Adobe Digital Dialogue

Why The Robot Is Your Friend

Mar­keters fear not, a robot will not steal your job. Nor will it crush cre­ativ­i­ty. Instead, mar­keters have val­ue that machines can nev­er replace. That was the mes­sage from two Adobe exec­u­tives at last year’s Sym­po­sium.

With the 2017 Adobe Sym­po­sium just around the cor­ner, and with pro­gram­mat­ic and machine learn­ing more in the news than ever, it is worth revis­it­ing their mes­sages.

While there have been great leaps in automa­tion and pro­gram­mat­ic mar­ket­ing, APAC Adobe’s mar­ket­ing cloud senior prod­uct man­ag­er Cameron Cow­an says mar­keters will always have a place in con­vey­ing the nar­ra­tive.

Automa­tion can poten­tial­ly free up 10 to 15 per cent of mar­ket­ing executive’s time, accord­ing to fig­ures in the pre­sen­ta­tion. This then gives mar­keters the time to focus on more impor­tant oper­a­tions, Cow­an said.

“Let the machine do what it’s good at, crunch­ing real­ly big num­bers, and then allow­ing you to take the con­trols to make the right mar­ket­ing deci­sions for your busi­ness,” he said.

The main thing that machines can’t do and where good mar­keters shine is ‘data sto­ry telling’, accord­ing to Cow­an. Inter­pret­ing and dis­sem­i­nat­ing data is the area where mar­keters will find their irre­place­able val­ue, he said.

“We have more data than we’ve ever expe­ri­enced before in the his­to­ry of the world… but it can’t just be about data,” Cow­an stressed.

“Where you have the most val­ue as a mar­keter is in the nar­ra­tive.”

Machines can han­dle the data and even visu­alise that data, but for Cow­an it is mar­keters who ulti­mate­ly pro­mote the brand.

“This is how we bal­ance man and machine. We need machines to col­lect mas­sive data for us. We need them to help us cre­ate beau­ti­ful and stream­lined, and hope­ful­ly real­ly quick data visu­al­i­sa­tions. But we as mar­keters need to build the nar­ra­tive around what we want our busi­ness and what we want our­selves to be and become,” he said.

Mean­while in her pre­sen­ta­tion Mon­i­ca Lay senior Prod­uct Mar­ket­ing Man­ag­er, Adobe said that Pro­gram­mat­ic adver­tis­ing isn’t devoid of cre­ativ­i­ty despite its ‘robot­ic’ per­cep­tion.

VIDEO — The Body of Data and the Soul of Cre­ativ­i­ty in Pro­gram­mat­ic Adver­tis­ing

“Cre­ative ideas are still a very crit­i­cal ele­ment in dri­ving suc­cess­ful cam­paigns,” Lay told the audi­ence at the Adobe Sym­po­sium.

While lever­ag­ing data and tech­nol­o­gy are now crit­i­cal, the need for cre­ative cus­tomer expe­ri­ence is still impor­tant.

“Cre­at­ing an expe­ri­ence that inspires audi­ences, whether you’re try­ing to dri­ve aware­ness, right through to shift­ing cus­tomer per­cep­tions, to engag­ing audi­ence to take a call to action,” Lay said.

Accord­ing to Lay, these pro­gram­mat­ic ideas are where the main chal­lenge comes and where dynam­ic cre­ative opti­mi­sa­tion can help. Explain­ing that the pro­gram­mat­ic tech­nol­o­gy can poten­tial­ly pro­vide rel­e­vant cre­ative expe­ri­ences while still resolv­ing incon­sis­tent cus­tomer expe­ri­ences. Lay also said it poten­tial­ly rec­ti­fies the prob­lem of A/B test­ing at scale and improves time to mar­ket.

“What’s dif­fer­ent about dynam­ic cre­ative is essen­tial­ly the fact that it’s actu­al­ly a cre­ative lay­out,” Lay said.

She said ele­ments of the lay­out are dynam­i­cal­ly pulled in from a con­tent feed, in real time, to cre­ate a per­son­alised and more effec­tive cus­tomer impres­sion and expe­ri­ence, while also reduc­ing costs.

The tech­nol­o­gy tar­gets users intel­li­gent­ly and can incor­po­rate sec­ond and third par­ty data, Lay said. Allow­ing tech­nol­o­gy to do the heavy lift­ing, free­ing up more of an organ­i­sa­tions resources.

Accord­ing to Lay, dynam­ic cre­ative opti­mi­sa­tion; “deliv­ers incre­men­tal per­son­al­i­sa­tion, rel­e­vance and ulti­mate­ly results.”

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