How AI can make sure your advertising message always suits market conditions

Alphix Vectors helps marketers understand current demand and interest in the market and which of their products is the best fit

Key points:

• Artificial intelligence can provide asset management marketers with real-time analysis of a product-market fit.
• Alphix Vectors receives input from various sources and can use this data to write ad copy for paid search, social, display and email campaigns, ensuring that the messaging is in line with the interest seen in market and distinguished from competitor advertising activity.
• AI could provide the nuance to salespeople and the interactions they have with prospects by providing a deeper understanding of what they are interested in based on the availability of behavioural data for each (sub) audience.

A risk of setting up any marketing campaign is that the long preparation time may result in the campaign no longer being suitable for the current market conditions on the scheduled launch date. Artificial intelligence can provide asset management marketers with real-time analysis of a product-market fit so that their message always suits the current market conditions.

At a recent roundtable breakfast organised by Fundamental Group, a small group of asset management marketers explained how their marketing cycles typically last about three months but could be up to nine months if it is a new brand campaign or a cross-border campaign with many different stakeholders involved. Technology could be utilised to shorten the cycle, providing marketers with competitor analysis and current market demand, and automated reporting. It can also provide marketers with real-time analysis of a product-market fit.

Fundamental Group has developed an AI-driven technology suite offering real-time marketing and competitor insights to allow marketers to pivot their marketing strategies quicker and more accurately. One of these solutions is Alphix Vectors, which helps marketers understand current demand and interest in the market from the various distribution channels and which of their product ranges caters to these requirements.

Alphix Vectors receives input from Alphix Trends, as well as from Nosible, an AI platform used by asset managers to make data-driven capital allocation decisions. The platform can then use this data to write the ad copy for paid search, social, display and email campaigns, ensuring that the messaging is in line with the interest seen in market and distinguished from competitor advertising activity.

For one of the participants at the breakfast roundtable, one of the biggest challenges is the oversaturation of most markets, so they feel showing the audience even more ads may not help. However, research by Fundamental Media shows that people don’t mind adverts if it is for products, themes and topics they’re interested in. Another participant commented that there is no problem with being targeted with relevant messages as it makes life a lot easier.

Furthermore, AI could provide the nuance to salespeople and the interactions they have with prospects by providing a deeper understanding of what they are interested in based on the availability of behavioural data for each (sub) audience. While the data is mainly at firmographic level it does give deep insight for ABM marketing, advanced targeting and remarketing.