Machine + Marketer - Michael Egan, Postclick

Machine + Marketer
MASTER
CLASS
Michael Egan
HEAD OF CONTENT
POSTCLICK
SAN FRANCISCO, CA ~ JUNE 2 - 3, 2022
DIGIMARCONSILICONVALLEY.COM | #DigiMarConSiliconValley

Copyright © Postclick 2022. All rights reserved.
The Evolution of
Digital Advertising

Consumer Expectations
● Customers want personalized content that
caters to their unique interests and needs
● They want to be spoken to as individuals
● Customers will spend energy on content
that they deem:
○ Personalized experiences
○ Relevant narratives
○ Customer-centric advertising

THE STATE OF DIGITAL
ADVERTISING

The key to sustaining success
in a fast-paced industry
Marketers require:
● Greater efficiencies in their processes
● More precise capabilities in their
marketing tech
● A need for scale unlike ever before

Marketers are embracing new tech
Marketers are exploring AI-
powered CRO
61% of marketers are
considering or adopting
AI in 2022
D2C organizations are using AI or machine
learning more often than B2C organizations
35%
23%
D2C
B2C

Postclick keeps our
finger on the pulse
Across all 11 industries, AI equipped
marketers are averaging a conversion
rate up to 292% higher than Google
and 174% higher than Facebook
on average.

The trends all point to one direction
Advertisers will
require AI expertise
AI will power digital
personalization
A new standard of
customer experience

Advertisers will deliver a
higher-than-ever standard
of customer experiences

Who’s in control?
The Customer
● No point of the conversion journey
is set by us
● Expectations are higher than ever
Oversaturation
● The average attention span is only
eight seconds
● Consumers are aware of advertising

Creating quality experiences
● Customers will spend energy on content
that they deem:
○ Valuable
○ Trustworthy
○ Worthy of attention

The New Customer Journey
Personalization
1 2
Relevancy
3
Intent

AI copywriting will power
digital personalization

Machine vs Marketer

Enter AI
You may be more familiar with AI than you think.
It is already present in our daily lives.

Human or Robot
There's enough poop to go around
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The “human” copy
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Efficiencies in AI

Copyright © Postclick 2022. All rights reserved. 22
So, is now the right time to leverage AI content?
It’ll require
human touch
A balance of
human expertise
Reliable data base
to build on

To capitalize on AI-
powered technology,
advertisers will need to
work with a specialist
partner

Implementing machine learning
from the ground up is hard
AI and machine learning requires data to
run autonomously and it can take a long
time to build reliable models from
customer behavior data.

How should you respond?
● Early adoption is key
● Invest in a specialist
● Build a hybrid model to start

Marketers see effective personalization
as a key opportunity
● Invest in personalization
● Dive deeper into your audience data
● Build and enhance your micro-audience segments
77% of marketing leaders
say post-click strategies
are very important to their
organizations
75% of marketing leaders say
personalization of post-click
experiences will be very
important
46% of marketing leaders
see a lot of room for
improvement in personalizing
post-click experiences

Experiment and Optimize
● Upgrade from A/B testing -
Marketers today need to test A-Z
● Personalized experimentation is key
● Refine your segments through
optimization

MAB Testing
Multi-Armed Bandit = Dynamic traffic allocation
Benefit from:
● Shorter testing periods
● Reduced ad spend
● Higher conversions quicker

A word about personalization
in a cookieless world
● Adjusting goals/KPIs (52%)
● Segmenting Android and Apple iOS (50%)
● Leveraging UTMs to maximize insights (49%)
● Improving internal first-party data collecting
(47%)
● Personalized messaging and targeting (47%)
● Increased privacy and data permission
transparency with users (46%)
36% of marketers predict a minor
negative impact when asked about
Apple’s new privacy protection
Nearly a quarter (24%) of D2C
organizations say Apple’s recent
Privacy Protection will have a major
negative impact on their initiatives
20% of marketers predict
insignificant/minor impact

Consider an omni-approach
DTC businesses are discovering greater growth than ever
before through personalized omnichannel marketing strategies.
Consider expanded channels like:
Video Partnership
Direct mail
Email
Loyalty programs

2022 calls for smart marketers
to work smarter and tech-enabled
personalization can help.

AI is more than just building content
Take it from us: you can teach an
old dog new tricks

What’s your solution?
Check out our postcast Visit us on Instagram

Let’s set out to
solve this issue
together

THANK YOU
Scan if you’re interested in learning more
about about Machine & Marketing Trends

Machine + Marketer - Michael Egan, Postclick

Machine + Marketer - Michael Egan, Postclick

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