- Marketing in the Age of Machines
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- Sometimes the best strategy is to be different
Sometimes the best strategy is to be different
A weekly email with the best of marketing, Ai, and business.
Marketing in the age of Machines by Castleberry
June 29, 2023
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Welcome to Marketing in the Age of Machines. Each week, we bring you:
👉 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.
🤯 Sometimes the best strategy is to be different. As marketers in large companies, we cannot always change the business model, the products, or the brand to separate ourselves from the competition.
However, one of the strategies we can use is to define the channels and how the brand will behave in each of them. The usual thing is to use Twitter, for example, to talk about the brand, share PR articles, etc. But what if we use the opportunity to behave more like a media company and less like a traditional B2B company?
For example, some accounts scale on Twitter because they implement a positioning strategy that separates them from the competition. Let's look at two examples:
@TechEmails: This account searches and publishes internal emails of executives of large technology companies, taken from public legal documentation. This could be, for example, the Twitter strategy of a law firm that could also give its point of view on different cases.
@ChatGPTGoneWild: This account shows the mistakes and hallucinations of ChatGPT. It is an account created very recently, but given its positioning, it already has 44k followers. A technical consulting company could have made this account to build an audience to which they can then offer their services.
Key questions: Can we use one of our channels to do something different? Can we take the chance to innovate and offer our audience something unique? The growth of your brand might just be around the corner 😃
1/. Measuring Marketing Performance: In a changing privacy environment, brands are looking for alternatives to measure the ROI of marketing initiatives. This article explores some of the options companies can implement in a cookie-free world.
More:
Marketing is in a transitional phase due to consumer privacy legislation.
Marketing Mix Modelling (MMM) is a holistic approach that uses historical data to calculate ROI.
Incremental testing (one of the metrics) involves comparing test and control groups to measure the cumulative impact of marketing activities.
Want to use data insights to understand your B2B audience?
2/. Why AI Will Save The World: The age of Artificial Intelligence has arrived, and a part of humanity is worried. However, AI will not destroy the world; on the contrary, it could save it. AI is the application of mathematics and software code to teach computers to understand, synthesize and generate knowledge. It is not about killer robots but a tool to improve everything we care about. That’s what venture capitalist Marc Andreessen discusses in his new viral article.
Here’s the link to the full piece: https://pmarca.substack.com/p/why-ai-will-save-the-world
3/. Cross-Generational Endomarketing Using Content Marketing: This artilce discusses how companies can adapt to the communication preferences of different generations, and through that create a positive work culture that benefits the entire organization.
Lemlist: It is a tool for sending emails that allows you to customize videos and automate the follow-up.
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Databox: Databox is a KPI panel. It gathers metrics from different applications to see all the numbers in a single dashboard. This could be very useful for marketers needing unified tracking with information from various platforms.
10web: 10Web is an artificial intelligence platform for creating web pages. It allows you to create pages quickly, generating the copy and images automatically.
There are two parts of marketing, the message, and its frequency, both are important, but only the frequency allows you to build a brand."