How AI is Redefining Marketing

The hum of artificial intelligence (AI) servers is increasingly perceptible alongside the familiar drumbeat of marketing departments across the globe.

Once merely a buzzword, AI has transformed into a vital tool that is redefining the very essence of marketing.

Embracing it has long been resisted for understandable reasons, particularly in favour of that holy grail of the marketing function: a uniquely different message to all your competitors in a fiercely contested marketplace.

With tools like machine learning, predictive analytics and virtual chatbots, the way businesses engage with consumers is evolving in ways that were once unimaginable.

Marketers are now better equipped than ever to understand their target audiences, anticipate their needs and craft experiences that resonate on a deeper, more personal level.

It’s no wonder they’re eager to tap into this potential.

Globally, more than a third of marketing organisations have fully adopted AI, with a further 43% currently experimenting with it.

While Africa lags behind other regions in the adoption of AI, the continent is rapidly catching up.

Google reports a 270% rise in AI-related searches in Africa over the past year and research from the 2024 Stanford AI Index shows that nearly a third of east Africans use the AI platform ChatGPT daily.

BETTER DATA ANALYSIS

As AI continues to evolve, it’s not just reshaping marketing strategies, but also transforming how businesses research and connect with customers.

Tools like machine learning and predictive analytics help marketers analyse data, spot trends early and anticipate customer needs before they arise.

The results speak for themselves.

According to a global survey by Forbes magazine, 86% of companies using predictive analytics in their marketing have seen significant improvements in business outcomes.

AI is also transforming customer service and lead generation, with enhanced chatbots stepping in to manage everyday enquiries and offer personalised, real-time support.

SOUTH AFRICA

In neighbouring South Africa, chatbots are the most widely adopted AI tool, with 14% of companies using them.

As Musa Kalenga, chief executive of the Brave Group, aptly put it during his presentation at the 2024 Nedbank Integrated Marketing Conference (IMC): “People resist change. But with AI, change is inevitable.”

While AI brings about significant shifts, it also presents valuable opportunities to build stronger brands and more resilient societies, he said.

At Nedbank Namibia, we’ve tapped into the power of AI in several ways, including using it to drive the creative process behind our 2024 Africa Day Campaign.

AI played a key role in shaping both the design and messaging, allowing us to quickly adapt and craft content that resonated with audiences across different regions.

But the role of the marketing professional has never been more crucial.

NOT REPLACING HUMANS

A recent global survey shows that nearly 60% of marketers worry AI might threaten their jobs, but I believe this distress is unfounded.

While technology will surely shape the way we engage with consumers in the future, it is the human touch that will remain key in building authentic connections.

Khensani Nobanda, Nedbank’s group managing executive for marketing and corporate affairs, at a recent marketing summit said: “The future of marketing hinges on authenticity.

Today’s consumers are increasingly savvy – they can detect insincerity and brands that fail to deliver on their promises in a meaningful, genuine way simply won’t survive.”

At Nedbank, we’re committed to connecting authentically with people from all walks of life.

Through initiatives like the ‘SME Talk’ video series, the Nedbank Kapana Cook-Off Competition and the heartfelt sitcom ‘Mokalefa’, we strive to engage with diverse audiences in ways that truly resonate with their values and experiences.

Inclusive marketing involves creating content that engages audiences on the platforms they use and in the formats they prefer.

SHORT-FORM CONTENT

One key trend marketers can’t afford to ignore is the rise of short-form content.

Studies show that 73% of social media consumers prefer using short-form videos when exploring products or services and an impressive 60% watch between 41% and 80% of a video’s total length.

At the Nedbank IMC 2024 conference, Marko Stavrou, the chief executive of Stavrou Consulting, said campaigns should be “80% video, with clips just eight seconds long”.

These quick, punchy videos allow brands to tell powerful stories, showcase products and highlight core values all in a format that’s easy to consume, share and engage with.

As technology and social media trends reshape the marketing landscape, the need for marketers to evolve is more urgent than ever.

The annual Nedbank IMC brings together the brightest minds and nurtures professional development within Namibia’s evolving marketing sector.

Listening to global marketing geniuses like Faith Popcorn, Steve Babaeko and Matthew Bull reinvigorates the sense that the future is closer than it appears, with marketing in all likelihood the most impacted function.

AUTHENTICITY FIRST

The secret to driving business growth, however, has not changed: It remains authenticity.

In the race to adopt the latest tools, marketers must never lose sight of what truly matters: the people.

• Gernot de Klerk is Nedbank Namibia’s executive head of marketing and communications