Welcome back to this month’s DGT Loves series, and this month it’s all about love! We know Valentine’s Day is over, but what’s wrong with a little love in March? Well whether you’re a lover or a hater, this month we have seen marketing campaigns that we have truly fallen in love with which is why we’re sharing them with you!
But before we review some of the best marketing campaigns, we thought it’d be fitting to emphasise how much the digital world can alter content marketing strategies. You’ll have no doubt seen the buzz around Artificial intelligence completely transforming the way we create content. But how? We all know that personalisation and customer engagement go hand in hand, and using artificial intelligence in content creation brings personalisation to the next level. But before we get too carried away you must understand what the customer wants in order to create personalised content, and unsurprising artificial intelligence can be beneficial here too. According to US agency glc, artificial intelligence has also been shown to enhance your website’s user experience, from personalized pop up’s that could feel a little old school into dynamic content that populates based on a users known behaviour or transactional data on your own environment.
Artificial intelligence can also help with marketing strategy and understanding trends in the market that are emerging imperceptibly, processing data and deriving insights in a way that until fairly recently was time consuming and costly. In fact we asked the now world famous ChatGPT for their (think that’s the right pronoun) take on AI in marketing and this is what it had to say:
Artificial intelligence (AI) is transforming the field of marketing in several ways. Some of the ways AI is used in marketing include:
Overall, AI is transforming marketing by enabling more personalized, efficient, and effective marketing campaigns that can better meet the needs and preferences of customers.
Over the past few years, artificial intelligence in the digital world has become increasingly used. One that you are bound to see on many websites is chatbots. Chatbots are conversational tools that move website users through the sales funnel faster. They identify your visitors’ interests using natural language and direct them to your website pages that best meet their requirements. Chatbots are excellent at gathering information about site users, which you later use down the road to help figure out what your audience wants. They can also imitate human conversation, making the interaction feel more personal.
Artificial intelligence in content marketing isn’t the only marketing trend we have seen this month. From Social to traditional media, here’s our quick run-through of the marketing trends we have seen this month.
Let’s start with social; LinkedIn have a few updates coming this year, from alt text functionality within Campaigns Manager to support blind or visually impaired users to enhanced and fully featured product search which according to SEJ ‘LinkedIn plans to add new category filters and improve the relevance of the Product Pages to create a more personalized experience”
Another marketing trend that you need to be aware of is the boom in livestream on mobiles. Live broadcasting is incredibly affordable with mobile technology and remarkably popular thanks to real-time engagement, which is a huge benefit and one of the most popular trends in video marketing now. You can produce deep, high-quality material for your business through live streaming. They’re an excellent method to grow your network and generate leads and whilst not it’s not for the faint hearted can be an excellent engagement platform.
Let’s finish off this month’s marketing trends with traditional marketing. Consumers in the US and the UK have been shown to find traditional marketing such as tv, radio and print much more trustworthy than social media marketing. If trust and credibility is on your agenda than conventional marketing methods can develop and strengthen both brand credibility and trust. The most recent traditional marketing for Uber Eats uses Kendall Jenner on large billboards showcasing her appalling cucumber-cutting abilities. Traditional marketing is still going strong, an oldie but a goldie!
Anyway, back to love! From crisps to specs, this is our roundup of the best marketing campaigns!
It seems only fitting to begin with what we all adore, CRISPS! According to Walkers, the king of crisps, “love comes in many forms, and so can heart-shaped crisps”. With £100,000 up for grabs, they’re enticing people to search for heart-shaped Walker’s crisps in their packages. This marketing campaign is a bit of fun and offers some cash for their customers! According to the senior marketing manager at Walkers, the campaign’s purpose was to spread some love!
A TikToker has been left distraught after he ate a heart-shaped crisp on camera without realising it could have made him very rich! Walkers later confirmed that it was the crisp, but as he had eaten it, it didn’t count; the campaign does say, “DON’T EAT THE CRISP!” He is not the only Walkers fan that has made the mistake of eating the crisp before reading the fine print.
We don’t know about you, but we’ll nip to the shop and grab a bag of Walkers crisps. Don’t worry, we will carefully examine each crisp before we bite into it! This promotion seems to attract more attention from people accidentally eating them, meaning free promotion for Walkers. Win-win!
Specsavers have used a humorous Valentine’s Day-themed advert to promote their contact lenses. The advert simply shows how glasses can get in the way of activities like kissing. The campaign’s goal is to raise awareness that Specsavers doesn’t only offer glasses but also contact lenses, but while showing Specsavers glasses on the campaign, it’s advertising both very cleverly! Specsavers offers a free contact lens trial to all the love birds out there.
This cheeky and light-heartened campaign finds a unique way to encourage customers to try contact lenses by poking fun at an all too familiar scene that glasses wearers know well! No longer will glasses interrupt a romantic moment! Relatable, funny, and engaging.
With this campaign being shown on TV, print, out-of-home, radio, cinema and digital display throughout the UK, you will not likely miss this hilarious campaign. The contemporary, persona led campaign left no room for misinterpretation sticking to their primary brand positioning and slogan, “should have gone to Specsavers”. Genius!
Lindt has joined forces with the ultimate hopeless romantic, Davide Sanclimenti, or some of you might know him better as the Italian Stallion from season 8 of Love Island. Emergency boxes were placed in London, Leeds and Kent for the public to break into to sample the new Lindt flavour, with one of the boxes containing two tickets for a romantic trip to Sicily. Davide commented, “As someone who dashed off to the sun in search of love, I’m thrilled to be part of a campaign that aims to treat those hopeless romantics like me!”
This campaign’s mission is to promote their new Blood Orange truffles. Using a relevant online influencer was a clever move from Lindt, as the latest Love Island winner will resonate with the target audience. Davide has over 1.9 million followers on Instagram, which could help Lindt attract many new customers. Overall, we thought this was a very effective campaign using a well-known, loved-up and attractive Italian Stallion! Bravo!
In a nutshell, there are many new marketing trends that we all need to look out for. Artificial Intelligence is slowly taking over every aspect of marketing, and we love it! It helps us marketers automate specific cognitive tasks, identify trends, and improve our marketing campaigns’ effectiveness! LinkedIn products are here to stay, live stream videos are on the rise, and out-of-house marketing is not going anywhere. Keeping on top of marketing trends ensures that your business makes the most of opportunities aligns marketing strategy with commercial objectives so you can stay ahead of your competitors
Get in touch with The Demand Generation Team today, and we promise you will be able to chat with an actual human, not artificial intelligence, although we are just as clever, if not more.
Posted by Beth Emms on Wednesday 15th March 2023