+36301902575

info@g2amarketing.hu

08.00 - 17.00

AI in Marketing
AI in Marketing Blanka August 30, 2024

Summary

In 2024, AI will be at the forefront of marketing trends, addressing evolving consumer expectations and enhancing efficiency. Generative AI improves messaging, while human creativity ensures authenticity. Marketers will adapt to less data due to privacy laws, use AI for targeted account-based marketing, and leverage automation for scalable campaigns.

“It should come as no surprise that in 2024, the biggest marketing trends will center around the possibilities of AI. Today, marketers are faced with pressing challenges to navigate evolving consumer expectations and consumption habits in today’s media landscape, which is fragmented and shifting dramatically — all while delivering business outcomes more efficiently.”
                         – Sean Downey, Google’s president of Americas and global partners

Harnessing Generative AI to Improve Messaging Performance

Generative AI is becoming a game-changer in improving brand and messaging performance. Christy Marble, a seasoned CMO, predicts that as marketers experiment and learn to use AI responsibly, it will transform how brands communicate. By integrating messaging frameworks into AI platforms, marketers can ensure consistency and differentiation in their content.
– Content Creation: 46% of marketers use AI tools for content creation.
– Messaging Frameworks: Utilize AI-enabled platforms to maintain on-brand messaging.
– Content Quality: Focus on using AI to enhance content relevance and value rather than increasing content volume.

Crafting Unique Branding with “Human Intelligence”

In 2024, the rise of AI-generated content means standing out with high-quality, human-led content is more important than ever. Holly Bowyer and Julie Neumark from Media & Marketing Minds stress the need to balance AI efficiency with human creativity and authenticity. AI should assist in research and brainstorming, but the core messaging must remain human-first to ensure genuine engagement.
– Authenticity: Create unique, high-value content that reflects your brand’s human voice.
– AI as an Assistant: Use AI for research and refining messaging, not as the sole creator.
– Human Touch: Maintain a strong human element in your content to connect with your audience.

Becoming More Purpose-Led as Generative AI Transforms Buyer Journeys

As SEO strategies evolve with the integration of generative AI, purpose-led content will become essential. Nikki Lam from Neil Patel Digital and Andrew Wheeler from Skyword emphasize the importance of creating content that resonates deeply with your audience. Brands must focus on delivering relevant, purpose-driven content to stand out in a crowded digital landscape.
– SEO Shifts: Adapt SEO strategies to accommodate generative AI in search.
– Purpose-Led Content: Create content that fulfills your audience’s functional, emotional, and social needs.
– Relevance: Ensure your content remains relevant and impactful, even in a tough economy.

Owning the Customer Experience

Marketing leaders will expand their influence to cover every aspect of the customer experience, from awareness to post-purchase support. Christina Mautz, a growth CMO, emphasizes the need to understand customers deeply and ensure consistent, brand-aligned experiences throughout the customer journey.
– Customer Focus: Elevate marketing’s role in customer advocacy and loyalty.
– End-to-End Experience: Influence all touchpoints in the customer experience flywheel.
– Consistency: Maintain brand consistency across all customer interactions.

Making More Decisions with Less Data

With privacy laws and changing cookie policies, marketers will need to adapt to making decisions with less data. Andy Crestodina from Orbit Media suggests focusing on timeless strategies like creating videos, publishing research reports, and collaborating with influencers to build awareness and trust.
– Low-Data Era: Adapt to making decisions with limited data.
– Timeless Strategies: Focus on proven methods to build awareness and trust.
– Fundamentals: Stick to foundational marketing principles.

Preparing for Generative AI in Search

Google’s SGE roll-out in 2024 will impact content marketing and SEO. Marketers should prepare by focusing on unique, late-stage content and investing in rich content experiences. Casey Carey from Quantive outlines steps to update your strategy and communicate expectations.
– SEO Changes: Prepare for generative AI’s impact on search results.
– Content Strategy: Focus on personality-driven content and rich experiences.
– Proactive Planning: Communicate changes and update strategies early.

Using an Account-Based Approach for More Than Just Enterprise

Account-based marketing (ABM) is no longer limited to enterprise customers. Sydney Sloan from Drata highlights the evolution of platforms that enable targeted messaging and campaigns. By segmenting customers and aligning with SDR teams, marketers can create effective, personalized outreach.
– ABM Evolution: Use ABM for targeted messaging beyond enterprise customers.
– Segmented Campaigns: Create personalized campaigns that address specific challenges.
– Efficiency: Focus on high-quality opportunities with smarter budget allocation.

Leveraging Automation & GTM Plays

Automation and go-to-market (GTM) plays will dominate marketing strategies in 2024. Bryan Law from ZoomInfo emphasizes the importance of leveraging data for targeting and integrating AI tools for scalable campaigns.
– Automation: Increase investment in AI and automation for efficient campaigns.
– GTM Plays: Use data-driven, scalable GTM strategies for better results.
– Integration: Combine AI tools with robust data for targeted marketing efforts.

The marketing landscape in 2024 will be shaped by AI, personalization, and purpose-driven content. Marketers must stay ahead of these trends while maintaining a strong focus on understanding and meeting customer needs. By leveraging AI responsibly and integrating it with human creativity, brands can create impactful, engaging experiences that drive growth and loyalty.

Leave a Reply

Skip to content