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3 Ways Marketers are Already Navigating Potential Recession [Data]

marketing budget
March 28, 2023/by
3 Ways Marketers are Already Navigating Potential Recession While economists and investors debate whether we are or aren’t in a recession, 78% of marketers say it's already here. Since marketers are usually the first to see budget cuts in an economic downturn, it’s no surprise they’re already being hit hard. As one marketer in our sums it up: “The company is losing money, having to raise pricing, and the budget for marketing is smaller. Because prices are higher and the marketing budget is lower, there is not enough marketing for the traffic and conversions we need.” To help marketers recognize they're not alone, we surveyed 300 marketers to find out exactly how they are being impacted by the recession. While 47% of marketers said that the economy was already having a negative impact on their work, we also dug deeper to discover three key impact themes marketers are experiencing. In this post, we'll highlight those themes, share quotes from anonymous marketers who's participated, and offer resources or tips to help you navigate this time. Three Marketing Impacts Caused by Recession Concerns 1. Consumers are spending less and exercising more caution/discretion: Though not surprising, the biggest impact marketers are seeing is that consumers are cutting costs back due to uncertainty. This aligns well with data we've found from multiple consumer pulse surveys over the last six months.   From inflation to geopolitical uncertainty and lingering COVID-19 concerns, consumers simply have no idea what to expect from the...
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Is AI the Future of Video Creation? We Asked Wistia’s Head of Production

Artificial Intelligence
March 28, 2023/by
Is AI the Future of Video Creation? We Asked Wistia's Head of Production Video has become a cornerstone of modern marketing, landing front-and-center in many marketing strategies. Yet, despite being an ROI powerhouse and top lead generator, video is a hard medium to pull off. To state the obvious, video creation isn't quick. On average, it takes marketers two weeks to create a video from start to finish. But what if there was a way to streamline the process — to quickly come up with ideas and execute them in a fraction of the time? The solution could be here already, and it's with artificial intelligence. Here, I spoke with Chris Lavigne, Head of Production at Wistia, to learn how AI is changing the way we create videos, and how it can power your next marketing video. How AI is Changing Video Marketing Imagine creating a video without writing a script or picking up a camera. Thanks to new artificial intelligence (AI) and machine learning (ML) tools, it's not only possible, it's already happening. Generative AI uses existing content like audio, video, and text to generate original content. In this case, video marketers can automate many stages of the process — like scripting, editing, and transcription — in a matter of seconds. The ability to create videos in record time is an obvious benefit of using AI. But for Lavigne, it's more than just saving time. It also has the potential to push the creative envelope. "For me,...
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Microsoft Launched Its AI-Powered Bing Image Creator – What That Means for Marketers

Marketing News
March 24, 2023/by
Microsoft Launched Its AI-Powered Bing Image Creator - What That Means for Marketers Welcome to HubSpot Marketing News! Tap in for campaign deep dives, the latest marketing industry news, and tried-and-true insights from HubSpot’s media team.  Microsoft is keeping generative AI front and center in its search products. In January, the company extended its partnership with Open AI, the maker of ChatGPT with a multi-year investment believed to be worth $10 billion. The following month, Microsoft launched new AI-powered versions of its Bing search engine and Microsoft Edge web browser. This week Microsoft announced the launch of Bing Image Creator — an AI-powered tool that allows users to create images at the click of a button (a major upgrade from WordArt). One day you stopped using WordArt and didn't even know it.— Microsoft (@Microsoft) March 22, 2023 Users can type a brief image description into the chat window on Bing or upon clicking the Image Creator icon within Microsoft Edge to get custom images generated by OpenAI’s DALL-E. Image Source The feature is currently available for Bing and Microsoft Edge preview users. In addition to image generation, Microsoft is rolling out Visual Stories and Knowledge Cards 2.0 to aid Bing users in their visual searches. With Visual Stories, search results can include AI-generated video and audio clips. The Knowledge Card 2.0 update will include visual search results such as infographics generated by AI. What does this mean for...
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Artifical Intelligence and Machine Learning: Whats the Difference?

Artificial Intelligence
March 23, 2023/by
Artifical Intelligence and Machine Learning: Whats the Difference? Artificial intelligence and machine learning have been in the spotlight lately as businesses are becoming more familiar with and comfortable using them in business practices. Although often discussed together, AI and machine learning are two different things and can have two separate applications. Here’s everything you need to know about the difference between artificial intelligence and machine learning and how it relates to your business. Table of Contents: What is artificial intelligence? What is machine learning? Difference Between Artificial Intelligence and Machine Learning Capabilities of AI and Machine Learning Benefits of AI and Machine Learning What is artificial intelligence? Artificial intelligence is programming computers to complete tasks that usually require human input. A computer system typically mimics human cognitive abilities of learning or problem-solving. What is machine learning? Machine learning is when computers sort through data sets (like numbers, photos, text, etc.) to learn about certain things and make predictions. The more data it has, the better and more accurate it gets at identifying distinctions in data. Machine learning typically needs human input to begin learning, but this is as simple as a human supplying an initial data set. AI and machine learning are terms used interchangeably, but they shouldn’t be. All machine learning is artificial intelligence, but not all artificial intelligence is machine learning. Capabilities of AI and Machine...
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How Marketers Are Preparing for A Potential TikTok Ban

