Featuring Jason Kpodo-Tay, Takyi Gilbert-Arthur
Every year, new trends shape the Digital Marketing Industry. This year, 2024, is no different. In this episode, Enoch is joined by a couple of his friends to discuss the trends that will rule the Digital Marketing space in 2024.
[0:00] From Bildx Studios, this is Colours of Social Media, the podcast for budding digital marketers and small business operators who not only believe in digital marketing, but actually practices.
[0:11] I'm your host, Enoch RobotBoy Appiah Jr., also happy 2024. Yes, since this is the first time you are hearing my voice in 2024, I think it's safe to wish you a happy 2024 and I hope you'll be able to accomplish your 2024 resolutions. Anyway, about this episode. This episode will solely focus on trends that are anticipated to happen in 2024. You know how our industry is ever changing and New Year brings new trends to follow if you are in digital marketing or a business owner and 2024 is no different. In this episode, I welcome a couple of my friends, one in creative and the other in media, to join me in discussing the 2024 trends that is expected to happen.
[0:57] For the creative, I asked them, how did they anticipate creative tragedies evolving in 2024? Will AI eventually take their job? And how did they keep the team inspired? And for media, I had a lot of questions. Somewhere was the measure of success of digital campaigns in a multi-channel environment. Are there new metrics for businesses to track in 2024?
[1:21] And what role will, again, AI and machine learning play in optimizing media strategies for better targeting and better AI? Stay tuned for answers to these questions and more.
[1:34] This is scholars of social media. I am Enoch RobotBoy Appiah Jr., the creative. I'm Techie Yobe Taipa, and I'm the creative head for Pipak Metjans.
[1:54] Before Techie became the creative head for Pipak Metjans, he spent seven and a half years with publicist West Africa as a senior critic. Now, being a senior critic means Techie was responsible for clients' creative works, including branding, promotional campaigns, and marketing communications. He also managed creative teams and led the efforts for conceptualizing to executing projects and campaigns.
[2:20] First off, I'll just talk a little bit about some observations that my team and I made during last year, where we realized the reality of a massive reduction in budgets for CVCs and also a massive shift away from prints because of the influx of social media.
[2:47] So some three, four years ago, it was a big deal that when the year is about to end, you should expect certain contracts like calendar contracts, printing of flyers, posters, left-right center, and all that kind of stuff. But until last year in particular, saw a major, major reduction in when it comes to prints and what do you call us when it comes to CVCs because we're also targeting quite a number of CVCs. And it seems social media and digital teams have taken over because a lot of clients are beginning to see return on ad spend as a better approach to use than spending the money on CVCs.
[3:27] So we're actually not spacing that this year, there'll be a lot invested in return on ad spend, and also a lot invested in more or less exploring AI, AI marketing, AI and developing, copy, AI development, creatives and all that. Last year saw a lot of, I'll say it's like, last year marked the beginning of people really experimenting, the true beginning of people really experimenting with it. So you could see a lot of amateurish attempts. But coming down to the end of the year, you could tell that now people are beginning to put more efforts into refining their pumps. So this year will be an interesting year for Inghana for AI and people's investing a lot of time and research and their skills and return on ad spend.
[4:19] Now Teshi being the creative lead led numerous campaigns for clients in 2023. One campaign that will resonate with majority of audience was the one for Samsung Ghana for their Sound Tower.
[4:32] In fact, I encountered the art during the campaign period. It featured Yofie Green, a dance influencer dancing to songs playing from Samsung Sound Tower. And of course, the product was in every scene, telling viewers why they should get the new Samsung Sound Tower.
[5:17] For the creative, not only is their job to put up beautiful and functional design, but also it is their role to take an active part, if not lead in the designing of product, user interface and experience. This Teshi totally agree with. But for 2024, UI and UX will take a different turn all together.
[6:04] Most of the time our emphasis would be on making it as intuitive as possible, minimally outside the way for it now, so as much as possible to not have the latter. So, minimal layouts, clear sense of hierarchy in terms of what should be seen first, in terms of interaction, what do you want people to reach out to first? So, a clear sense of hierarchy, minimal layouts, not more or less minimal colors, colors that don't shout too much.
