Google Guide for CMO’s

GOOGLE GUIDE FOR CMO'S

In this new era of AI and unprecedented change, Chief Marketing Officers (CMOs) are navigating uncharted territories, essentially becoming Change Management Officers.” As AI revolutionizes the marketing landscape, early adopters stand to gain a significant competitive advantage. AI is poised to enhance the entire advertising lifecycle, from ideation and content creation to measurement and insights. However, it’s crucial to remember that AI is a tool, not a strategy in itself. We developed the approach that follows — The AI for Marketing Pathways — in consultation with Google’s own marketing team and leading CMOs. We hope it serves as a useful guide to the opportunities to apply AI across your measurement, media, and creative

The Promise of AI for Marketing

The traditional process for developing creative assets is timeconsuming. Coordinating a comprehensive media campaign involves significant orchestration, and measuring its effectiveness is often a challenge. But what if this entire process could be streamlined? Imagine a scenario where insights are at your fingertips, and where creative assets and media campaigns are continuously refined based on real-time data. That’s the kind of innovation that could truly revolutionize marketing.

With AI you can build campaigns faster. Draw on your highestperforming creative assets to deliver infinite variations. You can create more compelling ads that are a better match for consumers’ needs, context, and mindset — in short, you can drive relevance at scale. And with AI, you can make real-time measurement a reality. Imagine launching a campaign in the morning, and by lunch your creative and media strategies are already being adjusted. This is our vision for what AI can do for marketing, and we’ve made big steps towards it already.

This guide lays out essential actions you can take to get started with AI, and ways to use AI for broader transformation. Treat it as a tool for taking stock of what you’re doing now, and preparing for what you’re going to do next.

Originally published in: https://www.thinkwithgoogle.com/_qs/documents/18429/Google_CMO_Guide_Deck_073024_of3m6Ef.pdf

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