Oct 24, 2017 - “Cosmetics companies need data and multi-channel strategies to win the race,” Amaury Martin, Emarsys

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from TradeBriefs FMCG Daily Newsletter

Sree Vijaykumar

From the Editor's Desk
Not long ago, digital ads were largely the domain of specialized ad agencies, which had the design know-how to create ads and the industry connections needed to place them. The advent of ad-buying options on Google and Facebook democratized the process, but designing and targeting ads remained until recently a time-consuming, trial-and-error process-and one that required significant expertise to get right. But in the last several years, AI-powered tools have emerged that enable anyone to create and test hundreds of ad variations in a matter of minutes- tweaking everything from copy and imagery to audience and spend in order to get the best results. High-performing ads are automatically boosted, while low-performing ones are cut. Real-time reports spit back engagement and click numbers instantly, with results that no human could hope to replicate on his or her own. This trend is extending even to the creative process itself. Welcome to the era of millisecond marketing! More here

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