A software company launches a new innovative product. Leading up to the launch, they ran through the basic marketing steps, such as creating a compelling value proposition, crafting a targeted marketing message and leveraging online marketing channels. However, they failed to deliver on their marketing campaign language to create a bigger buzz around the product.
As a result, the company missed a significant revenue opportunity (as competitors with similar products effectively marketed and captured the attention of the target audience, gaining a larger market share). It’s almost as if the digital marketer for that company when with their creative intuition alone to choose marketing language they are familiar. Language that does not always draw in their target audience. Things might have been different if they had looked for a bit of help. Maybe from AI?
In terms of marketing, AI enables personalization and targeting through data analysis, powers chatbots and virtual assistants for improved customer support, automates content creation and optimization, facilitates marketing automation for efficiency, provides predictive analytics for strategic planning and enables social media listening and sentiment analysis. All-in-all, AI has the potential to help generate insights on the language that essentially motivates customer engagement.
With these capabilities, AI empowers marketers to make data-driven decisions, enhance customer experiences, optimize campaigns and drive better results.
And digital marketers would agree. Human marketers are essential to the creative process, yes. Yet without added insights from AI, all digital marketers were unable to consistently identify the highest performing message, according to a Persado study. The result of the highest-performing messages? The highest-performing messages achieved a 2.5% click rate, representing a 68% uplift from the human-authored control message, according to the study.
A little background on the company: Persado offers a unique Motivation AI platform that generates personalized communications on a large scale, effectively inspiring individuals to engage and act. Their generative AI is trained on over 100 billion digital business language impressions across industries, empowering marketers to motivate customers and achieve substantial business outcomes.
With its study, Persado also found that marketers could not rely on their experience. There was no difference between those who have around five years of experience and those with more than 10 years of experience.
Sure, one can say they’ve been in the business a long time and can bring strategic thinking and domain expertise to the table. But partnering with AI augments their capabilities, provides valuable insights and improves overall marketing performance. By leveraging the strengths of both, marketers achieve greater efficiency, personalization and effectiveness in their campaigns.
“Our study found that marketing teams leave dollars on the table when they don't empower their human creatives with AI-driven insights about the language that works to motivate customer engagement,” said Michele Nemschoff, Senior Vice President of Marketing, Persado.
The study, administered by data and analysis firm Momentive, presented retail marketing leaders with at least five years of experience with three different versions of a dozen consumer marketing campaigns. One of the versions was a human-authored control message and the other two were the median-performing and highest-performing AI-generated variants of the control message.
Edited by
Alex Passett
