You may be wondering where to start, but don’t worry. Although AI technology is a powerful tool, the implementation process doesn’t have to be complicated.  

In this guide, we’ll present you with a clear path to introducing AI to your daily tasks. We’ll also discuss the many uses that your AI could have within a content creation team.

What do you want to achieve?

The first step towards successfully integrating AI into your existing workflow is to identify your goals. 

For instance, do you want to increase efficiency, improve accuracy, or something else entirely? It’s important to keep this goal as your focus. That way, you can start planning with a clear vision on how best to change and adapt your workflow. 

Once you know what you want to achieve, you can take the next steps. It will become clear what solution would work best for you.

Analyse your current workflow

Before making any drastic changes to how your team works, it’s important to take a close look at your current workflow. 

Through analysing how you work, you can identify areas where AI could streamline processes or reduce errors. Ask yourself and your team about pain points in the content creation process. 

Analyse your existing content creation process, including types of content, production time and team roles. Try to identify bottlenecks, repetitive or time consuming tasks and areas where AI content generation could be beneficial. 

Choose an AI solution that works for you

With so many AI content management tools available, it can be difficult to know which one is right for your needs. Each has its own strengths and weaknesses. As a result, it can seem like a daunting process. 

However, with some careful consideration and planning you can implement this complex technology with lasting positive results. Keep an eye out for features like content creation, topic ideation or content analytics. If you’re still unsure, take advantage of free trials and demos. This will allow you to test the overall functionality of each tool and whether they fit your requirements. 

As a starting point, these are a few factors to consider:

• How much does it cost?

It may seem like an obvious question, but understanding your budget is crucial. Be mindful of any fees associated with certain options. Otherwise, you may end up overspending on something you don’t need, or not having enough funds for something essential. 

• How easy is it to use?

Will your team quickly learn how to use AI for content creation, or will they need in depth training? If your team needs extensive training, it could be a costly exercise that takes up too much time for it to be worthwhile. Make sure the end decision takes into account the overall user experience. 

It is probably wise to allocate some resources to training your team on how to effectively use these new tools. After all, they will have a huge influence on the overall success of the project.

• Is it scalable? 

The demands placed on your new system may seem constant at the moment, but can potentially change from one moment to the next. It’s best to make sure from the outset that it can handle large amounts of data without crashing or slowing down. 

• Is it compatible with your existing technology?

Before you fully commit, make sure you find out whether any existing infrastructure could help reduce your overall costs. Of course, you should still expect this to support modern AI solutions. If not, you may be creating performance issues for your team down the line.

Implementing your chosen AI solution

Once you’re confident that you have made the right decision it’s time to implement your chosen AI into your workflow. 

Before going ahead with a full overhaul of your processes, why not consider a phased approach to AI integration? By starting with using AI tools for one or two tasks in your workflow, your team will soon get used to the new technology. 

Creative teams can now go ahead and use AI to improve or save time on a host of daily tasks. We have outlined a selection to provide inspiration:

• Generating content strategies and outlines

AI tools for content writing can analyse your input and suggest organised outlines, headings and even brief overviews. Tools such as ChatGPT can save both time and resources when brainstorming ideas and provide a structured starting point for your writing. 

• Creating first drafts

An AI writing tool is an ideal assistant for putting together general information when creating a first draft. It could also provide a boost to content creators suffering from writer’s block. 

You can use the time saved from coming up with basic ideas to refine the content and add further insights from trusted sources. 

• Speeding up content research

Content marketers acknowledge that writing one blog post can take up to 3 hours and 51 minutes. But with AI tools, you could save the time spent on initial research and let AI scan online data for you. 

AI can collect relevant facts and background information in a matter of seconds. This means you will have the time to focus on improving your finished content and flexing your creative muscle. 

• Getting instant feedback on content

If you need instant feedback on a piece of content, where do you turn if your team is busy or unavailable? You can use AI tools.

In just a few moments, AI can automatically generate detailed and objective feedback and suggest recommendations. If you require quick feedback on a draft, it can be a useful signifier of how to move forward with it. 

• Repurposing existing content

AI tools can take your original piece of content and reformat it with ease. For example, turning a blog post into engaging content for social media. By tailoring the language, structure and style to suit different platforms, your content can have a wider reach.

However, it is worth bearing in mind that each platform will have its own consumption patterns and audience expectations. You will still need to change your approach depending on what you want to achieve. 

• Clustering keywords

Clustering keywords is an effective way to create more focused content strategies. AI tools such as ChatGPT can quickly organise and brainstorm content centred around clustered themes. This can save a great deal of time when compared to sorting relevant keywords into groups and themes manually.

• Streamlining the editing process

A typo or grammatical error can undermine all of your hard work. But, sometimes finding the time to proofread effectively can be difficult. Things may slip through the cracks, especially during busy times. 

With the help of an AI editing assistant, you can quickly identify and correct typos and unclear phrasing. All while keeping the content in line with the brand style guide and tone of voice. 

• Personalising content for your target audience

Personalising your content to align with the preferences and interests of your target audience can greatly improve engagement. AI tools can analyse data to fine tune and adjust your messaging. This will make sure it resonates with the specific groups you are trying to appeal to. 

Monitoring the performance of your AI

Once you’ve implemented your AI, it’s important to measure whether it is actually helping you to meet your goals. Make sure you track metrics such as content quality, content production time and audience engagement. This way, you will be able to use data to continue to refine your workflow.

AI tools can be a helpful addition to your workflow, but they are not a direct substitute for human-written content. AI content may lack the emotional resonance and empathy to compete with human writers. Some elements may potentially need fact checking before the approval stage. 

Despite the limitations, you shouldn’t be afraid to experiment with different AI tools in order to find the right one for your needs. 

