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Authenticity vs AI: How to Stand Out from the Noise!



Authenticity vs AI: How to Stand Out from the Noise!

How to build a content campaign that drives sales quarter after quarter. 

We all know the importance of creating content– but creating content for the sake of it doesn’t often result in increased sales. Content campaigns are a great way to engage your audience, build brand awareness, and drive sales quarter after quarter.

In this article, you’ll learn how to create a 90-day content campaign that will deliver lasting value to your business, move prospects through the customer journey more efficiently and effectively, and drive sales! Let’s get started!

6 Levels of Customer Awareness

As your prospects move through the customer journey, their awareness of your brand and offer increases.

In 1966 Breakthrough Advertising, marketer and author Eugene Schwartz identified five stages of customer awareness. Since then, digital marketing has evolved significantly, creating the need for a sixth level of customer awareness that DigitalMarketer introduced.

First, we’ll walk through each level of customer awareness and then create a content campaign that moves prospects through these levels to increase the speed and efficiency of your customer journey. 

1. Unaware Stage

Customers in the unaware stage have no knowledge of the problem or perceived need for a solution. To catch a prospect’s attention and keep it, we need to stop the scroll. The best way to do that is with entertainment! 


Types of entertaining content for the unaware stage: 

  1. Shock and Awe
  2. Amazing Demos
  3. Data/Research


Tip: As you scroll social media and the internet, think about the advertisements and content that catch your attention. 

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2. Problem-Aware Stage

Customers in the Problem-Aware Stage know they have a problem but don’t know if a solution exists. They are in need of hope as they search to discover if a solution is available. 

Types of hopeful content for the problem-aware stage:

  1. Question & Answer (Q&A)
  2. How-Tos
  3. Brand Case Study
  4. Success Stories 


Tip: Leverage tools like AI to help identify what questions customers may have in your industry or niche. 

3. Solution-Aware Stage

Customers in the Solution-Aware Stage are researching and comparing their options. They need clarity so they can efficiently and effectively choose the best option for them. 

Types of clarifying content for the solution-aware stage: 

  1. Demos
  2. Tricks & Hacks
  3. Comparisons


Tip: Spend some time researching your competition to understand exactly what your customer is comparing you to so you can address their concerns.

4. Offer Aware Stage

Customers in the Offer Aware Stage are getting ready to make their decision but want to confirm that their choice is going to deliver the outcome they want. They need assurance that you are the right choice

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Types of assuring content for the offer aware stage: 

  1. Testimonials
  2. Social Proof
  3. Behind-The-Scenes


Tip: Ask existing customers about the main objections they had before buying and create content that overcomes those objections.    

5. The Most Aware Stage

Customers in the Most Aware Stage know you are the best solution for them, but they need a reason to buy now instead of waiting for a better time. The best way to motivate action is with novelty. 

Types of novel content for the most aware stage: 

  1. Scarcity & Urgency
  2. Feature Release
  3. Product Launch
  4. Promotion, Sale, Bonus


Tip: There are many ways to create a sense of urgency, scarcity or loss aversion in your customers without sales, including bonus stacking and limited-time offers. 


6. Disengaged Stage

Customers in the Disengaged Stage need to be reminded of their connection to your brand and why you are an important part of their life. They need to be romanced so they can feel the ‘warm and fuzzies’ beyond what you are selling.  

Types of romance content for the disengaged stage: 

  1. Origin Stories
  2. Behind-The-Scenes
  3. Bloopers
  4. Mission Statements


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Tip: Think about your experience as a consumer and reflect on times when you became disengaged with a brand. What caught your attention and brought you back? 

The 90-Day Campaign Framework

The purpose of the 90-day campaign is to leverage your organic content to move prospects through the levels of customer awareness and lead them to a promotional period.

This ensures that more prospects are offer informed and ready to buy while giving your content an overall strategy and consistency across platforms. Most businesses have a significant promotional period, sale, launch or event each quarter, making this an ideal timeline. 

