Take Control of Your Social Strategy by Harnessing AI & Your Own Data​

Welcome to the Rise CommerceNext 2024 recap! This premier event brings together industry leaders to explore the latest trends and best practices in e-commerce and digital marketing. Serving as a pivotal platform for forward-thinking professionals, CommerceNext offers insights and strategies that drive innovation and growth in the rapidly evolving digital marketplace.

Rise had the opportunity to present at this year’s event and led a breakout session on how brands can leverage the power of predictive and generative AI to revolutionize their creative strategies, scale relevance, and drive better commerce on social media. Below, you'll find the recording of the breakout session where Justin Garvin, SVP of Media Strategy, provides actionable steps for brands to harness these advanced AI techniques for optimal results.

AI's Evolving Role in Media: From Prediction to Innovation

First, Justin addressed the elephant in the room: AI. Everyone is talking about it, and rightfully so. It has been a significant topic in space for years, but its role has evolved. The conversation has shifted from "how will AI impact the media landscape?" to "how IS AI already influencing what's happening?" The conversation has shifted from preparation to implementation.

So, how is AI specifically impacting media?

• Predictive AI has been around for a long time and is a method of data analysis that allows media companies to predict trends or risks. By analyzing vast amounts of data, predictive AI can identify patterns and forecast future events, enabling media organizations to make more informed decisions.

• Generative AI is a newer, emerging form of AI that is especially beneficial for more creative industries. This technology generates new content, such as audio, text, images, and videos, in response to specific prompts. Generative AI is revolutionizing content creation by allowing media companies to produce unique and innovative material quickly and efficiently.

How Can Brands Leverage Predictive AI?

The short answer - by striking a balance. Utilizing the extensive data available on ad platforms is highly valuable, but we also retain control over audience targeting, creative content, and budget allocation. This allows us to optimize campaign effectiveness while ensuring precise and strategic messaging. It's important to remember that each campaign has a unique objective, and sometimes a unique audience. Whether running an awareness campaign or engaging in remarketing, the campaign structure will vary, and different automation tools can be leveraged accordingly. 

If everyone has the same automation, how do brands stand out? 

Start by scoring and prioritizing audiences to guide your campaign structure. Each audience segment has unique goals, objectives, and creative requirements. By strategically layering audience insights, we optimize campaign structure to achieve a balanced approach. This ensures efficient automation while allowing us to tailor messaging and budget allocation effectively.

Feed The Platforms Data That Nobody Else Has

Walled gardens, such as social media platforms and search engines, operate within closed ecosystems, accessing only the data generated within their own platforms. To differentiate themselves, brands need to provide additional data that these platforms lack, such as point-of-sale (POS) information, margin data, and conversion value data.

By leveraging first-party data, which includes both conversion and audience information, brands can enable platforms to optimize campaigns based on their unique data rather than just the platform's internal data. This approach enhances the understanding of audience behavior and the value of creative assets, offering a clearer picture of what strategies work best. Additionally, it facilitates the creation of new audience segments tied to offline conversion data, improving targeting precision and boosting campaign effectiveness.

How Can Brands Leverage Generative AI?

Creative content is crucial and still very much within the control of brands. Use this to your advantage by developing impactful and personalized ads. 

Align Your Creative and Format to Audience and Objectives

Each campaign has a unique objective, whether it's to discover, inspire, or provide an experience. These different goals require different approaches to reach the right audiences. As marketers, it's our job to adjust our strategies accordingly, utilizing a variety of ad units and formats to effectively connect with and engage our target audiences.

How Can Brands Leverage Generative AI to Scale Relevance?

By leveraging the latest generative AI capabilities within platforms, marketers can create multiple variations of ads, even with limited creative resources. This approach ensures adherence to best practices and enables effective testing, maximizing your campaign's impact.

Take Control of Your Social Strategy

Brands can enhance their commerce by balancing automation with control. This involves segmenting and scoring audiences based on their specific goals and feeding platforms unique data that only you possess. Contact Rise to learn more about optimizing your media strategy with AI-driven precision.