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- Google's Big Week ๐ฃ๏ธ๐๏ธ Amazon's First Upfront ๐ชง OpenAI's Announcements ๐ค
Google's Big Week ๐ฃ๏ธ๐๏ธ Amazon's First Upfront ๐ชง OpenAI's Announcements ๐ค
Also: Slop Is The New Name For Unwanted AI Generated Content
Happy Friday Marketing Engineers!
If youโre new, welcome aboard ๏ปฟ๐๏ปฟ. If you're a seasoned Engineer, thanks for sticking around! Also coming up today: inside the debate among marketers for and against virtual influencers, the hacky way to control length of AI generated text, and Instagram says posting longer reels hurts your performance.
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๐ Adam
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๐ Marketing News
"AI Overviews" provide AI-generated summaries at the top of search results, aiming to give users a concise understanding of their queries. Also, new features like video searches via Google Lens, automatic itinerary planning, and smarter organization of search results using the Gemini AI model. Google is working to emphasize accuracy and usefulness in its AI applications, and to balance creativity with factual correctness and directing users toward in-depth, high-quality web content. Let's see how this goes! {m}
Amazon marked its robust entry into upfront advertising with its first event, signaling its intent to expand its video-focused advertising offerings and compete with traditional media companies. They plan to leverage their extensive reach and technological capabilities to connect advertising directly with sales outcomes. Also, they're enhancing content offerings, investing in original programming, live sports, and innovative ad formats that integrate interactivity and shopping features into its streaming service.
The evolving role of virtual influencers in marketing, their advantages such as cost-effectiveness, flexibility, and total control over the production process versus significant drawbacks, including high initial technological costs and a lack of authentic human emotion, which may hinder consumer connection. Are they innovative tools or a potential threat to traditional influencer roles and genuine engagement? What do you think? Let us know! {m}
Women's college sports are experiencing a significant rise in popularity and equity, as evidenced by the viewership for this yearโs women's March Madness final surpassing the menโs and the equitable distribution of Name, Image, and Likeness (NIL) deals between female and male college athletes. Also, a new trend in sponsorship has emerged, with a substantial percentage of brands focusing exclusively on college athletes.
๏ปฟ๐ค๏ปฟ Artificial Intelligence
Veo is capable of producing 1080p videos in various cinematic styles. Also, Imagen 3, a text-to-image model that generates photorealistic images and has improved natural language understanding. Google is implementing measures to address challenges posed by generative technologies and is conducting tests with select creators in a controlled environment before broader release.
Thoughts From OpenAI Presentation [1 min read]
OpenAI is expanding access to its advanced AI models by providing GPT-4 level capabilities to free accounts, a move that promises to enhance user experience for those previously unimpressed by GPT-3.5. Additionally, the development of a desktop application marks a significant step toward system integration, potentially enabling greater control through features like screen sharing. OpenAI is committed to improving its user interface, focusing on better organization to streamline user interaction with its technologies.
Google unveiled several AI innovations, including an upgraded Gemini AI model named Flash, designed to rival OpenAI's latest GPT-4o. Also, updates to Android and Chrome, such as new scam detection features in Android and the integration of Gemini Nano in Chrome for local AI processing.
๐ง Hacks & Tactics
The critical components of a robust marketing dashboard, contextualized metrics encompassing pipeline, awareness, account-based marketing, marketing qualified leads, and influence, and the necessity of aligning definitions with sales standards. Create comprehensive and actionable marketing dashboards.
A method to achieve the desired word count by using 10 adjectives representing text length and running a prompt template with each of them 100 times to obtain the average response length. The prompt template was "Write [length adjective] LinkedIn post about 'GenZ in today's work environment'."
โ๏ธ Machine Shop
Instagram's content team has advised that posting Reels longer than 90 seconds can negatively impact their reach. The platform also recommends synchronizing posting times across various social media platforms to boost branding, and avoid using low-quality, watermarked, or engagement bait content. Additionally, Instagram CEO Adam Mosseri discussed the challenges in developing an equitable and sustainable creator monetization program, noting that subscription models could be a viable revenue path but are suitable only for a limited number of creators.
Six strategic approaches for implementing negative keywords, including identifying irrelevant terms, setting keyword thresholds, and using search term reports. Learn platform-specific variations and best practices, considering factors like advertiser goals, budget, and the evolving nature of negative keyword strategies to ensure campaign profitability and effectiveness.
Negative keywords can conserve budget, enhance ad relevance, and prevent wasteful spending. Give them a try! Let us know if you want some help! {m}
The persistent challenges of generating fresh ideas in marketing, and the importance of leveraging psychological principles such as reciprocity and scarcity to influence consumer behavior and facilitate decision-making. Use compelling storytelling and precise audience segmentation to ensure messages are personalized and engage different customer segments.
Paid advertising is a powerful tool for businesses seeking to enhance their growth and reach by targeting specific audiences across digital platforms like search engines, social media, and websites. Outlined here are the crucial aspects of a paid advertising strategy, including the timing of ads, choice of platforms and audiences, budgeting, metrics tracking, and campaign optimization. Also, the advantages of paid advertising, such as scalability and rapid data generation, alongside challenges like the significant resources and time required for campaigns to become cost-efficient.
๐ฎ The Future
๐ฎ......the headline says it all.
Strong preference among marketers for Instagram over TikTok for video-based user acquisition, with 79% of respondents in a survey allocating a significant portion of their budget to Instagram, driven by its effective advertising solutions and stability. Also, half of the mobile marketers employ AI to optimize campaigns and the majority leverage influencers for user acquisition. With new challenges posed by privacy regulations on iOS and Android, marketers are increasing their budgets for targeted campaigns and shifting towards more extensive use of first-party data.
U.S. Begins AI Safety Talks With China [3 min read]
The United States and China have initiated diplomatic talks in Geneva to discuss artificial intelligence safety and risk standards. The discussions will focus on AI risks, particularly with advanced systems, and are intended as an initial exchange of ideas rather than aiming for conclusive agreements or joint statements. These talks are part of broader efforts to influence global AI safety standards and manage the competitive dynamics between the two nations, with potential implications for how AI technologies are deployed by governments and militaries worldwide.
Marketing budgets have been decreasing, with 2024 allocations falling to 7.7% of total company revenue, down from pre-pandemic averages of 11%. As overall marketing budgets shrink, there's a noticeable shift toward increased investment in paid media, particularly digital channels, which now represent 27.9% of the 2024 budgets. Facing resource limitations, Chief Marketing Officers are increasingly relying on generative AI to enhance productivity, despite facing ongoing developmental and regulatory challenges.
{m} Inspiration
Daniel Kahneman was a prominent psychologist and economist renowned for his work in the field of behavioral economics. He explored how psychological insights explain economic decision-making, and won the Nobel Prize in Economic Sciences in 2002 for his work with Amos Tversky on the development of Prospect Theory, which investigates how people make choices in uncertain situations, often demonstrating cognitive biases and irrational behaviors. His research had a profound impact on economics, psychology, and public policy, and he is best known to the general public for his popular book, "Thinking, Fast and Slow." His theory of "Anchoring" explains how initial information, like a starting price, sets a baseline that heavily influences subsequent judgments and decisions. "Prospect Theory" suggests that people are not purely rational decision-makers but are deeply influenced by potential losses and gains, demonstrating a strong aversion to losses. The "Focusing Illusion" indicates that people tend to overestimate the importance of an aspect of their lives while they are actively thinking about it, leading to skewed perceptions and an overall impact on their happiness. Check out his amazing work here! {Publications}
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