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- WPP Furthering Its Gen AI Transformation ๐ค Google Marketing Live 2024 ๐ช Hacking The Human Mind ๐ง
WPP Furthering Its Gen AI Transformation ๐ค Google Marketing Live 2024 ๐ช Hacking The Human Mind ๐ง
Also: Why RCS Mobile Marketing Is Set To Go Big In The U.S.
Happy Friday Marketing Engineers!
If youโre new, welcome aboard ๏ปฟ๐๏ปฟ. If you're a seasoned Engineer, thanks for sticking around! Coming up today: how generative AI based software is advancing marketing and sales, US Bank uses AI to create audience models, lessons on email program health, and more.
Is there something else youโd like to see here? Got a hot tip? Hit reply and let us know what you think. ๐ง Or smash a button on our feedback poll at the bottom!
๐ Adam
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๐ Marketing News
30 product updates for Google Ads, with a focus on AI advancements across ad creative, media placements, and measurement tools. Key updates include AI-powered image editing, animated image ads, and new ad placements in Google Lens and AI Overviews, designed to enhance ad performance and expand creative possibilities. Advertisers are encouraged to embrace video content, particularly on platforms like YouTube Shorts, and develop comprehensive AI strategies, emphasizing proper goal setting, bidding strategies, and leveraging AI tools to optimize campaign performance.
Claude AI integrated into the WPP Open operating system through Amazon Bedrock, enhancing employees' capabilities in analyzing briefs, content creation, and other marketing functions. This partnership is part of WPP's broader strategy to invest around $318 million annually in AI technology, including collaborations with Google and Nvidia, to equip itself with advanced AI tools. By adopting generative AI, WPP aims to maintain a competitive edge amid stalled growth and the loss of key accounts, facing pressure from rivals like Publicis who are also increasing their AI investments.
Generative AI is transforming marketing by automating content creation. This evolution occurs in three phases: starting with AI as marketing copilots, advancing to autonomous marketing agents, and ultimately leading to fully automated marketing teams that manage entire campaigns. The future promises significant productivity gains and cost savings, democratizing advanced marketing technologies for both large enterprises and small businesses. Where do you think things are heading? {m}
๏ปฟ๐ค๏ปฟ Artificial Intelligence
U.S. Bank has launched a national campaign that utilizes Supernatural AI's proprietary AI platform to create audience models, optimizing messaging for six core target groups and ensuring consistency across various media channels. The campaign was completed in less than four months.
The study discovered nearly 1 million new molecules, with 79% showing potential antibiotic properties, addressing the urgent public health threat posed by antimicrobial resistance. The findings highlight the transformative potential of AI in antibiotic research to dramatically accelerate the process.
Introducing OpenAI For Nonprofits [3 min read]
Discounted rates for ChatGPT Team and Enterprise to enhance accessibility for nonprofit organizations. By leveraging ChatGPT, nonprofits can overcome operational challenges such as limited funding and staffing shortages, and achieve more with fewer resources through tasks like drafting grant proposals and refining data analysis. Success stories from nonprofits like Serenas in Brazil, the GLIDE Unconditional Legal Clinic, THINK South Africa, and Team4Tech demonstrate how ChatGPT has significantly improved productivity and impact.
Klarna has reduced its sales and marketing spend by 11% in Q1 2024, saving $1.5 million on image generation and editing using generative AI tools, and achieving a 25% decrease in spending on marketing suppliers. The use of AI has allowed Klarna to run more campaigns and create more marketing materials, reducing the image development cycle from 6 weeks to 7 days, and generating over 1,000 images in the first quarter. With nearly 87% of employees utilizing generative AI in their daily work, Klarna extensively integrates AI for 80% of its copywriting and has multiple AI-driven projects.
๐ง Hacks & Tactics
Hacking The Human Mind With Applied Behavioral Marketing [11 min read]
Key principles include making brands more memorable through concrete language and defying category conventions, as well as building trust by using specific claims and admitting flaws. Ultimately, the application of behavioral science in marketing, grounded in empirical research, provides marketers with consistent, replicable results that effectively cut through the clutter and drive meaningful behavior change, offering a competitive edge.