Evergreen Content

One of the biggest benefits of this framework is that your content is evergreen, meaning it will continue to drive traffic and conversions long after it’s published. You can easily drive ads to your pillar content, leverage remarketing ads to those who visit your pillar content, repurpose content for future campaigns, and make simple updates to keep the content relevant. 

Campaign Offer & Theme

The 90-day campaign is used to promote one offer, and each piece of content created should be directly tied to the offer and the ideal customer. Choosing a unifying theme beyond just your offer can help tie all content throughout the campaign together and increase its effectiveness.


Effective themes are taken directly from your customer avatar and can be a) a problem that your offer solves, b) a fear that your offer overcomes or c) a perspective shift that your ideal client needs to successfully achieve their desired outcome.

Campaign Timeline 

The 90-day campaign timeline starts with 8 weeks of pre-promotion, followed by a 2-week promotional period and finishes 2 weeks of post-promotion nurturing. 

Authenticity vs AI How to Stand Out from the Noise

Content Distribution

There are three primary distribution channels used in this content campaign. However, additional channels may be added. 

  1. Website (Blog) 

The first channel is your website, where you will post pillar content pieces in the form of articles, videos or podcasts. These pillar pieces should include advertisements for your lead magnet to increase email subscribers, along with advertisements for the chosen offer you are promoting throughout the campaign. 

  1. Email 

You will be splintering and distributing the pillar content to your email list to drive traffic to your website and increase engagement. During the promotional phase of this campaign, you’ll send a promotional email sequence to drive sales.  

  1. Social Media 

You will also be splintering and distributing pillar content to social media channels with the goal of driving traffic to your website and delivering value to your audience in advance of the sale. 

Creating & Splintering Content 

Each piece of pillar content is splintered to create nurturing emails and social media content. This reduces the overall workload of the campaign because you are only creating the pillar pieces from scratch, and all other content is simply splintered from the existing content. This also allows you to move prospects on your social media channels and email list through the levels of customer awareness, increase email subscribers and drive traffic to your website.

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Sequence Matters

As Ryan Deiss says, “sequence matters!” You don’t want to ‘propose on the first date,’ which is why this framework is so effective in nurturing relationships, warming up leads, and increasing conversions. It’s important not to alter the sequence of this framework; however, you can increase the amount of content used in a campaign. 

The Promotional Email Sequence

Each piece of pillar content should promote your lead magnet, and you should also promote your lead magnet on your marketing channels throughout the pre-promotion period.

Each week of the campaign, you send out nurturing emails to your list, and although some leads will join your list later in the campaign, you can leverage email analytics to identify the warmest leads on your list by their open rates and click-through rates.

The email promotional campaign is designed to continue moving prospects through the levels of awareness while driving sales or conversions. 


On all emails except the first and last email of the sequence, I recommend providing a “soft opt-out” option for subscribers to unsubscribe from the promotional email sequence without being removed from your list. This tactic decreases unsubscribes while allowing you to better segment your list for future campaigns. 

Romance After The Campaign

Prospects often need additional nurturing post-promotion, especially if they didn’t feel ready to buy. The post-promotion period is used to reconnect with your audience and nurture them with value before beginning another campaign. This can be a buffer period to strategize and plan your next campaign. 

Campaign Best Practices

Here are a few best practices to help you make the most of this 90-day campaign framework.

Campaign #3

This campaign framework is incredibly powerful, but like most marketing campaigns, consistency is critical. Often the first few campaigns will involve a lot of testing and learning and may not deliver instant results.

The most dramatic results come with consistency, and usually, the third campaign is when you’ll start noticing dramatic sales increases. Give yourself time and recognize that there are no silver bullets to success, but following this framework consistently will be about as close as possible. 

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Video Marketing

There’s no denying the power of video marketing, and showing up consistently on video is like adding a turbo boost to your relationship-building abilities. Whenever possible, leverage video marketing throughout the campaign. 

