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Why AI Needs HI: Human Intelligence

Why AI Needs HI: Human Intelligence

Lisa Harmer

Campaign and Program Director

Why AI Needs HI: Human Intelligence

Artificial Intelligence is revolutionizing industries at lightning speed. As a copywriter, I used to worry that my job would be among those replaced. But after working with AI tools for our clients, I’ve realized that AI isn’t here to replace me or other content creators—it’s here to amplify what we do. For AI to reach its full potential, it needs something only humans can provide: HI, or Human Intelligence.

At Targa, we’re building a future where AI and human creativity come together to deliver incredible results. Here’s how we make the AI-HI partnership work for our clients.

1. AI is a Starting Point, Not the Final Destination

We use AI to kick-start the creative process, to help brainstorm ideas and shape rough drafts. Think of it as an advanced brainstorming session: AI gives us a foundation, but it’s often awkward, incomplete, or a bit “off.” Before AI, we’d flip through old campaign books, scour competitive ads, or dive into a donut-fueled brainstorming session with the team. Now, we can get some quick initial ideas from AI, but those ideas only shine once we apply our creative instincts and insights to bring them to life.

2. AI Needs Thoughtful Direction

Just like a team member, AI performs best when guided. We carefully train our AI tools to understand each client’s brand guidelines, messaging, tone, and product details. This involves crafting and refining prompts, trial and error, and continuously tweaking the inputs to ensure AI aligns with our clients’ voices and needs. It’s thoughtful, scientific, and ongoing—a partnership that grows smarter and more precise with time.

Lisa as Cyborg dall-e 1040x1040

3. AI Excels at Editing and Proofreading (But It Can’t Replace Our Voice)

Let’s face it: reviewing content repeatedly can make anyone’s eyes glaze over, and mistakes can slip through. AI’s mechanical precision is perfect for catching spelling errors, grammar slip-ups, and readability issues. However, it lacks the personality and nuance that connects with audiences on a human level. This is where HI shines—adding the voice, character, and empathy that make content truly engaging.

4. AI Sometimes Just Doesn’t “Get It”

We’ve all been there: plug solid information into an AI tool and receive something…strange. Maybe it’s nonsensical, inaccurate, or just a little “off.” That’s because AI can’t understand industry-specific subtleties, competitive dynamics, or market nuances the way we do. Our expertise in the product’s features, value propositions, and brand story creates a final layer of context that AI simply can’t replicate.

5. Context is Key—for AI and HI

One of our biggest challenges is when clients give us minimal details for a project. Without background information or critical insights, it’s tough to create high-value, on-target content. The same applies to AI—it’s not a silver bullet. To get the best results, AI and human teams both need the right tools, data, and context to generate powerful marketing solutions that truly resonate.

6. AI is a Tool, Not Our Bottom Line

At Targa, we bill for time and materials only. Using AI helps us work faster and more efficiently, which saves our clients money. For example, if a project once took six hours of research and drafting, we can now harness AI to handle research and then apply our HI expertise to refine and complete the draft in two hours. The result? Projects go to market faster and leave room in your budget for more campaigns.

Embracing the AI + HI Power Duo

The future of marketing isn’t about choosing between AI and HI; it’s about embracing both. AI can help us streamline, ideate, and edit, but the heart, creativity, and strategic thinking that make content powerful and engaging will always come from humans. At Targa, we’re proud to use the AI-HI partnership to deliver unique, effective, and high-impact solutions that drive results for our clients. PS…this content was generated by a human, run through an AI editor, reviewed and personalized by more humans. AI+HI at work!

Jason’s Take

We’re all paying big-time attention to how AI supports creative services. AI is a powerful expediting tool for us—and for our clients. To further explain, the fundamental principles of Targa’s marketing and creative services are the same today as when we opened our doors in 2002. We start by aggregating all influencing data—relevant and irrelevant—with the help of our clients and their customers. We then craft on-target messaging (storytelling) and media (delivery tools) with right-time and right-place campaigns.

Today’s AI tools expedite that same aggregating process, capable of swiftly producing both relevant and irrelevant messaging. Our AI-supported human-listening and human-sifting process is no less deliberate and strategic today. AI can often accelerate our collaborative right-time and right-place model. For our clients, this acceleration to market also means fewer billable hours to deliver meaningful campaigns.

Celebrate Small Business Saturday with Us!

Celebrate Small Business Saturday with Us!

Lisa Harmer

Campaign and Program Director

Celebrate Small Business Saturday with Us!

Celebrate Small Business Saturday with Us!

This year marks the 15th anniversary of Small Business Saturday. On November 30, the day after Black Friday, Small Business Saturday is all about “shopping small” and giving back to the businesses that make Utah so special. With 22 years under our belts as a small, Utah-based business, Targa Media is thrilled to celebrate and support other local businesses!

