Magazine : 
Take on Marketing Automation with Adjust
Marketing automation is poised to transform the future of digital advertising. How marketers optimize campaigns, strategies and results will soon be put into the hands of machines. Freed from the laundry list of repetitive and time-consuming tasks that have absorbed endless hours over the last decade, early adopters of automation will be able to concentrate their efforts optimizing their creatives, and their campaigns. Those who miss the trend will be swiftly left behind.
This is the view of Tolga Kuzdere, a marketing and automation thought leader and Senior Performance Marketing Manager at Akbank, and author of A marketer’s guide to automation. Drawing from his personal experience and expertise, Tolga has developed Adjust’s ebook to help marketers grasp the basics of automation and explain what he calls the “beneficial symbiotic relationship” between marketers and machines.
Effective campaigns don’t just drive clicks, they also leave a lasting impression, encouraging consumers to engage again and again. It’s a positive cycle that starts with compelling ad creatives, and just one of the many ways Automation is transforming digital advertising is in Creative Automation. In 2020, as more marketers adopt automation to crunch numbers, creatives will become the source of competitive advantage and the deciding factor in whether a campaign flies or fails.
Creative automation helps marketers with end-to-end automation, making machines able to better deliver the right ad to the right audience at the right time. The number of variations and variables needed to make this decision for each situation, segment and channel (in a nano-second or less) has grown beyond human capacity. This is where machine learning excels — making the match between the audience and the creative based on a deep understanding of your campaign objectives and KPIs.
Put simply, creative automation allows you to produce and distribute messages automatically, ensuring the message resonates with the unique needs of each customer based on their behavior in your communication funnel.
As automation levels the playing field, those who can wield it to create truly personalised experiences will gain the edge. First impressions count and audiences will view the ad creative, then decide if they like what they see. As automation unties the limitations to personalization, marketers who can make sure each creative resonates and matches with what single individuals want to see will reap the greatest rewards . Ultimately marketers should approach creative automation as the first step to achieving a truly personal experience.
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