Overcome Objections & Answer Questions 

If you know the common objections and questions your ideal customers will ask, address them in your content. Use FAQ sections in your pillar content to tackle those common objections and questions, and distribute the information to your email and social channels.

AI & Execution 

You can leverage the power of AI throughout the campaign, from planning to execution. AI can be used for topic ideation and building your pillar content. You can also summarize and splinter your pillar content into emails and social media posts.

Optimizing the AI output is the key to successfully using AI in this process. You will not see success using this framework if you simply let AI do the work for you. You must add your brand voice and optimize the content to meet your ideal customers’ needs and wants. 


With this 90-day content campaign framework, you can create content that moves prospects through the customer journey more efficiently and effectively while driving sales. The process is simple to understand and execute, helps you develop valuable evergreen content, works for any industry, and can be replicated time and time again.

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Tinuiti Marketing Analytics Recognized by Forrester



Tinuiti Marketing Analytics Recognized by Forrester


By Tinuiti Team

Rapid Media Mix Modeling and Proprietary Tech Transform Brand Performance


Tinuiti, the largest independent full-funnel performance marketing agency, has been included in a recent Forrester Research report titled, “The Marketing Analytics Landscape, Q2 2024.” This report comprehensively overviews marketing analytics markets, use cases, and capabilities. B2C marketing leaders can use this research by Principal Analyst Tina Moffett to understand the intersection of marketing analytics capabilities and use cases to determine the vendor or service provider best positioned for their analytics and insights needs. Moffett describes the top marketing analytics markets as advertising agencies, marketing dashboards and business intelligence tools, marketing measurement and optimization platforms and service providers, and media analytics tools.

As an advertising agency, we believe Tinuiti is uniquely positioned to manage advertising campaigns for brands including buying, targeting, and measurement. Our proprietary measurement technology, Bliss Point by Tinuiti, allows us to measure the optimal level of investment to maximize impact and efficiency. According to the Forrester report, “only 30% of B2C marketing decision-makers say their organization uses marketing or media mix modeling (MMM),” so having a partner that knows, embraces, and utilizes MMM is important. As Tina astutely explains, data-driven agencies have amplified their marketing analytics competencies with data science expertise; and proprietary tools; and tailored their marketing analytics techniques based on industry, business, and data challenges. 

Our Rapid Media Mix Modeling sets a new standard in the market with its exceptional speed, precision, and transparency. Our patented tech includes Rapid Media Mix Modeling, Always-on Incrementality, Brand Equity, Creative Insights, and Forecasting – it will get you to your Marketing Bliss Point in each channel, across your entire media mix, and your overall brand performance. 

As a marketing leader you may ask yourself: 

  • How much of our marketing budget should we allocate to driving store traffic versus e-commerce traffic?
  • How should we allocate our budget by channel to generate the most traffic and revenue possible?
  • How many customers did we acquire in a specific region with our media spend?
  • What is the impact of seasonality on our media mix?
  • How should we adjust our budget accordingly?
  • What is the optimal marketing channel mix to maximize brand awareness? 

These are just a few of the questions that Bliss Point by Tinuiti can help you answer.

Learn more about our customer-obsessed, product-enabled, and fully integrated approach and how we’ve helped fuel full-funnel outcomes for the world’s most digital-forward brands like Poppi & Toms.

The Landscape report is available online to Forrester customers or for purchase here


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Ecommerce evolution: Blurring the lines between B2B and B2C



Ecommerce evolution: Blurring the lines between B2B and B2C

Understanding convergence 

B2B and B2C ecommerce are two distinct models of online selling. B2B ecommerce is between businesses, such as wholesalers, distributors, and manufacturers. B2C ecommerce refers to transactions between businesses like retailers and consumer brands, directly to individual shoppers. 

However, in recent years, the boundaries between these two models have started to fade. This is known as the convergence between B2B and B2C ecommerce and how they are becoming more similar and integrated. 

