Worthy Of More Than A Mention: The Benefits Of Marketing AI Better

The Marketing Manager blog has kept our Annoying Buzzwords In Marketing blog updated for many years, and for as long as I can remember it, “AI” has been high on the list … if for no other reason than it being used constantly as a vague, generic catchall term for automated features that aren’t actually powered by artificial intelligence.

Now, a new report from Vidmob is showing the effects that vague terminology can have, specifically with B2B marketing on Linkedin, where “generic mentions of AI often underperform — particularly in upper-funnel campaigns.”

“Messaging that simply mentions AI saw a 46% decline in VTR25% (the percentage of viewers who watched at least 25% of a video ad), which is a critical measure of how to grab early attention and drive awareness and education” says the Creative Trends 2024 Report. “B2B brands that focus on the tangible benefits of AI, specifically creative that included messaging around efficiency (+197%), future-proofing (+748%), and digital (+34%) …. helped drive a significant increase in Conversion Rate.”

Of the report’s suggestions for building trust, humanizing AI (“as a helpful companion in authentic, everyday moments”), using tangible customer stories, and focusing on practical AI benefits were some of the considerations offered, along with one more unconventional idea: “Stoke nostalgia by reimagining beloved classics to bridge past innovations with future potential.” 

As MediaPost’s Ray Schultz writes, these and other report suggestions aren’t focused specifically on email marketing, but “all of its analysis equally applies to email and to landing pages and videos.”

For more information about how to improve your email deliverability, download A Beginner’s Guide to Email Marketing by Mirabel’s Marketing Manager: