We have reached 2024, and the influencer landscape is evolving in ways you never imagined. With new platforms emerging and consumer behaviors shifting, staying ahead of the game is vital for your brand’s success.

Ubiquitous is a top influencer marketing agency with a wealth of experience and expert insights into the current trends driving the best results in influencer marketing.

To unveil the most significant influencer trends and strategies in 2024, we consulted the brains behind Ubiquitous to bring you the top trends to leverage, plus one need-to-know “secret trend” that will supercharge your influencer campaigns for even better ROI!

Top Influencer Marketing Trends for 2024: Plus One Secret Insider Trend

It’s important to watch Influencer marketing trends to stay ahead of the curve. If there is one guarantee we can give you today, it is that influencer marketing will change time and time again.

New strategies and platforms are transforming the way brands collaborate. From leveraging micro-influencers to optimizing campaigns with data analytics, there is no doubt that a lot is going on in this industry. 

That’s why we’re unveiling the future influencer trends in collaboration with Ubiquitous, a leader in Influencer Marketing, to create a list of the largest trends we’re seeing this year. 

Take a look at this list to see which trends you need to know for your brand and to up your influencer marketing game!

1. Micro and Nano-Influencers Continue to Drive Results

Influencer marketing in 2024 will continue to see the rise of micro and nano-influencer partnerships will continue to gain traction. 

These smaller but highly engaged followings provide cost-efficient collaborations and a great return on investment. 

Micro-influencers offer a great way to create meaningful, lasting brand recognition due to their intimate relationship with their followers, which increases the level of trust, credibility, and authority they have.

2. Increased Investments in Ongoing Brand Partnerships and Long-term Influencer Relationships

Another rising trend for 2024 is brands cultivating long-term influencer partnerships rather than one-off campaigns. 

This is especially key with micro-influencers. By extending collaborations, brands can organically expand their reach by tapping into an influencer’s growing community.

These long-term associations build loyalty and credibility and strengthen brand identity when done authentically. 

Initially, partnering with micro-influencers lays the foundation for major growth as these accounts gain new followers. 

Savvy brands realize the value of committing to influencers early and sticking with them as they ascend to macro-influencer status.

3. The Use of Live Video Content is Increasing

Video, especially live video, will continue to dominate influencer content as it resonates strongly with audiences. 

Video content has steadily gained traction across all platforms in the last two years.

Short-form video, initially on TikTok and then on other platforms, has become a critical component for most content creators.

Short vertical videos focus heavily on live content, particularly live streaming and short-form vertical video designed for mobile. 

This allows influencers to connect with audiences in an intimate, authentic way that feels closer to real-life interaction. 

Live video’s raw, unedited nature helps influencers build trust and loyalty with their followers, as the recordings feel unscripted.

Live video also provides immediacy and urgency, tapping into a viewer’s FoMo – holding their attention and increasing engagement.

4. Influencer-to-Influencer Collaborations Are Increasing

The number of influencer-to-influencer collaborations is becoming more common as creators team up to combine their audiences and expand their reach for branded campaigns. 

When influencers collaborate, they can tap into each other’s following and squeeze more value out of sponsorships. 

Their blended audiences provide brands with more extensive potential outreach and heightened visibility. 

These blended audiences give brands the opportunity to increase their visibility and connect to a larger, more diverse audience that is still highly relevant and engaged.

5. Data and Analytics Will Drive Campaigns Further

We are at five influencer marketing trends and not even halfway done. Get ready for an analytics revolution in influencer marketing. 

Sophisticated data and insights will continue to guide partnerships and campaign optimization. 

These data-driven insights allow for pinpoint targeting, high-converting creative, and continually improved results. 

From audience demographics to optimal posting schedules, campaigns will become more data-driven as we continue to delve into the data and better understand the relationship between numbers and the real-life impact of different influencer collaborations.

Take a look at this video by Ubiquitous to get a sense of how much the data from your campaigns can tell you if you look at it the right way:

6. The Use of A.I. in Influencer Marketing is Evolving

There is no surprise here, as everyone is adopting the use of A.I. in digital marketing.

Regarding influencer marketing, brands can use A.I. tools to pinpoint the most strategic influencers for their campaigns. 

These tools have been around for a while now, and they’re getting better and better at ‘influencer matchmaking’ to connect brands with relevant influencers that are best suited not just to the brand but also to the objectives of the campaign on a more granular level.

Personalization also rules, and as A.I. enables brands to tailor content to specific audiences, brands can benefit from more precisely targeted content.

Overall, artificial intelligence brings enhanced precision and relevance to influencer partnerships. 

The ability to capture data and insights has always been challenging, and it translates into the effectiveness of influencer marketing campaigns.

A.I. can speed up the data analysis process and identify patterns that provide unique insights into campaign performance.

7. Increased Authenticity and Transparency

As influencer marketing matures, authenticity and transparency have become essential for building trust. 

Savvy followers desire genuine connections and openness about paid partnerships. Disclosing promotions clearly shows consideration for audiences.

Brands should collaborate to create authentic content that aligns with the influencer’s voice.

Rather than transactional deals, the ideal is human-centered relationships that respect influencers’ bonds with their communities.

Working together to ensure genuineness, mindfulness, and honesty allows influencer marketing to flourish as an authentic communication channel.

8. Brands that Focus on Building Influencer Relationships Get Better Results

Brands are realizing the importance of building real relationships with influencers to prevent any risk of losing that relationship. 

Authentic connections foster loyalty that extends past the barriers of a contractual agreement and fosters higher-quality content. 

By taking the time to nurture genuine partnerships and collaborate deeply, brands can create influencer associations that truly resonate with audiences. 

Followers see through inauthentic deals, so brands that develop true bonds will achieve better performance. 

