Top 3 Marketing Trends for 2023… And How AI Plays a Role

Unless you have been living under a rock, you’ve seen the recent proliferation of AI tools from the likes of ChatGPT, now integrated into the Bing search engine, or Google's counterpart, Bard.  That’s great… but how do you use it in your marketing efforts? As we look toward 2023, the marketing landscape is ever changing so it’s important to stay on top of the trends to maximize your marketing efforts.  How can the marriage of AI to your marketing efforts work?  

First, let’s look at the top marketing trends of 2023:

Content Marketing:

This is the creation and distribution of valuable, relevant content to attract a clearly defined audience to drive profitable customer action. Content marketing can help B2B marketers boost engagement, generate leads, educate prospects, build trust, and increase conversions.

Video Marketing:

This is the use of video content to engage customers to build relationships.Video content is becoming increasingly popular in B2B marketing, as it is an effective way to showcase products, services, testimonials, and thought leadership.

Customer Advocacy:

This is the practice of encouraging your customers to share their positive experiences with your brand, products, or services. Customer advocacy can help to increase brand awareness, trust, loyalty, and referrals among your target audience.

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How to use AI to help with marketing?

The bigger question to ask yourself is how can you use AI to help with marketing? Are there any areas where you can take advantage of this emerging technology? Here are several areas you may want to consider:

• Identifying qualified leads:
  AI can help you find and prioritize the most relevant prospects for your business, based on their behaviour, intent, and fit. AI can also help you nurture your leads to guide them through the sales funnel.
• Improving SEO:
  AI can help you improve your search engine ranking, by analyzing keywords, competitors, and user intent. AI can also help optimize your web content, such as blog posts, landing pages, and meta tags.
• Assisting with content creation:
  AI can help analyze what competitors are doing to enable you to modify your outbound content accordingly.  AI also helps to tailor your content strategy by adjusting your content to your audience’s preferences.

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Tips for using AI in your marketing…and some pitfalls

Now that you know areas to leverage AI technology with your marketing efforts, what are some best practices in this pursuit?

• Before considering the use of AI tools, you must first have a solid marketing plan on how to expand your business.  Then you should consider which resources to use.
• All material generated by AI needs to be carefully reviewed for accuracy to ensure it is communicating your intended message.  Don’t blindly accept what an AI tool tells you.
•  It is important to have seasoned professionals engaged in these efforts. There is no substitute for working with experienced people who have a track history of success in the area you are marketing to.

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Remember– AI is just a tool to produce good outcomes in the hands of a skilled professional. At the same time, it’s important not to rely on AI to the exclusion of balancing real-world expertise to validate your outcomes.

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