Hoffmann Murtaugh brings you the media download on the global shifts impacting our lives. |
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What Generative AI Means For Brands - A Marketing Guide To ChatGPT, DALL-E, And Other Artificial Intelligence |
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Chatbots and image generators are the latest technology piquing marketers’ interest.
The DL: We all know what Artificial Intelligence is, but what about the new, emerging subset called Generative AI, and how can this benefit brands in digital marketing? To start, Generative AI generates content such as images, text, audio, and video. At the most basic level, it generates content based on user input, such as users asking a question. Think of it as a search engine that provides human-like responses to a vast, ever-expanding range of questions. Brands can take advantage of Generative AI to brainstorm ideas, produce ad copy, or even develop content for ads. Just check out how Ryan Reynolds used it to write an ad for Mint Mobile.
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Twitter Scales Back Recommended Tweets In The Main Feed Due To Engagement Impacts |
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Hey, have you noticed how your main Twitter feed – now called the ‘For you’ feed – has been cluttered with a lot more recommended tweets from profiles that you don’t follow over the past week?
The DL: There have been a ton of changes on Twitter in the last few months, and this week is no different. Recently, Twitter has introduced a "For You" feed, where you can find tweets from people you may not follow but that their algorithm thinks you will be interested. This is Twitter's way of adapting to the new world of TikTok's platform setup, and users can easily switch between this new feed and the Following feed. However, there have been complaints that this "For You" feed was too different from what users wanted to see and overall engagement was dropping.
According to Elon Musk, they have updated the For You algorithm to scale back on including tweets from people users don't follow. It is nice to see that Twitter is taking user feedback on the changes they are implementing, but we will have to see where Twitter takes its platform in the coming weeks and months.
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How Press Releases Can Break Through Paywalled News |
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Tired of hitting paywalls? This can help.
The DL: Paywall journalism is frustrating for many consumers. However, this subscription-based model has also been on the rise with more than 76% of US online news outlets offering some type of paywall option. When news is shared and the consumer is abruptly stopped and prompted to subscribe to read more, one of two things tends to happen. A consumer either quickly loses interest or becomes more curious about what content they are now missing because of the paywall.
The opportunity that this presents communicators is relying on the press release in a whole new way because it may be the only source everyone has access to read. To change a traditional release to the main news source that is accessible by anyone, set it up as a destination and not a document. Whether it is a page on the website or its own landing page, having its own URL is important. Taking it a step further, you can enhance it with added visuals, video, or additional quotes. This creates an opportunity to share assets that media outlets may not always share. Always leverage all your media options to share the news including all relevant social media channels. And don’t forget the metrics! Be sure to track analytics for any insight.
So when looking at paywall journalism as an obstacle, be proactive in taking charge of providing the one place everyone can read the story!
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Activia Joins Brands Ramping Up Multicultural Marketing Efforts |
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As the new year gets underway, yogurt brand Activia is beefing up its multicultural marketing strategy by increasing its media investment dedicated to Hispanic audiences in the U.S. with both diverse creators and media companies.
The DL: As the new year begins, the yogurt brand, Activia, is expanding its multicultural marketing efforts by investing in media and content for Hispanic audiences in the US. According to research, the company has gained a following among Hispanic consumers outside the U.S. To reach a new audience segment, it partnered with Canela Media, a women-owned media company and it is investing in content created by various influencer networks and creators. Jamie Medeiros, the company's chief brand officer, said that the company is committed to being part of conversations happening in the world around diversity.
In response to the increasing number of multicultural consumers, the company is planning on launching more multicultural marketing initiatives for its products. Laurel Bright, the marketing director for Activia’s parent company, Danone, noted that the company is also launching a social campaign that features African Americans and Hispanics. The company's goal is to grow the pie and authentically connect with its consumers. According to Bright, this is done through the integration of various elements of the company's marketing strategy.
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On February 27th, the Pittsburgh Business Times' annual Mentoring Monday event will return in person for the first time since the start of the pandemic, and our President, Shea Murtaugh is participating!
"Mentoring Monday is a chance for young businesswomen to meet with some of the region's top female leaders in business. Attendees will have the opportunity to network and engage in quick "speed mentoring" sessions, all while gaining valuable career insights and forging lasting professional connections."
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We are always up for a chat on our favorite topic: media! So, if you would like to brainstorm on how to navigate the ever-changing media landscape, we'd be happy to connect. |
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Hoffmann Murtaugh
Pittsburgh, PA 15212 (412) 741-8618
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Hoffmann Murtaugh is an integrated media planning and buying agency. Our approach combines media strategy and intelligence with formidable negotiations to deliver smart, efficient, and customized media solutions to our clients. |
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