Why B2B marketers are approaching AI with a mixture of ‘excitement and caution’
Matthew ValentineAI: Beyond the Hype. Generative AI offers B2B brands a wealth of opportunity but marketers are experimenting with an edge of caution.
In-depth features, interviews and insights into marketing’s biggest issues.
AI: Beyond the Hype. Generative AI offers B2B brands a wealth of opportunity but marketers are experimenting with an edge of caution.
Having created a new category, functional juice shot brand Moju, first had to educate consumers about the product before turning its attention to brand.
While changing jobs frequently may be good for career development, what are the unintended consequences for brand building?
Implementing AI in the recruitment process can help brands shake off bias and hire for skills over experience, headhunters suggest.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Oatly’s decision to “kill the marketing department” to how McDonald’s used humour to build trust, it’s been a busy week. Here is my take.
B2B businesses need to embrace sustainability and make it a core positioning tool if they are to monetise their efforts and reap the financial rewards.
From nurturing T-shaped talent to benefitting from specialists on the job market, SMEs are looking for new ways to recruit their way to growth.
From repositioning as a revenue generator to nailing the message internally, B2B marketers need to be patient, brave and tenacious if they want to land investment.
Career and Salary Survey data reveals younger marketers are favouring marketing-specific degrees, while the broader workforce remains dominated by the degree educated.
AI: Beyond the Hype. Generative AI has the ability to transform market research, removing menial, time-consuming tasks. But tools need to be briefed “rigorously and comprehensively”, and results must still be “validated and interpreted by qualified humans”.
After an “abnormal” 2023 where pricing dominated, Asahi will be returning to using a broader range of levers including innovation to drive growth this year, says CMO Grant McKenzie.
Ruthless prioritisation, ringfencing money for risk-taking and optimising internally could enable SMEs to stretch their budgets further.
AI: Beyond the Hype. Generative AI has the potential to streamline the way marketers approach segmentation and targeting, but it’s not without its limitations, according to marketers who have been experimenting with its use.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From how marketers are tackling the skills gap to Greggs’ sustainable growth, it’s been a busy week. Here is my take.
Four years since lockdown, did the pandemic have a detrimental effect on the career prospects of female marketers?