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Half of PR creative chiefs already use AI for campaign generation
Plus the 2023 EMEA social trends report, social is B2B's best upper funnel tactic and trending news from around the web
Stephen Davies
June 26, 2023
Good morning. Here’s this week’s Dart:
The 2023 EMEA social trends report released
Social media most effective upper-funnel marketing tactic for B2B marketers
Half of PR creative chiefs already use AI for campaign generation
Trending news from around the web
Today’s picks
Highlights if you’ve only got a few minutes
A 2023 EMEA Social Media Trends report has been released in partnership with HubSpot and Meltwater. It highlights the top 10 social media trends for 2023, including engagement, selling, customer service, and short-form video.
The report surveyed over 1,200 social media marketers and provides expert insights to help optimise social content and discusses the latest changes, challenges, and goals in social media marketing. The free report also includes a dedicated chapter focusing on the social media trends in the UK. (link)
Insider Intelligence reports that social media is the most effective upper-funnel marketing tactic for B2B marketers according to research company Ascend2. Half of US B2B marketers consider social media as the most effective tactic for achieving top-of-funnel goals, followed by email and in-person/live events. It also highlights the increasing influence of Millennials and Gen Zers in the B2B buying process and the importance of providing digital-first experiences. (link)
Half of PR creative chiefs already use AI for campaign generation
According to a survey conducted by PRWeek, 57% of creative chiefs at UK PR agencies already use AI for campaign generation. While 68% of respondents see AI as slightly useful, 11% consider it very useful. Many believe that AI tools can be helpful in generating copy, providing insights, and conducting data analysis. However, they emphasise that AI cannot replace the industry's creativity and understanding of human nuances, which are essential for crafting impactful and diverse campaigns.
Some agencies use AI for assistive purposes, such as generating campaign names, writing press releases, and brainstorming. Overall, agencies are exploring the potential of AI in their work but recognise the need for human input and adaptation to make AI-generated content usable. (link)
Social media most effective upper-funnel marketing tactic for B2B marketers