[6:39] So, more or less trying to find as much harmony as possible, because that's the trend now. If you've been part of this industry, you know, that is the creative industry for the past five years, you'll realize that a lot has happened. Quite recently is the introduction of AI in creative execution. So, with this ever-changing industry that we found ourselves in, I asked Teshi how he and his team keep up. So, in a rapidly changing digital landscape, how do you approach, you know, keeping your creative team? I believe you have a team at Peppermint Challenge anyway when you were at publicist. So, how do you approach keeping your team, you know, updated and inspired to stay ahead of the curve? Well, at Peppermint Challenge, what we do is we do have a WhatsApp group where all the creators are part of. So, the whole idea is in as much as we share emails and correspond to emails, every single outside, every single creator, be it a copywriter, motion graphics, 3D, a part-timer, a full-timer, everybody shares their work once approved on our WhatsApp group. The whole idea is for us to be inspired by each other's work.
[8:04] So, even when I jump into an artwork, I upload mine too, but it's tricky. Approved artworks is basically simply for encouraging each other. So, when we also find any in educative stuff, any new trends online about, let's say, AI in design or in copyrights and all that, we share that too on the page. So, it's a very informative page which also serves as a source of encouragement for each other. So, that has been our main approach here at Peppermint Challenge in encouraging one another and also to be able to stay ahead of the curve and not be left behind basically. So, for the past two weeks or so, I've been posting everywhere, you know, inviting you, my listeners, to join an exclusive WhatsApp channel upgraded for this podcast. Now, I feel like you don't believe me. So, I invited a member of the WhatsApp channel to tell you the benefit he's getting since he joined. My name is Omar and I'm part of the exclusive WhatsApp channel for Kale Social Social Media. Being part of that group gives me the opportunity to enjoy the content a week before it comes out, also get the opportunity to ask questions and also get to know who is going to be featured every week before it takes place. If you want to enjoy this, join the WhatsApp group also. Thank you. Now, you believe me, I'm still inviting you.
[9:39] If you want to join the Colours of Social Media Podcast WhatsApp channel, top up, click on the link in the show notes. Now, this will give you the chance to get all that Omar is saying. See you there. Up to the media. So, it's actually Khadi, almost like you're saying Khadija, but Khadi is fine, most people just say Khadi. I lead the digital media team at Dentshu and then I have other things I do on the side. I'm very keen on the digital art scene.
[10:15] Thus, Khadi Inanasha. Now, untangling the golden knight of Khadi, he is the co-founder, editor-in-chief and the SEO specialist for Skrit Map, a hub whose sole aim is to document, critique and promote African comics, games, animation and digital art. He's also the festival producer at Accra Animation Film Festival and also one of Khadi's numerous jobs. He's also the digital accounts director at Dentshu International where he oversees the day-to-day operation of Dentshu's digital performance team. That part of his life, the digital account director part, is my focus for this episode, starting with media planning and buying strategies. We are seeing a demographic shift in the kind of platforms that people are spending time on. So, for instance, I would say our parents, for instance, they're spending more and more time on Facebook because that's really where their jam is, right? And then people like us, I'm assuming we're all within the same age bracket. We might tend to spend more time on Instagram. I love Instagram, I'm on Reels all the time. Then you meet younger people and then they are doing more of like, say, the TikToks, they are more into like the YouTube shorts.
[11:33] And so what's going to change for, well, not change, what's going to be important for media planning 2024 is to have a fundamental understanding of where the audiences are, how are they behaving, what are they consuming? Because without that understanding, you just be, essentially throwing everything you have at the wall and hoping that something actually sticks and something works. So I think from a media planning perspective, that's what media planning and media strategy perspective, that's something that's going to be highly taken into account, just where people are spending time, where to find those audiences and how to connect with them. From a buying perspective, I think it's pretty much the same, but the big difference would be AI. So, I mean, those who run media already know that AI has already always been part of the buying process in terms of like the machine learning and trying to understand what the consumer wants. If you've ever searched for a product on Instagram or Facebook, I'm sure you've realized that the minute you are done with your search, you start seeing us about the products you searched for. Have you ever wondered how that happens?