Source: White Paper: The evolution of the B2B Consumer Buyer (ClientPoint, Jan 2024)


What’s driving this change? 

Ever increasing customer expectations  

Customers today expect the same level of convenience, speed, and personalization in their B2B transactions as they do in their B2C interactions. B2B buyers are increasingly influenced by their B2C experiences. They want research, compare, and purchase products online, seamlessly transitioning between devices and channels.  They also prefer to research and purchase online, using multiple devices and channels.

Forrester, 68% of buyers prefer to research on their own, online . Customers today expect the same level of convenience, speed, and personalization in their B2B transactions as they do in their B2C interactions. B2B buyers are increasingly influenced by their B2C experiences. They want research, compare, and purchase products online, seamlessly transitioning between devices and channels.  They also prefer to research and purchase online, using multiple devices and channels

Technology and omnichannel strategies

Technology enables B2B and B2C ecommerce platforms to offer more features and functionalities, such as mobile optimization, chatbots, AI, and augmented reality. Omnichannel strategies allow B2B and B2C ecommerce businesses to provide a seamless and consistent customer experience across different touchpoints, such as websites, social media, email, and physical stores. 

However, with every great leap forward comes its own set of challenges. The convergence of B2B and B2C markets means increased competition.  Businesses now not only have to compete with their traditional rivals, but also with new entrants and disruptors from different sectors. For example, Amazon Business, a B2B ecommerce platform, has become a major threat to many B2B ecommerce businesses, as it offers a wide range of products, low prices, and fast delivery

“Amazon Business has proven that B2B ecommerce can leverage popular B2C-like functionality” argues Joe Albrecht, CEO / Managing Partner, Xngage. . With features like Subscribe-and-Save (auto-replenishment), one-click buying, and curated assortments by job role or work location, they make it easy for B2B buyers to go to their website and never leave. Plus, with exceptional customer service and promotional incentives like Amazon Business Prime Days, they have created a reinforcing loyalty loop.

And yet, according to Barron’s, Amazon Business is only expected to capture 1.5% of the $5.7 Trillion addressable business market by 2025. If other B2B companies can truly become digital-first organizations, they can compete and win in this fragmented space, too.” 


If other B2B companies can truly become digital-first organizations, they can also compete and win in this fragmented space

Joe Albrecht
CEO/Managing Partner, XNGAGE

Increasing complexity 

Another challenge is the increased complexity and cost of managing a converging ecommerce business. Businesses have to deal with different customer segments, requirements, and expectations, which may require different strategies, processes, and systems. For instance, B2B ecommerce businesses may have to handle more complex transactions, such as bulk orders, contract negotiations, and invoicing, while B2C ecommerce businesses may have to handle more customer service, returns, and loyalty programs. Moreover, B2B and B2C ecommerce businesses must invest in technology and infrastructure to support their convergence efforts, which may increase their operational and maintenance costs. 

How to win

Here are a few ways companies can get ahead of the game:

Adopt B2C-like features in B2B platforms

User-friendly design, easy navigation, product reviews, personalization, recommendations, and ratings can help B2B ecommerce businesses to attract and retain more customers, as well as to increase their conversion and retention rates.  

According to McKinsey, ecommerce businesses that offer B2C-like features like personalization can increase their revenues by 15% and reduce their costs by 20%. You can do this through personalization of your website with tools like Product Recommendations that help suggest related products to increase sales. 


Focus on personalization and customer experience

B2B and B2C ecommerce businesses need to understand their customers’ needs, preferences, and behaviors, and tailor their offerings and interactions accordingly. Personalization and customer experience can help B2B and B2C ecommerce businesses to increase customer satisfaction, loyalty, and advocacy, as well as to improve their brand reputation and competitive advantage. According to a Salesforce report, 88% of customers say that the experience a company provides is as important as its products or services.

