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Remarkably, the design and development of digital marketing campaigns is not much different than the design standard set by today’s leading AI learning programs.

The world’s best AI learning programs — whether they’re cloud-based programs such as Amazon’s Alexa or non-cloud edge devices such as DeepCube — start out with a framework and capacity to make internal changes in real time based on the receipt and assimilation of stimuli.

These are called deep learning models, and they enable feedback and responses to be integrated into the decision-making and processing framework for all future actions, which can then be continuously reshaped and refined as more stimuli are experienced. Interestingly, this iterative process actually owes its roots to how the human brain develops itself: by augmenting the bandwidth of frequently used neural networks to propagate signals and trigger response action at greater speed while at the same time removing sparsely used synapses to eliminate vacant space and wastefulness.

In the same way, digital marketing is a science based on deep learning, and any ROI-sustainable marketing campaign needs to have plasticity and a deep learning model built in order to improve its modeling upon feedback.

From the most simple to the most complex, the digital campaigns you structure need to be able to seamlessly adapt based on responses and feedback to produce the fastest growth of value — which, in most cases, will be sales growth or consumer engagement — and eliminate excess or inefficiency.

For example, to run a successful Facebook ad campaign, your approach must invariably move from prospecting how a variety of consumer audiences respond to your product to doubling down on the audience demographics that yield the greatest return and then removing all of the audiences that don’t generate as much value.

To run a successful Google ad campaign, once again, you’re going to have to look at which keywords yield the highest response (click through to website) or, even more discriminately, which keywords yield the highest growth of end value (sales). Inevitably, your direction of progress here will be toward doubling down on these high-growth values and eliminating excess effort or space.

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