[12:46] That is essentially machine learning. There's no one person that's sitting down monitoring your data and saying, oh, this guy looked for sneakers to buy, so let me sell him all these sneaker ads.
[12:57] That makes no sense. It's just an impossible and adverse task, but that is essentially machine learning. That is essentially AI that is doing that in the background. But now with the prominence that's been brought to me, thanks to chat GPT and then Google playing catch up with bot, what's happening is you're going to see more and more automation and contextual relevance, because now these AI language models have all of this information, all these data points to work with. So now it's how do you go from the next level where before the AI and stuff like that was in the background, doing all the hard work to now letting the people running the ads actually see the impact of what they're doing. So an example would be, so imagine, you know how when you strategize for a campaign, you're thinking, okay, I'm going to start this funnel from now in his face, everyone who perhaps clicks on this link, I'm going to retarget them with this other ad. Now imagine a process where you don't have to manually go and set up those configurations and say, every time this person moves from this funnel and clicks to this thing, retarget them. Imagine there's a tool or a platform where you just go to and all it does is it gives you a bunch of presets. And so you just say, okay, integrate this and this integrate this on Facebook and say Google. And then all you do is sit back and then just monitor the results because then it's doing all of that process for you because you know what you want to do and just set it up and then just automate the process. So I think that's something that I'm really looking forward to this year. I think it's going to start small, but then eventually it's going to be picked up on more and more people. I think even the platforms are going to integrate it. Then beyond that in terms of platform integration, I'm sure anyone who buys media on say Facebook, you would have seen, especially when you're doing like dynamic content or what we call dark posts, you'd see options to help with your ad copy where they try to give you variations and stuff, or even in the buy. And for instance, they give you options to say, okay, you've loaded up these assets, say it's a carousel, a collection of individual images that you put on your Facebook or your Instagram. So say it's a carousel. Obviously, you know, if you saw Creative A, you might be, oh my God, yes, I want to look at this thing.
[15:20] But if I saw Creative A, I'm just like, meh, I don't care about this. Maybe red is not my color. Maybe red is your color. So it attracts you. Then T.T. sees it. And then he's also thinking, eh, this could be interesting, but then it's not really my jam.
[15:33] What is happening now? There's an option that all these options popping up with now because the platforms understand you, they've monitored you for so long. They understand the things that you are attracted to, the things that make you tick. They know that, okay, in my case, they need to serve me a creative that has like an aqua color, maybe taking 87 but green color. So then in doing that, they know that for me to convert on that ad that you're showing me. So can you show him the first creative that has blue in it or whatever, you know, ad variation of blue there is. For T.T., show him whatever, out of the creative that they have, whatever creative shows green. Or it can literally be the product. So for instance, in our case, we're selling podcasting equipment. So let's say, Jumia, let me use Jumia as an example. Jumia is running an ad and then they have podcast equipment. They have the new Wacom in-source tab. Then they have, I don't know, like a bundle, like a PlayStation game, for instance. Obviously, I will go for the PlayStation game because that's something I'm looking for. Okay, she will go for the Wacom because then he's a creative, that's something he's looking for. You know, go work for the mic because you're a podcast guy, that's what you're interested in. And so what the AI is essentially doing is because I understand, I understand what these people like and what they're interested in. Let me show them the thing that they care about the most first. So even though I've advertised all I've done on the Jumia side is to say, these are my creators, these are the different items I want to push out to people. Facebook, because it understands all of us, it knows that to get these people to convert for Enoch and to show him something else first and maybe in that order, show him things that he's expressed. Interesting. Then for Cady, this other order, for teacher, this other order. So then those are things that are happening. So in going to, you know, planning and buying, these are considerations that media people should really have in mind.
[17:24] Not just media people, actually. Media and creative people should have in mind so that whatever big campaigns or small campaigns that you're about to run, they have that in the back of their minds and they can effectively take advantage of it to drive the results that they need for whatever it is that they're doing. That's a lot. Now for every person in the media space, channels play a key role in their planning and strategizing of their campaigns.
