- Javier, welcome.
What, in your mind,
makes an effective precision marketing strategy?
- So, you know brands are seeing
how traditional marketing is evolving.
On one side, TV, all these traditional channels
are evolving into more programmatic,
even out of home is now digital, out of home programmatic.
So that is happening, and also at the same time,
some audiences are no longer on TV.
So brands need to address those challenges,
and precision marketing, what makes this a shift
in the way they include a good way of buying media,
but also executing campaigns to get results.
How this is done?
We are seeing brands that are reducing 30% the media costs
by doing a better job in how they buy media.
But also, precision marketing tries to identify the ways
these digital media channels can address and target
audiences in a more personalized way
to be more efficient and more effective.
The combination of this 30% cut in budget,
plus approximately we are seeing 50% effectiveness,
actually make that every dollar they spent,
it has doubled the return of traditional advertising.
- Let's talk about Gen AI.
What is the role, what's the impact
that you're seeing it have on precision marketing?
- Well, in general, when we see brands
trying to address all this growth of Gen AI,
what we see first is that classic AI,
let's say the models, traditional,
let's say ways of machine learning.
AI is becoming more and more present in marketing.
We are seeing how brands are taking advantage
of all these algorithms that Google
or all the platforms are having,
and then they are moving into more personalization,
and this type of models.
Gen AI comes to optimize
and really take it to another level.
What we are seeing is that several of the main,
let's say CMOs that are starting to do
these tests and use cases
are very positive in the way productivity comes.
On one side, companies are seeing how the marketeers
have more power, powered by all the use cases
that Gen AI can provide,
but they also have more responsibility.
They need to be sure that all the campaigns,
all the things, all the work they are doing
keeps the brand, the ethical of the brand, safe.
So we are seeing a lot of results.
This week, we are launching a report around this topic,
how we asked 200 CMOs about the impact of of Gen AI.
All of them were very positive.
We are seeing how the main use cases that we are seeing
are around personalization, content generation,
but also how you automate marketing campaigns
from months into minutes.
Which is a lot.
- Well basically, can you give me some examples
of precision marketing done well?
- So we are seeing several brands
that are leading this change in the way
we were talking before, like these efficiencies,
this effectiveness in the way they target clients
and deliver the campaigns.
So brands like L'Oreal, like Nivea, like Reckitt Benckiser,
are doing this change,
which is not just changing one campaign
and doing something cool.
We are in Cannes today.
In Cannes, you see a lot of awards given to one,
amazing campaign.
So the challenge is not that one campaign is successful
and get these 30% efficiencies, or being more effective.
We are in Cannes.
We can see that how these awards are being provided,
like for an exceptional campaign.
The challenge is how to transform your company
to really all your marketeers, your agencies,
your partners can deliver that in a consistent way
over 200 campaigns.
And these averages that we are seeing,
like 30% efficiencies, 50% effectiveness in the campaigns,
are delivered across
all the different campaigns of the year.
- Javier, thank you so much.
- Thank you.