Most people are shocked to discover that we are already, in some ways, cyborgs!

For example:

• Smartphones allow humans to gain instantaneous knowledge on any topic at any point in time. 

• Social media is a reactive algorithm constantly fed by us which means our behavior as a society is dictated collectively through social platforms.

• Google Search is a collectively programmed AI being continuously fed with our questions and answers. 

We have created a high bandwidth interface between AI and our human brain. 

But what does this have to do with marketing? 

It’s what I like to call the Marketing Cyborg.

This type of marketer is able to use his or her marketing knowledge and intuition, combine it with artificial intelligence and scale Facebook ads beyond the plateau most marketers encounter at one point or another. 

The Growth Paradox

At present, marketers are led to believe that identifying and targeting specific audiences on Facebook is a simple task. The acceptable best practice on this social media platform is starting off with very broad targeting and being heavily reliant on Facebook in order to hone in on distinct audiences.

For example, Tim Burd, the proclaimed ‘Godfather’ of Facebook Ads, said at Affiliate World Conference:

“... I like to do a minimum audience size 1 million. Ideally 2 million plus and even if it’s 70 million, that’s good, but 1-2 million minimum. I never go less than that.”

The classic theory is that Facebook knows its users and segments them into what we simply describe as ‘buckets’, each bucket possesses a different intent to take action. 

We allow Facebook to take a selection of users from different buckets optimizing them over time towards our desired results. 

By relying on audiences who have taken a valuable desired action, marketers can essentially grow their target audience and user base.  

This process of identifying high-value, high-intent customers, as well as replicating lookalike audiences and then scaling Facebook ads based on these insights works very well. But at some point, customer acquisition costs go up and ROAS goes down. The plateau flattens. Broad audiences and lookalike replication becomes less effective. 

The question is:

How am I going to break through this plateau and identify new, highly-specific audiences?

At this point, you need to restrategize. It is not a question of increasing your ad spend but more a question of targeting more specific segments with the right messaging and user intent.

A good example of this is targeting customers in the arts, craft & collectibles industry. Rather than targeting these general interests, segment the audience who is interested in mid-20th-century French vintage posters. Once you identify the latter segment, your ability to effectively market to them increases drastically when compared with the former.   

Human connection and personalization is the future of marketing

A good example of a business who really understands the power of personalization is Doggy Loot who customizes all of its content and product offering based on the size of any given customer’s dog. So if your dog weighs 50 pounds you will only see

• bones
• beds  
• harnesses

that fit his or her dimensions. 

Having real data-driven insights into an audience segment’s:

• Interests
• Income levels
• Media consumption
• Social media activity
• Brand affinity
• User intent
• Sentiment 

will provide you with massive value and give you the tools to scale campaigns to the next level. For marketing practitioners who want to take their targeting and messaging to the next level, AI audience intelligence is the key.  

Novarize is a data-driven tool which uses both machine learning and AI in order to identify hyper segmented audiences to the highest degree. 

Our tool paints a very clear demographic and psychographic picture of real buyer segments that are currently active in your industry. Here at Novarize, we believe in superhuman cognition and we are proud to be taking the marketing community one step closer to the AI singularity.  

We do not believe in being completely reliant on AI rather we aim to create a layer above biological cognition that will enhance our capabilities as marketers to accurately understand and target audiences combining data, machine learning, AI and human insights into one beautiful marketing mechanical organism.