What to avoid when changing your workflow

A common pitfall made by those wanting to optimise their workflow is not taking the time to plan thoroughly. Making changes without considering the outcome might lead to unforeseen issues and delays further down the line. 

It’s also best to try to avoid implementing too many new systems or processes at the same time. It can become difficult to track the success of multiple changes and team members may become overwhelmed. 

Key Takeaways

By implementing AI content technology at certain points in your workflow, you could save a wealth of time and resources. As AI technology continues to change and evolve, so do the number of ways in which content teams could use this tech. The potential for innovating content strategies and output grows with every development.

By introducing AI tools, you are complementing the existing skills and strengths of your team. And as these tools become more advanced, enhancing capabilities and streamlining tasks. 

At the moment AI generated content is most effective when it has human knowledge and creativity to guide it. But the time saved means other creative projects and strategies can flourish. By finding the right AI solution and monitoring the results, you could find your organisation becoming more agile. 

This blog was written for Adzooma with the support of CTI Digital, award-winning Content and SEO services agency. For more insightful tips, please head over to our blog, or get in touch to speak to our team if you have any questions!

This blog delves into the intricacies of viral marketing campaigns and provides you with actionable tips on how to go viral.

Understanding Viral Marketing Campaigns

What is Viral Marketing?

Viral marketing is a marketing strategy that relies on creating and distributing content that spreads rapidly and widely among the target audience. The term “viral” comes from the way these campaigns replicate and spread, much like a virus. When done right, viral marketing can generate massive exposure, drive significant traffic, and boost brand awareness.

Viral marketing campaigns can take various forms, including videos, images, articles, memes, and even challenges. The common thread is that content evokes strong emotions, is highly shareable, and encourages people to pass it along to their friends, family, and followers.

The Power of Viral Marketing

Before we dive into the nitty-gritty of creating a viral campaign, let’s explore why viral marketing is so potent.

• Exponential Reach: Viral content can reach a massive audience within a short period. Each person who shares your content has the potential to expose it to their followers, leading to exponential growth.
• Cost-Efficient: Compared to traditional advertising methods, viral marketing can be incredibly cost-efficient. You don’t need a huge budget to create content that resonates with your audience.
• Engagement: Viral content is typically highly engaging, as it taps into people’s emotions or provides valuable information. This engagement can lead to increased brand loyalty and conversions.
• Brand Awareness: Going viral can catapult your brand into the public eye, making it memorable and recognisable. This heightened awareness can lead to long-term benefits.

How to Create a Viral Marketing Campaign

Now that you understand the power of viral marketing campaigns, let’s explore the steps to create one successfully.

1. Know Your Audience

The foundation of any successful viral campaign is a deep understanding of your target audience. You need to know their preferences, interests, pain points, and sense of humour. Conduct thorough research, create buyer personas, and gather data to inform your content creation.

2. Create Exceptional Content

The heart of any viral campaign is exceptional content that resonates with your audience. Your content should be:

• Unique: Create something that no one has done before or present a fresh perspective.
• Emotional: Stir emotions like laughter, surprise, awe, or inspiration.
• Shareable: Design content that’s easy to share on various platforms.
• Relatable: Ensure your content connects with the experiences and values of your audience.

Remember, not all viral content is funny. It can be heartwarming, informative, or even controversial, depending on your brand and target audience.

3. Utilise Visuals

Visual content, such as images and videos, tends to perform exceptionally well in viral campaigns. People are more likely to engage with and share visual content. Make sure your visuals are high-quality and relevant to your message.

4. Leverage Social Media Channels

Social media platforms are a breeding ground for viral marketing campaigns. Identify the platforms where your audience is most active and tailor your content accordingly. Encourage social sharing by including easy-to-use share buttons on your website and within your content.

5. Craft a Catchy Headline

Your content’s headline or caption plays a crucial role in grabbing the audience’s attention. It should be concise, intriguing, and create curiosity. A compelling headline can make the difference between someone scrolling past your content and clicking to learn more.

6. Harness the Power of Influencers

Collaborating with influencers who align with your brand can supercharge your viral campaign, reaching millions of people. Influencers already have engaged followers who trust their recommendations. Therefore, when an influencer shares your content, it can significantly increase its reach and credibility.

7. Timing is Key

The timing of your campaign can influence its virality. Be aware of current events, trends, and cultural moments that you can leverage. Creating content that ties into what’s happening in the world can make it more relatable and shareable.

8. Engage with Your Audience

Once your campaign starts gaining traction, actively engage with your audience. Respond to comments, answer questions, and encourage discussions. This engagement not only enhances the virality of your content but also fosters a sense of community around your brand.

9. Monitor and Optimise

Keep a close eye on the performance of your campaign. Track key metrics such as shares, likes, comments, and website traffic. Use analytics tools to gain insights into what’s working and what isn’t. Adjust your strategy based on the data to maximise the campaign’s impact.

10. Don’t Force It

Lastly, remember that not every campaign will go viral, and that’s okay. Trying too hard to force virality can backfire. Focus on creating authentic, valuable content that genuinely resonates with your audience. Virality should be a byproduct of your efforts, not the sole objective.

Case Studies of Viral Marketing Success

Let’s take a look at a few examples of viral marketing campaigns that hit the mark:

1. ALS Ice Bucket Challenge

The global Ice Bucket Challenge was a viral sensation in 2014, raising awareness and funds for ALS research. It involved participants pouring buckets of ice water over their heads and challenging others to do the same. The simplicity of the challenge, combined with the social pressure to participate, made it go viral. We even saw countless celebrities taking part, from Justin Bieber to Oprah Winfrey. 

