It’s true: consumers now have more choices than ever when it comes to receiving advertising or marketing. In fact, the idea of tailoring content to a consumer’s behaviors or preferences is proving to be more effective than ever. And it makes sense, doesn’t it? Think like a consumer for a moment. Is an ad that is enticing to you — a product you’ve looked at before or a vacation spot that you researched last week — more likely to make you stop and take notice?

This customizable approach to marketing is rapidly taking over the airwaves. Publishers are predicting that ads will soon be more tailored than ever. For example, many TV providers and streaming services are beginning to tweak their ad content to better match their audience’s individual preferences.

So how can a brand keep up with the demand for more intuitive and targeted advertising? There is always an argument for better targeting. Effective targeting means better use of a brand’s marketing budget, among other things. It also opens up the doors for more advertising opportunities with platforms that are seeking brands that are willing to more intuitively target their audiences.

With new changes on the horizon in the digital marketing space such as intelligent advertising and the change to how cookies and retargeting track consumer behavior, it’s time for brands to break out their creative hats and figure out a way forward.

The use of artificial intelligence will come in handy when it comes to creating more dynamic advertising opportunities. Artificial intelligence smartly gathers consumer behavior data and analyzes it in order to come up with the best model for advertisers to follow. When used in conjunction with intuitive creativity, marketing plans can easily be tailored for individual consumer preferences without taking away from operational efficiency.

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Effective targeting takes time, and it also requires a good amount of knowledge about both the platform and the consumer base being targeted. Targeting can be as simple as finding the right platform, however.

Take podcasts, for example. Podcasts have exploded in revenue potential for advertisers, and for good reasons. Podcast listeners are often highly engaged and they seek out podcasts that resonate with them. Because of this behavior, it’s easier than ever for brands to target the right niches of people. By identifying the right platforms — podcasts, TV shows on streaming services, music — brands can solve a large chunk of the marketing success equation. From there, it’s on the brand to come up with the right assets to make the consumer convert into being a customer.

Intelligent targeting will become more and more useful for marketing as the industry moves towards a higher level of customized user experiences. Consumers now have more choices and power than ever before, and putting out generic ads that don’t resonate will no longer bring success to brands. It’s now up to the marketing professionals to ensure that those conversions keep coming in the door using intelligent targeting and artificial intelligence to bolster their strategy.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.