[17:56] 2023 saw the rise of TikTok in Ghana. Some people say X, you know, formerly Twitter, is dead. And is stress picking up gradually? For Cady, no matter what happens in our market, for a platform to be prominent, it all depends on the audience and the direction that brands wants to go in terms of media buying. This is interesting because I anticipate that there's going to be a shift in some of the things that we do, right? So the first one I'd say is yes, more than ever, we're spending more time on social platforms. And so you have your Facebook still, you know, reigning supreme as a platform to get as much attention as possible.
[18:41] But then again, because of what I said earlier about audiences changing and shifting, I anticipate that even though Facebook has the numbers, and this leads into another point that I wanted to raise, even though Facebook has the numbers, most of the brands I think are going to start rethinking, okay, beyond just reaching out to the masses and just, you know, being all over the place, how do we actually find people that care about my brand? How do I find people that are actually interested in this? So for instance, a tech company might want to start looking at, okay, beyond Facebook, where does a tech community like to spend time? Is it perhaps on Instagram?
[19:22] So then let me focus on that. So I think that what's going to happen is the main players are going to remain the main players. So things like Facebook, Instagram are going to remain main players, but you're going to start to see shifts where marketers tend to start to veer off into other platforms that may not necessarily be on the top of the list, but then they have a certain value, like a conversion value that they can take advantage of. And I also think that just to that point, a lot of the clients we work with, and I'm sure you find this experience, I believe that you have this experience, your biggest KPI is usually reach. Like reach is a big, big, big thing, which makes sense because it's top of the funnel, right? I think that what's going to happen is there's going to be a shift from just focusing on the meta ecosystem and going more into the display space, the programmatic space, and trying to get more attention because a lot of times you're looking at, you're reading articles, you're checking out different things, you're doing lots of search, you're trying to find different things. And so there's going to be a shift where more and more investments will go to other platforms beyond just the social platforms. I mean, by social platform means specifically Facebook and Instagram. Then when it comes to, I imagine you're asking about Twitter or ex-formally Twitter. I'm not sure to be honest because it's just been a whirlwind of different things. Personally, the places I've seen some ads show up, I just feel like, I don't know if my brand wants to be in there because it just feels misaligned. So that's something. I think X is trying to figure things out with Musk taking over. So I think most markets are going to continue to approach it with caution.
[21:15] So I don't think it's going to have like a big boom this year. But I think definitely that the Google, because that about entry on Google is really low. I think the programmatic space is going to have a lot of attention. I think YouTube, YouTube is going to be pretty big because now again, going back to AI, I've sent tools, I've been introduced that can help you make videos easily. And so more and more people are going to spend time because there's going to be so much content to consume. So I think that there's going to be a shift in that as well.
[21:47] So the big platforms for me, I think this year would continue to be Facebook and Instagram, but then an expansion into more of the programmatic space and then YouTube. And then for especially B2B businesses, LinkedIn, because then you're beginning to see more and more people treat LinkedIn less as a professional network and more like the other socials. But then how it's in a setting where that's still, you know, it's still be fitting off LinkedIn as a platform. What gets measured, gets improved. A popular saying by marketers coined 40 years ago by Peter Drucker in his book, The Effective Executive. I'm a huge fan of measuring things. And they say has been my driving force ever since I joined this industry. However, if you don't know what you are measuring, in fact, what to measure, how can you improve?
[22:40] Digital marketers most often spend hours measuring metrics that are not relevant to businesses. Sometimes too, business may bring up a business objective, and it becomes difficult to align this business objective to a digital objective. So the question now is, are there any new metrics for marketers to keep an eye on in 2024? The first metric would be engagement.
