People want human touch. Tey want to interact. I think anything related to loyalty still has a need for a human element. Tat feeling someone can hear and understand you remains a significant factor and the brands that do it best will succeed because everything else will become standardised.
MediaTroopers AI is the New Baseline
With AI automation tools largely taking up the reins of campaign management, the scope to differentiate within the affiliate industry is more difficult than ever. Sam Segal, CEO and co-founder of MediaTroopers, believes authenticity is key.
SAM SEGAL CEO & Co-Founder Media Troopers
Sam, you've previously said that when it comes to digital marketing, “AI is the new 90 per cent,” meaning that AI can do for you tasks at 90 per cent of the quality, and that’s the new baseline. How does that resonate with what you're seeing at Media Troopers and in affiliate marketing more generally?
When we founded Media Troopers in 2019, the level of automation was very low. To launch campaigns, we needed to fetch the data, upload the data, analyse the data, research the data, then do all the customisations that are needed for the campaign to run successfully. Over subsequent years we have implemented more automation tools to the extent that 90 per cent of the campaign is ready to go on waking up in the morning. It's a huge opportunity, but the downside is that our competitors have this advantage as well. So, we need to invest heavily in the 10 per cent - in our creatives, our personalisation elements, the "human touch" - because our competitors also have the tools to get to that 90 per cent level.
How is Media Troopers channelling its creative energy within that 10 per cent?
We have now more time so we can invest more in the customer experience rather in the heavy lifting. We compare it to managing a cruise liner. We call our platform Media Cruiser because a lot of things are done below deck in the engine room. Te journey is made smoother by AI, which leaves us as a team to focus more on what is happening above deck - the user experience.
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In an industry where so much is automated, how do you preserve human connection across digital marketing and player acquisition?
With a lot of the campaign management already being done using AI automation tools, it liberates us as a team to work upon the human element of everything that is needed. Specifically in the case of operators, one thing that we've noticed is that operators provide us with very good brand guidelines, explaining to us exactly what we can do, what we cannot do, and a complete set of creatives. After conducting research and reviewing the creatives that have been provided to us, we feel that there is a certain gap with what the brand values are and what users are looking for. Using automated campaigns and A-B testing, we work with operators to find the right branding fit that utilises the right creatives and the right messaging for them.
Can you share an example of a campaign or content strategy where human creativity made the difference, even when AI was in the mix?
Sure, I can give you an example of a campaign we did a couple of months ago for an online casino. Using AI and automation tools, our designers and creative teams created a landing page. When we moved onto A-B testing, we had a meeting and one of the team members said they'd be interested to see the landing page with a sound - something that AI couldn't have given to us. We started experimenting with a few sounds and, after further tests, established that it was important for us to have sound to have a more engaging page. We still used AI to choose the right
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