Consumers are far more swayed by UGC than influencers

Good morning. Here’s today’s Dart:

• Research suggests consumers are far more swayed by UGC than influencers

• LinkedIn launches new report on the state of B2B marketing

• The Global Commtech Report released

• Salesforce report claims AI can save marketers hours a week

• A list of AI tools for PR

• Trust in online news shifting from reporters to influencers

• Trending news from around the web

Today’s picks

Highlights if you’ve only got a few minutes

New report suggests consumers are far more swayed by UGC than influencers

According to a new study conducted by Entribe, consumers are more influenced by user-generated content (UGC) than by influencer endorsements. The study found that 81% of surveyed consumers felt that influencer endorsements had no impact on their purchase decisions, and 62% stated that they had never purchased a product promoted by an influencer online. In contrast, 90% of respondents preferred to see brands sharing content from actual customers, and 86% were more likely to trust a brand that publishes UGC. This suggests that while influencers can help build brand awareness, there may be a growing saturation of influencer marketing, leading consumers to tune them out. (link)

LinkedIn launches new report on the state of B2B marketing

LinkedIn has released its first B2B Marketing Benchmark Report, offering insights into the current state of B2B marketing. The report, based on responses from over 1,900 marketing professionals, highlights rising optimism in the sector, with increasing B2B budgets and a focus on generative AI.

However, many CMOs express concerns about finding skilled staff to capitalise on these tools. The report also examines where B2B executives plan to allocate their marketing budgets and which social platforms are their main focus (LinkedIn being the top choice). Additionally, LinkedIn is launching a B2B Index and Leaderboard to assess brand building efforts and identify top-performing companies. The full report and insights can be downloaded via LinkedIn’s website. (link)

The Global Commtech Report released

The Global CommTech Report 2023 is a comprehensive survey of the use of digital technology in public relations and communications. The report highlights that while many organisations have adopted digital technologies, there is still a significant underuse of these tools. The report recommends that organisations audit their existing technology stacks, team skills, professional practices, and workflow before investing in new technology. It also emphasises the importance of using existing technology effectively and adopting professional technology tools for effective teamwork and collaboration.

The report provides actionable insights on how to unlock the power of digital technology in PR and communications. It covers topics such as AI, data analytics, VR/AR, chatbots, and cybersecurity measures to digitally transform PR and communications. The Global CommTech Report 2023 was made possible by the support of professional industry partners such as PRovoke Media, ICCO, CIPR, AMEC, WCFA, NewsWhip, PressPage, PRophet and Stickybeak. This report is an essential resource for any PR or communications professional looking to stay ahead of the curve in this rapidly evolving industry. (link)

Salesforce report claims AI can save marketers hours a week

According to a survey conducted by Salesforce and YouGov, artificial intelligence (AI) tools are perceived as a game-changer technology that can save marketers around five hours per week. The research involved 1,029 full-time marketers from the US, the UK, and Australia, most of whom already use generative AI tools in their daily work.

The respondents reported successful usage of AI tools for tasks such as producing copy and material, inspiring creative thinking, analyzing market data, and generating image assets. However, concerns were raised about accuracy, quality, and job safety, with some workers worried that AI could reduce the number of jobs needed. Salesforce, the company behind the survey, has already announced layoffs as it implements more AI in its operations. (link)

AI tools for PR. How PR pros can leverage the best AI tools in 2023

AI tools for PR professionals have become increasingly important in recent years, offering various benefits and transforming the way public relations is conducted. These tools leverage sophisticated algorithms and machine learning techniques to analyze large amounts of data efficiently and accurately. By utilising AI, PR professionals can gain a deeper understanding of their target audience, competitors, and the media landscape, allowing them to create more effective campaigns. AI tools automate repetitive tasks, saving time and increasing efficiency. They also offer high accuracy in tasks such as data analysis and sentiment analysis, reducing human error. (link)

Trust in online news shifting from reporters to influencers

The 2023 Digital News Report by Reuters Institute highlights several key trends in the news industry. Traditional news outlets are experiencing a decline in trust, while influencers and internet celebrities are gaining credibility. People are increasingly turning to social media platforms and celebrities for news rather than relying on journalists. There is also growing scepticism towards news-selection algorithms, with concerns that personalised news may lead to missing important information and diverse viewpoints. (link)

Trending

Articles, blogs, podcasts, posts, tweets, etc

• TikTok targets $20 billion in ecommerce sales (link)

• GPT-4 outshines humans in securing funding and impressing business owners, survey shows (link)

• Download Meltwater’s Global Statshot Report to discover global digital behaviour insights (link)

• AI and media companies negotiate landmark deals over news content (link)