โ๏ธ Machine Shop
Null and Alternative Hypothesis in A/B Testing [8 min read]
The alternative hypothesis encourages marketers to actively seek improvements by comparing two webpage versions and challenging the status quo. Also, practical guidance on setting up and conducting A/B tests effectively, addressing challenges, ethical considerations, and the importance of continuous learning in optimization.
Is Your Email Program Health Good or Bad? Checklist [14 min read]
By following a comprehensive checklist of 12 key areas during an email health check-up, marketers can address potential issues and maintain a robust email strategy aligned with their goals. Maintain a healthy email program to optimize ROI and ensure effective communication with subscribers. Common signs of poor email health, such as low engagement rates and high spam complaints require proactive measures.
24 Facebook Statistics Marketers Should Know in 2024 [8 min read]
By leveraging these statistics, Marketing Engineers can refine their strategies, prioritize objectives, and make informed decisions to enhance social media marketing efforts. Explore key statistics across various aspects of Facebook, including usage, demographics, advertising effectiveness, engagement, and consumer behavior. {m}
Small Business Marketing Report 2024 [15 min read]
A great breakdown of all things marketing from a VistaPrint and Wix survey of small business owners and consumers. Check it out! Great information here!
๐ฎ The Future
2024 Social Media Marketing Industry Report [30 min read]
Key trends in social media marketing, a decline in Facebook usage and a rise in TikTok marketing, and the most used platforms for both B2B and B2C strategies. Also, insights into the platforms delivering the most exposure, sales, and leads, and how marketers are integrating AI into strategy.
With the expected support in Apple's upcoming iOS 18, U.S. marketers are poised to adopt this more immersive messaging format, previously hindered by its lack of support on Apple devices. RCS offers a richer, interactive experience compared to SMS, with features like high-quality media, carousels, and actionable buttons, allowing for better customer engagement and detailed analytics. The shift is anticipated to standardize RCS as a primary communication channel, leading to higher engagement, improved customer experiences, and better ROI for businesses leveraging mobile marketing.
Instagram Confirms Test Of 'Unskippable' Ads [2 min read]
Instagram is testing unskippable ad breaks that prevent users from browsing content until they view the ad. The feature has received largely negative reactions from users, with some threatening to stop using the app if it becomes widespread. This test reflects Meta's willingness to alter Instagram's user experience to boost ad revenues, similar to YouTube's ad model.
The Middle East and North Africa region is experiencing significant growth in digital advertising, with spending expected to more than quadruple from $5.5 billion in 2022 to $25.5 billion in 2024. Advertisers and publishers should focus on leveraging first-party data for more precise targeting and engagement. Retail data also presents a significant opportunity for digital marketing in the region, with retailers providing insights into shopper behavior, and the growth of connected TV (CTV) and streaming services is shifting advertising from traditional channels to digital platforms, offering new targeting and engagement opportunities.
{m} Inspiration
The Creative Cold Start Problem [6 min read]
A comparison of the initial challenges faced by creative professionals to the difficulties companies encounter in building network effects. Overcome these hurdles by taking proactive steps to spark creativity, view initial efforts as experiments, and remix existing ideas. Also, manage early feedback carefully and align personal passion with market demand to maintain motivation and direction.
๐ Learn More
Emeritus and Kellogg Executive Education offer the "AI Applications for Growth" online program to help professionals develop AI-driven leadership skills. The program emphasizes the transformative potential of generative AI across various industries, teaching participants to explore business applications, evaluate AI strengths and weaknesses, and implement effective AI strategies. Designed for C-suite executives, senior managers, and IT consultants, the program provides practical AI applications, insights on AI trends, and tools to drive innovation and gain a competitive advantage in business.
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โ๏ธ Team Marketing Machine
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