Blog
Sara Hobbis-Mutton
The world of AI is growing rapidly, and with it, the possibilities. Artificial intelligence (AI) has become a buzzword in the marketing world, promising to revolutionize the way businesses connect with their customers. While AI offers numerous benefits, it's essential to approach it with caution, as it also presents some challenges.
I first applied AI when I was working for TSB and writing PPC copy. I wanted to test how it would compare with my own work. I instructed Google's Gemini to improve existing short-form sentences. While it did improve the sentences, the results were less direct than needed due to the specific restrictions banks must follow when writing ads, such as tone of voice, word choice, and character limits. Personally, I found AI to be helpful for generating examples but preferred refining the output myself.
This led me to explore other areas of marketing where AI could improve efficiency. AI can enhance efficiency by automating repetitive tasks, allowing marketers to focus on strategic initiatives.
AI in Marketing
One example of AI in action is the widespread use of AI-powered chatbots for 24/7 customer service. These chatbots can help improve customer satisfaction by guiding customers through common issues online, reducing the need for in-person appointments or phone calls to call centers.
In a world that increasingly values personalized experiences, AI is a game-changer. It can sift through vast amounts of customer data to deliver personalized content and recommendations. Additionally, AI enables data-driven decision-making by analyzing data to identify trends, optimize campaigns, and predict customer behavior.
All of these benefits can lead to an increased return on investment.
However, just as we've all experienced the frustration of dealing with an unhelpful chatbot, there are significant disadvantages to consider.
The biggest threat, in my opinion, is the lack of creativity that AI can bring. As we rely more on AI, there is less room for the creative spark that only humans can provide.
AI may also result in companies becoming out of touch with customer needs due to its lack of human touch and understanding.
One of these paragraphs was written by Google's Gemini, is it obvious?
Curator Brands
A social media brand I adore is Emily Oberg’s Sporty and Rich. She is one of the original pioneers of this growing strategy where creators launch massively successful brands by first growing tailored audiences online.
She began as a fashion Curator, creating an Instagram page where she shared content with a specific vibe and aesthetic.
She grew an audience purely by curating other people's content. Once her audience was big enough she launched a fashion brand that spoke directly to that taste and sensibility.
This type of curator brand is something I think we are going to see a lot more of and there seems to be a specific playbook that is starting to emerge.
Add a Title
A break down
Step 1
Pick a niche to curate content with in.
Identify a topic and then create hyper specific content for that topic.
Step 2
Add your unique point of view
Find a way to layer on your POV. There are many different ways of doing this. Emily Olberg connected different references between associated faces and aesthetics in a way that fee unique.
Step 3
Build and engage a community
By creating points of interaction and engagement for example a broadcast channel.
Step 4
Create a product that speaks directly to your audience.
something that caters to their needs and preferences so that it is a sell out sucess.
Content Strategies
Instead of the standard content sampling, 2024 has seen brands take things to a whole new level. There has been some incredible creativity being poured through socials channels, and many long standing companies appear to be falling behind.
A Content Strategy that really caught my eye recently has been the shift towards finding that sweet spot between entertainment ad brand values and creating content around that, rather than just the products.
This drinks brand has really nailed that concept.
They have turned their social media into a dating show, where they go out onto the streets trying to match make singles.
“Are you single though?”
“I am indeed single”
A few reasons why this works so well
Firstly it is incredibly watchable content
Unsuspecting strangers being awkwardly match made in the street
What's not to like?
This creates its own natural storytelling and drama without the brand having to work hard
Secondly it's easy to film. All you need is a cameraman, or even just a phone, with a host and microphone. Extra points if it's a mini one, and your ready to go.
Finally, it cleverly ties back to their brand and products - Luv Jus.