2. Old Spice’s “The Man Your Man Could Smell Like”

Old Spice’s “The Man Your Man Could Smell” campaign became an internet sensation, instantly captivating millions of views on YouTube. It featured the charismatic Isaiah Mustafa, delivering humorous, memorable one-liners that left audiences in stitches. Ultimately, the tongue-in-cheek tone of the campaign made it stand out in a sea of mundane advertisements.

3. Dove’s “Real Beauty Sketches”

Dove’s “Real Beauty Sketches” campaign made a powerful statement on societal perceptions of beauty. The campaign featured an FBI-trained forensic artist who sketched women’s portraits based on their own self-descriptions. Then, the artist did the same again but based on descriptions provided by strangers who had met them briefly. The result showed a stark contrast between the two sketches, with the self-described versions often being more critical and unflattering.

The campaign struck a chord when the women saw the two sketches side by side, realising they were far more beautiful in the eyes of others than they perceived themselves. The emotional video became one of the most-watched online ads, sparking conversations about body image and self-worth.

Key Takeaways

Creating a successful viral marketing campaign requires a deep understanding of your audience, exceptional content, and strategic execution. While there’s no guaranteed formula for going viral, the steps outlined in this guide can significantly increase your chances of success. Remember that authenticity and emotional resonance are at the core of most viral campaigns. Stay true to your brand and audience, and you may just find yourself at the centre of the next big viral sensation.

Fortunately, there are strategies and techniques you can implement to recover these lost sales and boost your e-commerce revenue. In this blog post, we’ll explore 8 effective ways to turn abandoned carts into sales.

First Things First, Understand the Reasons Behind Abandonment

Before diving into strategies to combat shopping cart abandonment, it’s essential to understand why it happens. There are various reasons why potential customers leave their carts without completing the purchase, including:

• Unexpected Costs: High shipping costs, taxes, or hidden charges can deter shoppers from finalising their orders.
• Complex Checkout Process: Lengthy and complicated checkout forms can frustrate customers, leading them to abandon their carts.
• Lack of Trust: Concerns about the security of their personal information or payment details can lead to cart abandonment.
• Comparison Shopping: Some shoppers add items to their cart to compare prices or explore similar products on other websites.
• Technical Issues: Technical glitches or errors during the checkout process can be a major turn-off.

To combat shopping cart abandonment effectively, you must address these underlying issues.

8 Tips to Turn Abandoned Carts Into Sales

1. Implement Transparent Pricing

One of the most common reasons for cart abandonment is unexpected costs. To reduce this issue, be upfront about your pricing and fees from the start. Display shipping costs, taxes, and any additional charges clearly on your product pages or in the online shopping cart. 

You can even consider offering free shipping or promotional discounts on shipping for orders over a certain amount. When customers know exactly what to expect, they are more likely to complete their purchases.

2. Simplify the Checkout Process

A complex and time-consuming checkout process can frustrate customers and cause them to abandon their carts. To streamline the process:

• Reduce Form Fields: Minimise the number of required fields in your checkout forms. Ask for essential information only, such as shipping address, billing address, and payment details.
• Offer a Guest Checkout Option: A guest checkout option that allows customers to complete their purchase without creating an account. You can always encourage account creation after the sale.
• Add Progress Indicators: Use progress bars to show customers how far they are in the checkout process. This provides a sense of control and reduces anxiety.
• Optimise the Checkout for Mobile: Ensure that your checkout process is mobile-friendly, as many shoppers use smartphones to make online purchases.

3. Build Trust and Credibility

Building trust is crucial to reduce shopping cart abandonment. Shoppers need to feel confident that their personal information and payment details are secure. Here’s how you can establish trust:

• Secure Payment Methods: Offer secure payment options, such as PayPal or credit card processing through reputable providers. Display trust badges and security icons prominently during the checkout process.
• Transparent Return Policy: Make your return and refund policy easily accessible and transparent. A hassle-free return policy can reassure hesitant shoppers.
• Customer Reviews and Ratings: Display customer reviews and ratings for your products. Positive feedback from previous buyers can build confidence in your brand.

Discover how to leverage social proof to build brand trust and credibility.

4. Implement Cart Abandonment Email Campaigns

One of the most effective ways to recover abandoned carts is through email marketing. Set up automated email campaigns that target customers who have left items in their carts. Here’s a sequence you can follow:

• Reminder Email: Send a friendly reminder email within 24 hours of the customer abandoning their cart. Include images of the abandoned products, their prices, and a direct link to the cart. Doing so will make it easy for customers to complete their purchase.
• Offer Incentives: In subsequent emails, consider offering incentives like discounts or free shipping. Incentives will encourage customers to return and entice them to purchase the items in their cart.
• Personalisation: Personalise your emails by addressing the customer by name and reminding them of the items they left behind. Use dynamic content to display the specific products in the cart.
• Limited-Time Offers: Create a sense of urgency by adding a countdown timer or state that the items in the cart are only reserved for a limited time.

5. Optimise Website Speed and Performance

Technical issues and slow-loading pages are major culprits behind a high shopping cart abandonment rate. Make sure your ecommerce site is optimised for speed and performance:

• Mobile Optimisation: Test your website’s performance on various devices and browsers to ensure it loads quickly and displays correctly.
• Page Load Times: Optimise images and code to reduce page load times. Use content delivery networks (CDNs) to distribute content efficiently.
• Error Handling: Implement error monitoring and handling mechanisms to address technical glitches promptly.

Find out how to optimise for site speed and why it’s important.

6. Offer a Hassle-Free Return Policy

A lenient and customer-friendly return policy can alleviate concerns about making a purchase. Make sure your return policy is easily accessible on your website and clearly explains the return process, including any associated costs. Consider offering a no-questions-asked return policy within a reasonable timeframe to instil confidence in your customers.

