9) The new era of ai-based marketing strategies
The marketing space, which traditionally controlled the lion's share of business budgets, is now navigating a transformative landscape. The catalyst? The rise of chat-based tools like ChatGPT. These innovations can lead to a notable decline in traditional search volume, fundamentally altering the way consumers interact with information.
In this evolving scenario, marketers find themselves at a crossroads. The ability to influence or monitor brand mentions in these ai-powered dialogues is still in its nascent stages. Consequently, there is a growing trend towards Adapt marketing strategies for a world of generative ai.. This adaptation implies a strategic dependence on traditional media in the short term, taking advantage of their reach and impact to build and sustain the brand presence.
At the same time, we are witnessing a significant shift in the technological landscape. The move from browser-based tools to on-device apps is gaining momentum. Leading this charge are innovations like Microsoft Co-Pilot, Google Bard on devices like Android, and the anticipated release of Apple's own Large Language Model (LLM) sometime in 2024. This transition signals a paradigm shift of web-centric interactions to more web-centric interaction. Integrated, device-based ai experience.
This change goes beyond mere convenience; represents a fundamental shift 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 and context-aware environments, resulting in a more organic and engaging user experience. For tech giants like Google, Microsoft and Apple, which are already entrenched in the world of marketing services, this represents an opportunity to redefine their offerings.
We can anticipate the emergence of new “response analytics” platforms and operating models in marketing to support response engine optimization. These tools will likely focus on understanding and leveraging the nuances of ai-driven interactions, but will potentially better leverage training data to understand how results might be represented for a given brand or product.
Digital marketers will begin to think more deeply about how they index these training data sets, just as they once did with search engines.
Furthermore, the possible launch of advertising-sponsored results or media measurement tools by platforms like OpenAI could introduce a new dimension to digital advertising. This development would not only offer new avenues for brand promotion but would also challenge existing digital marketing strategies, prompting a re-evaluation of ROI metrics and evaluation methodologies.
As LLMs migrate to devices, moving away from traditional web interfaces, the marketing landscape is poised for significant changes. Marketers must adapt to these changes, leveraging both traditional media and emerging ai technologies, to effectively engage with their audiences in this new digital age. This dual approach, combining the impact of traditional media with the precision of ai-based analytics, could well be the key to success in the rapidly evolving marketing landscape of 2024.