MARKETING
6 Marketing AI Predictions to Watch in 2023
AI has gone mainstream, and it’s slowly creeping into the day-to-day lives of marketers.
Although this technology is still in its early stages, it’s already changing how we work. With the help of AI-powered tools, marketers can automate a variety of tasks, from drafting email subject lines to scaling entire marketing campaigns.
If you’re curious about where AI is going — and how you can leverage it — we’ve listed six AI predictions to watch in 2023.
6 Marketing AI Predictions for 2023
- AI will give content marketers a significant lift.
- Consumers will demand more personalization, and AI can make it happen.
- We’ll see an influx of mediocre content generated by AI.
- Companies will embrace Responsible AI.
- AI will become a secret weapon for SEO strategists.
- AI will fit more naturally into the daily lives of marketers.
1. AI will give content marketers a significant lift.
Sure, artificial intelligence isn’t close to writing the next New York Times best seller. But it can streamline many content marketing tasks. Specifically, it can give marketers a lift in the writing process.
For example, picture a content marketer stuck in the content ideation stage. Instead of waiting for inspiration to strike, she inputs a prompt into an AI chatbot — such as, “Provide a few blog ideas about TikTok marketing” — and receives a list of ideas to get the ball rolling.
AI tools — like ChatGPT, Jasper, and HubSpot’s content assistant — can also do much of the legwork when it comes to research. These tools use complex algorithms to gather, analyze, and interpret information from across the web, identifying patterns and trends in a matter of seconds.
For example, suppose you need to write a video script to promote a product. To get started, you paste hundreds of customer reviews into an AI chatbot and ask it to summarize the key takeaways. Then, you use its output as a rough draft. In the end, you have a new ad highlighting everything your customers love about the product — and you did it in a fraction of the time.
Ultimately, we predict that AI will assist content marketers by executing tedious, repetitive tasks — like coming up with ideas, writing rough drafts, and summarizing large amounts of data.
2. Consumers will demand more personalization, and AI can make it happen.
78% of marketers say personalization has a “strong” or “extremely strong” impact on customer relationships.
While it was once extremely hard to create these experiences with older marketing techniques and technology, AI has opened the door for more pinpointed personalization opportunities.
Right now, AI is primarily used to help us “get things done,” but it has the power to help marketers scale faster, personalize more, and find target audiences easily.
We’re already seeing heavy AI personalization in the marketing industry. For example, many tools allow brands to send marketing emails with names and personalized information based on contact list information. In retail, consumers regularly get emails or e-commerce recommendations for certain products based on what they’ve recently viewed or purchased.
With evolving technology and our ability to capture data on prospects and customers, it’s not shocking to think that AI-based personalization trend will grow stronger in the near future. In 2023 specifically, expect AI to be used more and more to create solid one-to-one personalization.
3. We’ll see an influx of mediocre content generated by AI.
Because AI can churn out content at lightning speeds, some marketers may ramp up their content demands too quickly. As a result, we’ll see an influx of AI-generated content that’s far from perfect.
This leads to an important point: AI is better left for the first draft, not the last. For example, AI-written content may look flawless on the surface, but it lacks critical human elements, like humor, empathy, and cultural context.
Copying and pasting it’s output into your marketing isn’t enough. You need to add your own brand voice and perspective.
On top of that, generative AI works with limited data, so the information it uses may be outdated, incorrect, or even biased. To get around this, marketers must put guardrails in place to maintain quality.
4. Companies will embrace “Responsible AI.”
To state the obvious, AI systems rely on data to make decisions. This data comes from various places, including social media posts, online databases, public records, and general online activity (e.g., posting a review on Yelp).
While this process seems harmless enough, it can reveal a lot about a person’s life. What’s more, consumers may not be aware that their information is being used to make decisions that can affect them.
Currently, companies are expected to self-regulate when it comes to using AI. But as privacy concerns continue to mount, we predict more companies will implement their own AI guidelines.
