Do AI-based campaign models make B2B as easy as B2C?
In just over 13 years in social media marketing, I have been able to support a wide variety of customer campaigns from B2C and B2B and have repeatedly noticed strong differences. This made me think even more about a statement made by two speakers at the All Social Marketing Conference in Munich in mid-March 2023. The presentations outlined what effective social advertising on Meta and Co. should currently look like.
Both presentations can be broken down into a common core. Creatives are crucial for good advertising in social media channels. At the same time, targeting is becoming increasingly less important. The main drivers of this development are the advances in campaign delivery, which can now be carried out more and more by AI models. With the possibilities of namibia consumer email list machine learning and the gigantic data sets that Meta, LinkedIn and Co. have, the old algorithms are gradually being replaced. Campaigns now optimize themselves as they are delivered thanks to the AI that learns as it goes along.
So how exactly does good advertising in social media work based on AI models?
Openness, trial and error and variety are the key words here. The targeting is completely open. Meta's Advantage Shopping Plus campaigns, for example, only include the country of the campaign as the target group. No age targeting, no interests and no fixed retargeting target group, such as previous buyers or website visitors. The AI uses the data that is already available through pixels or server-to-server tracking. This data is then also important in the further course of the campaign. Based on the users' reactions to the advertising material and their behavior on the landing pages, the AI "understands" which user group is interested in the products. This information can be applied accordingly to the existing group of people on the social networks in order to find exactly the right users.
Creatives play a very important role here. They are the test mechanism of a campaign. Each commercial consists of three components: hook, core and CTA. An attention-grabbing introduction leads into the core message, which ultimately ends with a clear request.