Traditional advertising alone is outdated. We knew it was coming. Ad agencies. Media outlets. The writing was on the wall.
Those selling traditional PR without martech or AI will be next. Clients expect more bang for their buck. It’s not enough to simply craft banging press releases and nice messaging. Corporate comms and marketing folks are asked to provide real ROI and sales insights.
Similarly, clients are tired of dedicating the majority of their marketing budgets to the faceless Meta without really knowing whether they are hitting the right people. Surely there are other ways to generate brand awareness and sales leads?
Cue the advent of the AI-enabled media tech company. By 2035, AI is predicted to boost profitability by 38% across businesses, generating $14 trillion of additional revenue according to Accenture.
With 89 million unique users in our global media network, the challenge for media tech companies like New Statesman Media Group isn’t proving its AI technology. It is, ironically, to make the case that they can be trusted with big marketing budgets and they can be just as effective (if not more) at generating impactful campaigns with actionable insights. I mean, how do you think they won those 89 million users over in the first place?
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I spend the majority of my time educating CMOs on how our adtech platform Lead Monitor is potentially more effective at targeting B2B key accounts than some social platforms. And that we have loyal audiences who like us because of our relevant editorial content.
During marketing pitches, I’m gobsmacked at how there are almost never any social media executives in the room pitching for their slice of the marketing budget. Social budgets are typically set without ever speaking to a single person. How did we all get this way?
The antidote is to commit to three simple things:
- Offer first-party data
- Provide greater transparency of engagement metrics
- Provide high-quality editorial and target key accounts for clients
Lead Monitor, our AI-enabled martech solution, provides clients with more data points than social media giants. Collaboratively, we work with clients to craft impactful content, target key accounts and generate leads and actionable insights for clients via a smart dashboard.
In a 2021 State of Marketing AI Report released by Drift and the Marketing AI Institute found that “41 percent of marketers are achieving revenue acceleration with AI today”. No longer do clients need to rely on faceless social media giants or dodgy lead generation companies to achieve their goals.
All this can be done without compromising on content quality, global reach, or ROI. Support the media. Support journalism and take the time to find out how the New Statesman Media Group’s Lead Monitor is helping clients across the globe achieve their marketing goals.