Experts Urge IMC Professionals To Optimise Future Marketing  

The chief executive officer(CEO) and Lead Consultant, Ladybird Limited, Bunmi Oke, has said, Artificial Intelligence (AI) is at the forefront of future marketing communications, noting that, professionals in integrated marketing communications sector should leverage AI to optimise measurement.

This is just as she urged marketers to embrace and leverage AI tools, such as, data models, algorithms, machine learning to produce customer insights that they can use to optimise spending, customize content and personalise customers’ journey.

Oke noted that, the use of AI has become a catalyst and technological solution in marketing strategies that encourage operational efficiency, while improving customer experience.

She said: “it is a more detailed and targeted way of getting information about a customer or a consumer and the marketer can now tell you specifically where you can get your goods and services in real time, on time, off time. In short, it’s not juju like they say.

advantage is that it’s simply making the marketer’s job more precise in targeting goods and services.”

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The agency boss highlighted how valuable research is to data and measurements to marketing communications and to AI, as well as the importance of key performance indicators (KPI’s) in evaluating marketing campaign performance, in decision making processes and in validating returns on marketing spend.

She explained that AI accelerates and simplifies the processes of accounting for marketing spend and marketing plans that are designed for a particular product or service.

The quintessential entrepreneur added that artificial intelligence helps both brands and clients in the marketing communications planning and execution.

“They know what they want to sell to the market. I want to create markets, which means I want to dig, tell people why they should buy my goods or services. In doing this, they want to talk to the people that are interested in their goods and services. And that’s what we call the target market, because not everybody is interested in your goods and stuff, but you must know your target market,” she said.

Oke affirmed that, through various platforms, marketers can gain a more nuanced, comprehensive understanding of their target audiences, because artificial intelligence-driven insights gathered through optimisation processes can then be used to drive conversions, while also easing the workload for marketing teams.