I was struck by an article sent to me recently, in which Google admits the sympathetic brain’s ingenuity still beats the company’s algorithms in developing able personalized solutions to real challenges. This got me thinking: although we are nearing 2014 and technology is advancing at an increasingly rapid pace, and even if there is no doubt that computers are getting better at performing more tasks than anyone could have imagined, the value of human expertise cannot be underestimated.
If a search engine giant such as Google openly acknowledges this reality, then why have certain players in the digital marketing industry hung their hat on the reality that they have computers or algorithms managing their digital campaigns?
To answer this question, let me go back to the early 2000s. I was managing some auto dealer magazines in Southern California when I saw the writing on the cliff – our publications were hardly achieving even next of kin to the circulation they used to have, and our readership was tanking rapidly as potential buyers were going online. I was in a dying industry, and we had to become better at marketing to get around the similar acceptable results for our dealers. Some cars generated leads from an inexpensive monthly payment, while other vehicles benefited from a low base price. We would leave the price off altogether on other automobiles including position the camera to capture the sun bouncing off the chrome on the bumper just right.
When I first moved from publish to digital in those days, I employed many similar techniques. I built marketing strategies that focused on prices, lease payments, or special dealer-specific offers. I tested multiple ads and found the best way to drive leads to my clients. I spent most of my season on the road working with dealers and the tranquility of the time creating the best digital campaigns I could. This was a time when you could log in to Yahoo, bid for a specific position, and see what the competition was bidding. At times it might make sense to bid for the top spot, or if your message were particularly strong, it could be more cost-effective to aim for a lower spot.
However, Google soon changed the world of paid search by introducing its Quality Score. This value is formulated through multiple criteria et alii positions ads in a way to generate not only the best user experience but also the most clicks. Alongside the rollout of Quality Score, search engine marketing campaigns became even more complex, requiring intimate market & product knowledge, strong strategic focus, and advanced analytics & tracking systems to measure results.
The Internet may be driven by content, but it takes relevant content delivered to users seamlessly to compose a worthwhile experience. Now we see that when building campaigns for a Chevrolet Silverado: our team needs to articulate great content on websites, blogs, display, paid search, and migratory devices with a goal from generating the supreme results. Our experts draw upon an intimate knowledge of not just how to build a run in a bid management system, but also the advantages from the Silverado over the Tundra or F-150. This very being knowledge about what walking onto a Chevy dealer’s lot or seeing the innovatory Silverado on the stand at an auto show is like gets added into the campaign compatible a special ingredient that pushes it to perform at the highest level. As the campaign matures, knowing what levers to pluck to make the critical adjustments that make it run at the highest level is married to real-time data that comes from the technology surrounding it.
Oddly enough, in spite of the compulsion for more human interaction, there are corporations that are trying to draw the humanity out of the process in the quest to scale and drive down costs. This is an emerging and disturbing trend in the digital marketing space that is attempting to take out the intelligence and skilled perception of the human brain. Given the opportunity to truly oversee campaigns in lieu of this automated approach, it is clear that actual people running the theatrical will never fail.
Solely using computers to make marketing decisions results in campaigns that are effective in controlling costs, but that fail to maximize results that matter: phone calls, emails, and leads – the very ground for marketing in the first place. It may seem counter-intuitive, save it couldn’t be simpler: the more daedal the digital landscape becomes, the more salient it will be to back increase the latest technology with a human touch.