《Movable INK：2024营销人员和人工智能报告（英文版）（12页）.pdf》由会员分享，可在线阅读，更多相关《Movable INK：2024营销人员和人工智能报告（英文版）（12页）.pdf（12页珍藏版）》请在三个皮匠报告上搜索。

1、12024Audience of One Report:The Marketer and the Machine2Consumer preferences and behaviors are in a state of perpetual evolution,and with every marketing touchpoint,the rate of change accelerates.These ever-shifting habits and desires have been the driving force behind every major digital transform

2、ation weve witnessed thus far,and will continue to shape future innovations.Reflecting on marketing programs from past eras shows evidence of this evolution.In the 90s,database marketing emerged,transforming analog methods into digital processes.Then,with the dawn of the 2000s,email service provider

3、s(ESPs)came to the forefront,revolutionizing our engagement techniques.This period saw the burgeoning growth of email and eCommerce;the ability to connect with consumers via social media channels took off,offering unprecedented engagement opportunities.The introduction of cloud computing arguably ma

4、rked an even more significant shift.With Customer Data Platforms(CDPs)and data warehouses,marketers are armed with a unified,real-time snapshot of their customers,allowing for more targeted and relevant engagement across every channel.And now,as we stand on the precipice of yet another change,the tr

5、ansition to autonomous systems powered by artificial intelligence(AI)promises to be the most groundbreaking development in marketing technologys history.Now is the time to reshape our understanding of marketing,heightening efficiency and personalization like never before.This years Audience of One r

6、eport offers a deep dive into how marketers tap into AI to address todays most pressing challenges and anticipate the evolution of future creative strategies.Youll learn key tactics to go beyond the buzzwords and hype of generative AI and learn how to really push your organizations marketing program

7、s forward.Introduction2Alison LindlandChief Marketing Officer Movable InkABOUT MOVABLE INKMovable Ink personalizes every customer engagement through automation and artificial intelligence.The worlds most innovative brands rely on Movable Ink to maximize revenue,simplify workflows,and achieve the opt

8、imal customer experience.Headquartered in New York City with over 500 employees,Movable Ink serves its global client base with operations throughout North America,Central America,Europe,Australia,and Japan.Learn more at .3Integrating AI into marketing strategies is not just a trend;its a revolutiona

9、ry shift altering the foundation of the industry.Marketers are overwhelmingly optimistic about AI.They endorse its capability to refine the customers purchasing journey and to craft experiences that resonate on a deeply individual levelall driving coveted ROI.But AIs influence isnt limited to enhanc

10、ing personalization.It has emerged as a game-changer in generating short-form copy,a task traditionally requiring human attention to detail and creativity.Now,with deep learning methods enhancing our ability to analyze text and images as well as the automation of once labor-intensive and repetitive

11、campaign tasks have seen a major overhaul thanks to AI and accounts for much of the fanfare.The innovations arent merely conceptual;theyre influencing tangible business decisions.With the rise of machine learning in predicting and optimizing data-driven messaging,marketers are seeing huge gains in p

12、roductivity and impactful lifts in revenue.In fact,amid macroeconomic instability,many organizations still reflect their faith in AI by ramping up their budget allocations to ensure a seamless integration.However,as with any revolutionizing technology,there are ethical considerations.As AI-generated

13、 content becomes a staple in the marketing toolkit,concerns about potential biases in AI algorithms and their outputs are rising.Brands and technology vendors alike must remain vigilant and proactive in addressing these issues to ensure fairness and inclusivity.Like every new innovation,the global r

14、eception,response,and adoption is seldom one-size-fits-all.Regional variations are evident,with countries like the US and the UK demonstrating distinct challenges and opportunities.Their adoption rates,perceived challenges,and overall attitudes toward AI differ,indicating that while the tech-nologys

15、 impact is global,its implementation and reception can be profoundly local.Regardless of geography,the consensus is that marketing AI is here and here to stay.OverviewABOUT THE STUDYThe Audience of One 2024 report is based on a survey conducted by Movable Ink.This research sought to uncover what con

