Home Data-Driven Thinking Algorithms Are For Humans: Where We Still Need People In The Marketing Equation

Algorithms Are For Humans: Where We Still Need People In The Marketing Equation

SHARE:

jonathannelsonddtData-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media.

Today’s column is written by Jonathan Nelson, CEO at Omnicom Digital.

Have machines become better than humans at making decisions in marketing? As the amount of technology and data goes up, does the importance of human judgment go down?

Today, more than ever, advertising rests on the art of connecting brands and consumers. In spite of all the changes in technology, the craft of marketing is unchanged – it’s about creating authentic and compelling stories.

While storytelling isn’t a new idea in marketing, the idea of how to execute it at scale still eludes most marketers. As we move from mass marketing to mass personalization, we must be able to engage with the right people, at the right time, with the right message on the right platform. That’s an easy industry cliché, but what it means for the services layer is anything but facile.

This year at SXSW, we will see new players introducing innovative formats and customized platforms, continuing to diversify, enrich and fragment the media landscape – taking marketers further from consumers, rather than closer. So how do we assemble a holistic storytelling “system” together? With collaboration between humans and machines.

By bringing under the same roof many complementary talents, startups and agency models – from content to digital, CRM and audience measurement – we can combine creative storytelling with real-time messaging across the digital ecosystem.

The silos between technology and creativity need to be broken, once and for all. There is a difference between an algorithm and an insight. There’s a difference between a touch point and a true connection. There’s a vast divide between big data and a big idea. Old-fashioned intuition is still very much relevant in marketing. Machines need analysts and creatives to prioritize the information and figure out what people really care about.

If startups are the lifeblood of digital growth, marketers and agencies are the brains behind digital emotions. Only people can orchestrate these cross-channel strategies, rallying the right partners and tools to create memorable brand experiences that resonate beyond the digital world to people’s lives, communities and hearts.

Follow Omnicom Group (@Omnicom) and AdExchanger (@adexchanger) on Twitter.

Must Read

Advertible Makes Its Case To SSPs For Running Native Channel Extensions

Companies like TripleLift that created the programmatic native category are now in their awkward tween years. Cue Advertible, a “native-as-a-service” programmatic vendor, as put by co-founder and CEO Tom Anderson.

Mozilla acquires Anonym

Mozilla Acquires Anonym, A Privacy Tech Startup Founded By Two Top Former Meta Execs

Two years after leaving Meta to launch their own privacy-focused ad measurement startup in 2022, Graham Mudd and Brad Smallwood have sold their company to Mozilla.

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.