7. Use Remarketing and Retargeting Ads

Harness the power of online advertising to retarget visitors who have abandoned their carts. Platforms like Google Ads and Facebook allow you to create custom audiences based on user behaviour. Craft compelling ad campaigns that remind potential customers of the items they left behind and entice them to revisit your website.

Read our comprehensive guide to PPC remarketing or discover how to win conversions with Google Ads remarketing. 

8. Personalise the Shopping Experience

Personalisation can significantly impact the shopping experience for users. Use data such as browsing history, past purchases, and demographic information to personalise product recommendations and marketing messages. When customers feel that your website understands their preferences, they are more likely to complete their purchases.

9. Provide Excellent Customer Support

Offering excellent customer support can help address customer concerns in real-time and potentially prevent cart abandonment. Here are some strategies:

• Live Chat: Implement a live chat feature that allows customers to ask questions or seek assistance during the shopping process.
• Customer Service Contact Information: Clearly display your customer service contact information, including phone numbers and email addresses. This will enable customers can easily reach out for help whenever they need it.
• Frequently Asked Questions (FAQs): Create a comprehensive FAQ section that addresses common customer queries and concerns.

Overall, reducing shopping cart abandonment requires a multifaceted approach that addresses everything from pricing transparency to email marketing. By implementing the strategies above, you can recover lost sales, improve the overall e-commerce experience, and increase your conversion rate. Remember that continually monitoring and refining your strategies is key to long-term success in combating cart abandonment and boosting sales.

In this blog post, we’ll explore effective strategies to convert customers, improve user experience, and ultimately enhance your online business performance.

6 Ways to Convert Customers on a Sold-Out Product Page

Making it obvious that an item is sold-out is the very least you can do for your customers. After that, you can do so much more. Rather than letting them leave empty-handed, these conversion optimisation methods can take your e-commerce store to the next level.

1. Use Waitlists and Pre-orders

When a product sells out, don’t let the interest fade away. Offer customers the option to join a waitlist or pre-order the product. By capturing their contact information, you can notify them when the product becomes available again.

Waitlists and pre-orders not only keep potential buyers engaged but also create a sense of exclusivity and anticipation. In turn, this strategy increases the chances of a purchase when the item is back in stock.

2. Leverage Alternative Recommendations

While customers may feel disappointed about a sold-out product, you can redirect their attention to alternative options on your online store. Implement a smart recommendation system that suggests similar products or complementary items that are currently in stock. By offering relevant alternative products, you can retain customer interest and increase the likelihood of a conversion. Ensure that you prominently display the recommendations on the sold-out product page for easy access.

3. Optimise the User Experience

Sending customers to a 404 page that indicates a broken link isn’t a great idea. A better alternative is to seize this great marketing opportunity by using some creative copywriting to stir up interest in related products. A dedicated landing page that injects your brand voice while explaining the short supply of your incredible product is more user-friendly and can also build an appreciation of the product, telling customers why it’s worth waiting for. With some e-commerce personalisation, you can also display some related products that they may be interested in.

Find out how to improve landing page experience.

4. Create a Sense of Urgency

Scarcity and urgency are powerful motivators when online shopping. Even though a product sells out, you can create a sense of urgency by highlighting the limited stock availability. Be sure to use relevant calls to action and consider implementing a countdown timer that indicates the release of the new product batch.

By leveraging the fear of missing out (FOMO), you can spur potential buyers to take action quickly, increasing conversion rates. Communicate the scarcity effectively to build excitement and anticipation among your customers.

5. Engage with Customers via Social Media

Social media platforms provide an excellent opportunity to engage with your loyal customers and maintain their interest in your brand. Regularly update your social media accounts with engaging content related to the sold-out product. Share behind-the-scenes stories, sneak peeks, or customer testimonials to generate buzz and excitement. Encourage existing customers to share their experiences or thoughts on the product, thereby fostering a sense of community and loyalty.

Discover 20 social media marketing tips for 2023.

6. Offer Incentives and Rewards

To further motivate customers and drive conversions, consider offering incentives or rewards for their patience. As part of your marketing strategy, provide exclusive discounts, free shipping, or additional perks to those who join the waitlist or pre-order the product. By showing appreciation for their interest, you not only increase the chances of conversion but also cultivate a positive customer experience and enhance brand loyalty.

Final Thoughts

A sold-out product page doesn’t have to be a dead end for your business. Instead, view it as an opportunity to engage customers, build anticipation, and enhance the overall user experience. By implementing the strategies discussed above, you can convert customers and increase e-commerce sales.

Remember: the key is to maintain customer engagement and foster a positive relationship with your audience even when products are temporarily unavailable.

For help growing your SMB, check out Adzooma’s platform. Or, learn all about CTI’s award-winning digital marketing services. 

In this blog post, we will explore:

• The definition of customer retention
• The importance of customer retention
• Effective strategies to help you retain customers in the long term
• How to calculate customer retention rate

What is Customer Retention?

Customer retention refers to a business’s ability to retain existing customers over a specific period. It involves implementing strategies and initiatives that foster customer loyalty, satisfaction, and ongoing engagement beyond the initial purchase. Rather than focusing solely on acquiring new customers, businesses prioritise building long-term relationships to maximise customer lifetime value.

Why is Customer Retention So Important?

Customer Retention Improves ROI

To begin, one of the most cost-effective strategies in business is to prioritise customer retention. By keeping your existing customers satisfied and encouraging repeat purchases, you can significantly reduce the expenses associated with acquiring new customers. Acquiring a new customer costs five to 25 times more than retaining an existing one, according to the Harvard Business Review.

Focus on delivering an exceptional experience that maintains your customers’ happiness and encourages them to return for future purchases.