16、sumers value in branded digital experiences,what information is most useful across the customer experience,and the types of information consumers will share for a more tailored customer experience.The report identifies trends across key verticals and demographics from the marketers perspective.The f

17、indings are based on data collected in the study which consisted of 500 total responses from B2C marketers at director-level or above at companies with 500 or more employees and$500M or more in annual revenue in the United States(250)and the United Kingdom(250)from September 6,2023 September 18,2023

18、 with a margin of error of+/-4.33%percentage points.4Key TakeawaysAI IS UBIQUITOUS IN MARKETING Marketers Embrace AI:Nearly all(97%)organizations employ AI in their marketing initiatives,evidenced by the increasing use of AI for consumer behavior analysis(59%),personalization(56%),campaign optimizat

19、ion(55%),and more.Universal Usability:AI isnt restricted to back-end analysis.Its used across a plethora of marketing functions,from technical tasks like data insights(36%)and SEO(34%),to more content-centric purposes like idea generation(28%)and short-form content creation(26%).STRATEGIC CHANNEL IM

20、PLEMENTATION AND HIGH-IMPACT OPPORTUNITIES Digital Dominance:Cross-channel marketing communications(i.e.,content marketing,email and SMS)(63%),Digital advertising(52%),and social media(50%),are where AI is currently predominant.Despite its promise,only about half of marketers leverage AI in these ch

21、annels,pointing to growth opportunities.AIs Untapped Marketing Potential:AI is expected to grow within advertising(37%)and content marketing(30%)in 2024,highlighting the promise of AIs versatility across various marketing channels,like email.REVOLUTIONIZING CAMPAIGN MANAGEMENT Addressing Campaign Ch

22、allenges:AI is alleviating campaign pain points,notably in the typically time-consuming monitoring of multiple campaigns(50%),data analysis and ROI assessment(47%),and content creation(46%).Strategy Over Manual Tasks:An overwhelming majority(95%)concur that AIs automation of manual tasks permits a m

23、ore strategy-focused approach.Most common campaign management use cases include content personalization(51%),segmentation and targeting(46%),content ideation,sentiment analysis(40%),frequency management(39%),send-time personalization(39%),and A/B testing(20%).ETHICS AND RESPONSIBLE USE OF AI Ethical

24、 Worries:Marketers biggest ethical concerns related to AI include privacy invasion(47%),IP issues(44%),the absence of human oversight(42%),stereotypical recommendations(39%),discriminatory targeting(38%),and biased content(36%).Steps Towards Ethical AI:More than half of the marketers emphasize the n

25、eed for monitoring AI for biases(53%),ensuring AI content reflects brand values(52%),and mandating human reviews for AI-generated content(51%).AIS ROLE IN THE PEAK SEASON AND BUDGET TRENDS AI-Powered Peak Season:As the 2023 peak season approaches,90%of marketers are integrating AI into their strateg

26、ies,expecting AI to offer better predictive insights(44%),enhanced engagement(41%),and more automated content generation(39%).Budget Increases Reflect AIs Significance:The value marketers place on AI and digital tools is evident,with 86%indicating an increased marketing budget for 2023 over 2022,and

27、 a similar trend is expected for 2024.5Organizations today are in a unique position:on the one hand,they have access to so much customer data,and on the other,theres an expectation to harness this data to create bespoke experiences.Think of it as a treasure hunt,where amidst a sea of information,the

28、res a golden opportunity to truly connect with each customer,while making sure data remains private and secure.Introducing a promising tool like AI into the mix doesnt come without its challenges.While the initial plunge into this world presents some obstacles,from data security concerns to the need

29、 for specialized skills,the rewards are manifold.As a high-tech tool bursting with possibilities,all it needs is understanding and adept handling from marketers.Despite inherent trepidation,one in two marketers attest that implementing operational AI ranks as one of their organi-zations top marketin

30、g-related priorities in the next 12 months emphasizing its widespread optimism.This being said,marketers should be sure to address all major concerns and challenges with vendors ahead of implementation.Marketers Unite:Amid Challenges,Marketers Overwhelmingly Agree on AIs PotentialKey Challenges in A

