This week in Modern Marketer...

I'm back! I had to take a short hiatus from Modern Marketer, but I'm excited to be back and continue to share what's new and exciting in the world of marketing.

Welcome to the 18th edition of The Modern Marketer. If you are new here, click SUBSCRIBE to keep receiving notifications and share/save/send if you find the information insightful. Let's connect, leave a comment below or send me a message.

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The Power of AI in Marketing

While I do not proclaim to be an artificial intelligence (AI) expert, I'm an experienced marketing executive who has integrated artificial intelligence into my marketing toolbox for several years now. It all began in 2016 with Facebook chatbots, and since then, I've been on a continuous journey of exploration and implementation.

In recent years, I've had the privilege of leading teams entrusted with managing multi-million dollar budgets, all while facing constraints in terms of resources and organizational support. In this challenging landscape, the automation of tasks through AI has played a pivotal role in my ability to build, execute, and track campaigns successfully. However, I believe marketers have only scratched the surface of the use of AI in marketing, its potential applications, and its implications. I'm excited to dive deeper over the next year and will share my learnings along the way.

Generative AI (GenAI) has reached a significant milestone in the past six months, transitioning into the mainstream. The emergence of OpenAI's ChatGPT and the controversy surrounding it have sparked a broader exploration of the potential of Large Language Model-driven systems. As a result, numerous companies have announced their integration with OpenAI or have started utilizing alternative options like Google's Bard.

A great example is the Expedia OpenAI integration for traveling planning searches. Check out the details on the launch:

This widespread adoption of GenAI has brought about a transformative impact on the digital marketing landscape, particularly concerning ad targeting, lead generation, and Search. Google, for instance, has initiated testing of GenAI in search functionality. Not only does this tool provide initial responses to user queries, but it also offers subsequent suggestions and links while maintaining contextual continuity between questions, as highlighted in Google's blog post. These AI models can comprehend and analyze consumer needs, adapting to frequently evolving expectations.

Given that 90% of business leaders anticipate frequent utilization of GenAI solutions in the next two years, the question arises: Is this truly the way forward for marketers?

Yes but like with any new marketing tool or tactic, test, tweak, test then roll out. Many say marketing has the most to gain from artificial intelligence. There have been several studies by McKinsey and Bain & Company that analyzed hundreds of use cases and all showed that marketing was the domain where AI would contribute the most value. While AI can automate certain aspects of marketing, it is unlikely to completely replace marketing jobs. Marketing is rooted in creativity and strategic thinking, skills that can’t be automated.

Marketers are perfectly poised to lead the charge in adopting and utilizing generative AI tools and the CMO is perfectly placed to be an AI change agent and an early adopter of Gen AI tools. Like any other tool, it’s all in how it’s used – it can amplify, augment and streamline business activities.

Join me on this journey as we explore the evolving landscape of AI in marketing, sharing insights, successes, and lessons learned along the way.

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In case you wondering, I wrote this myself, but I did test it on ChatGPT.

My ChatGPT prompt: Act as a marketing expert and write a LinkedIn newsletter based on the latest news and trends in the marketing industry.

ChatGPT response: As an AI language model, my responses are based on data available up until September 2021, and I don't have access to real-time information. However, as of my last update, here are a few notable trends and news in the marketing industry.

This is a good reminder that AI is a tool and should be used with caution.

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One of my favorite ways I have seen AI augment reality is in art. If you haven’t seen it yet, you must view Refik Anadol’s work “Unsupervised” currently on exhibit at MoMA.

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LinkedIn's Feed Update: Relevance Over Virality

LinkedIn has been shaking things up to make your experience more valuable and less about going viral. Say goodbye to irrelevant content and selfies, and get ready for some fresh changes or so they say.

Last week, LinkedIn announce three major changes in addition to algorithm updates. From Linkedin:

Thanks to your invaluable feedback, we’ve learned that some of our creation tools aren’t facilitating your ability to share all of your amazing experiences and expertise with your community. This includes carousels, profile video, and the ability to embed clickable links within the image or video of your posts. So, starting June 26th, 2023, we’ll be removing these tools, though your current posts will still be viewable. 

Entrepreneur magazine published an article summarizing some of what we can expect with the new LinkedIn algorithm. Here are the key takeaways:

LinkedIn has undergone significant changes to its feed algorithm, shifting its focus from viral content to relevant and informative posts. In response to user complaints about irrelevant content and the influx of personal posts during the pandemic, LinkedIn’s goal is to make the feed more valuable for professionals.

1. Improved Visibility: Your followers are now more likely to see your posts, as LinkedIn users express a preference for content grounded in knowledge and advice. LinkedIn has witnessed a 10% increase in users viewing posts from people they follow.
2. Knowledge and Advice: LinkedIn prioritizes posts that share valuable insights and guidance, expanding their reach beyond your immediate network. By evaluating posts for their relevance and usefulness, LinkedIn helps members feel more productive and successful. There has been a nearly 40% rise in users exploring content from individuals outside their network.
3. Genuine Engagement: LinkedIn now emphasizes "meaningful comments" rather than simply focusing on high comment counts or empty comments like “Great!” Authentic responses that contribute to the conversation are being rewarded, encouraging genuine interactions and discouraging engagement groups or pods.
4. Perspectives Matter: Posts with unique perspectives, opinions, and advice stand out. LinkedIn uses AI to classify posts based on their content, rewarding posts that offer personal insights and resonate with a target audience.

LinkedIn aims to foster a professional environment (like the workplace), where relevant conversations occur within teams. Rather than chasing virality, LinkedIn encourages users to focus on reaching the right audience. Stay informed about these changes to make the most of your LinkedIn presence.

See the full article in Entrepreneur Magazine:

Remember, LinkedIn is your professional space. It's not about going viral for the sake of it. So, let's focus on reaching the right audience and building valuable connections. Stay in the loop and make the most out of these exciting updates!

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Thanks for subscribing to my newsletter. I post regularly on branding, marketing, career tips, social media, and LinkedIn. For more on me, check out my profile or visit kristingallucci.com. I'm also passionate about using social media for good, check out my TED talk.

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