Anheuser-Busch, parent company of Bud Light, experienced a damaging marketing blunder linked to their choice of influencer marketing as they sought to appeal to a younger demographic. The impact was substantial with $15.7 billion losses since the fiasco. This unfortunate incident shines a spotlight on the vital role played by informed data decisions when navigating influencer marketing campaigns.
The Bud Light saga is far from unique, with echoes in past marketing errors like New Coke, Pepsi’s Kendall Jenner ad and Star Wars: The Last Jedi. The key issue was the disconnect between upper management and marketing executives, with the lure of trendiness without genuine resonance with the brand’s values.
The core of the problem lies in launching campaigns based on bright ideas instead of relying on target audience feedback. The benefit of data-informed decisions becomes apparent in avoiding missteps of this nature.
Artificial Intelligence (AI) is one of the leading methods to leverage data-informed decision-making. This technology can help detect the right strategies, and connect the brand with key opinion leaders that fit with the target audience persona.
One of the significant pitfalls of marketing is faulty assumptions passed on through different stages of development. From the research stage to focus groups, potential errors can slip through unless there is a careful data-based feedback loop to guide the process.
Lack of data can contribute to several failures in the marketing process. Misguided assumptions, inexperienced project directors, and unrepresentative focus groups can all lead to an eventual marketing disaster.
Conversely, the integration of hard data at different stages of the development process can substantially increase the chances of marketing success.
RAD AI incorporates AI technology to develop industry-leading influencer marketing that consistently aligns marketing campaigns with their target audience. The process involves a step-by-step approach starting with establishing data-based goals and benchmarks.
The first step involves developing AI-informed personas based on dominant interests and topics the target audience is discussing. Using this data, the creative strategy for the target audience is mapped out. This strategy is then used to identify the right influencers and key opinion leaders in line with the campaign objectives.
These steps and more prevent a potential marketing disaster similar to Bud Light’s and ensure successful marketing campaigns. RAD AI merges cutting-edge AI technology with influencer marketing in a method designed to ensure optimal results. As a result, clients gain the ability to make campaign decisions with reduced uncertainty.
