Artificial Intelligence: Will it make-or-break the Marketing industry?
Elizmi Fourie -
Content Creation Intern
14 March 2024
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The marketing industry has undergone significant transformation over the past decade, transitioning from traditional methods to the digital realm. Among these changes, none have had a more profound impact on the industry than the emergence of Artificial Intelligence (AI).
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AI, the ability of machines to mimic human intelligence, has revolutionized marketing practices. The overwhelming point of view is, that by delegating basic functions such as data analysis, generating ad copy, and trend forecasting to AI systems, marketing professionals are afforded more time to focus on what they do best: Create new ideas and more content.
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Studies, such as one conducted by BCG&Harvard, indicate that generative AI, like ChatGPT, has enhanced the creative capabilities of marketers by 40%. This improvement directly influences the quality and efficiency of content creation. What once took hours to produce, such as articles or video scripts, can now be accomplished in minutes, with professionals overseeing the process to ensure that the final product still has a human touch. However, while generative AI streamlines processes, its reliance on pre-existing data often results in repetitive and monotonous content.
The frightening overload of stock images has proven to be quite ineffective as used by many advertisers, and this might prove the same for AI generated advertising. In short it's too much of the same.
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Although AI offers invaluable assistance, it poses challenges such as content overload, where an abundance of generic material bombards audiences.
This highlights the importance of human marketers, who possess the ability to understand emotional nuances and craft messages that resonate deeply with consumers. Thus, while AI enhances efficiency, it cannot fully replace the understanding and empathetic approach of human marketers.
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Ultimately, the most effective marketing strategies involve synergizing AI capabilities with human expertise. While AI excels in certain tasks, human marketers contribute creativity, empathy, and intuition—essential elements for developing authentic connections with audiences and creating compelling campaigns and content.
Recognizing AI as a tool developed, and wielded by humans ensures a harmonious integration of technology and creativity in the marketing landscape.
Video Marketing: What to do when your audience are goldfish
Elizmi Fourie -
Content Creation Intern
14 February 2024
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Lately, I've encountered numerous individuals voicing their struggles with maintaining focus for more than a fleeting moment. While I've entertained explanations ranging from sleep deprivation to excessive caffeine consumption, and even the oh- so infamous, self diagnosed ADHD, it's time to confront the truth: sustained concentration seems increasingly elusive.
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Over the past two decades, our attention spans have plummeted by over 50%, leaving us with an average span, of a mere 8.2 seconds—less than that of a goldfish.
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This makes it clear why attention and concentration have become such a rare commodity, and underscores one of the greatest challenges facing the marketing industry today. How do we sell to an audience resembling a school of distracted fish?
Before delving into solutions, consider this:
The average person reads roughly 35 words before getting distracted, making your continued presence here commendable, and indicating a slightly better-than-average attention span. On the other hand, research reveals that people typically watch 2.7 minutes of video, equivalent to about 350 words, highlighting the growing dominance of video marketing.
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Its captivating and engaging nature, not only surpasses the limitations of written or image-based content, but also offers a platform to convey messages swiftly and directly to target audiences. This allows marketers to face the daunting task of engaging audiences effectively.
As we navigate the evolving landscape of consumer attention, embracing the power of video marketing stands as a pivotal strategy for success in engaging and resonating with our ever-distracted audience.
