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.

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, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.