Customer Retention Converts Much Easier

Expanding sales with existing customers becomes significantly easier due to a simple truth: they already adore your product. Customers with a strong connection to your company are likely to invest in additional products or services to enhance their already delightful experience.

By prioritising improved customer retention rates, you can unlock greater sales opportunities through a strategic focus on upselling. Offering existing customers additional features or upgrades not only enhances their satisfaction but also drives greater profitability for your company.

Spend Less on TOFU Marketing

While businesses typically prioritise attracting new customers through various marketing channels, incorporating customer retention into the marketing strategy is equally important. By emphasising customer retention, you can allocate less resources towards top-of-funnel marketing. This means you can invest more in nurturing and strengthening customer relationships.

That doesn’t mean you should disregard traditional marketing methods altogether. Rather, it suggests complementing tactics at the product level to consistently meet customer expectations. The added benefit of this approach is that it unlocks the powerful potential of word-of-mouth marketing through customer referrals. Word-of-mouth marketing can then contribute to your acquisition strategy.

The best part? You can achieve all of this without the need for cold calling or aggressive sales tactics.

Strategies to Increase Customer Retention

Understand Your Customers

To retain customers effectively, you must have a deep understanding of their needs, preferences, and pain points. Utilise customer data and conduct market research to gain insights into your customers’ motivations and expectations. This knowledge will enable you to personalise your offerings and tailor your marketing efforts accordingly.

Provide Exceptional Customer Service

Deliver outstanding customer service consistently across all touchpoints. Train your staff to be knowledgeable, empathetic, and responsive to customer needs. Promptly address enquiries, concerns, and complaints, ensuring that each interaction leaves a positive impression. Remember, excellent service can turn customers into brand advocates.

Build Strong Relationships

Invest in building strong relationships with your customers. Engage in active listening and communication to understand their goals and challenges. Use this knowledge to offer personalised recommendations, relevant content, and proactive support. Regularly engage with customers through email marketing, social media, or loyalty programs, fostering ongoing connections.

Implement Customer Loyalty Programmes

Reward customer loyalty with exclusive programmes and incentives. Offer discounts, loyalty points, or personalised rewards to customers who make repeat purchases. These programmes make customers feel appreciated and provide an incentive to continue choosing your brand over competitors.

Enhance the Customer Experience

Examine each customer touchpoint to identify areas for improvement. Streamline processes, optimise website navigation, and ensure a seamless purchasing experience. Leverage technology to personalise interactions, offer product recommendations, and provide relevant content. The easier and more enjoyable the experience, the more likely customers are to return.

Read our guide to improving landing page experience.

Seek and Act on Customer Feedback

Actively seek feedback from customers to understand their satisfaction levels and identify areas for improvement. Utilise surveys, reviews, and social media monitoring to gather insights. Act on feedback promptly, address concerns, and communicate the changes made based on customer input. Doing so will demonstrate your commitment to customer satisfaction and help to build trust.

How to Calculate Customer Retention Rate

To calculate your customer retention rate, follow these steps:

1. Determine the time period for analysis, such as a month, quarter, or year.
2. Count the number of customers at the beginning of the period.
3. Count the number of customers at the end of the period who made at least one additional purchase.
4. Divide the number of retained customers by the number of customers at the beginning. Then multiply by 100 to get the retention rate as a percentage.

Retention Rate = (Customers at the End / Customers at the Beginning) x 100

Key Takeaways

Making customer retention your new best friend is crucial for long-term success. By implementing effective customer retention strategies, you can cultivate customer loyalty, increase customer lifetime value, and gain a competitive advantage. Regularly assessing your customer retention rate will provide valuable insights into the effectiveness of your efforts, helping you refine your strategies and drive sustainable growth. Embrace the power of customer retention to forge lasting connections and create a thriving business.

Find out how you could benefit from using Adzooma or CTI Digital’s award-winning digital marketing services.

Introduction to Ethical Marketing

What Is Ethical Marketing?

Ethical marketing ultimately means infusing your company’s moral principles into your promotional activity. An organisation may convey these ethical decisions and values to varying degrees in its external messaging.

Depending on your overall business strategy, at minimum ethical marketing can increase consumer satisfaction and trust in your brand. For some businesses, their ethical values can morph into education, campaigning and activism alongside promoting their product or service.

Principles of Ethical Marketing

Generally, marketing activities guided by ethics adhere to a high standard of

• Honesty
• Transparency
• Social and environmental responsibility
• Fairness
• Compliance (in terms of personal data and human rights)

While the focus of an ethical marketing campaign is still on promoting a product, service or brand, ethical marketers aim to do it in a way that upholds these principles.

What Is Unethical Marketing?

When discussing ethical marketing tactics, it’s also worth briefly mentioning what unethical marketing practices may involve. While the main reason for unethical tactics is to gain profit, they can ultimately backfire. Relying on unethical strategies can cause irreparable damage to your brand’s reputation.

Examples of unethical marketing practices include:

• Focusing on profit at the expense of everything else
• Making false, unproven claims about your products, services, brand or ethics
• Baiting customers into purchasing your product or service unnecessarily
• Utilising scare tactics
• Slandering or belittling your competitors
• Adhering to harmful stereotypes of marginalised groups

Why Use Ethical Marketing Strategies?

Treating ethics as a top priority in your marketing activity can have significant benefits.

Help consumers make conscious choices

Showing your product or service benefits alongside the ethical benefits of doing business with you, you’re contributing to conscious consumption. In a world that is broadly committing to sustainable and social standards, highlighting your impact will help you stand out.

Reach target audiences with similar values

Consumers are increasingly choosing to support brands with values that match their own. Highlighting your ethical standards can help to build a positive rapport with your existing audiences as well as new ones.

