A little more than a decade ago, digital advertising had two big arms: display and email. Today, the arms have multiplied to include digital TV and radio, display, email, mobile, native, search, social, and video. Big difference, right?

Digital marketing has become an eight-armed marketing hydra, with each arm accounting for one of the channels markets must factor into a digital strategy. Each arm has a "mind" of its own; each clamoring for budget based on disparate key performance indicators (KPIs).

Unfortunately, in the rush to compete in each of those channels, marketers have come to rely on different teams and tools, some in-house, others outsourced, but all uncoordinated.

Moreover, marketers have more opportunities to appeal to customers than they did a decade ago solely based on the number of channels available to target. However, keeping messaging and strategy unified as a consumer interaction swells has become a difficult undertaking.

The different arms of this hydra don't know what the others are up to. The results are greater costs, duplication, waste and, worst of all, unhappy customers constantly hounded and targeted with irrelevant messages.

The consequence is your marketing becomes anti-branding. Even worse, your customers adopt ad-blockers.

Acting in Unison

But what if marketers could give the multichannel hydra a single brain that acts on a unified information stream? What if that brain could constantly learn to make smarter decisions to lower costs, more efficiently achieve goals, and build a knowledge base that ensured that customers were never hounded and always informed by your messages?

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image of Or Shani

Or Shani is CEO and founder of Adgorithms, which combines the power of machine learning and artificial intelligence to maximize returns on ad campaigns.

LinkedIn: Or Shani