2024 State of Marketing Report: Chatbots, Video, and AI – Oh, My!

Hubspot released their 2024 State of Marketing report this spring, and one thing is clear. Technology will continue to drive the way we connect with our customers. Posting a few times per week on social media is now the bare minimum. Forward-thinking businesses will utilize the latest tools and technology to engage with their target audience in an efficient and thoughtful way. 

Being efficient and spending marketing dollars wisely were key points in this year’s report. It’s no surprise that using artificial intelligence (AI) is part of an efficient and effective marketing strategy, but implementing Chatbots and engaging videos will make you stand out to your target audience. 

Chatbots Connect with Customers While You Sleep

Many business owners use off hours to seek out the help they need – be it for a new vendor marketing person, business or life coach, or a speaker or trainer.  They don’t take the time during ‘working hours; to do this research they do it while watching TV late at night or bright and early before the day officially starts. We have all been there, scrolling through sites late at night when it is most convenient. 

That’s where a chatbot enters into the equation. 

According to the HubSpot report, over 55% of companies use chatbots for customer service and engagement. Why? Because a chatbot can be programmed to answer simple questions in real time without the need for a live human or a big support team. Keep the content to simple questions and answers, though. Consider topics like scheduling an appointment, contact information or subscribing to your email list. Remember, growing your email subscribers is a powerful tool that allows you to specialize offers to certain segments of your target audience. 

It’s also important to give options on how to connect with a real person, too. Customers can get frustrated by an improperly programmed chatbot that goes in circles. And it goes without saying that we ultimately want to make a personal connection. Chatbots get you closer to making that personal connection a reality.

Videos Share Messages that Engage Target Audiences

A picture is worth a thousand words, as the saying goes, but a video could be worth thousands of dollars. The HubSpot report showed that 83% of marketing professionals feel that video content provides the best return on investment (ROI). The good news! In todays’ work implementing videos into your social media content is easy to do and can be done in multiple ways. 

Going live on popular platforms such as Instagram, Facebook, and TikTok highlights your expertise. The live connection enables you to directly impact viewers and answer their questions in real time. 

A well-edited video, even if it is not a live stream, proves effective in building the connection with a target audience. Include captions in all your videos. Most people watch videos with the sound off and will stay on a video longer if it includes captions. Add a call to action or a link where a prospective customer can learn more about you. 

Artificial Intelligence (AI) Reigns Supreme in Marketing Efforts

When ChatGPT launched in late 2022, it took the marketing world by storm. Now AI seems to be in everything we do – whether it is creating a marketing strategy or developing graphics in Canva. The HubSpot report addresses AI’s importance with 81% of marketing professionals stating how it is effective at assisting them and making them more efficient overall. 

Using AI is fairly easy, especially when it comes to personalizing content to prospective customers. AI also provides content ideas when your writer’s block kicks in and it can even draft an outline or create a social media calendar based on monthly goals. Why spend hours trying to develop new ideas or fill in a content calendar when AI can generate it in a matter of minutes?

The HubSpot report highlights that AI’s efficiency leads to more focused time spent on creativity. While you would avoid using AI for writing a blog article from scratch, it can lead to focused messaging that resonates with your audience. You can fill in the blanks with your expertise and wisdom. 

Efficiency is the Word in 2024

Did you notice that we touched on efficiency quite a bit in this article? All three tools – chatbots, videos, and AI – make life easier and effective. And it really comes down to personalizing a message to your intended target audience. By implementing these tools, you will stand out in the crowd and connect with those that need to hear from you. 

The 2024 State of Marketing Report by HubSpot shows that chatbots, videos, and AI are disrupting marketing in ways that are innovative and interesting. It only makes sense to implement these tools in some way over the next few months. Assess marketing analytics to review engagement, email subscribers, and of course, sales leads and conversions. 

Are you implementing any of these tools right now in your business? If so, how have they impacted your business? Leave a comment below!