31、dapting Strategies to Evolving Consumer BehaviorTop Challenges Marketers Face with AI IntegrationKey Benefits of AI ImplementationIts also evident that marketers resoundingly acknowledge AIs impact.By offering tailored engagements,machine learning refines the customer buying experience,catering prec

32、isely to customer preferences and tastesfinally unlocking the ability to deliver the one-to-one experience marketers have been craving for years.Its automation capabilities not only give marketers the ability to automatically create thousands of variations of content,but also enables marketing teams

33、 to pivot their focus towards customer-centric planning.Complementing this,AIs proficiency in not only predicting customers next moves but also guiding them down a path of discovery makes the marketing experience much more satisfying,ensuring optimal customer lifetime value.33%34%34%47%RETAILBalanci

34、ng long-term strategy with short-term trendsQuickly adapting to match customer preferencesQuickly adapting to match customer preferencesImplementing necessary changes in a timely mannerFINANCIAL SERVICESMEDIA&ENTERTAINMENTTECHNOLOGYExecuting consistent omnichannel personalization 37%Safeguarding dat

35、a privacy 38%Data privacy and security 35%Worries about brand reputation 29%Lack of skills to deploy 23%Managing and leveraging customer data 40%99%98%96%95%Improves customer buying journeyEnhances the delivery of more personalized customer experiencesEfficiently generates short-form copyAutomates m

36、anual tasks,enabling marketing teams to concentrate on strategy6AI is Ubiquitous in MarketingIn todays hyper-connected and dynamic environment,AI has seamlessly woven itself into the fabric of marketing strategies beyond ChatGPT and generative technology.Organizations have recognized the universalit

37、y of AI,integrating it into nearly every channel.This widespread adoption speaks volumes about its indispensable role in understanding and engaging todays discerning consumers.One of AIs primary advantages lies in its capacity to analyze and interpret large amounts of data.Marketers now channel this

38、 capability for an in-depth dive into consumer behavior patterns.This granular understanding allows for tailoring strategies that resonate with individual preferences,making it so that personalization is not just a buzzword but a tangible strategy.AIs versatility shines through its wide range of app

39、lications.Beyond the analytical sphere,AI is becoming a cornerstone for technical tasks.From delving into intricate data insights(36%)to optimizing search engine strategies(34%),the technology allows businesses to remain agile and ahead of the curve.Simultaneously on the content front,AI aids in spa

40、rking innovative ideas and crafting compelling narratives.Content remains crucial in the digital age,with AI as its right hand,ensuring brands can engage audiences in more meaningful and impactful ways.As AI continues its upward trajectory,marketers who channel its full power will redefine customer

41、engagement,create memorable experiences,and deliver ROI.Nearly 100%of marketers agreed,marketing AI both improves the customer buying journey(99%)and helps brands deliver more person-alized experiences(98%).Marketers still need to leverage their creative brainpower for optimized messaging.You need t

42、he dynamic duo of marketer and machine for truly magical results where the marketers create strategies,define logic and rules,and refine AI outputs.PRO TIP59%Consumer behavior analysisCampaign Optimization55%Data InsightsSEOContent Creation36%34%26%How are marketers currently using AI?7Strategic Cha

43、nnel Implementation and High-Impact OpportunitiesWe have recently witnessed a surge in the integration of AI across various marketing channels.Digital platforms,notably in advertising(52%),social media(50%),content marketing(48%),and email(37%)have become the primary focus for AI deployment.These ch

44、annels have experienced significant advancement due to AIs capability to personalize user experiences,streamline content delivery,and optimize strategies,making AIs ability to enhance engagement and achieve marketing KPIs vast.However,the current state indicates that a large fraction of marketers ha

45、ve yet to harness the full capabilities of AI in these digital channels.This presents a tremendous opportunity for growth and innovation.As marketers delve deeper into AI,we can anticipate a more personalized and efficient digital landscape.When juxtaposing more traditional channels like email again

46、st their coun-terparts,there seems to be a general consensus leaning towards the latter for AIs benefits.This underscores a possible under-appreciation of AIs adaptability and impact across a broader spectrum of marketing platforms.It is essential to realize that AIs scope goes beyond content creati

