MARKETING
How marketers benefit from AI and how we’re innovating
In a recent wave of popularity, artificial intelligence (AI) and machine learning (ML)-based technology are infiltrating marketing ecosystems and becoming must-haves. According to the Content Marketing Institute, AI is a top content marketing trend for 2023, with marketing experts predicting it will “transform creativity and content.”
Let’s take a deeper dive into how it’s changing the game for marketers, and how we’re innovating with AI in our Content Marketing Platform.
AI: Changing the way marketers work
Automation and improved marketing
All marketers know the value of automation, and when coupled with AI, teams can benefit from deeper data insights and improved efficiencies. For example, AI deals with intelligent algorithms that can learn and analyze data, such as customer behavior. This can allow marketers to create a more personalized digital experience based on a prospective customer’s actions, automatically serving them the right content at the right time. Data shows that personalization can boost revenue 10-15%, having a big impact on bottom line.
Marketers can also use AI to automate SEO optimization, taking competitive analysis into account, ensuring that content has the right keywords, and that it’s structured for the best chance of ranking — with the click of a button.
Sparking ideation and creativity
The development of AI is happening at a rapid rate, but experts have noted that it still has a long way to go (and possibly will never fully meet human potential). For content marketers, it can be an excellent tool when used as a supplement to spark ideation and creativity (it may or may not have been used to create this paragraph). Predictive text can help get words on the screen when writer’s block strikes, and AI-enabled content recommendations can provide ideas for new and relevant content.
Marketers can also benefit from AI-generated images, videos, and music, making the multimedia creation process easier than ever.
AI content generation in Optimizely’s CMP
Have you ever searched endlessly for the perfect image to accompany an article, just to find that you’ll need to request a custom image from your design team? Or have you been tasked with writing a piece of content, but need a spark to get your creative juices flowing? With the new AI Content Generator available in Optimizely CMP, users can generate intelligent text or their ideal image, in just a few clicks. Users can ensure their content is exceptional with the help of the Optimizer feature available within the Editor, which scans text for readability and offers recommendations for SEO.
How it works:
- Navigate to the Content tab in a new or existing Task
- Click +Add Content
- Hover over “Generate” and choose “Image” or “Text”
- Complete the popup prompt
- Click “Generate”
- Choose the image or the text that best suits your needs
- To optimize generated text, click the Optimizer tab on the right-hand panel and add target keywords in the Keyword Analysis section
Try it out in your CMP instance or create a free account!
MARKETING
Trends in Content Localization – Moz
Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.
Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.
Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.
MARKETING
How AI Is Redefining Startup GTM Strategy
MARKETING
More promotions and more layoffs
For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.
The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.
Dig deeper: How to overcome marketing budget cuts and hiring freezes
Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643.
Here are the median salaries by role:
- Senior management $199,653
- Director $157,776
- Manager $99,510
- Staff $89,126
Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.
One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%).
Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.
Dig deeper: Skills-based hiring for modern marketing teams
Employee turnover
In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”
Men and Women
This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.
In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.
Methodology
The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents.
Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.
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