Nestle Takes The AI Road To Become A Digital First Advertiser
As a marketer, imagine a software that spurts out whether the creative you made is appropriate for the social media platform of your choice. Sounds like a dream right? Well, that is exactly what Nestle has incorporated in the revamp of its marketing strategy. Nestle decided to make the jobs of their 15,000 marketers easier by embarking on an ambitious journey to incorporate an AI software that will tell them how to improve their advertising content according to the social media platform. (I’m willing to overlook their coffee if they’d hire me).
This is an ambitious yet genius move and I will make my argument in 3 points. (Apparently, an argument supported by 3 solid reasons is a solid argument).
What the Software Does
Rank ads based on their suitability to different online platforms and pull out the key elements that are required for maximum ROI. — Drum
In simple words, it will tell you which ad creative is best for what social media platform and what key elements of the ad creative perform the best for which social media platform. For example, if you input an ad creative for Youtube in the software, it will tell you how suitable it is for Youtube and might tell you that the sound is what is most engaging. If you try putting the same ad in for Facebook it might tell you it isn’t suitable because it is too long and has sound.
Point 1: Improvement in Creative Output
This news caught my eye because this technology if it works right, can be revolutionary in terms of digital marketing. Every company these days is experimenting with different AI and VR technologies but Nestle’s AI software is of the most interest to a marketing geek like me.
It can help pre-establish rules for creative online content based on different social media platforms. The software tells you which elements work the best therefore, creative geniuses (aka marketers) in the company can create content with those known elements in order to increase customer engagement. They can stop stressing over minute details and whether it will work for different social media platforms; they can just ask the AI software. It also frees up time for them to go over the creatives and make changes according to the software’s suggestions. (For a perfectionist like me who likes to painfully dwell over tiny details that probably won’t matter, this is a gift).
Point 2: Differentiation
A successful differentiation strategy can mean the difference between growth and failure for a new business. — Master Class
Differentiating in our clutter-filled world has become increasingly difficult. The incorporation of this software and the new ground rules for the creative direction of online content will give Nestle a unique edge over its competitors. (They have an AI software snooping into people’s online behavior and guiding them).
Nestle’s content will be more relevant to the social media platform it is advertised on. This will naturally grab customers’ attention and engage them. While Nestle’s competitors are still dwelling over why video and audio content on Facebook isn’t doing as well as on Youtube, Nestle will already be creating consistent content because their little helper gave them the answer.
Point 3: Improving Customer Engagement
The AI software is not a magician. (Its a close second but still not a magician). Nestle’s content will not improve overnight because of their little AI Software helper. It will still be a learning curve. But the good part about the learning curve is the consumer data they can collect. As they put more advertisements that are created using the software, they will be able to judge the efficiency of the software. They will also be able to tell what content the customers engage with most.
This will help them gain important insight into the specific features and attributes of their online content that engages their customers and in turn create more relevant content. Improving customer engagement will help Nestle retain its customers and build loyalty via a relationship. It will also help Nestle collect additional data on their customers through the several ways in which they engage with the brand.
Engaging customers and adding value to their experience will keep your brand at the front of their minds. — Dot Digital
Conclusion
I think this move is the future of digital marketing to create relevant content and improve customer engagement. I am actually surprised other brands haven’t picked up after Nestle yet. I don’t think Nestle’s current CMO is getting fired anytime soon, and I am excited to see the direction in which he leads Nestle.
