Marketing 0

FIGURE 7.3
Combining the Strengths of Machines and Humans
Leveraging the Next Tech for the New CX: A
Checklist
To ensure a smooth collaboration, the next-generation marketers
must have a working knowledge of technologies, especially those that
enhance marketing activities. A group of technologies that marketers
often use is called marketing technology (martech). There are seven
most common use cases of martech across the customer path.
Advertising

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Advertising is an approach to communicate brand messages to
intended mass audiences through various paid media. In a world
where attention is scarce, advertising can be seen as intrusive.
Relevance is critical. Thus, the most common use case of technology
in advertising is for audience targeting. Companies can optimize
effectiveness by finding the right segment, which will eventually
improve the ad's perceived relevance.
Technology also helps marketers to create accurate portrayals of
audience segments or personas, which lead to better ad creation. As
one size often does not fit all in advertising, AI is capable of quickly
producing multiple ad creatives with different combinations of
copies and visuals. Also known as dynamic creative, it is essential for
personalization purposes.
The personalization is not limited merely to the ad messages but also
applies to the media placement. Contextual advertising allows ads to
appear at the right moment in the right medium automatically. For
example, a car ad may appear on the screen of a user who is
researching the next car to buy on a review site. As the ad messages
are aligned with their current areas of interest, the ads typically have
a better response rate (see 
Chapter 10
).
Finally, another important use of technology in advertising is for
programmatic media buying. A programmatic platform enables
advertisers to automate the buying and management of paid media
space. Since it is a consolidated purchase with automated bidding,
programmatic advertising has proven useful to optimize media
spend.