Strategic use of AI enables efficient marketing campaigns
This article was based on the interview with Diana Lee of Constellation by Greg Kihlström for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
Artificial intelligence enables efficient marketing campaigns by automating and streamlining various aspects of content creation and distribution. This is particularly beneficial for regulated industries, such as pharmaceuticals, where compliance and accuracy are crucial.
One of the key advantages of AI in marketing is its ability to generate and resize creative content for different segments and platforms. Through machine learning algorithms, AI can quickly adapt and resize content based on the specific formats required by platforms like Meta, YouTube, or regulated industry-specific platforms like Medscape. This eliminates the need for manual resizing and ensures that content is optimized for each platform.
Another aspect where AI proves valuable is generative AI, which allows marketers to input text and have relevant images generated in real time. This feature is particularly useful for creating background images, where AI can provide numerous variations based on the input text. Marketers can then select the most suitable image to complement their regulated content, ensuring a visually appealing and engaging presentation.
The use of AI in content creation also addresses the challenge of producing enough original content. Social media platforms like TikTok and Meta favor new and authentic content, penalizing repetitive or recycled creative. However, humans have limitations in producing a vast amount of content consistently. AI overcomes this limitation by generating background images in real time, reducing the reliance on shooting original content. This allows marketers to deliver fresh and engaging content to their audiences, enhancing their social media presence.
Furthermore, AI enables marketers to focus on strategic creative work rather than menial tasks. By automating processes like resizing and generating images, AI frees up time and resources for marketers to concentrate on more critical aspects of their campaigns. This aligns with the optimistic view of AI, which emphasizes its ability to assist creatives in their work and eliminate drudgery.
In addition to content creation, AI also plays a vital role in measuring the effectiveness and performance of marketing campaigns. Constellation’s AI data analytics dashboard, Aurora, provides in-depth insights into the lifecycle of prescription medications and the doctors prescribing them. This enables smarter decision-making and enhanced marketing campaigns, as marketers can analyze data and make data-driven adjustments to their strategies. This measurement component ensures that marketing efforts are performing optimally and allows for continuous improvement and optimization.
AI enables efficient marketing campaigns by automating and streamlining various aspects of content creation and distribution. The use of AI in resizing and generating images ensures that content is optimized for different platforms and segments. AI also addresses the challenge of producing enough original content by generating background images in real time. Additionally, AI’s measurement capabilities, such as Constellation’s Aurora dashboard, provide valuable insights for smarter decision-making and enhanced marketing campaigns. With automated systems like Constellation, companies can achieve efficiency, compliance, and creativity in their content production processes. However, further advancements and considerations are needed to fully leverage the potential of AI in marketing.
