What I'm about to tell you won't come a surprise. Advertising to most is white noise, the everyday impediment between you and a video of a guy jumping on to a pool of solid ice or a kitten on a Roomba. 

But even in that very paragraph you should notice something. The creative we discuss, the creative that impacts us is on our phones not our television. The delivery method is drastically changing. 

But don't worry, that's a good thing. No. It's a great thing. And since the delivery method has changed, let's just be honest and use the past tense, it's opening incredible opportunities for brands and organizations to take the guess work out of advertising. 

Machine learning, big data, AI aren't going to put people out of work but rather keep them employed.

A new paradigm has emerged where content, data and design are converging to power experience business. Essentially, brands today can optimize user experiences by leveraging the power of data to influence creative content in the first place said Dio Favatas, managing director of digital for leading non-profit The Truth Initiative.

Don Draper doesn't exist. 

Working off a feel, gut reaction, hunches is rapidly fading. Brands always want certainty. And today's campaign doesn't need to be big. It needs to be nimble. It needs to adapt and interpret and change along with the audience. Because brands don't dictate the conversation anymore. Audience reaction is real-time and people are more informed than ever. 

The age of advertising on three broadcast networks is ancient history. Even the idea of advertising to someone is history. You're advertising with your audience. It's a continuous volley of serving up content and reacting to feedback. 

And data plays the most important role in that relationship. 

Unless data is put to work in a meaningful way, it's a liability for a brand of any size. Storing and connecting data properly is simply foundational plumbing, said Nate Smith, senior product marketing manager, Adobe Analytics. It's possible to transform even a small subset of data into something highly predictive that will change the trajectory of any business. 

The role of the data scientist will continue to expand.

Brands cannot rely solely on linear TV experiences to carry a message both nationally and within target populations. Also gone are the days where a sixty-second TV spot can simply be cut down to fit in verticals such as YouTube, Facebook, Instagram, Snapchat and others, said Favatas. Moreover, even traditional target marketing is on the decline, as data driven marketers move towards more individualized audience-based insights and behavior driven segments

Favatas believes there are four keys for organizations to leverage the power of big data. 

  1. Don't just rely on qualitative assumptions or insights that you've created the best content: Apply data and science to test all content marketing activities.
  2. Test, test, test! Experiment with word order, word choice, background images, leading images, storyboard and more to drive the most conversions, regardless of what your purchase funnel may look like.
  3. Continue to optimize: Take insights derived from tests to further optimize content for the best user journey and experience
  4. Layer on data: Create a more precise user profile by using more hybrid audience stacking approaches such as meshing psychographics, attitudes and behaviors along with understanding where your users are in your purchase funnel in order to target messaging to the right users at the right time.