Marketing News
March 22, 2023/by
How Marketers Are Preparing for A Potential TikTok Ban Welcome to HubSpot Marketing News! Tap in for campaign deep dives, the latest marketing industry news, and tried-and-true insights from HubSpot’s media team. A potential TikTok ban is looming in the U.S. After the app has been banned on government devices and some college campuses, the Biden Administration threatened a nationwide ban if ByteDance, the China-based company that owns TikTok, doesn’t sell its stakes in the platform. If the app does get banned, it could have major repercussions for marketers who have invested heavily in the platform over the last three years. Though overall social ad spend is trending downward due to economic uncertainty, TikTok saw a 20% increase in ad spend during the first three quarters of 2022 with some agencies reporting that 25% of their social spend is dedicated to TikTok ads alone. While many companies are continuing to invest ad dollars in more established platforms, TikTok has untapped potential to reach new audiences that aren’t on other platforms. In January 2023 TikTok reached 850 million global users, though 40% of TikTok users aren’t on Facebook, and 63% aren’t on Twitter. Some agencies and brands are pulling back their TikTok advertising spend to see how things shake out, while others are continuing to invest to continue getting reach on the platform while they still can. In the meantime, TikTok is trying to ease the concerns of advertisers to keep the ad dollars rolling in. It’s worth noting that...
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The Pros and Cons of AI-Generated Content

Artificial Intelligence, Content Creation, Content Marketing
March 22, 2023/by
The Pros and Cons of AI-Generated Content The race to create quality, insightful content is only becoming more difficult for marketers. It's already a challenge to secure a high-ranking article on Google — and it's even harder when your business is newer or lacks authority on the search engine. In 2023, many businesses are looking to leverage more tools to increase content output and improve SEO, and AI-generated content is a popular solution. In this post, we'll discuss the pros and cons of AI-generated content. But before diving into them, let's first define what it is. Artificial intelligence software can pull pre-existing information from search engines and create unique content from people's search queries on different keywords, phrases, or topics. Our colleagues in the HubSpot Podcast Network dive into a popular AI tool, Chatgbt, and explain how you optimize it to improve your marketing efforts, click below to give it a listen. How To Delegate Your Work To ChatGPT (Use These Prompts) with Rob Lennon While it sounds like the perfect solution for your marketing plan, you should consider its pros and cons before using the software. Pros and Cons of AI-Generated Content AI-Generated Content Pros 1. Quick Turnaround AI provides almost immediate results for speedy content creation, no matter if the subject is simple or complicated. Human writers — even at their most productive — can take hours to churn out quality blog posts or marketing materials. By contrast, your average AI tool will take...
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20 Artificial Intelligence Statistics that Marketers Need to Know in 2023

Artificial Intelligence
March 21, 2023/by
20 Artificial Intelligence Statistics that Marketers Need to Know in 2023 The world of artificial intelligence and machine learning is expanding, and marketers should pay attention. AI is being implemented in nearly every industry to improve business processes, and the data surrounding this tech are staggering. To help you better grasp AI's most recent advancements, we've compiled a list of interesting AI statistics to consider before you use it for your own company strategy. And if you're in a pinch, jump straight to the section that you need. Interesting AI Statistics AI Adoption Statistics Marketing AI Statistics AI Chatbot Statistics Attitudes Toward AI Statistics Interesting AI Statistics To understand the importance of AI, you have to look at it from a broad perspective. Here are some stats about the global artificial intelligence market, and which companies are prioritizing the technology. 1. The market for artificial intelligence (AI) has a current market value of nearly 100 billion U.S. dollars and is expected to grow twentyfold by 2030, up to almost 2 trillion U.S. dollars. Image Source 2. Artificial intelligence (AI) is heavily used for service operations and product & service development-related functions in the high-tech and telecom industry. 3. The current AI market race is led by IBM, which holds a more than nine percent global market share. 4. IBM is the leading company in active machine learning and AI patents worldwide, with over 5,500 patent families as of November 2020. 5....
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What is an Infographic Resume? Examples and Templates

Resume
March 18, 2023/by
What is an Infographic Resume? Examples and Templates When the modern job search is incredibly competitive, how can you ensure your resume stands out among hundreds of applications? An infographic resume could be just what you need. Here, we'll explore when to use an infographic resume, what hiring managers have to say about these types of resumes — and how to make one for yourself. Table of Contents What is an infographic resume? When to Use an Infographic Resume Infographic Resume Templates How to Make an Infographic Resume Infographic Resume Examples What is an infographic resume? An infographic resume is a visual representation of your job experience, skills, and qualifications. Instead of being text-based like a traditional resume, an infographic resume uses graphic design elements such as icons, graphs, and timelines to present your information. When to Use an Infographic Resume While infographic resumes certainly stand out among a sea of submissions, this type of resume isn’t appropriate for all job applications. If you submit a resume in this format through an applicant tracking system, you could disqualify yourself if the technology can't read visual information — so it's best to stick to the format prescribed by the job posting. Additionally, while an infographic resume might be a good idea for a more design-related role, it's likely not a good idea for most non-design roles. Infographic Resume Templates If you’re interested in creating your own infographic resume, let’s take...
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