As a local marketing and ad agency, Targa Media is all about helping — big and small — succeed. We know from experience just how much heart and soul goes into every product, service, customer, and interaction. It’s what makes small businesses unique and essential to our community. This Small Business Saturday, we’re encouraging everyone to explore the local shops, restaurants, and services that provide so much color and life to our local neighborhoods.

To give you some inspiration, here are some of our favorite local spots, handpicked by our team. Even though our office is based in downtown Salt Lake City, our team hails from all corners of the Wasatch Front. Hopefully you’ll be able to join us in patronizing these businesses, on Small Business Saturday and beyond!

Utah Natural Meats – Jason

This family-owned farm and business combines “locally grown” with “personal touch.” I was introduced to this company through a friend, and I’ve loved learning about the collective passions and hobbies of each of the family members. My hundred-mile round trips are few and far between, but you’ll find my hand baskets heavy with cheese, raw grass-fed milk, pork chops, breakfast sausage, and pastured eggs. Utah Natural Meats raises food the old-fashioned way…naturally yummy.

Products on the shelf

Publik Coffee Roasters – Alison

Publik is one of those businesses that you can tell just loves our big little city and takes pride in serving rad, delicious coffees.

Who knew that a plain cup of coffee could be so delightful?! I love their values: quality over quantity, being an active and productive player in our community, planet over profit, and creating places that people want to be in. I miss their Park City location but it’s nice to visit the Salt Lake locations when I’m downtown.

Dancing Crane Imports – Lisa

I will admit I am a bit of a hippie at heart. I absolutely love the energy at Dancing Crane. It’s a great place to escape, let your stress melt away, and get inspired to focus on goodness and gratitude. It smells wonderful, they have an amazing boutique, unique art, and all the good energy healing tools you need to find – or keep – your zen. And don’t get me started on the gorgeous jewelry selection! I always leave with a full soul and an empty wallet.

Slide Ridge Honey House – Taleen

This charming honey bee “ranch” is our family business. Dedicated to safeguarding the health and growth of the honeybee population with over 3000 hives in northern Utah, Slide Ridge produces five delicious flavors of honey wine vinegar, and actual honey wine! The vinegars add flavor to every dish, the wine is a treat, and we have sweet gift baskets for the holidays. Help us save the bees!

Graywhale – Josh

A staple for Utah’s audiophiles since 1986, Graywhale is Utah’s largest local, independent source for music, movies, games, record, toys, books and more. What started out as a humble CD exchange (which are now–inexplicably–making a comeback) is now a go-to for entertainment for all the cool cats in northern Utah.

They specialize in pre-owned music and have an awesome selection of retro games too. I’ve spent countless hours in each going up and down the aisles, flipping through boxes of every type of music you can think of.

Products on the shelf

Taqueria 27 – Heather

My small business shout out is Taqueria 27, not your typical “authentic” Mexican restaurant. The food is made from scratch and they use local ingredients when possible, sustainable and always fresh. T27 offers traditional flavors along with some out-there options like duck confit tacos. Almost everything is or can be made gluten-free plus which is a huge bonus for those of us who have celiac or gluten intolerance. They do not cross-contaminate their fryer oil, which is amazing. Highly recommend trying out the G.O.D. (Guacamole of the Day), T.O.D. (Taco of the Day), and F.O.D. (Fish taco of the Day). Even better? They have gluten-free churros!

The Heavy Metal Shop – Justin

This iconic Salt Lake City music store sells exclusively heavy-metal and hard rock music. They’ve been “peddlin’ evil since 1987” according to their tagline. A tough sell in conservative SLC. But to me and my fellow die-hard metalheads, it’s the mecca for all things heavy in Utah. Heavy metal, hard rock music, DVDs, CDs, merch, merch and more merch. Their hoodies are iconic and rock greats like Slayer and Alice Cooper have been known to rock THMS logo shirts.

Products on the shelf

Hanamaru – Vanna

Are you looking to have the best ramen of your life? Hanamaru has got you covered. This local restaurant is a small, tucked-away local joint in Ogden, Utah, serving authentic Japanese food Thursday through Saturday. Saturday is Ramen Day. They’re open from 11 until the last ramen is sold out, which usually happens by 1pm so it’s a good idea to reserve your ramen ahead of time! It’s absolutely worth it though, and they have plenty of other options, including a delicious sushi menu, as well.

Febi & Co Jewelry – Heidi

Based right here in Utah, this local jeweler offers collection of beautiful, unique earrings that always put a smile on my face.

And while the shop is primarily online, they’re also a regular presence at farmers markets and pop-up shops around the area. One of the things I absolutely love is their dual-sided hoops. These earrings are a total game-changer, and a steal! One side is silver, and the other is gold, so you can flip them depending on your outfit. They’re unique, fun and reasonably priced so it’s easy to treat yourself without feeling guilty about the cost.

