9) The New Era of AI-Infused Marketing Strategies
The marketing domain, traditionally commanding a lion’s share of enterprise budgets, is now navigating through a transformative landscape. The catalyst? The rise of chat-based tools like ChatGPT. These innovations are potentially leading to a noticeable decline in traditional search volume, fundamentally altering how consumers engage with information.
In this evolving scenario, marketers find themselves at a crossroads. The ability to influence or monitor brand mentions in these AI-driven dialogues is still in its nascent stages. Consequently, there’s a growing trend towards adapting marketing strategies for a generative AI world. This adaptation involves a strategic reliance on traditional media in the short term, leveraging its reach and impact to build and sustain brand presence.
Simultaneously, we are witnessing a significant shift in the technological landscape. The move from browser-based tools to on-device applications is gaining momentum. Leading this charge are innovations like Microsoft Co-Pilot, Google Bard on devices such as Android, and the anticipated launch of Apple’s own large language model (LLM) sometime in 2024. This transition indicates a paradigm shift from web-centric interactions to a more integrated, device-based AI experience.
This shift extends beyond mere convenience; it represents a fundamental change in user interaction paradigms. As AI becomes more seamlessly integrated into devices, the distinction between online and offline interactions becomes increasingly blurred. Users are likely to interact with AI in more personal, context-aware environments, leading to a more organic and engaging user experience. For tech giants like Google, Microsoft, and Apple, already entrenched in the marketing services world, this represents an opportunity to redefine their offerings.
We can anticipate the emergence of new “answer analytics” platforms and operating models in marketing to support answer engine optimisation. These tools will likely focus on understanding and leveraging the nuances of AI-driven interactions but potentially better leverage the training data to understand how the results might be portrayed for a given brand or product.
Digital marketeers will start to think more deeply about how they are indexed in these training datasets same as they once did with search engines.
Moreover, the potential launch of ad-sponsored results or media measurement tools by platforms like OpenAI could introduce a new dimension in digital advertising. This development would not only offer new avenues for brand promotion but also challenge existing digital marketing strategies, prompting a reevaluation of metrics and ROI assessment methodologies.
As LLM’s migrate into devices, moving away from traditional web interfaces, the marketing landscape is poised for significant changes. Marketers must adapt to these shifts, leveraging both traditional media and emerging AI technologies, to effectively engage with their audiences in this new digital era. This dual approach, combining the impact of traditional media with the precision of AI-driven analytics, could very well be the key to success in the rapidly evolving marketing landscape of 2024.
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