47、on.When paired with AI,traditional marketing channels can undergo ground-breaking changes,leading to innovative campaigns and strategies.As the marketing world continues to evolve,recognizing and leveraging AI across diverse channels will be pivotal for success.Open Source AI is valuable.But AI is m

48、uch broader than what you read in the news.Consider using multiple AI models together,in an ensemble approach,to create truly unique experiences.PRO TIP8Revolutionizing Campaign ManagementModern marketing has proven the complexity of campaign management.The sheer number of campaigns one has to set u

49、p,monitor,and optimize in addition to the intricacies involved in data analysis and the pivotal role of keeping up with content creation can make campaign management daunting.However,the dawn of AI is serving as a beacon of hope,turning these challenges into opportunities.In fact,95%of marketers con

50、cur that AIs automation capabilities promote a more streamlined approach to campaign management,promoting a more strategy-focused approach,and an opportunity to scale.What do marketers think is AIs biggest advantage?56%More time to focus on strategyImproved personalization efforts53%Production effic

51、iencies50%Say goodbye to batch-and-blasts.Let AI help transform your batch program into timely,personalized,and effective campaigns quickly and at scale.PRO TIP50%Monitoring multiple campaigns at once47%Data analysis and ROI assessment46%Content creationWhat pain points does AI alleviate?One of the

52、most pronounced benefits of AI is its capability to monitor multiple campaigns seamlessly(50%).By un-derstanding and processing data,AI systems can highlight key insights so campaigns remain on track.Furthermore,AIs potential in data analysis and ROI evaluation is unsurpassed.Gone are the days when

53、marketers would grapple with countless spreadsheets and convoluted data points.AI provides clarity and precision,offering actionable insights that drive campaign success.Most common campaign management AI use cases include content personalization(51%),segmentation and targeting(46%),and content idea

54、tion(44%).9The essence of content is undergoing a metamorphosis,thanks to AI.The challenge of creating persuasive content,especially short-form copy,is now being effortlessly managed by AI tools.These tools craft compelling narratives-that resonate with the target audience.But perhaps the most signi

55、ficant advantage is AIs ability to shift the marketing paradigm from a task-oriented approach to a strategic one.By automating routine and mundane tasks,AI empowers marketers to channel their energy into devising innovative strategies.A consensus is evident,with a wide majority acknowledging the use

56、 of AI in campaign management.As AI continues to evolve,it signals a new age where strategy takes precedence,ensuring marketing campaigns reach their true potency.VERTICALUSE AI FORContent personalization(55%),sentiment analysis(44%),send-time personalization(43%),and content ideation and brainstorm

57、ing(43%).Content ideation and brainstorming(63%),send-time personalization(50%),content personalization and segmentation and targeting(41%).Content personalization(55%),sentiment analysis(44%),send-time personalization(43%),and content ideation and brainstorming(43%).Content ideation and brainstormi

58、ng(51%),segmentation and targeting(43%),and content personalization(41%).AI Utilization Across Various Marketing SectorsRetail&eCommerceMedia&EntertainmentFinancial ServicesTechnology10AIs rapid growth and implementation has given rise to a slew of ethical considerations.As the technology becomes mo

59、re advanced and integrated into strategies,marketers are increasingly aware of the possible pitfalls.One of the most pressing concerns is the possibility of AI inadvertently invading privacy(47%).Without proper safeguards,the enormous amounts of data AI systems analyze could lead to unintended breac

60、hes or misuse of personal information.Like any technology,however,AI can be used positively or negatively.Its our job as marketers to use AI transparently and responsibly the same as any other tool.Moreover,intellectual property(IP)issues are looming(44%).As AI starts generating content,theres a gra

61、y area surrounding the ownership and rights of such creations.Whose intellectual property is it when a machine,rather than a human,creates content or designs?Another significant concern is the dwindling human intervention in AIs decision-making processes(42%).Without human oversight,theres a risk th

62、at AI systems might operate unchecked,leading to unintended consequences or decisions that might not align with a brands ethos or societal norms.Ethics and Responsible Use of AIRather than being replaced by AI,marketers should work alongside the technology to leverage its insights and capabilities,w

