Where do I want to spend my marketing budget?
What does the sustainability conversation in marketing really look like?
What is my gut instinct in the gen AI conversation?
Based on Everest Group’s CMO Survey 2024, this webinar highlighted the evolving CMO mindset around a plethora of themes, such as recent technological advances, evolving consumer preferences, and the increased desire for sustainable marketing practices.
Our experts Nishant Jeyanth, Darshita Lohiya, and David Rickard, delved into this to gain strategic insights into the top marketing priorities for 2024, the trends to bear in mind, and the 12-month likely trajectory for marketing.
Attendees understood the interplay between advancing technology, such as generative AI, fluctuating consumer preferences, and the impact of macro trends on the marketing function..
What questions has the webinar answered for the participants?
Who should attend?
Watch this event on LinkedIn which was delivered live on Thursday, May 16, 2024
🚀 The marketing industry is constantly evolving, largely due to emerging technologies and the imperative to keep up with customer demand. As macroeconomic conditions show signs of improvement, CMOs and marketing leaders are preparing to reassess and refine their strategies.
Watch this engaging LinkedIn Live discussion as our analysts explored the anticipated changes in marketing and marketing services in the second half of 2024 and beyond. They will examine the forces driving transformation within the marketing landscape, including strengthening macroeconomic conditions, technological advances such as generative AI (gen AI), the emergence of new channels, and the increase of events. 📈💡
During this LinkedIn Live, we discussed:
• What is driving marketing in 2024? 🌐📱
• How should CMOs look at technology disruptions in the near to medium term? 🧠💥
• What new channels should CMOs start allocating their budgets to in 2024? 📊💰
Advances in technology such as generative AI and Web3, coupled with changing consumer preferences and dynamic macroeconomic conditions, have transformed the marketing landscape. As CMOs reassess their strategies, marketing service providers are also evolving, shifting from traditional offerings to strategic enablement of innovative solutions focused on Customer Experience (CX). They are leveraging technologies such as generative AI and Web3 to create hyper-personalized CX solutions, breaking data siloes for a unified customer view, implementing loyalty programs for customer retention, and integrating ESG into marketing strategies.
Additionally, they are exploring flexible and cost-efficient delivery models by expanding delivery to talent-rich regions and using AI and automation for productivity. Despite the influx of new entrants in the marketing ecosystem, CX remains the central focus for all stakeholders.
Contents:
In this report, we examine:
Scope:
The PEAK Matrix® provides an objective, data-driven assessment of service and technology providers based on their overall capability and market impact across different global services markets, classifying them into three categories: Leaders, Major Contenders, and Aspirants.
By leveraging generative Artificial Intelligence (gen AI), brands can elevate influencer marketing to the next level by creating compelling content that connects more deeply with consumers. In this blog, discover how AI influencers are changing the influencer marketing market and key factors brands should consider.
In an increasingly digital world, consumers seek personalized connections and are drawn to influencers who embody relatable lifestyles and offer trustworthy recommendations. Brands recognize the potential of influencer marketing to enhance visibility, credibility, and engagement. Influencer marketing fosters genuine connections that resonate with today’s consumers and provides brands with a powerful platform to amplify their message in the crowded digital marketplace.
Let’s take a look at how consumers and brands perceive influencer marketing.
Quick cut to the gen AI disruption – where cutting-edge technology meets influencer creativity. With its capability to produce creative text formats, images, and videos, gen AI brings a new opportunity to this market. It has the potential to empower influencers to craft compelling content at scale that uniquely resonates with followers.
Influencers now find themselves equipped with innovative means to captivate audiences, experiment with storytelling formats, and consistently produce engaging content that reflects the pulse of their followers.
Callout: “A survey of consumers across the UK and the US found a majority (60 percent) prefer creator content designed using gen AI. An additional poll of content creators found most (81 percent) reported more favorable audience engagement with content designed using AI technology.”
Let’s look deeper at how gen AI is being used in influencer marketing.
The use of AI influencers in marketing is a relatively recent development that has gained significant traction. High-profile brands such as Prada, Versace, Red Bull, and Tinder have all activated AI influencers for social media promotions. Although the results driven by AI influencers are similar to those of human creators, the key difference lies in creating a relatable brand presence in consumers’ minds.
In the graphic below, we compare the skill levels of human and AI influencers in important areas:
With their complementing skills, virtual and human influencers can create engaging content at different ends of the same spectrum. As gen AI becomes more prevalent in the influencer industry, balancing authenticity and AI-generated content will be crucial to maintaining genuine connections.
While the intersection of gen AI and influencer marketing presents a transformative landscape for brands to connect with their target audience, a few areas of concern still need to be addressed, including:
As influencer marketing evolves, the future is oriented toward adopting an omnichannel and full-funnel strategy. This entails brands leveraging influencer content across diverse marketing channels, from connected television (CTV) ads to opportunity-to-hear (OTH) display ads. By taking this approach, brands can establish influencer-led paid media and integrate it with commerce, removing steps in the customer journey and ultimately driving faster conversions.
To discuss the growing role of AI influencers in the influencer marketing market, contact [email protected] and [email protected].
Join our webinar, The Generative AI Advantage in Enterprise CXM Operations, to learn how enterprises are looking at generative AI-based solutions adoption to improve customer experiences.
Marketing has undergone a substantial transformation brought on by the adoption of digital technologies; however, support service delivery models have not kept up with the pace of change. GBS and GCC organizations can play a pivotal role in unlocking marketing efficiencies and benefits.
Join this virtual roundtable discussion to participate in conversations with our expert analysts and your peers. Attendees will gain valuable insights into the latest adoption trends and actively contribute to a group discussion exploring their positioning of marketing service delivery models, including vision, enablers for future value creation, futuristic plans and evolution, and governance models.
This session will help participants develop an understanding of priorities and opportunities for the global delivery of marketing services such as:
Who should attend?
Virtual Roundtable Guidelines
The only price of admission is participation. Attendees should be prepared to share their experiences and be willing to engage in discourse.
Participation is limited to enterprise leaders (no service providers). Everest Group will approve each attendance request to ensure an appropriate group size and mix of participants. The sessions are 90 minutes in duration and include introductions, a short presentation, and a facilitated discussion.
Talent Demand
©2023 Everest Global, Inc. Privacy Notice Terms of Use Do Not Sell My Information
"*" indicates required fields