Increase your profit

Ethical marketing strategy has the potential to increase your profits. The collective benefits of following ethical principles can uplift your brand image and set you apart from competitors. Over time, these positive changes can grow your market share.

How to Ensure Your Campaigns Are Socially Responsible?

If you’re unsure about the ethicality of your campaigns, use the principles of ethical marketing as a checklist. Ask yourself: ‘are I doing something that goes against these principles?’.

Keeping an eye on what other organisations are doing will also help you to assess your own ethical marketing tactics. Take a look at the example below from one of our clients at CTI Digital.

Example of Ethical Marketing

At CTI Digital, we support our clients’ ethical marketing campaigns.

We help our client Little Greene, a sustainable paint and wallpaper brand, to communicate their environmentally conscious practices. In 2022, they launched a new recycled paint collection Re:Mix. We also clarified the messaging on their eco-friendly paint and wallpapers page  to support this launch.

Little Greene’s ethical standpoint is to convey their sustainable messaging in an honest and transparent way. While some companies rely on greenwashing to bolster sustainable claims, Little Greene state evidence-based facts without exaggerating the truth. This approach builds consumer confidence in their products and messaging.

What Are the Ethical Implications of Using AI in Marketing?

The rapid, continuing developments in AI technology have introduced various AI-powered tools to marketing teams. While the prevalence of AI can improve the efficiency of many processes within marketing, it also raises some questions about ethics.

Many of the ethical considerations for AI are in the hands of the developers behind it. But, there are things that we as marketers can do to use it responsibly. Being aware of the potential risks of using AI is crucial. This awareness will help you to avoid the pitfalls that could negatively impact your organisation.

AI Algorithm Bias

Although AI is a machine relying on seemingly unbiased, factual data, it’s not free from human influence and bias altogether. AI will reflect any biases that are present in the data the AI is trained on.

Recognising the potential bias of your chosen AI marketing tool is a crucial step towards utilising more AI technology. Bias can negatively impact the integrity of your business, affecting your ethical marketing efforts as a whole.

AI Information Accuracy

There are also concerns about the accuracy of the information that AI tools produce. The use of generative AI in content creation in particular can be at risk of spreading unreliable information. AI tools rarely can provide you with the exact sources they’ve used to gather information.

At this point in time, AI tools aren’t here to take over copywriters’ jobs. Avoid using any unchecked and unedited AI-generated information to ensure you don’t share inaccurate information.

Read our article ‘Will AI Replace Human Copywriters?’ for more advice on how to use AI content creation.

AI Data Security & Privacy

AI is a powerful tool in marketing for personalising the targeting of ads and campaigns. However, in order for it to successfully achieve this level of personalisation, it requires significant amounts of user data. 

Maintaining your audience’s trust and the integrity of your business is vital. You can achieve this by being transparent about the personal data you collect and how you use it.

Key takeaways

From building audience trust to increasing internal and external business integrity, infusing ethical principles into your marketing can have many benefits. Review your ethical standards and ensure that your marketing reflects them.

Since AI is here to stay, it’s crucial that we take the ethical issues associated with it into account. Some of the limitations of AI can majorly impact your organisation’s integrity. But, as long as you take action to mitigate these risks, AI can be a powerful tool.

For more specialist marketing content, explore the AdZooma blog.

Discover the award-winning marketing services available at CTI Digital.

We explore the future of digital marketing and highlight key emerging trends set to shape the industry in years to come.

Trends & Emerging Technologies in Digital Marketing

Artificial Intelligence (AI) and Machine Learning

Artificial Intelligence and Machine Learning will transform digital marketing in profound ways. AI-powered tools can analyse vast amounts of data, automate processes, and provide valuable insights into customer behaviour and preferences. 

Marketers can leverage AI for:

• Personalised content recommendations
• Customer service chatbots 
• Predictive analytics to develop targeted campaigns
• Dynamic pricing strategies

Ultimately, AI and Machine Learning will drive efficiency, enhance customer experiences, and enable data-driven decision-making.

Find out what ChatGPT means for advertisers.

Voice Search and Smart Speakers

The rise of voice-enabled devices and smart speakers has sparked a significant shift in how users search for information. Voice search optimisation is becoming increasingly important, as consumers rely on virtual assistants like Amazon Alexa, Google Assistant, and Siri. 

Marketers should adapt their SEO strategies to optimise for voice queries, grasp conversational search intent, and deliver relevant answers to user enquiries. Voice search presents a new opportunity to connect with audiences in a more natural and convenient way.

Discover how to optimise your website for voice search.

Influencer Marketing and User-Generated Content

Influencer marketing has emerged as a powerful strategy to reach and engage target audiences. Collaborating with influencers who have a strong following and credibility in specific niches can help businesses build brand awareness, trust, and authenticity. User-generated content, where customers create and share content related to a brand, is also gaining traction. User-generated content fosters a sense of community, encourages brand advocacy, and amplifies brand reach through authentic and relatable content.

Read our guide on how to use micro-influencer marketing for your business.

Augmented Reality (AR) and Virtual Reality (VR)

Augmented Reality and Virtual Reality technologies are reshaping the way consumers interact with brands, products or services. AR and VR offer immersive experiences that allow users to visualise products in their environment, try virtual fitting rooms, or explore virtual tours. Marketers can leverage AR and VR to create engaging storytelling experiences, enhance product demonstrations, and provide interactive brand experiences. These technologies have the potential to bridge the gap between online and offline interactions, enabling more personalised and memorable customer engagements.

Data Privacy and Personalisation

Data privacy and personalisation will continue to be critical considerations in the future of digital marketing. With increasing regulations and consumer demands for privacy, marketers must prioritise data security and transparent data practices. However, personalisation remains essential to deliver tailored experiences.