63、hile also bringing their unique creativity and empathy to the table.For example,include diverse datasets.If the inputted data is more balanced,the AIs output will also be more objective and mitigate risk of bias.PRO TIPAcknowledging these challenges,many marketers are taking proactive steps towards

64、a more ethical use of AI.A considerable portion believes in actively monitoring AI systems to detect and rectify biases(53%),so they dont perpetuate harmful stereotypes or misinformation.Additionally,to retain brand integrity,AI-generated content must align seamlessly with a brands core values(52%).

65、And,to strike a balance between technology and the human touch,many marketers advocate for a mandatory review of AI outputs by human eyes to add a final layer of scrutiny and judgment(51%).This is where the Human-in-the-Loop(HITL)approach comes in handy.In traditional machine learning,AI outputs are

66、 modified and adjusted based on human intervention.With Marketer-in-the-Loop,marketers can seamlessly blend the strengths of humans and machines to achieve impressive results that neither could accomplish alone.47%Privacy invasion44%IP issues42%Absence of human supervisionTop AI Ethics Concerns Amon

67、g Marketers53%Monitor AI for biases52%Ensure reflection of brand values51%Mandate human reviews for AI-generated contentStrategies Marketers Recommend for Ethical AI Implementation11The upcoming 2023 festive season is set to be unlike any other as AI takes center stage in shaping our shopping experi

68、ences.Marketers,eager to leverage the capabilities of AI,are weaving this technology into their peak season strategies with great enthusiasm.They are tapping into the technologys immense power for its adeptness in delivering profound predictive insights and personalization capabilities(44%),improvin

69、g engagement(41%),and automating content creation(39%).These insights help businesses anticipate consumer behavior,tastes,and preferences for a more tailored and delightful customer experience.AIs role in enhancing engagement cannot be overstated.In fact,41%of marketers expect it from the technology

70、.Todays consumers are looking for one-of-a-kind experiences they want brands to know what they want before they do.AI significantly increases the feasibility and success rate by analyzing patterns,behaviors,and preferences to deliver curated content,offers,and interactions.As a result,businesses can

71、 foster deeper connections with their customers,making the festive season more memorable for all.The surge in marketing budgets for 2023 underscores the growing importance of AI and digital tools in the industry.Marketers recognize the unparalleled advantages these technologies bring,from streamline

72、d operations to advanced customer analytics.As companies increasingly allocate resources to implement AI,we can only expect this trend to continue into 2024 and beyond.AI is not just a technological tool;its becoming an integral part of the festive season,promising richer and more interactive market

73、ing moments for brands everywhere.AIs Role in the Peak Season and Budget TrendsInvest in an AI technology that can seamlessly integrate into your existing martech stack with a primary focus on helping you drive growth and tailored experiences for your customers.PRO TIPMarketers Expectations for AI U

74、se in the 2023 Peak SeasonBetterpredictiveinsightsEnhanced engagementAutomated content creationStronger customer experiencesSuperior personalization44%41%39%39%35%marketers have an increased marketing budget for 2023 compared to 2022,and a similar trend is expected for 2024.4 in 512The promise of AI

75、 in marketing is immense,with a staggering 97%of organizations using the technology for diverse marketing tasks.As marketers continue to refine and align AI applications with ethical guidelines,we are witnessing an era where technology not only boosts conversions but fosters more personalized and me

76、aningful engagements with consumers.The coming years are poised to be exciting,with brands pushing creative boundaries and delivering experiences that were once deemed impossible.With continued collab-oration,innovation,and responsibility,the fusion of AI and marketing will undoubtedly herald a brig

77、hter,more connected future for both brands and their audiences.ConclusionCustomers dont experience data,they experience content.Movable Ink activates any data into personalized content in any customer engagement.The worlds most innovative brands rely on Movable Ink to accelerate their marketing performance.With more than 550 employees,the company is headquartered in New York City with operations throughout North America,Central America,Europe,Australia,and Japan.Learn more at .ABOUT MOVABLE INK