In this new video, StackAdapt Co-Founder, Vitaly Pecherskiy (COO), gives us key insights into how the future of advertising automation will support customer acquisition and leave humans open for creative work.
According to Pecherskiy, "Everything from audience discovery all the way down to landing page optimization, creative suggestions will all be automated."
But an increase in automation does not mean a decline in customer service or a shift away from customer acquisition:
"I think automation is secondary to solving the fundamental value of advertising which is core customer acquisition. If you look at the two companies that are the biggest companies in advertising, they are performance advertising companies."
Pecherskiy's opinion that automation will support the core value of customer acquisition is supported in the eMarketer chart below. Customer acquisition is a major focus for brands in 2017 -- 86% of digital marketers consider user acquisition (securing new customers) top priority:
Pecherskiy also points out that the present complexity of advertising technology is unsustainable:
"We have tools on the market that solve for customer acquisition but the challenge with them is that they are growing increasingly complex. So you have to constantly employ a team of staff that will manage these tools to create value which is risky because if somebody comes in and they’re an expert within a domain and then they leave all of a sudden your agency or your brand has lost this know how of how to operate these complex systems."
As automation steps in where the risk of losing human capital is too great, staff will be free to manage the creative and strategic problems humans are built for:
"That’s why I think in the future more companies will look to de-risk their business by onboarding systems that will work independent of humans. And then instead, giving humans back the power of working on things that are more inherently creative, more rewarding, and focusing on outsourcing things that can be automated to technology.
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