[23:10] I mean, yes, we measure engagement a lot. What does engagement mean for certain brands? It's people liking the page. For certain brands, it's people commenting, others, it's people sharing. But then when you think about it in a lot of ways, it just feels like what's the point? It's almost like it's a checkbox that we must take to say that, okay, we've done A, B and C. But I think that what we should be looking at instead is to the specific campaign, how relevant is that engagement to this campaign? So for instance, if the campaign was trying to, let's say it's introducing a new product, maybe two variants of a product, and it's asking the question like, what's your favorite out of these two variants? In that scenario, if you didn't say a poll ad, for instance, right, and people said, okay, we select option A or option B, that's valuable feedback to you, the brand, because I know what people actually care about. So you can compare that to all other data that you have on the market and how people are consuming your products to know that, okay, very clearly, people like this. Or if, for instance, on social media, people like a certain product more than the other, but in the markets, it's a different thing. Then you try and go back and try and understand, is it possibly the creative that's informing this? But that's engagement that I think is useful, because that gives you valuable feedback. Or for instance, you want to see how, I guess, brand love for your brand, and so then you run a campaign, and then people are commenting and letting you know how they feel about your brand. That's something I can use to measure sentiments and understand that, okay, this engagement is valuable.
[24:56] But when it comes to things like people just liking, it's difficult for me to reconcile my mind because, I'll give you an example. I used to work at Mikasa, and then in trying to, and also in us figuring out how to engage online, just get people to be more interested in the brand, we run a series of competitions and whatnot. Now, mind you, if you're familiar with Mikasa, you know that there's a lot of high-end property that's on there that lots of people can't realistically afford, which is for like the 1%. And so we run this competition, this quiz thing on Facebook, and we had several winners. I mean, we had several winners, and they were cool and all.
[25:42] But then, on internet at the time, we made a comment that one of the ladies that came for her prize, he knows her like how. When he used to work at, I think it was Junior or some place like that. This was someone who, every time they run like a promo or anything on the source, always showed up, always won. And turns out that it's like a whole fraternity, or maybe not fraternity, but like it's a whole group of people whose primary job is they look out for brands that are running promos and things like that. And then, they agree amongst themselves who should take that prize, and then they go and follow the engagement mechanic to the letter, and they always come up on top, and they win these things.
[26:24] So then, I'm thinking, okay, so that means you're doing this as a brand thinking that, okay, I'm doing all of these cool things to engage my audience and see how they love my brand.
[26:34] But then really just perhaps a cartel of people that are just exploiting you and then taking advantage of you and winning things. And so then it makes me wonder, so then what truly, truly, truly is engagement.
[26:47] And then a lot of times you'd hear clients pressure you on driving engagement for me, but then the algorithms and what they, sorry, not algorithms, the platforms and what they prioritize as engagements, it's usually views. So then you're in a weird place because they're trying to figure out, okay, how do I drive these engagements for you? So yes, the views are up, but then that's not what the client wants. The client wants to see the likes, the shares, the comments. But Facebook is not optimizing for those things specifically. It's looking at it from a broad perspective. So it's like, that's a metric that I think that we need to re-look at and try and understand and say, okay, perhaps let's re-look at this thing and try and figure out what's the best way to measure engagement. So that's the first thing. Sorry, I took forever, but next thing I think is going to be a new metric that people are going to measure is attention. There's more programmatic display platforms. So I don't know if you run campaigns and then get all these impressions. It's amazing. If you run campaigns with Google, Google is great at finding eyeballs for you, lots of impressions. But then you start to wonder, are these valuable impressions, are they valid? It's hard to tell because then you're relying on this third party to read feedback numbers to you. That is essentially impressions.
[28:09] But then a lot of times, and I'm sure you've all experienced this before where you've seen an ad, but then you've not really seen it. You're just scrolling like you're in a hurry. You're reading your article. You've seen the ad like, you're scrolling past. That's an impression. That's been registered. Someone is going to pay for that impression. But then you, the consumer that we are trying to reach, you've not bothered with it. So the shift now is, I mean, the shift initially was, okay, let's do viewability, which is about two seconds of the ad being on the screen, more than 50% of the ad being on the screen. Yeah, that's cool. I know, but still, I am scrolling past because I'm reading or I'm doing motorbikes. So the next shift is a new metric is attention. How do you measure attention? So attention is to say, okay, you've placed this ad in a high visibility space where you can't miss it. So that's one. Or it's in a way that you have to engage with it. Like you literally have to do something with it to move on to the next place. So an example would be like a reward video on games or apps that you're using.
