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  • Congress & EU Act On AI 🏛️ Email Like Mr Beast 🐱 Is Gen-Z Unmarketable? 🤷‍♂️

Congress & EU Act On AI 🏛️ Email Like Mr Beast 🐱 Is Gen-Z Unmarketable? 🤷‍♂️

Also: Altman's Apocalyptic Prediction

Happy Friday Marketing Engineers!

It's Marketing March! If you're new, welcome aboard 👋 and if you're feeling lucky ☘️ you've come to the right place. This week we've combined news and opinion pieces to unveil the intricacies of marketing strategies, such as: Mr Beast's Feastables email strategy, building your generative AI marketing skillset, collecting zero party data through email, and social media hacks.

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🗞 Marketing News

With the integration of generative AI into marketing, concerns persist regarding data privacy, cybersecurity, and the potential loss of human creativity. Despite skepticism about the feasibility of Altman's prediction, some believe that AI will enhance marketing efficiency while emphasizing the enduring importance of human ingenuity in the field. Where do you stand? Let us know!

Backend code reveals TikTok is exploring photo-sharing to compete with Instagram. TikTok may be working to expand their user base by attracting those interested in photo-centric content. The move aligns with ByteDance's strategy to tap into the eCommerce market, following the success of similar platforms in China, and could provide new opportunities in Western markets amidst potential regulatory challenges. Maybe this will be a helpful marketing channel in the future. 🤔

Despite previous statements about upskilling employees in AI, IBM is reducing staff in its marketing and communications division. Over 200 companies have cut nearly 50,000 jobs over the last year in the tech industry. Despite modest growth, IBM faces stiff competition in the enterprise AI sector and aims to adapt to emerging narratives in the field. There's been a great deal of organizational change over the last year, and likely more to come. The Marketing Engineer must be nimble. 🥷🤸🤸‍♂️

Advertisers can promote content from any member, not limited to employees, for any Page they manage. This expansion is crucial as it acknowledges the significance of thought leadership content in building trust, with nearly 73% of decision-makers valuing it over traditional marketing materials. Through the Campaign Manager, brands can easily set up Thought Leader Ads, selecting content to sponsor while ensuring creators have control over approval.

🤖 Artificial Intelligence

The new product resembles platforms like Google's Performance Max and Meta's Advantage+. The tool is expected to launch in the coming months, with an aim to refine its performance through continued testing. Advertisers input their budget, target acquisition cost, desired audience, and target countries, and Apple's AI algorithm determines optimal ad placements within the App Store, with potential expansion to other platforms in the future.

The Artificial Intelligence Act establishes stringent safeguards against AI applications that threaten citizens' rights. While high-risk AI systems are subjected to transparency and oversight obligations to ensure accountability and protection, the Act also promotes transparency in general-purpose AI systems and supports innovation through regulatory sandboxes and real-world testing accessible to small and mid-size enterprises and startups. ⚖️👩‍⚖️

Princeton researchers developed an AI system capable of predicting and preventing tearing mode instabilities in nuclear fusion reactions, a critical challenge in maintaining stable fusion. By training the AI using data from past experiments and employing reinforcement learning, they successfully demonstrated its ability to anticipate and correct instabilities during real fusion experiments. The amazing real world power of data and AI learning on display. If it can handle nuclear physics...it can handle marketing workflows. {m}

🧠 Hacks & Tactics

Quick TikTok CSV Hack [1 min watch]

We think you should watch. TikTok is a great platform for bite-size professional tips and tricks. There are amazing resources on there, start exploring! 🔎🕵️‍♀️🕵️‍♂️

Effective methods for collecting zero-party data are important for personalized marketing in a post-cookie era. Also, a great breakdown of all of the various types of data (zero to 3rd party). Learn strategies like engaging opt-in forms and interactive content to enhance email ROI and customer trust. This is an overview for navigating privacy changes as well. 📧🔒💡

Targeted social media strategies: high-quality content, video utilization, automation tools, interactive chatbots, concise posts, e-commerce integration, conversational marketing, competitive analysis, content repurposing, and more...This is a helpful guide, check it out! 📱 2️⃣ 📊

⚙️ The Machine Shop

Building Your Generative AI Marketing Skillset: Training and Upskilling [7 min read] Marketers need to develop generative AI skills! It's challenging to stay up-to-date on AI advancements and resources. This is a great place to start to navigate the shift toward AI. 🤖📖🤓

source: MarTech

Mr. Beast uses creative, interactive emails. They leverage scarcity, exclusivity, and urgency in their email marketing, feature limited-time offers, unique opportunities for subscribers, and most importantly they collect data first and personalize content. In doing so, they achieved a +100% higher click rate and +200% higher conversion rate, making email an "engagement engine". This exemplifies the Marketing Machine methodology and is worth a read. 🐆 🧑‍💻 📥 {m}

ClickBait is a powerful tool leveraging human curiosity and emotion to capture attention and drive traffic, and there are ethical applications. While it faces criticism for potential misinformation, ethical use in providing real value beyond the headline enhances engagement without compromising trust and credibility. Keep an open mind and give this a read. 🖱️ 🎣 🧠

source: Neil Patel

Anthropic's innovative use of system prompts enable real-time data updates and post-training tweaks for more nuanced AI behavior. The best balance is found with strategic nudges to minimize partisanship and stereotypes, and enhance the AI's relevance and safety. This approach helps to maintain ethical and balanced interactions. 🎨 🤖 📈

🔮 The Future

We Think You Should Watch [2 min watch] 🍿

A great breakdown of the Protecting Americans From Foreign Adversary Controlled Applications Act (TikTok "Ban" Bill) currently making its way through the political maze.

"Share of Model" refers to how each AI language model perceives and represents a brand compared to competitors, influencing their recommendations and responses to search queries. As AI use in consumer interactions grows, ensuring your brand identity is accurately understood by these systems is vital for communicating your identity and maintaining visibility and consistency. Marketing Engineers must optimize content to match AI models' perceptions. We've been calling this FOMO (Foundational Model Optimization). 🥳😬{m}

source: AdWeek Media

X aims to expand its reach with long-form content and live streaming. They want to target larger screen audiences, and offer new ad targeting options to lure video creators and compete with YouTube's monetization model. 📺 🛋️ 📹

Gen Z disrupts traditional marketing with a preference for authenticity and community over conventional advertising. Their purchase journey is influenced by social media, as they value real connections and personalized content. Brands succeed by engaging in this new infinite loop of inspiration and loyalty, tailored to Gen Z's values and digital-first lifestyle. 🤳🌐🛍️

The potential for AI to spread misinformation, stereotypes, to cause psychological harm, and impact democracy and public trust is an important ethical concern. The emerging misuse of AI requires we learn to critically evaluate information sources as these tools continue to develop. 🤖🗳️🇺🇸

📺 Flashback Friday

Want to submit your favorite ads from days past? Hit reply and send us a link.

In this classic Life Cereal ad, a group of kids test the cereal on Mikey, the notoriously picky eater. Surprisingly, Mikey enjoys it, leading to the memorable exclamation, "He likes it! Hey, Mikey!" This ad showcases the universal struggle of finding food that pleases picky young eaters, making both Mikey and Life Cereal unexpected stars as pop culture adopted the phrase. 🥣❤️🌟

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Happy Marketing in March!

✌️ Team Marketing Machine

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