Why Consumers Want Brand Communities, Not More Ads

• A decade ago, brands began leveraging social media influencers to reach consumers and build more authentic marketing programs as an alternative to paid ads.

• Today, we’re seeing brands expand their circle of influence, reduce their dependencies on any one social platform like Facebook or YouTube, and experiment with emerging channels such as TikTok.

• As a generation that’s grown up in the digital age, Gen Zers are not afraid to voice their love or distaste for brands both on and offline.

• By putting people at the heart of brand stories, focusing more on human-centered experiences, and inviting communities to participate with brands, brands can build communities that thrive — boosting brand love, driving sales, and fueling organic growth.

How eBay Delivered Optimized Content with AI | Sponsored Content

• The challenge for today’s brands is to consistently deliver tailored, meaningful, and relevant communications to customers and prospects alike.

• With over 101 million email subscribers in the US, UK, and Germany alone, the eCommerce giant’s marketing team has its work cut out—painstakingly having to create hundreds of click-worthy subject lines for its email marketing campaigns, week in and week out.

• Phrase’s computational linguists constructed eBay’s bespoke language models which, in just five minutes, produced human-sounding copy at a scale that was tailored to eBay’s plans, promotions, and brand voice.

• AI-powered copywriting really is a marketer’s (new) best friend.

How 3 Brands Built Staying Power in the Face of Crisis

• In eCommerce, this might mean launching a new site in a matter of days and weeks rather than months, or having the flexibility to quickly change content and navigation to fit buyer behavior — all while providing a smooth customer experience across every channel.

• Brakes, a B2B food and beverage supplier based in the UK, did it in seven days.

• The company, which serves customers like schools, hotels, hospitals, and restaurants, was impacted heavily when COVID-19 restrictions forced many of those businesses to close.

• Addressed the needs of B2C and B2B customers: AHR realized that end consumers were coming to their B2B website in search of essential items. In order to capture this additional demand source, they funneled those visitors to their B2C storefront and adapted the account experience appropriately. As hotels began reopening, they also developed a new B2B web experience featuring custom navigation by hotel area and their Clean & Safe collection of commercial-strength products to help hotels open up safely.