For example, Microsoft has developed its own Responsible AI Standard which relies on six principles: fairness, reliability and safety, privacy and security, inclusiveness, transparency, and accountability.
Ultimately, data is the fuel for most AI systems. The problem? If consumers don’t trust AI, they’ll keep a safe distance. Therefore, accountability and transparency from companies will go a long way in 2023.
5. AI will become a secret weapon for SEO strategists.
We predict SEO strategists will reap huge benefits from AI in the coming year, thanks to its ability to automate time-consuming tasks.
This type of self-driving technology can identify relevant keywords, conduct competitive analysis, and optimize webpages, such as fixing broken links, duplicate content, and incomplete meta descriptions.
For example, Campbell’s Soup uses AI-powered SEO automation to compress 75,000 images in a single day. This allows the brand to rank on page one of SERPs for 4,000 keywords within a few weeks.
The best part? AI is helping human SEO marketers rather than making their jobs obsolete. AI technology allows SEO experts to get results that aren’t possible without machines. Not worrying about a mountain of SEO-related tasks frees them up to work on more intensive projects.
Because it benefits web traffic and results, expect the investment into AI-powered SEO tools to grow.
6. AI will fit more naturally into the daily lives of marketers.
AI is already having a huge impact on the marketing industry. That said, many marketers are still exploring AI and its potential.
Those who embrace this technology — and integrate it into their workflow— can maintain a competitive edge while saving time in the process.
As AI tools get more user-friendly, eventually they’ll becoming so natural to your work that you don’t notice it. As John McCarthy, one of the fathers of AI, once said, “As soon as it works, no one calls it AI anymore.”
Back to You
It’s 2023, and AI has gone mainstream. There’s no denying its potential to transform a variety of industries, and marketing is no exception. It can help companies create more, scale faster, and build more personalized experiences. But to pull it off, marketers must stay agile as they embrace and innovate with AI.
MARKETING
Quiet Quitting vs. Setting Healthy Boundaries: Where’s The Line?
MARKETING
Microsoft unveils a new small language model
Phi-3-Mini is the first in a family of small language models Microsoft plans to release over the coming weeks. Phi-3-Small and Phi-3-Medium are in the works. In contrast to large language models like OpenAI’s ChatGPT and Google’s Gemini, small language models are trained on much smaller datasets and are said to be much more affordable for users.
We are excited to introduce Phi-3, a family of open AI models developed by Microsoft. Phi-3 models are the most capable and cost-effective small language models (SLMs) available, outperforming models of the same size and next size up across a variety of language, reasoning, coding and math benchmarks.
What are they for? For one thing, the reduced size of this language model may make it suitable to run locally, for example as an app on a smartphone. Something the size of ChatGPT lives in the cloud and requires an internet connection for access.
While ChatGPT is said to have over a trillion parameters, Phi-3-Mini has only 3.8 billion. Sanjeev Bora, who works with genAI in the healthcare space, writes: “The number of parameters in a model usually dictates its size and complexity. Larger models with more parameters are generally more capable but come at the cost of increased computational requirements. The choice of size often depends on the specific problem being addressed.”
Phi-3-Mini was trained on a relatively small dataset of 3.3 trillion tokens — instances of human language expressed numerically. But that’s still a lot of tokens.
Why we care. While it is generally reported, and confirmed by Microsoft, that these SLMs will be much more affordable than the big LLMs, it’s hard to find exact details on the pricing. Nevertheless, taking the promise at face-value, one can imagine a democratization of genAI, making it available to very small businesses and sole proprietors.
We need to see what these models can do in practice, but it’s plausible that use cases like writing a marketing newsletter, coming up with email subject lines or drafting social media posts just don’t require the gigantic power of a LLM.