Striking the right balance between personalisation and privacy will require marketers to employ advanced technologies. These technologies may include: contextual targeting, consent-driven data collection, and secure data management practices.

Key Takeaway

The future of digital marketing is exciting. By embracing these trends and technologies, businesses will be well-positioned to thrive in the ever-evolving digital world. Above all, these innovations will allow them to deliver personalised experiences and unlock new levels of engagement and growth.

By partnering with CTI Digital, you can gain access to the expertise and guidance required to navigate the ever-changing digital landscape effectively.
Alternatively, consider exploring Adzooma’s platform, which simplifies the process of online advertising, making it hassle-free and efficient.

In this blog post, we’ll cover some best practices for creating an effective welcome email series. By following our useful tips, you’ll be well on your way to building a strong relationship with your subscribers and increasing engagement with your brand.

First things first, what is a welcome email series?

A welcome email series is a sequence of emails sent to new subscribers or customers shortly after they join a mailing list, sign up for a service, or make a purchase. The purpose is to introduce these newbies to your brand, nurture the relationship, and provide valuable information or offers.

Why do you need a welcome series?

Email is one of the oldest types of online marketing, and yet today it remains one of the most effective ways to reach your audience. While social media platforms come and go and algorithms change, email essentially remains the same. As a communication platform, emails are also neutral and not controlled by a third-party company, like Facebook or Twitter. 

A welcome series campaign initiates the process of marketing to your customer and is a great opportunity to begin telling your brand’s story. This connection with your audience will be a strong foundation for your relationship going forward.

5 tips to create an effective welcome email campaign

1. Send a welcome email immediately

Timing is everything when it comes to emails. You want to make sure your subscribers receive the first automated email as soon as possible after they’ve signed up for your email list. Doing so ensures that your brand is fresh in their minds and they will be more likely to engage with your content, products or services.

Sending a welcome email promptly also shows your subscribers that you value their time and are eager to start building a relationship with them.

2. Include quality content

The content of your welcome email campaigns is just as important as the design, if not more. The welcome flow is the first intimate point of contact between you and your new subscribers. So it’s essential to create top-quality content that will establish the foundation for your relationship.

Your welcome emails are the perfect opportunity to write about your brand, values and goals, as well as to share your brand story with your subscribers.

But remember not to make your emails only about yourself. If you do, you might risk losing your subscriber’s interest. Instead, make the content of your campaigns relevant to them by talking about how your brand and products can help improve their life.

3. Use social proof

We’re psychologically wired to follow the “wisdom of the crowd.” So, by including client reviews, testimonials, or examples of successful use cases of your products, you can quickly build credibility and trust with your new subscriber. They’ll think, “If it worked for them, it’ll work for me!”

4. Personalise your welcome emails

Personalisation is crucial in email marketing. When you personalise your welcome emails, you make your subscribers feel valued and appreciated. Use their first name in the subject line and greeting, and segment your list to send more targeted content based on their interests or location.

5. Set expectations

Let your subscribers know what they can expect from your emails. Will you be sending daily, weekly, or monthly emails? What type of content will you be sharing? By providing this information, your audience can make an informed decision about whether your email list is right for them.

Ultimately, setting clear expectations leads to better customer satisfaction. When people know what they‘re getting into and receive what they were promised, they are more likely to have a positive experience. 

If you don’t have a welcome funnel up and running yet, now’s the time to get one together. Discover the advantages of using Adzooma by signing up for free.

But what does this mean for human copywriters? Can artificial intelligence replace them? In this blog post, we’ll explore the advantages and limitations of AI copywriting and discuss the potential impact on copywriting roles.

What is AI copywriting?

AI copywriting refers to the use of machine learning algorithms to produce written content. These algorithms are trained on vast amounts of data, which allows them to generate content that’s similar to what a human copywriter might produce.

AI copywriting tools can be used to produce a wide range of content, from social media posts and product descriptions to ad copy and email marketing campaigns.

Advantages of AI copywriting

Faster content production

One of the biggest benefits of copy AI for business is its ability to quickly and efficiently generate large amounts of text. This can be especially useful for businesses that have a large volume of content to produce, such as publishers or businesses with lots of products. With copy AI, these businesses can generate informative text in a fraction of the time it would take a human to do so, freeing up time and resources for other tasks.

Save time and resource

Which leads us to point two – automated copy programmes can help save you time and resources.

As many of us know, writing high-quality content takes time and effort, and it can be challenging to produce a large volume of content on a regular basis. With copy AI, businesses can quickly generate a large amount of content without having to hire additional writers or spend hours writing and editing.

Consistency and accuracy

Another advantage of AI copywriting in business is that it can improve the consistency and accuracy of your content. Because copy AI algorithms are trained on large amounts of data, they can produce content that is free of grammar and spelling errors. AI is also helpful if you want to produce content written in a style that is consistent with your intended audience.

Limitations of AI copywriting

Lack of creativity

One of the most significant limitations of AI copywriting is the lack of creativity. While AI can produce content quickly and efficiently, it is not capable of generating creative ideas that human writers can. The language used in AI-generated content can also feel robotic and impersonal, which can be off-putting for some audiences.

Quality concerns

One of the biggest cons of using copy AI for business is that it simply is not yet sophisticated enough to produce high-quality content. This is especially true when it comes to long-form content like blog posts or articles.

While the AI may be able to generate words and sentences that make sense, the content is often lacking in originality, depth, and accuracy. This can be frustrating for businesses that are looking for high-quality content to help them stand out in a crowded marketplace. 

Limited scope

AI writing tools have limited scope and can only generate content based on the information they have been programmed with. Therefore, AI tools may not be able to produce content that is outside of their set parameters. This limits AI’s usefulness when it comes to writing about certain topics.

