The emergence of automation and AI-infused tools is making it essential for brands to differentiate from AI-generated content.
The B2B space is seeing growth in influencer marketing or advertising. Meltwater’s annual Digital 2023 Global Overview Report shows a significant shift towards brands using nano-influencers with niche followings to boost ambassadorship.
Research also suggests that businesses focusing on digital customer service have an advantage over B2B marketers who do not. Conversely, brands can also run the risk of relying too much on AI technology. The trend of working with influencers is much more visible in organizations with over 1,000 employees rather than in smaller businesses.
At the same time, human-to-human relationships have become more critical in the B2B marketing space over the years. Buyers trust individual appeals more than a formalized marketing message.
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[5 minute read]