This article is part of an ongoing series on the uses for artificial intelligence (AI) in manufacturing, starting with our article introducing machine learning and AI, and their relevance to manufacturing and supply chain operations.
This article will cover how AI can be used by a manufacturer hoping to increase the effectiveness of their advertising efforts, specifically through a process called TouchUp, an artificial intelligence marketing solution in the category of creative insurance. From visual ads to purely word-oriented ones, TouchUp is something that can help you craft the best possible ad.
Manufacturers Need Marketing, Too
Manufacturers who focus too much on the factory, and too little on marketing, are destined to fail.
Though their clients are the ones who sell the final product to end users, manufacturers need to be just as prudent in attracting clients.
This is because those clients have just as many options for buying from manufacturers as their customers do in choosing which store to buy, say, paper towels, if that is what you manufacture.
Whether it is photo ads on social media or emails sent out to potential clients, a manufacturer’s marketing scheme
Few advertisements go out without significant revision first.
Most marketing departments consist of entire teams that collaborate on a project, each person offering input so that the final product is a true brainstorm.
However, human intuition and input can always be assisted with outside help, which in this case is an AI agent that provides data-driven input about how your potential customers will respond to the elements, such as a color or word choice, in your ad.
This function of AI is called creative insurance, because it makes sure that your ad does not have any creative “liabilities” that could scare off a potential customer.
Creative insurance is effective with AI because AI can be much more objective than a human can in judging whether a creative work will gain a desired response or not.
Also, AI can handle and analyze massive amounts of information that it would take an untold amount of time for humans to digest, so AI will have a broader understanding of data about customer taste and behavior than a human advertiser.
In short, you can benefit from the inhuman creative touch of AI when it comes to marketing.
Following the Eye
One of the central features of TouchUp is the prediction of where a viewer’s eyes will go, in order, when seeing the ad. Your logo may be first, or it could be last, and if it takes them too many steps to see such essential information, then they may miss it.
This is informed by marketing research related to customer responses to advertising materials, as well as specific material about the likes and dislikes of your own unique customer base.
If you plan on advertising your business with a photo ad on, say, LinkedIn, then TouchUp can tell you which elements of your intended ad will catch the eye of someone scrolling through that app.
In addition to telling you the order, TouchUp can recommend new placements of ads, depending on what you want customers to see early, and what can be ignored or seen later.
It is not just the eye-catching aspect of elements that TouchUp covers, but the emotional responses as well. This is called “sentiment analysis,” and it can tell you whether your ad will create the desired emotional and intellectual responses that you want to inspire in a potential client.
The emotions can be more specific than just happy or sad, and can include things like “adventurous.”
These emotions are also measured on a scale (with percentages), telling you just how adventurous of an impression your ad will make.
For manufacturers who take their marketing seriously, it pays to incorporate AI into a marketing process. TouchUp makes highly accurate predictions about customer responses, allowing you to revise your ad to become as effective as possible.
For more AI-powered manufacturing solutions, reach out to Findability Sciences.
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