[29:11] With something like that, you know that like no matter what, yes, you've got the impression, but like beyond the impression, you've actually captured someone's attention. So that's a new metric that I think is going to go really, it's going to, it's going to honestly blow up, but then it's going to be something that is going to be on people's radar. They are going to start monitoring. I think you're going to hear lots of platforms start to talk about it. You're going to hear lots of agents start to talk about it. I know at Densho, at least in a lot of conversations that we've had attention has come up. I know that Eski recently also started talking about attention and how they're embedding attention in their measurement framework. So those are the two things that I think we should note in 2024. In terms of targeting and personalization strategies for this year, I don't know if it will kick off completely this year. I think this year is going to be more the testing bed where people try different things and see how do we figure this thing out and make it stick. I think that from next year is really when we are going to see some really, really crazy good personalization. For this year, I think it's really going to just be people trying things out, testing and seeing what can work, what can't work. So I mean, Google is killing off cookies. They started already. So I think about 30 million people no longer have cookies in a traditional sense. So a lot of that data to collect and figure out what people have been doing and track them, that's going away.
[30:44] But there's a lot of some brands have been smart and they've taken the first step to start collecting first party data so that they can figure things out. But what I've noticed and the way we've collected first party data in 2022 and even previously is a lot of it is just name, email and phone number. But then there isn't a lot of segmentation to say that, these names that we took, we took it because these guys were interested in say XYZ and then these are the guys interested in ABC. So I think that right now what's going to happen is that with the data that people have or even for those who don't have data and they're not collecting, what's likely to happen is that you're not going to start thinking, okay, we have all this data. How do we separate? How do we segregate it? So then you're going to start now looking at different ways that they can do that. So an example would be now we look at people who are actually visiting our website or perhaps the kind of content that is getting people to share their data with that. And so if I know that, for instance, let's say I see an ad on LinkedIn from, you know, that's talking about podcasting and the future of digital marketing and the brand is, you know, right? Then I see another ad that's talking about how to be a father in 2024. Those are two very different things. And obviously, if I signed up for both, that means that yes, I'm the same guy. I'm interested in two things, but very likely I may sign up for digital marketing. Someone else might sign up for the daddy thing. The marketer's job now is to figure out, okay, this guy signed up for daddy. This other guy signed up for marketing. So then in the backend, in the detail business, you were to separate that and say that, okay, this guy is for daddy and this guy is for digital marketing. So that when you're working with other creatives and coming up with new comms and whatnot, they know that, okay, yes, they all subscribe to the same brand. However, they have very unique interest. And so if I'm going to serve comms, let me serve comms to that. Let me say a specific comms to each person. That's one that I think the beginning of personalizing stuff for them. The next step would be more what e-commerce retailers would typically do, which is like on my website, you looked at item A, you didn't buy, you dropped off, but I have some data on you. I can track you across because I have some data on you.
[33:06] So then next time I reach you with another piece of media, let it speak to the thing that you looked at. So for instance, I looked at a bottle of water. The next time I encounter, I should be serving you an ad on say Coke or some subulu. No, it should be, oh, you didn't know that maybe water can do A, B and C for you. You're a star, get 20% off or something like that.
[33:31] That way we start to personalize things so that now me looking at the ad, it doesn't feel like it's just spammy, just like a bunch of ads, you know, you go on the page and there's like all these ads that you're staring at. It doesn't feel that way anymore. It feels like, oh, actually, you know what? I think I need that because it's speaking to you.
[33:47] So you definitely saw the first time, but then you forgot about it, but then you see me a second time and you know that, okay, I've looked at, I did this in my cards before I just didn't buy, but now this ad has been said to me and it's speaking to my emotions. It's offering me 20% off. And then it's just reminding me again that I placed this order the first time I just didn't buy. I think that that's what's going to end up happening. But like I said, this year is going to be a lot of testing and trying to figure that out. And then the year after is when you're like, okay, okay, we've learned from this. We've got to down pat. And so now let's fully execute this thing. If you thought you were running away from ads.
[34:29] So what something I've done personally is I've tried as much as possible to turn off a lot of the data that is shared with the platforms to just make sure that I'm not being targeted to precisely because that thing is scary. I've had to put up enough about how they've said something and then suddenly they see ads.
