Forget "one size fits all". GenAI is taking marketing to "this very one is just for you; just now".
One of Marketing's missions is to drive revenue growth by staying ahead of the competition. The best product or service is likely to flounder, unless its value proposition can be distilled and conveyed to its target audience in such a way that moves and compels them to convert from lead to customer with a key action; the purchase.
Compelling, tailored and timely delivered content is "king", and is the gateway to successful marketing and sales plans.
Until recently, content creation, and delivery methods and technology drove many businesses - large and small - to take an economic "one size fits all (most)" approach. Generative AI (GenAI) is changing the marketing world, allowing large and small business that adopt this technology to generate and deliver content tailored to the user, their current device in use, their inferred mood, time of day, location and many other factors that make the use of GenAI both exciting and quite frankly "freakish".
Move a bit to the side SEO; please meet Real Time Marketing Optimization (RTMO).
Real time marketing optimization (RTMO) is a transformative approach that relies on GenAI to generate and intelligently adjust targeted content, in real-time, as campaigns unfold.
This dynamic method, coupled with tools like CRMs like Salesforce, Zoho, and HubSpot ensures that marketing strategies aren't just set in motion and left to run their course, but are living entities, constantly evolving based on real-world performance and feedback. The traditional approach to marketing campaigns involves planning, execution, and post-campaign analysis. Once a campaign is out there, marketers often wait until it's over to evaluate its success and adjust future strategies. However, RTMO with GenAI takes a different tack. It harnesses the power of GenAI algorithms to analyze performance metrics and consumer feedback continuously, allowing for content adjustments in real, or near real time as the campaign progresses.
This approach offers a significant advantage: the ability to respond to the market in the moment. Instead of relying solely on pre-launch research and historical data, marketers can now pivot and adapt their strategies based on current, real-time data. This responsiveness is crucial in an age where consumer sentiments and online trends can shift rapidly.
If your own marketing team, or your marketing agency says in a meeting "we need to let the campaign run for a bit before we make adjustments", please make sure you take the time to define "a bit". If you are taking weeks to adjust you are letting the competition take market share from yours at a time when your company, at any revenue or staffing size, can compete in a leveled playing field, by using Generative AI and taking a RTMO approach.
RTMO leverages Generative AI (GenAI); a type of artificial intelligence that creates new content by learning from existing data. When applied to marketing, GenAI can produce a variety of materials, including ad copy, social media posts, and email marketing content. But its capabilities extend beyond content creation. GenAI is becoming increasingly sophisticated in understanding the nuances of consumer interactions and can make recommendations for optimization on the fly. For instance, if GenAI detects a drop in engagement with a particular ad, it can suggest changes to the copy or visuals based on what has been resonating with the audience so far. It can test different variations of content across platforms, learn from the results, and roll out the top-performing versions—all in real-time. GenAI powers RTMO campaigns that make real-time adjustments and offers several key advantages:
1. Enhanced Engagement: By continuously refining content to align with audience preferences, marketers can maintain high levels of engagement, keeping their brand top-of-mind. 2. Increased ROI: Real-time optimization helps ensure that marketing budgets are spent more effectively by swiftly diverting resources away from underperforming content and towards strategies that are driving results. 3. Agility: Marketers can quickly respond to unforeseen events or changes in consumer sentiment, keeping their campaigns relevant and timely. 4. Competitive Edge: Brands that can adapt quickly are better positioned to stand out in a crowded marketplace.
RTMO is a "doable do" for most small and medium businesses (SMB). RTMO and GenAI solutions are affordable, and can be integrated to your business' marketing and operational suite more easily than you think. You can learn more here.
Integrating solutions like Ceros, Keap, Fuel For Thought and others can help your SMB generate and deliver optimized content so you can manage leads, convert them into customers, and provide them with excellent service. When integrated with GenAI capabilities, your CRM can take the data collected from customer interactions and feed it into the GenAI's learning loop, providing a rich source of insights for optimization. This integration allows for a more holistic optimization strategy that not only tweaks the creative aspects of a campaign but also fine-tunes lead nurturing processes, customer segmentation, and personalized communication tactics. Real Time Marketing Optimization is an approach that leverages the playing field and allows SMBs to compete. As you consider investment initiatives for this year, don't underestimate the power of RTMO, and Generative AI. Start small, but start before your competition leaves you behind.
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