Introduction
Artificial intelligence (AI) has brought about significant advancements in various industries, including healthcare, where it has helped reduce false negatives and false positives in breast cancer screening. AI has also enabled the development of the Look to Speak app, which allows people with speech and motor impairments to communicate using only eye movements.
In digital marketing, AI has the potential to help agencies engage customers across multiple channels and touchpoints, leading to better business results. In this article, we explore how agencies can use AI to drive marketing results and increase ROI.
The Role of Agencies in AI-Powered Marketing
Marla Kaplowitz, president and CEO of the American Association of Advertising Agencies, emphasizes that agencies need to understand how AI and data are being applied to yield the greatest return on behalf of clients. AI-powered solutions are crucial to deal with increased fragmentation and complexity in marketing.
Upskilling to Win with AI
Agencies need to upskill and understand how to manage and steer AI technologies. AI allows agencies to augment their skills, multiply their expertise and meet business goals, both today and in the future. According to a survey, almost two-thirds of agencies consider adopting AI and machine learning as a high or critical priority.
Jeremy Hull, chief product officer for North America at Brainlabs, explains that AI helps agencies surface more insights and enables them to take actions quickly. AI enables agencies to move faster, improve performance, and get more value out of their employees.
Flexible Compensation Models
Marketers increasingly make decisions based on strategic impact and demonstrated business results when choosing agency partners. Many agencies are replacing traditional fixed-fee and retainer models with more flexible, growth-oriented models. For instance, 41% of agencies now use performance-based compensation models. Agencies can invest in new strategic areas that help fuel AI-powered solutions to drive the business outcomes they are now accountable for.
Outcome-Based Focus
Leading agencies are expanding their scope and reinvesting in new strategic areas, with a focus on outcomes rather than hours. According to Jellyfish Co-Founder and CEO Rob Pierre, AI becomes more powerful when the mindset is outcome-based, leading to better utilization of marketing spend and increased efficiency.
Conclusion
Agencies need to understand how to apply AI and data to achieve the best results for their clients. By upskilling and investing in new strategic areas, agencies can use AI to augment their skills and meet business goals. The shift towards flexible compensation models and an outcome-based focus can lead to better utilization of marketing spend and increased efficiency. AI-powered solutions can enable agencies to drive better business results and engage customers across multiple channels and touchpoints.
This is a summary of article in Think With Google.
Comments
Post a Comment