- Marketing in the Age of Machines
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- AI could lead to the massive extinction of SEO firms
AI could lead to the massive extinction of SEO firms
A weekly email with the best of marketing, AI, and business.
Marketing in the age of Machines by Castleberry
November 09, 2023
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Welcome to Marketing in the Age of Machines. Each week, we bring you the following:
👉 An innovative marketing strategy that has worked for others.
👉 The 3 most relevant contents in marketing, AI, and business that will help you understand the ever-changing landscape.
👉 3 tools for the Marketer of the Future.
👉 The quote of the week. A simple take on everyday marketing concepts.
🤓 How to increase your brand's perceived value (without doing anything new):
Problem: In a competitive market, many brands struggle to establish their perceived value, especially when they all claim to excel at everything. This widespread practice erodes trust and leaves customers sceptical, wondering if there's a hidden catch behind these grand claims.
Solution: The solution involves a value tradeoff strategy. Firstly, brands must identify and emphasize their core strength, focusing on one distinct advantage that sets them apart rather than making vague, all-encompassing claims. This enhances their credibility and believability. Secondly, brands should embrace their weaknesses, even if it means alienating some potential customers. This strategy increases perceived value for their target audience and fosters authenticity and trust.
Lesson: Successful brands, like Ryanair, have demonstrated that highlighting weaknesses can paradoxically strengthen a brand's perceived value. Authenticity and transparency are vital in building trust and loyalty. Brands should not hesitate to embrace their shortcomings and differentiate themselves by showcasing a unique strength, creating a compelling value tradeoff. This approach reinforces core promises and fosters a genuine connection with customers. Have you ever considered using your weakness as part of your communication strategy?
How to increase your brand's perceived value (without doing anything new):
A few years ago, the marketing team of @Ryanair started doing something no other brand could even think of.
Roasting their own customers on social media.
Why?
Well, Ryanair has all the downsides of a… twitter.com/i/web/status/1…
— Ozan Irturk ♦️ (@ozanirturk)
12:11 PM • Oct 5, 2023
1/. Teens Spend Average of 4.8 Hours on Social Media Per Day: A Gallup survey of more than 1,500 U.S. teenagers revealed that 51% spend an average of 4.8 hours per day on various social media platforms, including YouTube, TikTok, Instagram, Facebook, and more. The study found variations in social media usage across age groups and genders, with older teens and girls spending more time on social media. Additionally, YouTube and TikTok were the most popular platforms among teens. Furthermore, the study highlights the influence of personality traits; adolescents with lower conscientiousness spend more time on social media, and parental restrictions are crucial in reducing screen time.
Insights for B2B Marketing Directors:
The study's findings on personality traits influencing social media use offer insights into consumer behavior. B2B marketers can apply similar personality-based segmentation to tailor their messaging effectively.
Read the full post here:
Ready to transform your marketing strategy?
We specialize in helping B2B businesses drive traffic, generate leads, and increase sales through strategic content marketing.
2/. After 25 years of growth for the $68 billion SEO industry, here’s how Google and other tech firms could render it extinct with AI: The advent of generative artificial intelligence in online search could fundamentally change how users access information. Instead of displaying lists of search results, generative AI provides direct text answers to user queries, potentially rendering traditional search engine optimization (SEO) practices obsolete. This shift significantly impacts the $68 billion SEO industry and may affect small to medium-sized SEO consultants and marketers. While generative AI faces challenges and is not yet widely adopted, B2B marketing professionals should stay vigilant and consider alternative marketing approaches as the technology evolves.
Insights for B2B Marketing Directors:
B2B marketing directors should closely monitor the impact of generative AI in online search and explore diversified marketing approaches as SEO evolves. Staying informed about AI trends and proactively adapting to industry changes is crucial for staying competitive.
3/. You can market anything effectively with one simple story. It’s called the Hero’s Journey: The Hero's Journey, a storytelling framework deeply ingrained in iconic narratives like Star Wars and Harry Potter, offers a potent strategy for B2B marketing. By understanding and applying this concept, businesses can craft compelling stories that resonate with their audience. The process involves seven key steps, beginning with empathizing with the customer's journey and identifying their core desires. Then, businesses play the role of the guide, offering a comprehensive plan for achieving those goals. Clear and engaging calls to action (CTAs) direct customers to a successful purchase while highlighting the stakes in maintaining motivation. This customer-centric approach transforms marketing efforts from product-centred to solution-focused, enhancing engagement and connection.
You can market anything effectively with one simple story:
It’s called the Hero’s Journey.
Star Wars, Harry Potter, Beowulf, and Me – we all use it.
Here’s how. 🧵
— Michael Girdley (@girdley)
12:15 PM • Oct 28, 2023
👉 Tools in the Age of Machines:
Everart.ai: An AI image generator that allows you to create photorealistic images of people and objects. It is powered by artificial intelligence and can generate realistic, creative, and abstract images.
Piktchart: An AI-powered infographic maker that allows users to create professional-looking infographics without any design experience.
Narrative BI: An AI-powered business intelligence platform that helps businesses turn their data into actionable insights. Narrative BI then presents these insights in a way that is easy to understand and interpret, even for non-technical users.
In B2B marketing, our role is to guide, not just sell. Success hinges on being the trusted compass for our clients.