Related: Redefining personalization for B2B commerce

Market based on customer insights

Data and analytics can help B2B and B2C ecommerce businesses to gain insights into their customers, markets, competitors, and performance, and to optimize their strategies and operations accordingly. Data and analytics can also help B2B and B2C ecommerce businesses to identify new opportunities, trends, and innovations, and to anticipate and respond to customer needs and expectations. According to McKinsey, data-driven organizations are 23 times more likely to acquire customers, six times more likely to retain customers, and 19 times more likely to be profitable. 

What’s next? 

The convergence of B2B and B2C ecommerce is not a temporary phenomenon, but a long-term trend that will continue to shape the future of ecommerce. According to Statista, the global B2B ecommerce market is expected to reach $20.9 trillion by 2027, surpassing the B2C ecommerce market, which is expected to reach $10.5 trillion by 2027. Moreover, the report predicts that the convergence of B2B and B2C ecommerce will create new business models, such as B2B2C, B2A (business to anyone), and C2B (consumer to business). 

Therefore, B2B and B2C ecommerce businesses need to prepare for the converging ecommerce landscape and take advantage of the opportunities and challenges it presents. Here are some recommendations for B2B and B2C ecommerce businesses to navigate the converging landscape: 

  • Conduct a thorough analysis of your customers, competitors, and market, and identify the gaps and opportunities for convergence. 
  • Develop a clear vision and strategy for convergence, and align your goals, objectives, and metrics with it. 
  • Invest in technology and infrastructure that can support your convergence efforts, such as cloud, mobile, AI, and omnichannel platforms. 
  • Implement B2C-like features in your B2B platforms, and vice versa, to enhance your customer experience and satisfaction.
  • Personalize your offerings and interactions with your customers, and provide them with relevant and valuable content and solutions.
  • Leverage data and analytics to optimize your performance and decision making, and to innovate and differentiate your business.
  • Collaborate and partner with other B2B and B2C ecommerce businesses, as well as with other stakeholders, such as suppliers, distributors, and customers, to create value and synergy.
  • Monitor and evaluate your convergence efforts, and adapt and improve them as needed. 

By following these recommendations, B2B and B2C ecommerce businesses can bridge the gap between their models and create a more integrated and seamless ecommerce experience for their customers and themselves. 


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Streamlining Processes for Increased Efficiency and Results



Streamlining Processes for Increased Efficiency and Results

How can businesses succeed nowadays when technology rules?  With competition getting tougher and customers changing their preferences often, it’s a challenge. But using marketing automation can help make things easier and get better results. And in the future, it’s going to be even more important for all kinds of businesses.

So, let’s discuss how businesses can leverage marketing automation to stay ahead and thrive.

Benefits of automation marketing automation to boost your efforts

First, let’s explore the benefits of marketing automation to supercharge your efforts:

 Marketing automation simplifies repetitive tasks, saving time and effort.

With automated workflows, processes become more efficient, leading to better productivity. For instance, automation not only streamlines tasks like email campaigns but also optimizes website speed, ensuring a seamless user experience. A faster website not only enhances customer satisfaction but also positively impacts search engine rankings, driving more organic traffic and ultimately boosting conversions.


Automation allows for precise targeting, reaching the right audience with personalized messages.

With automated workflows, processes become more efficient, leading to better productivity. A great example of automated workflow is Pipedrive & WhatsApp Integration in which an automated welcome message pops up on their WhatsApp

within seconds once a potential customer expresses interest in your business.

Increases ROI

By optimizing campaigns and reducing manual labor, automation can significantly improve return on investment.

Leveraging automation enables businesses to scale their marketing efforts effectively, driving growth and success. Additionally, incorporating lead scoring into automated marketing processes can streamline the identification of high-potential prospects, further optimizing resource allocation and maximizing conversion rates.

