The marketing landscape is constantly evolving, and in 2024 it’s accelerated. With the recent boom in Artificial Intelligence (AI), content creation tools are becoming increasingly sophisticated. While this may seem like a marketer’s dream – fast, efficient content generation – a crucial factor is emerging: the need for authentic marketing.
In this article, we’ll explore why authenticity is not just a trend, but a critical element of a successful marketing strategy in 2024 and beyond. We’ll also delve into the limitations of AI-generated content and the undeniable power of genuine connection with your audience.
The Downside of AI-Generated Content
While AI has the potential to automate some marketing tasks, it can’t replicate the human touch. Here’s why relying solely on AI-generated marketing collateral might backfire:
- Lack of Originality: AI tools rely on existing content patterns, leading to generic and forgettable outputs. We are creating copies of copies of copies. A study by Neil Patel Digital found that 60% of consumers can easily spot AI-generated content, highlighting its lack of originality ([source: Neil Patel Digital blog on AI content]).
- Emotional Disconnect: Great marketing is about building relationships, and that requires emotional connection. This was true even BEFORE the rise of social media and the new tools to help you connect with your audience. AI struggles to capture the nuances of human emotion and storytelling, leaving audiences feeling cold and uninspired.
- Inaccurate Information: Depending on the platform you use and whether or not you pay for it, AI content can often contain factual errors or misinterpreted data. This will damage your brand credibility and erode consumer trust.
- The Data: At a webinar we attended from Neil Patel Digital, who has a lot more resources than us to do market research, they showcased how much better content created in tandem with AI and human beings outperforms AI generated content time and time again.
The Power of Authentic Marketing
Consumers today crave authenticity. It’s one of the main reasons marketing on social media became so popular in 2013. Audiences want to connect with brands that have a genuine story, a clear purpose, and relatable values. Here’s how authentic marketing can elevate your brand:
- Builds Trust and Loyalty: When your marketing collateral reflects your brand’s true personality and values, it builds trust with your audience. This translates to loyalty and long-term customer relationships. People may not notice right away, but they will in the long term, and this only helps strengthen the bond between them and your business. Take for example our Digital Media Manager’s experience with the Bluetooth brand. Having used the technology ubiquitously for years, they never once thought about the brand beyond what a weird image it was. However, they recently found out there is an incredible story behind the logo and being a history nerd, they instantly connected with the story of the brand and its combination of two ancient Norse ruins. Now, for the last couple of years, any time the opportunity arises, including in this article, Andrew mentions it. They thought about their brand. They thought about their history. They thought about their story. They cared and that’s enough to keep Andrew coming back to a brand time and time again.
- Increases Engagement: Authentic content is more likely to spark conversations and encourage user-generated content. Providing local models or enthusiastic newcomers from your business incubator in your content excites locals, your main audience. People will share these images with their friends and family, creating even more organic opportunities for your business to reach new people in your key geographical market. This organic engagement boosts brand awareness and creates a positive community around your brand.
- Stands Out from the Crowd: In a sea of generic marketing messages, authenticity makes your brand stand out. It grabs attention and leaves a lasting impression on potential customers. We don’t need another photo of the same white guy in the same suite. We don’t need more images of the same woman shaking hands with the same five people, just in different scenarios. THIS IS NOT NEW BRUNSWICK. Not only do we not need these, but we also don’t want them. How are you showcasing authenticity in your images? At Kiers Marketing, we are all about efficiency and so if we have a client who needs professional photography, we’ll coordinate everything to be completed in one day while providing us months, if not years worth of content that showcases real people in real locations that help people connect with your business and feel like it could be them one day hanging out in your café or brewery.
Creating Authentic Marketing Collateral: A New Brunswick Perspective
At Kiers Marketing in the heart of Fredericton, we understand the power of authenticity. New Brunswick’s unique culture and vibrant communities provide a wealth of inspiration for creating genuine and relatable content.
So, how do you translate authenticity into your marketing materials, especially if you’re located in a province like New Brunswick? Here are some practical tips:
- Focus on Your Brand Story: What makes your brand unique? Develop a clear narrative that reflects your mission, values, and the human aspect behind your company. Consider how your story intersects with the unique character of New Brunswick.
- Use Real People: Showcase the real people behind your brand. Feature employee stories of folks who live and work in New Brunswick. Highlight customer testimonials from satisfied clients in your local community.
- Embrace Transparency: Don’t be afraid to show your imperfections. Authenticity doesn’t mean flawlessness. Younger audiences want to see the real you, not the polished fake version of you. Above all else, Gen Z will scour the internet and find the real you if they think you’re not being transparent in what you are promoting. Acknowledge challenges and be open with your audience. Capture the essence of what it means to do business in a place like New Brunswick.
- Focus on Value, Not Just Sales: While promoting your products or services is important, aim to create content that educates, entertains, or solves problems for your audience. This establishes you as a thought leader and builds trust, making them more receptive to your offerings when the time comes.
- BE SOCIAL: Social media can either act as a community builder or just another search engine in 2024. Pick what you want to be now. If you choose to be just another search engine, don’t expect your engagement or sales to increase over time due to your social media marketing efforts. If you’re in it for the community, you’re in it for the long-term and show the audiences you care, sending signals to them that engaging with your content matters.
By incorporating these tips into your marketing strategy and across all your marketing collateral such as social media, you can connect with your audience on a deeper level and build lasting relationships that drive business growth.
The rise of AI in marketing presents exciting possibilities, but just like CGI and movies, it shouldn’t replace the human element, it should be a collaborative process. In 2024 and beyond, authentic marketing will be the key to unlocking brand loyalty, driving engagement, and achieving long-term success. Focus on your brand story, embrace transparency, and empower your audience to connect with the real you. This is the recipe for marketing magic in the age of AI, especially for brands based in a unique and dynamic province like New Brunswick.