly, it can save valuable time and headspace while personalizing and properly targeting online experiences. 

52% of marketers say A.I. will be very or critically important to the success of their marketing in the next 12 months. 

How Machine Learning Affects Agency Time 

A.I. can automate repetitive, tedious marketing tasks and manually pull data for more efficient analysis. This makes better use of your agency time, putting money where it matters most.  

Marketers used to spend a set budget, but now, we can spend media budgets more effectively

through sophisticated automation and more targeted ads. 

The chart below shows the best days and times to deploy a specific digital advertising campaign. Our team of digital strategists used to have to pull this data manually across different platforms and advertisers. But thanks to machine learning, the process is much faster and more user friendly. 

80% of marketers believe they’ll be intelligently automating more than a 1/4 of marketing tasks in the next five years.

Another example of time savings and auto-optimization from machine learning is Google’s responsive display ads. With responsive display ads, Google will automatically generate ad combinations for websites, apps, YouTube, and Gmail based on your uploaded assets, headlines, and descriptions. Google’s machine learning model determines the optimal combination of assets for each ad slot based on performance history.

What does that mean for your agency time? It means digital marketers at agencies have more time to implement recommendations and make performance improvements—instead of using that time to manually pull and analyze data.

In short, A.I. is a better use of your money and your agency’s expertise.

41% of marketers are achieving revenue acceleration with A.I. today.

Respecting Privacy Settings

As A.I. becomes more prevalent, privacy concerns are on the rise. Some social media platforms have incurred billions of dollars in fines for failing to protect users’ data. Many people are worried they haven’t—or aren’t yet able to—give proper consent to advertisers, apps, and web browsers.

To address these valid concerns, we’re seeing big players rolling out privacy changes on their platforms:

  • iOS users can now opt-out of any in-app data collection
  • Chrome is releasing a disable tracking feature
  • Facebook is developing new methods to target audiences

In terms of how this affects marketers and digital advertising, we may start to see smaller data sets, less retargeting, and less demographic data. But that doesn’t mean we can’t still create personalized, positive online experiences with our ideal customers.

~74% of internet users are more concerned with their online privacy than they’ve ever been.
92% of consumers trust referrals from people they know.

Selecting the Right Advertising Strategies

We hope this article has helped you understand the advances in A.I. and privacy settings that are—or will be—affecting marketing managers’ work. 

In navigating these changes, start by getting crystal clear on your business goals. Every choice you make about which advertising strategies to deploy, on what platforms and when, revolve around the unique goals of your business.

If you’d like assistance in harnessing A.I. or building community while respecting privacy settings, tbk can help.

Considering tbk for an upcoming website, branding, or digital marketing project? 
Let’s talk about your goals and how tbk can help.

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