Marketers play a foundational role in bringing customers to the business. Yet we have long struggled to communicate our impact to data-driven stakeholders in the C-suite, including the CFO and the CEO. Digital channels are helping to change that by providing data about engagement with our content. Click through rates, impressions, and other metrics help …
AI is the newest MVP of modern marketing teams. IBM’s 2021 CEO Study revealed that 82% of CEOs who outperformed their peers were champions of AI technologies. McKinsey projects that AI has the potential to create $1.4 to $2.6 trillion of value in marketing and sales across world businesses. But there’s a big gap between …
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Need SEO strategy inspiration? Here are 7 SEO content success stories and expert takeaways you can use to increase rankings, boost traffic, and generate leads.
Savvy consumers expect some degree of personalization in their shopping experience. They might want you to remember the last item they bought, suggest a complementary product, or to offer a loyalty discount based on their purchase history. Keeping up with these expectations is nearly impossible without technology. Humans just aren’t able to monitor thousands of …
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AI-powered marketing tools are infinitely smarter than their predecessors. Traditional marketing tools use human-generated algorithms that tell machines what to do. But with AI marketing tools, machines can define their own algorithms, create personalized consumer experiences at scale, and generate greater ROI on campaigns. The upshot, according to the AI Marketing Institute, is that AI …
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Marketers have their go-to strategies to drive conversions during the major calendar moments when business surges. For example, end-of-year campaigns historically out-perfom when they leverage intense, attention grabbing language and formats. Retailers, travel, and entertainment companies, and financial firms have learned to embrace these emphatic approaches to elevate their business above the noise for customers. …
Personal Narratives are the stories that motivate and engage customers. They are a key insight informing Persado’s AI language knowledgebase and provide a necessary input for Persado’s Language Profiles – one of our methods for personalizing communications to high-priority customer groups. From Nike’s Just Do It, to Apple’s Think Different and Volkswagen’s There’s Room for …
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In an ideal world, every company would be able to experiment with different approaches to content, and measure which types resonate with customers. Isn’t that what we were promised with the advent of the Internet – that digital platforms would allow us to know what is performing and why? Reality is messier. Rules around the …
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In a recent episode of our CMOs series, Paul Roetzer sat down with John Dougherty, CMO of Brighton Jones, for a discussion on how AI is changing the marketing landscape at Brighton Jones. Brighton Jones provides a combination of investment management and financial planning services. As one of the largest financial planning organizations in the …
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The CMO of 2022 is in trouble. Largely viewed by the C-suite as lacking tech savvy, CMOs are losing their seat at the leadership table. CMOs were ranked second-to-last among the C-suite for their tech knowledge, and CEOs identified CIOs and CTOs as twice as likely to play a crucial role over the next two …