Dig deeper: How a non-profit farmers market is leveraging AI
MARKETING
Navigating the Video Marketing Maze: Short-Form vs. Long-Form
Are you torn between using long-form or short-form videos for your small business marketing campaign? Well, you are not alone. Despite 89% of consumers wanting to see more brand videos, there is no one-size-fits-all answer about the ideal video length.
However, this should not deter you from creating an effective video strategy. In 2023, people watched an average of 17 videos per day, highlighting the influence of video content in today’s digital landscape.
Both short-form and long-form videos offer unique advantages and come with their set of challenges. Join me as I uncover the benefits and limitations of each video format to help you make informed marketing decisions.
What are Short-Form Videos?
Short videos typically range from 30 seconds to less than 10 minutes long. They are popular on social media platforms like TikTok, Instagram, Snapchat, and YouTube.
Short-form videos deliver brief yet engaging messages that quickly capture the viewer’s attention. Here are some popular types of short-form video content.
- TikTok Challenges
- Instagram Reels
- Snapchat Stories
- YouTube Shorts
- Twitter Video Ads
Benefits of Short-Form Videos
A previously cited report shows that 39% of marketers find short-form videos, ranging from 30-60 seconds long, more successful. The same study reports that 44% of customers prefer watching a short video to learn about a brand’s offerings.
So, it is evident that short-form videos have their benefits. Let’s take a closer look at some of them.
Attention-Grabbing
Short-form videos capture attention quickly, making them ideal for the fast-scrolling nature of social media platforms. Your audience is more likely to watch them in their entirety compared to longer content.
Cost-Effective Production
Creating short-form videos requires less time and resources compared to longer videos. As a small business owner with a limited budget, using short-form videos can be cost-effective.
Increased Engagement
Short-form videos engage viewers due to their crisp and concise nature. This results in more likes, comments, and shares that boost your content’s visibility and increase brand awareness.
Integrating short-form videos into your influencer marketing campaigns can further amplify your reach to new and diverse audiences.
Highly Shareable
Short videos are highly shareable. This makes it more likely for your viewers to share them, increasing their virality.
Want to get certified in Content Marketing?
Leverage the tools and channels to predictably and profitably drive awareness, leads, sales, and referrals—EVERYTHING you need to know to become a true master of digital marketing. Click Here
There are multiple benefits of adding video to your website including increased engagement, improved SEO, and enhanced user experience.
Limitations of Short-Form Videos
While short-form videos offer many advantages in content marketing, they also present some challenges.
Limited Message Depth
Due to their brief duration, short-form videos may struggle to convey complex or detailed messages. Longer videos might be more suitable if you need to communicate intricate information.
Competition for Attention
Standing out on platforms flooded with short-form video content can be challenging. You must create content that stands out to avoid becoming lost in the sea of other videos.
Shorter Lifespan
Short videos may lose their relevance with time. They can quickly get buried in users’ feeds, leading to a shorter visibility and engagement period than longer, evergreen content.
This means you must consistently create short-form videos to maintain audience interest over time.
Limited SEO Impact
Short-form videos may be more challenging to optimize for search engines than longer, more keyword-rich content. This can affect the discoverability of your content outside the social media scene.
What are Long-Form Videos?
Long-form videos are typically longer, ranging from a few minutes to several hours. They extend beyond a few minutes to several hours, providing ample time for in-depth topic exploration and detailed content.
These videos are particularly suitable for educational content, product demonstrations, and narrative-driven storytelling. Long-form videos are common on platforms like YouTube and Vimeo. Common types of long-form video content include:
- YouTube Series
- Webinars
- Educational Tutorials and Courses:
- Behind-the-Scenes Content
- Interviews and Conversations
Advantages of Long-Form Videos
Long-form video content is the fastest-growing segment, with videos above 30 minutes experiencing tremendous growth over the years. Let’s explore some of the benefits behind this growth.
Establishes Expertise and Credibility
Long-form videos allow you to provide in-depth information about various subjects, establishing your brand as an authority. Potential customers will likely trust and rely on your insights when you consistently deliver valuable content.
