Winning WARC Media Awards campaigns highlight the opportunity for brands to use AI to learn and predict customer behaviour patterns, enhancing the entire customer journey.
No one will have been surprised to see Artificial Intelligence (AI) as a solution across a number of marketing campaigns in 2020. By using AI, brands can communicate hyper-targeted, personalised content at scale and improve customer experiences.
Similarly, adding emotion to marketing campaigns is not new. Creative agencies know that engaging audiences with content that has emotional resonance will mean they are more likely to engage, remember, buy and share. According to Pringle and Field, in their book ‘Brand Immortality’, brand campaigns with purely emotional content see larger profit gains than campaigns with purely rational content strategies, in fact almost twice as much.