Make your marketing pandemic proof

March 30, 2020

“We’re facing a once-in-a-lifetime emergency with no clear end in sight”

When crisis hits, marketing budgets are often one of the first places financiers turn to cut costs.

This was clear in the 2008 financial crash when, as business confidence plummeted, marketing budgets were slashed at a record pace – and the result was businesses dropping like flies while hundreds of thousands of jobs were lost.

Now we’re facing a crisis of potentially even bigger proportions, a once-in-a-lifetime emergency with no clear end in sight: COVID-19. A silently deadly virus that’s rapidly snuck up on us and has gone for the jugular worldwide – casting long shadows of doubt, dread and panic across the global economy.

Most industries are seeing their budgets cut – and many are facing headcount reductions.

The majority of marketing teams are also now working from home, conducting business via video chat.

And with a global population that’s now glued to their sofas, digital online marketing is one of the only avenues with any promise – with physical events cancelled for the foreseeable and out of home advertising in hibernation.

Yet even digital marketing is struggling as customers tighten their purse strings. It’s clear that only incredibly creative, relevant and outstandingly engaging marketing is going to grab the attention of clients and businesses unsure of their financial stability.

We know it’s a scary and unpredictable world right now and you will be asked to do more with less. We want to do all we can to help in these challenging times.

We also know you care about your customers and want to give them what they want so we want to help you understand them better. Here’s how.

How Datasine works

Datasine’s platform uncovers and analyses a severely under-appreciated form of data: Creative data, to provide insights and predictions into what marketing assets will be the most effective. It uses AI to comb through a company’s content and engagement data using a process called Content Atomisation that unearths the effectiveness of individual features in creative assets.

Read more about how Content Atomisation works.

Using Content Atomisation, the AI can select the highest-converting ad creative from dozens of assets and hyper-personalise creatives for any audience (from whole groups to individuals) across any digital channel.

Here’s how you can use it to drive performance even in really tough times like this.

Predict the performance of multiple assets

Datasine’s platform will train your very own AI model using the creative data from your past campaigns – a process which will happen continuously with all campaigns you run using the software – and provides predictions for how well each asset you upload will perform. This will take the form of a rating out of 100 (with 100 being the most effective asset).

With these AI-driven predictions, you’ll be able to know, before running costly campaigns and experiments, exactly what assets are going to be the highest-performing and are going to address your customers’ needs right now the best.

That way you immediately implement content that simply works, and cut through the noise with your marketing at this particularly crucial time. Using Datasine’s AI-driven predictions, early adopters have enjoyed gains of up to 77% to CTR.

Select high-performing assets from content libraries

Not only does the platform provide predictions for how well your assets will perform, it also has in-built image libraries allowing you to select from thousands of potential creatives.

The AI provides prediction scores for how engaging these assets will be for your audience too, so you can be confident you are choosing only the highest-performing creatives for your marketing.

When you’re able to source incredibly effective images for your ads, they’ll be much more engaging for your audience than your competitors who are still relying on guesswork, even during this crisis.

Learn what has worked in previous campaigns for your audience

Datasine provides in-depth insights into what features have been most effective in the past, so you can use your creative data to craft new campaigns that will drive performance (which you can always test using the prediction tool).

For example, your AI may uncover that the colour blue is particularly engaging, while orange is not. It might find that trees perform well while buildings tend to lead to a drop in performance. It might suggest that using a friendly tone is more engaging for your audience than a particular formal one.

Using these content insights, you can cut out experimenting by creating assets that are effective from the start – and get a head start on getting through to customers, even in a pandemic.