Generative AI refers to “artificial intelligence-powered tools that produce text, imagery, or video”.[1] Like other forms of AI, it uses data-led algorithms to drive decision-making without relying exclusively on human-designed rules. This chapter reviews the evolution of generative algorithms and marketers’ attitudes to the technology. It explores marketing use cases and generative AI’s role in […]
An email is like the human body: it is most effective when all of the individual parts work together instead of against each other. This chapter focuses in detail on the different elements of the email, their distinct roles, and how they can be optmised to work in tandem. The anatomy of an email The […]
From crafting an effective headline to writing like a journalist, email marketers can use a number of different techniques and frameworks to write copy that persuades email subscribers to click through to web pages. Copywriting for email audiences A McKinsey study from the height of the pandemic credited Covid-19 with moving digital transformation ahead by […]
When seeking to understand how to write good email copy, it is essential to comprehend the difference between copywriting for email and copywriting for other channels, as the concept of a conversion from email is different. Understanding that distinction is the first step towards writing more conversion-focused email copy, which this chapter addresses. Why email […]
When crafting an email, the priority often lies with choosing the images and template design, rather than the words in the message. However, the copy, from the subject line to the footer at the bottom of the email, is crucial to communicating the right message. When campaigns regularly underperform, a lack of effective and persuasive […]
Having a robust content ecosystem is a fundamental part of any content strategy. Marketers must consider distribution, formats and the customer journey when developing a schedule of content to meet different customer needs. Content distribution A well-recognised but effective model for content distribution, paid, owned and earned media offers a way of categorising channels and […]
With AI-generated writing, imagery and even video becoming available in increasingly high quality, how can marketers ensure responsible use of these tools? ContentBot founder Nick Duncan talks AI, ethics, and the need for a “human in the loop”.
Google’s update means sites that use extensive automation to produce content could find themselves in the crosshairs. What does this mean for AI copywriting tools?
Midway through 2021, electricals company Dixons Carphone announced that it would be merging its four technology and retail businesses – Currys PC World, Dixons, Carphone Warehouse, and Team Knowhow – under the Currys brand name. Announced in May of last year, the merging of the four brands was complete by October. In its wake, the […]
You might have heard of Rappi, a rapidly-growing Colombian on-demand delivery startup and last mile ecommerce platform that has been called the “Latin American super app“. Like many super apps, Rappi has a payments arm: RappiPay, originally launched as a peer-to-peer payments platform and electronic wallet service in 2018 (Portuguese-language source). It has since rolled […]
Weetabix is one of the most beloved breakfast brands in the UK, with half of all households reportedly buying it in the past year. But how does Weetabix reach new consumers?
A look the fundamentals of storytelling that marketers should consider in both external and internal communications, covering topics including storytelling elements, aligning stories with explicit and implicit brand values and how data can inform storytelling in marketing.