Builds Strong Audience Connections
The more your audience watches your videos, the more they become familiar with your content and brand. This consistent engagement promotes trust and loyalty, helping you create deeper connections with your audience.
Provide SEO Optimization Opportunities
Long-form videos keep your audience engaged for a longer duration than short ones. This signals search engines that your content provides value, resulting in higher rankings and increased visibility.
Besides, these videos provide opportunities to optimize for relevant keywords. This Attrock guide offers more insights into the value of SEO for your small business.
They Are Sustainable
Unlike short videos, well-produced and valuable long-form videos have an extended shelf life. They can continue to attract views and engagement over an extended period, contributing to a sustainable content strategy.
Instagram reels are also a part of short videos and you can get benefits from this platform by integrating it with your website. You can learn how to embed Instagram Reels on websites and get extra benefits from your Reels.
Drawbacks of Long-Form Videos
Despite their benefits, long-form videos also have certain limitations, including:
Attention Span Challenges
Between distractions, juggling tasks, and information overload, user attention span quickly diminishes. Viewers may lose interest and disengage from your long video before its conclusion.
Are You Ready to Master Social Media?
Become a Certified Social Media Specialist and learn the newest strategies (by social platform) to draw organic traffic to your social media sites.
Complex Production Process
Creating high-quality long-form videos requires more resources, including time, equipment, and skilled personnel. This can be disadvantageous, especially for small businesses with limited budgets.
Platform Limitations
Some social media platforms and video hosting sites may limit video length, making it challenging to distribute long-form video content. You may then be forced to repurpose your content to suit various platforms.
Short-Form or Long-Form Videos: Which Are Better?
Now that you know the benefits and limitations of each format, which one should you choose? Short-form or long-form videos?
Well, it all boils down to considering several factors, such as:
Content Objectives
What do you want to achieve from your video marketing campaign? Short-form videos are highly effective for quick brand exposure and generating buzz. Long-form videos, on the other hand, contribute to a more in-depth understanding of the brand.
Target Audience Preferences
Audiences with short attention spans likely prefer short-form videos, while long-form videos appeal to those seeking a more immersive experience.
Similarly, short-form videos may appeal more to younger audiences, while older demographics may prefer the depth of long-form content.
Platform Dynamics
Various platforms support different content formats. Short-form videos are well-suited for platforms like TikTok, Instagram, and Snapchat. On the other hand, platforms like YouTube and Vimeo are better for hosting longer videos.
Industry Type
Short-form videos would be ideal if your industry thrives on trends, entertainment, and quick messages. However, long-form videos are effective for industries requiring in-depth explanations or educational content.
Bottom Line
Ultimately, choosing short-form or long-form videos depends on your business’s specific needs and goals. Since both formats have advantages and limitations, making a choice may prove difficult.
However, it doesn’t have to be an uphill task. The key lies in recognizing when to incorporate each video format into your marketing strategy. Understanding your audience and its needs allows you to combine both formats strategically, maximizing the benefits of each.
Continuously analyze performance metrics and adapt your video marketing strategy accordingly to ensure optimal engagement and conversion rates.
-
MARKETING6 days ago
Effective Communication in Business as a Crisis Management Strategy
-
SEARCHENGINES6 days ago
Google Won’t Change The 301 Signals For Ranking & SEO
-
SEO6 days ago
brightonSEO Live Blog
-
PPC6 days ago
9 Ecommerce Trends to Boost Your Business in 2024
-
SEO7 days ago
How To Write ChatGPT Prompts To Get The Best Results
-
SEO4 days ago
Google March 2024 Core Update Officially Completed A Week Ago
-
WORDPRESS5 days ago
9 Best WooCommerce Multi Vendor Plugins (Compared)
-
SEARCHENGINES5 days ago
Daily Search Forum Recap: April 25, 2024