Additional expense

Another risk of using copy AI in business is that it can be expensive. While the initial cost of purchasing or subscribing to a copy AI service may be relatively low, the ongoing costs of using the service can add up over time. In addition, businesses may need to invest in training and support to ensure that their employees are able to use the technology effectively.

Lack of human touch

Finally, AI copywriting lacks the human touch that is often necessary to create content that resonates with audiences. While AI can analyse data and generate both short and long form content, it’s not able to understand the nuances of language and emotion that are required to create truly engaging content.

So, will AI replace copywriters?

While AI content creation has its advantages, it is unlikely to replace human copywriters entirely. Human copywriters bring a unique set of skills to the table, including creativity, emotion, and a nuanced understanding of language. While AI tools can help businesses produce content quickly, they cannot replace the human touch that’s necessary for truly engaging content.

How to use AI copywriting to your advantage

While AI copywriting won’t replace human copywriting, it can be a valuable tool to support your content marketing efforts. Here are some tips on how to use AI copywriting to your advantage:

1. Use AI to generate content ideas: AI can analyse your target audience and suggest relevant topics for your content. This will save you time and resources when it comes to brainstorming ideas.
2. Use AI to optimise headlines: AI can analyse headlines and suggest improvements based on what’s likely to resonate with your audience. This feature will help to improve the chances of your content being clicked on and read.
3. Use AI to generate content: AI can be used to generate content such as blog posts, product descriptions and website copy. However, it’s important to remember that the AI-generated content will require some human editing to ensure it’s high quality and aligns with your brand voice.
4. Use AI to personalise content: AI can analyse customer data to personalise content based on the preferences and interests of your target audience. Personalised content can improve engagement and build stronger relationships with your audience.
5. Use AI to optimise content for SEO: AI can analyse your content and suggest improvements to make it more search engine friendly. Ultimately, this will improve your chances of ranking higher in search engine results and attracting more organic traffic.

Key Takeaways

AI copywriting can be a useful tool for generating content ideas, optimising headlines, and even creating content itself. It can save time and resources, and produce content faster than human writers.

However, it’s important to remember that AI won’t produce the same level of quality and creativity as human-written content. Additionally, AI-generated content may lack the emotional resonance and empathy that human writers can bring to the table.

Human copywriters can produce high-quality, creative content that engages and resonates with your audience. They can also bring a unique voice and perspective to your brand that may be difficult for AI to replicate.

Discover Adzooma’s blog for more marketing tips. Or, explore CTI’s award-winning Content and SEO services.

The good news: there are changes you can make to turn things around. In this blog post, we’ll discuss some reasons why your PPC strategy may not be working and offer tips on how to increase your PPC conversion rate.

4 reasons you’re getting clicks but no conversions

You’re acquiring the wrong traffic

Acquiring the wrong traffic is likely the single biggest reason your high-traffic website isn’t converting. Google’s algorithm is pretty good at determining the intent behind a user’s searches and delivering results that are relevant to their needs. But it isn’t perfect.

If your keywords don’t accurately reflect what your products are, or how your target audience searches, you’re likely attracting the wrong people.

For your traffic to translate into conversions, your visitors need to be members of your target audience, with problems or needs your business can answer. You can do this by selecting better keywords for your paid search ads. Then, structure your landing page content in a way that lines up with your conversion funnel.

Your landing page is not relevant to the ad

Even if your PPC ad is engaging and matches the intent of the search query, you may lose potential customers if the landing page is not relevant to the ad.

The landing page should provide the exact information that the user is searching for, leaving no room for confusion. And don’t forget to include a crystal-clear call to action that motivates users to take the desired action. With these tweaks, you’ll start seeing those clicks turn into conversions, and your business will soar.

Your website delivers a poor user experience

The user experience on your website is crucial for PPC success. Ensure that your site is not only mobile-friendly but also super easy to navigate and loads lightning-fast.

And when it comes to your landing page, the key is to optimise it with a clear, easy-to-use layout. By doing so, users will have a seamless and enjoyable experience on your website, increasing the chances of conversions.

Remember: the happier the users, the happier your business bottom line.

People have a lack of trust in your brand

When it comes to converting visitors into customers, trust is a non-negotiable factor. And that trust is built by ensuring that your website looks professional and reliable.

To establish that credibility, make sure to use customer testimonials, trust badges, and security seals. These small yet powerful elements can do wonders in building trust with potential customers.

Additionally, offering a clear refund policy and making it easy for customers to contact you can further solidify their trust in your business. Trust is the foundation of long-lasting customer relationships, so don’t take it for granted.

Your website isn’t mobile friendly

This is a huge one. Many companies assume that most of their traffic comes from those searching on their desktop or laptop computers. In some cases, this may be correct, but most people will conduct their searches using a mobile device.

It’s important to ensure that your website is mobile-optimized and easy to read and navigate to provide a seamless customer journey. 

Lack of branding

Why do Fortune 500 companies invest so much into branding? Because they know how much branding influences purchase decisions. For a company doing PPC marketing, having a well-established brand makes it easier to convert those visitors into leads or customers. That’s because branding influences how you think of that brand. You likely trust them more just because you have heard of them.

A virtually unknown brand (in any industry) will have a harder time converting a new visitor simply because the person hasn’t heard of them before.

Key Takeaway

Even with eye-catching ad copy and carefully selected audiences, sometimes your PPC campaign may not be generating the conversions you want. Use these PPC tips to refine your pay-per-click campaigns and maximise your ROI.

By focusing on correct keyword targeting, landing pages, user experience, and building trust, you can create an effective pay-per-click campaign that generates high-quality traffic and increases conversions.
Discover Adzooma’s blog for more marketing tips. Or, explore CTI’s award-winning Content and SEO services.