Harnessing the power of marketing automation can revolutionize your marketing strategy, leading to increased efficiency, higher returns, and sustainable growth in today’s competitive market. So, why wait? Start automating your marketing efforts today and propel your business to new heights, moreover if you have just learned ways on how to create an online business


How marketing automation can simplify operations and increase efficiency

Understanding the Change

Marketing automation has evolved significantly over time, from basic email marketing campaigns to sophisticated platforms that can manage entire marketing strategies. This progress has been fueled by advances in technology, particularly artificial intelligence (AI) and machine learning, making automation smarter and more adaptable.

One of the main reasons for this shift is the vast amount of data available to marketers today. From understanding customer demographics to analyzing behavior, the sheer volume of data is staggering. Marketing automation platforms use this data to create highly personalized and targeted campaigns, allowing businesses to connect with their audience on a deeper level.

The Emergence of AI-Powered Automation

In the future, AI-powered automation will play an even bigger role in marketing strategies. AI algorithms can analyze huge amounts of data in real-time, helping marketers identify trends, predict consumer behavior, and optimize campaigns as they go. This agility and responsiveness are crucial in today’s fast-moving digital world, where opportunities come and go in the blink of an eye. For example, we’re witnessing the rise of AI-based tools from AI website builders, to AI logo generators and even more, showing that we’re competing with time and efficiency.

Combining AI-powered automation with WordPress management services streamlines marketing efforts, enabling quick adaptation to changing trends and efficient management of online presence.

Moreover, AI can take care of routine tasks like content creation, scheduling, and testing, giving marketers more time to focus on strategic activities. By automating these repetitive tasks, businesses can work more efficiently, leading to better outcomes. AI can create social media ads tailored to specific demographics and preferences, ensuring that the content resonates with the target audience. With the help of an AI ad maker tool, businesses can efficiently produce high-quality advertisements that drive engagement and conversions across various social media platforms.

Personalization on a Large Scale

Personalization has always been important in marketing, and automation is making it possible on a larger scale. By using AI and machine learning, marketers can create tailored experiences for each customer based on their preferences, behaviors, and past interactions with the brand.  


This level of personalization not only boosts customer satisfaction but also increases engagement and loyalty. When consumers feel understood and valued, they are more likely to become loyal customers and brand advocates. As automation technology continues to evolve, we can expect personalization to become even more advanced, enabling businesses to forge deeper connections with their audience.  As your company has tiny homes for sale California, personalized experiences will ensure each customer finds their perfect fit, fostering lasting connections.

Integration Across Channels

Another trend shaping the future of marketing automation is the integration of multiple channels into a cohesive strategy. Today’s consumers interact with brands across various touchpoints, from social media and email to websites and mobile apps. Marketing automation platforms that can seamlessly integrate these channels and deliver consistent messaging will have a competitive edge. When creating a comparison website it’s important to ensure that the platform effectively aggregates data from diverse sources and presents it in a user-friendly manner, empowering consumers to make informed decisions.

Omni-channel integration not only betters the customer experience but also provides marketers with a comprehensive view of the customer journey. By tracking interactions across channels, businesses can gain valuable insights into how consumers engage with their brand, allowing them to refine their marketing strategies for maximum impact. Lastly, integrating SEO services into omni-channel strategies boosts visibility and helps businesses better understand and engage with their customers across different platforms.

The Human Element

While automation offers many benefits, it’s crucial not to overlook the human aspect of marketing. Despite advances in AI and machine learning, there are still elements of marketing that require human creativity, empathy, and strategic thinking.

Successful marketing automation strikes a balance between technology and human expertise. By using automation to handle routine tasks and data analysis, marketers can focus on what they do best – storytelling, building relationships, and driving innovation.


The future of marketing automation looks promising, offering improved efficiency and results for businesses of all sizes.


As AI continues to advance and consumer expectations change, automation will play an increasingly vital role in keeping businesses competitive.

By embracing automation technologies, marketers can simplify processes, deliver more personalized experiences, and ultimately, achieve their business goals more effectively than ever before.

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