As AI is being written into curriculum for one of the marketing classes I teach at University of Denver, I was recently asked about potential ways to engage students in learning how to use the tools responsibly. I decided to run my own experiment to see if the most popular generative AI tools would all perform at the same level. Read on for the results…
Experiment: Test three AI tools for generative content creation to observe results. Are all three providing the same information? Different information? How might you determine accuracy, reliability, and validity in the artificial intelligence generated responses? If sources are provided by the AI tool, would you consider them to be credible sources? Why or why not?
Question to test: Digital marketing trends are constantly evolving as new technologies and platforms emerge and consumer behavior and expectations change. Because these trends are constantly evolving, marketers should keep track of them and adapt to the ones that are relevant to their industry and target audience. But how do we know which trends to jump on and which to let pass by?
Hypothesis: Copilot, Gemini, and ChatGPT will all provide the same information.
CoPilot:
Certainly! Keeping up with digital marketing trends is crucial for staying competitive. Let’s explore some key trends for 2024:
- Social Media Trends:
- Instagram Threads: This platform, launched by Meta (formerly Facebook), is gaining popularity. It’s used primarily for sharing text updates and joining public conversations. Brands should consider having a presence on Threads, as user numbers are expected to increase in 20241.
- LinkedIn: Take LinkedIn seriously! It’s not just a platform for job seekers; it’s becoming a powerful tool for B2B marketing and networking.
- AI in Social Media: Artificial intelligence will play a bigger role in social media platforms. Marketers should explore AI-driven strategies and co-creation opportunities.
- SEO Trends:
- Prepare for Google’s Search Generative Experience (SGE). Valuable and shareable content, expertise, authoritativeness, and trustworthiness (EEAT), and user experience will be critical factors.
- PPC (Pay-Per-Click) Advertising:
- View AI as an assistant rather than relying solely on Google reps’ recommendations. Avoid unnecessary campaign changes due to pressure from reps.
- Digital Marketing Strategy:
- Data Privacy and Sustainability: These will gain importance. Brands need to prioritize data protection and sustainable practices.
- Digital Marketing Careers:
- It’ll be an employers’ market. While AI won’t replace jobs, having AI skills will be advantageous1.
Additionally, here are a few more trends to consider:
- Personalization: Marketing will become even more personalized, tailoring content to individual preferences.
- Multimodal AI: AI will impact search results, and marketers should adapt to this shift.
- Local Marketing: Local strategies will continue to grow in importance.
- Immersive Experiences: Brands will create more engaging and immersive digital experiences.
- Transparency: Marketers need to be transparent about their practices.
- Value-Oriented Businesses: Consumers will seek out brands that contribute positively to society.
- Social Shopping: Expect further growth in social commerce2.
Remember, staying informed and agile is key to success in the ever-changing digital landscape! 😊🚀
Additional resources suggested:
DigitalMarketingInstititute.com
LocalIq.com
Finchannel.com
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Gemini
Navigating the Digital Marketing Trend Landscape
You’re absolutely right. The digital marketing landscape is in a constant state of flux.
So, how do you decide which trends to chase and which to ignore?
Understanding the Key to Success
The key lies in a deep understanding of your:
- Target Audience: Who are they? What are their needs, wants, and behaviors? Which platforms do they frequent?
- Business Goals: What are you trying to achieve? Are you focused on brand awareness, lead generation, or sales?
- Industry Landscape: What are the specific trends impacting your industry? How are competitors adapting?
A Strategic Approach to Trend Selection
- Prioritize Based on Relevance:
- Align with Business Goals: Ensure the trend supports your overarching objectives.
- Resonates with Audience: Does it connect with your target audience’s interests and preferences?
- Fits Industry Context: Consider how the trend applies to your specific industry.
- Conduct Thorough Research:
- Explore Trend Depth: Understand the trend’s implications, potential impact, and staying power.
- Assess Resource Requirements: Evaluate the time, budget, and expertise needed to implement the trend.
- Analyze ROI: Determine the potential return on investment and measure success metrics.
- Experiment and Iterate:
- Test and Learn: Try new trends on a smaller scale to assess their effectiveness.
