This can ultimately cause enormous problems if algorithms are completely abandoned. For example, an entire book has been written about algorithms that produced the wrong outcomes in this way. It’s about Weapons of Math Destruction (affiliate) by Cathy O’Neil. Content is the only thing we have control over And what are the platforms and the “gurus” doing about it? They advise all marketers to make targeting as broad as possible and only test your creative. Content is actually the only factor that we as a marketer are “handed” as over which we can and may keep control. And the question is whether, with the introduction of ever-improving AI tools , that will continue for a long time.
Market That We Have Seen
AI algorithms will soon be created that will also create the content for us. It almost sounds like a Philippines Mobile Number List for a movie. Machines that determine what we see and based on what we click on and watch, there are other machines that make this content more and better. What you then get are marketers who actually no longer know who their target group is, no longer know why a certain advertisement works or not and no longer know (properly) how to make different expressions into a whole. What then is the added value and competitive advantage of marketers? How do we bridge that gap? One thing is certain, relying on the algorithm results in a shortage of data.
Increased Focus on the Well-being
It only allows most marketers to test generic creatives in the hope that “something” will work. So how do we put the data back in the hands of the marketers, without giving up the benefits of the algorithms? Simple: we need to take more control in creating and building our campaigns Social Posts content. My goal when creating campaigns is to get data about: Which target groups are most interesting to me? What exactly do those target groups want to see in terms of communication? How can I best reach those target groups? Because insight into these points gives me a very clear competitive advantage: I am relevant! And this relevance ensures a (much) better performance.