Pho 777 – Evan

Salt Lake easily has more than 100 joints around serving pho. But only a few make more than a bowl of broth with “stuff” in it. The quality of the “stuff” (and the broth) is what matters. And Pho 777 has the good stuff. Family owned, Pho 777 is committed to bringing authentic (and dare I say, delicious) Vietnamese cuisine to the Salt Lake area. Their pho broth is made from bones, from scratch, every single day. It’s divine. And their banh mi is legit the best I’ve ever had. This is not just my opinion! Pho777 was named a 2024 Best Restaurant by Salt Lake Magazine. It’s so Pho-king good!

We hope you enjoy this little “taste” of Utah! Please make a point to support your neighbors and our local businesses (Targa included!). You make a difference!

Flipping the Pieces: Solving the Marketing Puzzle

Flipping the Pieces: Solving the Marketing Puzzle

Lisa Harmer

Campaign and Program Director

Flipping the Pieces: Solving the Marketing Puzzle

Marketing is a lot like a puzzle

Simple, right? You have a bunch of pieces that you’re trying to assemble into a clear picture. I have these things. I need people to buy them. Make me a flyer. Easy enough.

But what if it’s not that easy?

What if you had to do it without the box, without a picture of the end project already completed for a guide?

What if you had to do it with all of the pieces flipped upside down, so all you had to guide you was just the shapes?

What if you had to do it even though there are pieces missing?

As we move along, we flip the pieces. We look at what we have to work with. We put them in some kind of order. 

Filling In the Blanks

The more pieces we flip, the more complete our picture gets. If we find pieces missing, we search for them on the floor, under sofas. Or we use our experience and ingenuity to fill in the blanks so we can finish the puzzle. It’s fun. It’s challenging. And there’s nothing more rewarding than a puzzle solved.

Jason’s Take

Love it! Flipping over puzzle pieces, when the missing pieces aren’t on the floor, under the sofa, we use our imaginations and our ingenuity to fill in the blanks. And we stick with it because puzzle-solving is fun. Marketing—like puzzle solving—is not always linear. Everybody has their own go-to steps and tactics. But also we marketers have to change up our preferred tactics sometimes. Okay, I’m getting way too transcendental. You just got me thinking about stuff here.

Unveiling Top B2B Marketing Trends for 2024: A Targa Analysis

Unveiling Top B2B Marketing Trends for 2024: A Targa Analysis

Lisa Harmer

Campaign and Program Director

Unveiling Top B2B Marketing Trends for 2024: A Targa Analysis

Every year, the Targa team conducts a thorough analysis of the past year and anticipates trends for the upcoming one. This strategic approach keeps us ahead of the curve, enabling us to support and promote our clients in impactful ways. Join us on this exciting journey as we explore key B2B marketing trends for 2024!

Marketers Authentic storytelling1. Elevate Your Brand: A Crucial Focus

In a landscape flooded with marketing content, standing out is paramount. As consumers face an overflow of copycat messages, the significance of an authentic brand has never been higher. At Targa, we’re built on a foundation of passion for branding, viewing it as a critical differentiator for our clients. Helping our clients create, protect and evolve their brands across all touchpoints is one of the greatest values we bring to the partnership.

2. Authentic Storytelling in the Age of AI

With AI and ChatGPT becoming integral to content generation, the value of authentic stories and content that resonates with real humans is on the rise. Combat the influx of automated messages by ensuring your marketing content, both written and visual, remains unique, genuine, and insightful. The value of REAL stories and REAL content that resonates with REAL humans will become increasingly valuable. Forge deep, meaningful connections between businesses and customers through compelling narratives.

3. Intentional Marketing: A Strategic Imperative

With AI and ChatGPT becoming integral to content generation, the value of authentic stories and content that resonates with real humans is on the rise. Combat the influx of automated messages by ensuring your marketing content, both written and visual, remains unique, genuine, and insightful. The value of REAL stories and REAL content that resonates with REAL humans will become increasingly valuable. Forge deep, meaningful connections between businesses and customers through compelling narratives.

Storyform marketing campaigns extend engagement4. AI Needs Real I: Blending Automation with Human Expertise

While AI tools have streamlined content creation, the need for marketing experts remains undeniable. As content marketing teams evolve, the value lies in experts who can ask the right questions of AI, strategically refine results, and add a human touch. This synergy ensures marketing efforts retain authenticity and resonate with the target audience.

5. Analytics to Insights: Navigating the Data Deluge

Marketers are immersed in data, metrics, and numbers. However, the challenge lies in transforming this abundance of data into meaningful insights. At Targa, we believe in translating numbers into genuine stories that make sense. By discovering the meaning behind the metrics, we empower successful marketing campaigns with a clear roadmap.

Embark on 2024 with Targa as we navigate these trends, ensuring your marketing strategies are not just trends but enduring pillars of success. Let’s make this year a fun and wild ride together!