- Measure Performance: Track key metrics to determine if the trend is delivering desired results.
- Adapt and Optimize: Be prepared to adjust your strategy based on performance data.
- Stay Focused on Core Competencies:
- Outsource or Partner: Consider collaborating with experts for specialized skills or resources.
- Maintain Core Strengths: Don’t spread yourself too thin by chasing every trend.
Essential Trends to Watch
While the digital landscape is constantly evolving, some trends have shown significant staying power:
- AI and Automation: Personalization, chatbots, and predictive analytics.
- Video Content: Short-form videos, live streaming, and interactive video.
- User Experience (UX): Mobile optimization, voice search, and personalized experiences.
- Data Privacy and Security: Compliance with regulations and building trust.
- Social Commerce: Shopping directly through social media platforms.
Remember: It’s not about jumping on every trend but about strategically selecting those that align with your business and audience.
Would you like to discuss a specific trend or industry to see how it might apply to your marketing goals?
Additional resources suggested:
BusinessDailyAfrica.com
Simplilearn.com
Eminience.ch
___________________________
ChatGPT:
Digital marketing trends are indeed constantly evolving, and navigating them effectively can be challenging. To determine which trends to embrace and which to let pass, marketers can use a strategic approach involving several key steps:
- Stay Informed:
-
- Industry Reports and Publications: Regularly read industry reports, whitepapers, and publications from reputable sources like eMarketer, HubSpot, and Gartner.
- Social Media and Influencers: Follow industry influencers and thought leaders on platforms like LinkedIn, Twitter, and industry-specific forums.
- Conferences and Webinars: Attend digital marketing conferences, webinars, and workshops to stay updated on the latest trends and best practices.
- Analyze Relevance and Fit:
-
- Audience Analysis: Understand your target audience’s preferences, behaviors, and pain points. Use tools like Google Analytics, social media insights, and customer surveys.
- Industry Relevance: Assess if the trend is relevant to your industry. Some trends may be more applicable to certain sectors than others.
- Test and Experiment:
-
- Pilot Programs: Run small-scale pilot programs to test new trends. This allows you to gather data and insights without committing significant resources.
- A/B Testing: Implement A/B testing to compare the performance of new strategies against existing ones.
- Measure and Evaluate:
-
- Key Performance Indicators (KPIs): Define clear KPIs to measure the success of new trends. This could include metrics like engagement rates, conversion rates, ROI, and customer feedback.
- Data Analysis: Use data analytics tools to evaluate the performance of new trends. Look for trends and patterns in the data to inform your decision-making.
- Strategic Alignment:
-
- Business Goals: Ensure that any new trend aligns with your overall business goals and marketing strategy.
- Resource Allocation: Consider the resources required to implement the trend, including time, budget, and personnel. Ensure that you have the capacity to support it effectively.
- Continuous Learning:
-
- Feedback Loop: Create a feedback loop to continuously learn from your experiences. Gather feedback from your team and customers to refine your approach.
- Adaptability: Be prepared to pivot and adapt as trends evolve. Flexibility is key in the fast-paced world of digital marketing.
By following these steps, marketers can make informed decisions about which digital marketing trends to adopt and which to pass by, ensuring that their strategies remain effective and aligned with their business objectives.
Additional resources suggested:
None
_____________________________
Results/Observations:
CoPilot gave me a straight answer of trends, with definitions of each trend. It did not provide criteria for decision making when determining which trend to take or leave. Sources were relevant to digital marketing, with a wide range of sources from nationally recognized to local news.
Gemini provided both criteria for decision making and current trends. It went even further by providing specific strategies to consider and advice for continued critical thinking on the topic. Sources used were both credible, one was from Africa so a student could easily have discourse around using international sources like Business Daily Africa when creating US based personas.
ChatGPT provided only strategies for choosing marketing trends without suggestion of trends or sources.
My initial research shows that all three have value. However, Gemini provided the most robust answer of the three platforms. All shared similar information when there was overlap. This would lead me to consider the information to be accurate, reliable, and valid. I would recommend additional research using academic and peer reviewed sources to dig deeper for complete confidence.