Marketing in 2024
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Using AI To Deliver Authentic Experiences
By Robin Anderson
When it comes to marketing, there is one thing we have all learned, is that how we strategize, plan, and implement marketing, is continuously evolving. Technology is increasingly being integrated into the process enabling marketers to become more efficient while maximizing their efforts. However, when, where, and how to use that technology to be effective is another deal. And this year is no different with AI.
“2024 is when we quit arguing about AI and start figuring out how to operationalize AI to make us more effective and efficient and (yes) accountable.”
AI is not designed to replace the work you do - such as writing. It’s designed to HELP you do the work you need to do. Use AI to repurpose your content and/or create an outline for a new idea. Using content generated by AI alone, you’ll end up with bland, inconsistent (and sometimes factually wrong) copy. AI is a tool. Use it to structure or expand your content, not BE your content. Genuine content will always win. Use the time you save using AI to strengthen your content.
““Developing customized prompts and learning to automate manual tasks is likely going to be the focus of many marketers since this is likely to yield the highest return in terms of effectiveness and efficiency of their marketing efforts.” ”
When it comes to marketing in 2024, rather than cast a wide net to catch all kinds of fish, connect with your specific customer set on a personal level. This will enhance the likelihood of a successful catch, becoming the most effective way to do business.
“A human connection is what helps brands successfully connect with their customers; a connection it’s imperative to keep front and center in a world increasingly powered by AI.”
Your goal is to create authentic experiences to build trust, leading to greater engagement. For example, AI can help with analytics enabling you to first know what is important to your customers through interactions, then use data to personalize your content and offers for each customer.
“Thought leadership will become a critical differentiator for brands to ensure their content stands out and articulates something new that doesn’t already exist in the market today.”
Interactivity is important. Video, podcasts, events can help you connect. Your customers want insights and solutions to their problems. Authentic, relatable, high–value content coupled with transparency builds trust, helps to establish you and your brand as a thought leader. For websites, it’s time to quit using the vague homepage headers and fluffy marketing terms and start telling people what you actually do from the get-go.
“State what you do, who it’s for, why it matters, and what to do next with such clarity it can be understood in seconds.”
Using interactive tools connects users’ thoughts, feelings, & the frustration of dealing with their problem to your solution. Include a checklist of issues your prospective customers face, then provide a solution to the problem, or a cost-savings calculator that demonstrates the benefit of buying your product. Adding customer testimonials next to interactive tools, boost the effectiveness of your product in solving the customer’s problem with credibility and validity. Building that relationship will provide you with invaluable opportunities to interact with your customers and gain feedback that can prove to be invaluable. In addition, tools such as this, allow you to maintain customer privacy while gaining more reliable insights.
While social media gives you the opportunity to reach a large audience base, it’s difficult to build relationships with customers on social platforms. Focus your efforts in social media to social commerce. Short-form videos and ‘carousels’ allow for social shopping to occur through user-generated social proof extending the relationship between a brand and future/current customers.
“Savvy marketers will adapt by leaning into purpose-led content that resonates in ways AI can’t. Purpose-led means you have an exact understanding of who your brand helps and why it matters. It means you’re exceptionally dialed into the context in which your audience needs you, what they hope to gain, and how you make their lives better. And it means 100% of your content is focused on fulfilling their functional, emotional, and social needs in that context.”
Marketing tools such as newsletters can help you further educate, update, and remind interested parties why they follow you. Those who subscribe to your newsletter have demonstrated an interest in what you are sharing.
Reach is not as important as authentic experiences and engagement - be relatable. Your goal is to connect with other humans for real life relationship building. Efficiency will continue to be increasingly important. To do so, utilize tools such as AI to give you a baseline of content or analytics, and then focus your efforts through writing and data analysis to personalize your communications. AI is not intended to replace the work, but rather be an assistant to help.
Need help kick-starting your marketing efforts with AI? Contact Us for a free 30-minute consultation.
Fun Fact Friday
In an early example of an incident with AI home devices, a six-year-old used Alexa to order a dollhouse. Word about the hilarious mistake got around. A reporter from a local news station did a story about this, stating “I love the little girl saying, ‘Alexa ordered me a dollhouse.’” Viewers (owners of Google Home - Alexa) found their own devices went about ordering a dollhouse for them as well.