As the COVID-19 epidemic escalates, the Work From Home (WFH) trend is unexpectedly on the rise worldwide. In Taiwan, some enterprises have announced that their employees are not required to work at the office while others are preparing for the activation of the WFH model. Spencer Liu, founder of CloudMile and Ainotam, says that the recent, sudden epidemic has posed comprehensive challenges to industries, though, it also drives customers to give digital tools a try in order to solve their operational issues. This drive towards digital infrastructure investments could in turn become an extra layer of protection against COVID-19.
He further points out that the digital advertising industry and customers are already well aware of the importance of data, but, in the face of the COVID-19 epidemic, their willingness towards investments will be increased, allowing for faster digital transformation and more stringent data integration. Jason Chen, General Manager of Ainotam, suggests that enterprises assess their level of readiness from the two aspects of tools and management. From the aspect of tools, it means the provision of corresponding software / hardware equipment, software systems, such as cloud collaboration platform, video conference platform, etc. For hardware, the factors that need to be accounted for include the computer equipment, internet connection quality, etc. in employees’ homes.
From the aspect of management, managers have to adjust their managerial thinking and teamwork model. Traditionally, it is relatively easy for management to require employees to work at the same office and space face to face. Once the WFH model is switched on, managers will not be able to see their employees in person, which brings the very first managerial question of Trust. For example, a supervisor may doubt if their employees actually work for a full eight hours and whether or not they are actually working hard when they work from home?
For the readiness level of the tool aspect, enterprises only need to make cautious assessments and purchase the solution that fits their needs the most. But when it comes to the management aspect, it is not the case. In addition to promotion and education, Liu suggests that enterprises combine relevant tools to introduce different work modes, even driving managers to change their mindsets.
With digital marketing as an example, it used to be done with a public folder or email to exchange files. When a team calls a meeting, they have to check if their files are up-to-date in advance. However, if a cloud system is introduced, team members can simply connect to the system and learn about the latest progress and data, thus improving the efficiency and flexibility of their discussions.
Top 2 Blind Spots in Digital Marketing: Time-Consuming Report Creation and Difficulty in Communication and Passing on of Experience
According to Ainotam, the digital marketing industry has been growing rapidly in the past ten years. Statistics show that only 150 marketing technology companies existed in 2011 and the number has come to more than 7,000 in 2019. But, the work mode of digital marketers was not digitally transformed in the process. Whether it is professional digital marketing agencies or internal digital marketing teams, this creates two problems in their routines.
The two problems are report creation and difficulty in passing on or passing down experience. The former forces digital marketers to waste a lot of time reading and printing reports before adjusting or recreating their campaign strategies based on the statistics of the created reports. The latter often makes many digital marketers work independently and participate in departmental meetings once a week where they can only verbally share the cases they are working on. This makes it impossible for employees’ outputs, such as ad copies, to be combined and incorporated into an internal database.
To help digital marketers improve their work procedures and operational efficiency, Ainotam leverages CloudMile, the machine learning technology from its parent company, to provide LOUPE. LOUPE is a digital marketing management platform equipped with the three functions of customizable dashboard, ad strategy recommendation, and smart monitoring.
These functions not only assist marketing employees in handling their routines, but also frees up more time for them to come up with optimized strategies. Ainotam points out that “a customer introduced LOUPE and saved 15 to 20% of work time for employees.” With the saved working hours, the customer is able to process more campaign projects without adding more manpower.
LOUPE – Virtual AI Assistant who Automatically Monitors Campaign Effectiveness and Recommends Ad Copies
The three functions of Loupe help marketing teams in the industry to address pain points
The primary use of the AI tech in LOUPE is ad copy recommendation. In conjunction with the semantic analysis database and machine learning algorithm developed internally by Ainotam, LOUPE can provide more than 30 ad copy recommendations based on the effectiveness ranking and comparison of past copies of the account. Moreover, the solution combines keyword comparison and contextual analysis to provide marketers with optimal and diversified copy recommendation and solves the problem of copywriting.
Additionally, LOUPE can be integrated with systems of Google Ads, Facebook Ads, etc., to monitor ad serving effectiveness 24/7. Also, digital marketers can customize monitoring criteria based on customer needs such as low CPM, click cost over set price, etc. When the criteria is met, LOUPE will automatically send alert messages. If no message is sent, marketers don’t have to log in to customer accounts one by one, thereby saving plenty of work time.
Jason emphasizes that the ultimate goal of an enterprise introducing new application software is to increase their revenue. With LOUPE, they can build their own campaign strategy knowledge base, inherit experience, reduce the education and training cost on new employees, and, by using LOUPE as a marketers’ virtual assistant, free up more time for their employees to do more meaningful things, including creating more marketing projects, providing gathered consumer feedback to product R&D staff and ultimately drive the growth of their revenues and profits.