[34:52] Uh, yeah, I've seen things like that. So I've tried to exclude myself, but I think that if you're like me, I expect that with AI now in the forefront, you're not running away actually.
[35:04] They're like, you don't find you. You're on a comic website. You're checking out comics. Okay. If Khadie wants to advertise, you know, toys and figurines to you, I will find you because then now it's got, it's smarter. It has more data to work with.
[35:20] And so then it understands better where to find me and how to find me. So I think from a targeting perspective with AI, just going to be way, way better.
[35:31] And with the things that I mentioned earlier, I would like automation and stuff. It's just going to make it just that much easier for marketers to find you and target you and to understand how you respond to, uh, uh, the media that's set to you.
[35:45] It doesn't drive an hour. I think it's pretty obvious if I can, uh, better target you and more easily target you. Uh, very clearly, I'm likely to convert you faster because I understand at least the AI understands what makes you tick. What, what, what those are to appeal to your emotions based on different signals that's gathered about you. So then this, that as well.
[36:08] And then let me use AI from, uh, let me, let me venture a little bit into creative strategy and talk about, so for instance, let me use them, talk about search in the, uh, in Google, in Google's IO last year, I think it was hard. I guess I'm not, I don't remember the dates, uh, they, they, they, they, they, they previewed some of the capabilities that bring into the art platform. And one of them was in search where literally the Google algorithm would monitor, uh, you know, look at previous campaigns that have worked well, the kind of keywords we're using, the kind of headlines and descriptions we're using. And based on that, see which ones converted the messages had the lowest, um, cost per acquisition or CPA, then use that as a basis as a benchmark to say that, Oh, Hey, look, and this thing that you've put up there, perhaps you should change it. Cause then you're going to get better. All right. If you do it this way, the other step is they would suggest to you some of the keywords and things that you can use as well. Then, um, I mean, if I have that capability mixed working with creative, even like more amazing, because then now I'm like, Oh, um, these are some of the things that, you know, Google has suggested to me in terms of keywords or what the, what the rights is, um, take a look at it. Maybe some of them, sometimes you know how these things like, especially on Africa, when you use chat GPTM, but sometimes the responses you get are, you know, terrible.
[37:36] But then, so imagine I get a terrible response and I know I'm getting into, I understand my market. So I'm looking at this keyword or these keywords or this description. I'm thinking, yeah, I get it, but like it's, I don't feel like it will work. And I reach out to KTM, like, yo, this is what this thing spat out because he said, um, these are things that are driving lower cost per acquisition. So the ROI is going to be great. So Hey, can you look at it and spooce it up for us? So then now we have a basis because then now we're not working blind in it. It's not based on assumptions. We actually have some predictive data that we can work with that he can go back and make those keywords better or those headlines and descriptions better in circulars do this. The same thing applies for creative. So if we run in the campaign and we have these creatives and then realize that actually these creatives, yeah, great. And all they look, yeah, aesthetically pleasing. Yeah. Amazing. But then we are getting really high unit costs. They get like our CPMs and CP. All the CPS are really, really high. I can go. And then there's a suggestion from, um, the AI that says, um, you might want to look at your creative again. I can just go back to him and say, Oh, Hey, look, this is what this thing is saying. Can you guys whip up something new?
[38:39] Like these are, these are the points that the AI has made, whip up something new. Let's, let's test it out. So I think that they're going to be able to test quicker, faster.
[38:48] And then at the end of the day, because the main point is we're trying to convert the customer. It just makes the workflow much better. And then in the long run, more ROI, because then we are spending less time on doing some of these manual tasks. So that's, that's what I think. Um, cause I think AI is going to impact, uh, uh, media and then ROIs.
[39:15] As we wrap up this insight for episode on college or social media, I'm truly grateful for the valuable perspectives shared by Techie and Cardi from the creative innovations, amplifying digital campaigns through the strategic insights on media planning.
[39:29] We've gained a comprehensive understanding of the trends that would define the digital marketing landscape in 2024. Thank you, Cardi of Densho international and Gilbert Techie Arthur of paper matrons. This has been a builder's studios production.
[39:45] My name is Nokobaba Appiah Jr. See you same time next week.