In the ever-evolving landscape of app marketing, the rise of artificial intelligence (AI) has been nothing short of revolutionary. Yet, amidst the AI boom, a critical question arises: Is your app marketing strategy truly benefiting from the AI revolution, or are you unknowingly heading towards a marketing doom?
In this article, we delve into the intricacies of AI’s role in app marketing and shed light on why your strategy might not be reaping the anticipated rewards. While AI offers unprecedented capabilities, it is not a silver bullet. Often, marketers are quick to adopt new technologies in the hope of getting the golden ticket to success. However, to be driven or not driven by AI isn’t the question. Marketing approaches that are not prepared for the future are set to fail irrespective of AI, and the problem lies in seeking the right insights and getting the true value of ad spends with the right intelligence.
Drowning in data but struggling for insights?
Many marketers follow a traditional approach to advertising, which has three significant constraints:
- Publisher overlap from adding too many channels
- A unidimensional view of data, and
- Inaccurate attribution focused solely on the last click.
These constraints frequently trap advertisers in a destructive loop that curtails the distinct reach of their campaigns. This situation causes advertising budgets to be misallocated, leading to reduced returns and unnecessary expenses.
Even when using AI-driven insights, marketers can often miss the big picture because they are not looking at the right insights. It demands a comprehensive understanding of the attribution journey, a keen eye for identifying redundancy, and a relentless pursuit of actionable insights. As AI’s prevalence grows, the temptation to blindly adopt AI-powered tools becomes stronger. Marketers may assume that incorporating AI solutions automatically equates to improved outcomes. This assumption, however, is far from the truth. AI’s effectiveness hinges on the data it is fed and the questions it’s designed to answer. Simply integrating AI without aligning it with your marketing goals and strategy can lead to wasted resources and misguided campaigns.
The heart of the matter lies in the questions you pose. AI’s true potential shines when it’s guided by the right queries. Instead of fixating on how AI can make your campaigns better, start by asking questions that matter.
- How does a user’s journey unfold across various touch points before conversion?
- What role do different campaigns play in nudging users towards action?
AI’s magic lies in its capacity to provide nuanced answers to these questions, enabling you to optimise ad spend allocation. These questions pave the way for actionable insights that can steer your marketing strategy.
The right insights for the true value of ad spends
The remedy for the chaos lies in understanding the attribution journey and having the right insights into AI-led intelligence systems. When advertisers access different channels on one platform, they are able to have a holistic view of how each channel is delivering and further optimise their budgets to the best-performing ones. Addressing publisher overlap, refining supply channel optimisation, and discerning the actual conversion value of each channel enables advertisers to achieve cost savings, scale campaign performance, and make strategic choices in a dynamic landscape.
Data-driven insights are indispensable in this endeavour. By tracking the journey from impression to click to conversion, advertisers gain transparency and intelligence. Audience quality assessment at the publisher level provides deep insights into campaign effectiveness, enabling the creation of a high lifetime value (LTV) user base. This approach transforms wasted ad spend into actionable insights, helping advertisers consolidate a portfolio of high-quality supply channels and optimise ROI.
The transition from an AI marketing boom to doom can be averted by recognising that AI’s true potential emerges when it is employed as a tool for inquiry rather than an instant remedy. The future of app marketing is undoubtedly intertwined with AI, but the fate of your strategy rests in the quality of questions you ask and the wisdom with which you translate insights into action.