MMA Germany Predictions 2024: Combining Creativity And Tech
In the modern digital market, where first impressions mean the difference between a click away and a long-term connection, and out of sight means out of mind, brands must construct a deep pool of engaging creatives that capture the attention of audiences and algorithms alike. Investing in ROI-focused measurement methods like attention metrics can optimise campaign planning and placement. But ultimately, enlisting the aid of automation tools and evolving high-potential channels may be the best use of marketer’s time and energy in 2024.
Time-saving can’t come at the sacrifice of human touch, though. While nearly 70% of consumers feel positive about AI capabilities, 76% will lose trust and consider cutting ties with a brand if their AI interactions are not seamless, consistent, and convenient.
To stay ahead of the curve and competition, marketers must embrace the technology tools at their fingertips while continuing to tap into the human element. Our MMA Germany members share their top tips for merging creativity and technological innovation and the channels to pay attention to in 2024.
Remember The Human Element
AI has become part of our everyday lives, and yet it is still in the discovery phase. I believe that we will see countless applications of AI integrated further into our professional lives that will make our daily tasks easier.
For my industry, this means that we have to redefine the role of creativity. The question arises: What does creativity mean in the age of AI? I believe that the technological progress of AI will make us appreciate the human element even more. Authenticity is a buzzword, but against this backdrop, it takes on enormous significance. It’s about uniqueness, imperfection and realness — characteristics that define us as humans and that no AI can replace.
Hannah Johnson, Creative Strategy Lead, SNAP DACH
Leverage Large Language Models
An industry trend that will characterise the new year is the reimagining of the creative process, where the combination of human work and AI tools will guide creative development. We are particularly interested in the continuous innovation in dynamic creative optimisation (DCO) through tools such as Large Language Models, which aim to deeply understand individuals’ language to increase the accuracy of advertising messages. By studying multiple sources of data and insights, the machine can work on millions of different prompts, produce highly personalised content for the specific audience to be reached, and adapt the ad text over time based on target behaviours to make it more effective and persuasive.
Richard Wagner, Head of Sales DACH, Beintoo
Get Creative With CRM
We anticipate a push towards more creative and unique brand experiences within the otherwise rather technical realm of CRM. The advancements in automation and the use of artificial intelligence continue to drive incremental marketing efficiencies, but those effects will diminish over time. Moving forward, it will become more difficult for brands to differentiate themselves in meaningful ways and build lasting customer relationships.
Enabled through data, and with AI being more integrated into marketing operations, hyper-personalisation in the post-purchase phase will become the norm. However, only those interactions that stand out creatively and evoke an emotional response, embodying the essence of the brand, will leave a lasting impression.
Marc Alexander Schüling, Executive Director of Strategy & Consulting, TRACK
Perfect Personalisation In Healthcare Marketing
Generative AI hit the newsstands numerous times throughout 2023 for its impressive ability to democratise content creation, automate repetitive tasks, and enhance the customer experience. We expect its popularity to continue in 2024, particularly in the realm of healthcare marketing.
Nearly 70% of consumers believe that generative AI can improve healthcare access and increase affordability. But it can do much more than that. Generative AI may prove to be a game-changer in the world of healthcare marketing, capable of providing patients with personalised health advice and marketers with detailed analyses of healthcare trends and topics to inform campaign creation.
Anna Keller, Marketing Director Dermatology, Nutritionals and Media Lead, Bayer
Prioritise Customer Preferences
AI is becoming a driving force in mobile advertising. Indeed, an article by Exchange4media highlights a shift from traditional audience outreach to intelligent engagement strategies. With these evolving strategies, mobile marketing is set to influence consumer interactions and mould their expectations and experiences in our increasingly data-driven world.
The second half of 2024 will likely see mobile experiences move towards multimodal platforms as more consumers favour voice and text-based interactions. What’s more, in 2024, leveraging AI assistance will be a cornerstone for brands hoping to deliver better consumer experiences. These may include using AI to drive experience and customer support, pre-screen experience as content surges, and much more.
María Ramiro, Head of Petal Ads Ads Business Development, Huawei Mobile Services Europe
Plan Ahead With Predictive Analytics
When addressing changes in AI, one area is seeing a major rise: predictive analytics — specifically, the ability to simulate a number of future business scenarios holistically to prepare action plans that can be switched into if the need arises. Rather than planning for the worst and hoping for the best (or vice versa), this means thinking through and being ready for a number of key scenarios that might unfold.
What if inflation hits or a competitor doubles their spend? What if we face supply chain issues or a new media channel emerges? How much of a possible gap can marketing realistically fill, and how much would the product have to adapt? This future-focused approach combines solid, historical data evidence with informed assumptions and proxies to allow better forecasts and budget planning for the full business.
Maren Seitz, Senior Director and Head of DACH, Analytic Partners
Keep An Eye Out For Evolving Channels
Merging the digital and physical worlds is revolutionising communication. This innovative combination enables interactive and immersive experiences in public spaces, enhancing brand presence and increasing consumer trust. For example, the integration of Augmented Reality (AR) in Out of Home advertising provides a platform for creative and innovative marketing strategies that not only capture attention but also deepen customer engagement. This technological synergy creates unique experiences by seamlessly blending real and virtual elements.
Out of Home (OOH) and Digital Out of Home (DOOH) are on the brink of a new era of market share growth. As the last mass media capable of supporting all the aforementioned innovative and sustainable approaches, their strengths are becoming increasingly apparent, making them more popular as media channels. However, the true potential of (D)OOH is far from being fully exploited, and it’s exciting to watch how this dynamic sector will continue to evolve.
Jicky Von Bechtolsheim, COOH, WallDecaux
About the MMA:
MMA Global’s German Local Council MMA Germany is a pioneering knowledge hub that empowers marketers to understand global tech trends and shape the future of marketing.
Comprised of over 800 member companies globally and 15 regional offices, the MMA is the only marketing trade association that brings together the full ecosystem of marketers, martech, and media companies working collaboratively to architect the future of marketing while relentlessly delivering growth today. Led by CMOs, the MMA helps marketers lead the imperative for marketing change — in ways that enable future breakthroughs while optimising current activities. The MMA is committed to science and questioning and believes that creating marketing impact is steeped in constructively challenging the status quo encouraging business leaders to aggressively adopt proven, peer-driven and scientific best practices, without compromise. The MMA invests millions of dollars in rigorous research to enable marketers with unassailable truth and actionable tools. By enlightening, empowering and enabling marketers, the MMA shapes future success, while also propelling business growth.