The future of influencer marketing depends on brands and influencers working in concert as partners, not just as financial transactions.

9. Spending on TikTok will Increase

Spending on TikTok has grown steadily and shows no signs of slowing down. 

With an algorithm hungry for authentic and genuine content, it’s basically a stage set for Influencer Marketing campaigns to excel, so naturally, businesses are investing more here. 

TikTok Shop, in particular, is an attractive choice for brands. Accurate attribution is a challenge in all influencer campaigns, making it difficult for brands to see the direct correlation between influencer activity and what matters most to them – sales.

10. Influencers Are Going Muli-Platform

Gone are the days of solely dominating a single social media platform; influencers are now expanding their reach across various channels such as Instagram, TikTok, YouTube, Twitch, and more. 

Influencers can amplify their reach and enhance monetization strategies by distributing content across diverse channels.

This evolution transforms influencers into versatile media mavens, seamlessly adapting their content across different formats, from photos and videos to live streams and long-form content. 

Brands can now execute integrated campaigns at scale by collaborating with these multi-platform influencers. 

For brands seeking to elevate their marketing strategies, partnering with influencers boasting diverse and devoted followings across the social spectrum is the ultimate key to success.

11. Live Shopping

Finally, we are at eleven influencer marketing trends, and still 1 to go. This trend involves influencers broadcasting live streams to showcase and sell sponsored products, which can be purchased instantly via links on the live stream.

This interactive video content provides an entertaining experience that converts audiences into customers, with a sense of urgency and excitement that drives up sales and ‘gamifies’ the process

12. A New Deal Structure – Our Secret Trend in Influencer Collaborations

According to Zach Fitch, there’s a notable transformation brewing in influencer marketing deal structures. 

He highlights a significant departure from the traditional flat-rate payment model towards a more dynamic approach, where the influencer earns a commission on the revenue generated. 

Zach explains, “Creators who accept these types of deals seem to have a little bit more skin in the game and typically are creating more thumb-stopping content.” 

This influencer-as-an-affiliate approach offers creators a sense of ownership and incentivizes them to craft captivating content that truly resonates with their audience. 

Zach notes that creators embracing these hybrid arrangements tend to demonstrate heightened engagement, producing content that has a greater impact. 

Is Influencer Marketing Still Worth It? Influencer Marketing Statistics 2024

With the influencer marketing industry experiencing remarkable growth and innovation in recent years, examining the latest statistics is essential for understanding its current scale and effectiveness:

According to the 2024 Influencer Marketing Benchmark Report, influencer marketing has surged into a $21.1 billion industry, a significant 29% increase from $16.4 billion the previous year.

TikTok’s popularity is also quickly rising, now ranking second with 61% of marketers adopting the platform for campaigns.

Additionally, 89% of marketers believe influencer marketing equals or surpasses other marketing channels. 

And 63% of consumers also trust influencers more than brands, leading to 58% purchasing products based on influencer recommendations.

These up-to-date statistics clearly demonstrate the exponential growth, trust, and sales-driving power of influencer marketing. 

With the industry poised to continue this momentum, influencer marketing promises to be an increasingly dominant and high-ROI marketing strategy in 2024 and beyond.

Putting These Influencer Marketing Strategies to Action

These latest influencer marketing trends present valuable opportunities for brands.

Here are some quick tips to put the current trends into action:

• Lean into micro- and nano-influencer collaborations. Research the top micro- and nano-influencers in your niche to identify potential partners with engaged followings.
• Pitch long-term collaborations focused on performance and authenticity.
• Support multi-platform creators that can expand your reach across emerging channels like TikTok and live shopping.
• Leverage data and analytics to optimize campaigns based on audience insights and metrics.
• Maintain transparency through disclosed sponsorships and genuine content.
• Seek influencers willing to co-create content tailored to their communities.
• Encourage campaigns with influencer-to-influencer collaborations to maximize the benefits of reaching their blended audience.

Compelling influencer partnerships are built on trust and shared objectives. By strategically aligning with these trends, brands can drive meaningful engagement, sales, and lasting connections. 

Designing Influencer Marketing Campaigns

Influencer marketing is undergoing strategic transformations to enhance brand promotion. 

Collaborating with micro- and nano-influencers fosters authentic engagement with niche audiences, offering cost-effective partnerships and highly engaged followings. 

Tailored content cultivates trust and loyalty within their communities.

Live video opens new avenues for campaigns, with shoppable livestreams converting viewers into real-time customers. The raw, unfiltered nature of streams builds intimate connections.

Embracing data-driven partnerships, performance-based deals, and emerging formats enables brands to create resonant influencer campaigns. 

The key lies in forging genuine relationships between brands and audiences.

Using The Trends to Increase Your ROI

As influencer marketing continues evolving in 2024, data and analytics will be essential for optimizing return on investment (ROI). 

For example, performance-based compensation models incentivize influencers to create high-converting content. 

Tracking sales and conversions generated by creators can demonstrate direct ROI.

Emerging platforms like TikTok also present new opportunities to amplify reach and engagement. 

With over 1 billion monthly active users, collaborations with creators on the platform can significantly expand brand awareness and conversions.

Embracing data-driven partnerships, emerging formats, and conversion tracking will enable brands to refine influencer strategies. 

The future of influencer marketing hinges on brands maximizing ROI through optimized, performance-focused campaigns. 

By leveraging key trends and metrics, influencer marketing promises substantial returns from authentic creator partnerships.

Jess Flack, CEO and co-founder of Ubiquitous, wrote an insightful piece that differentiates creators vs. influencers.

Both have loyal followings but approach content creation very differently. She walks brands through how and when to work with each in order to maximize their ROI.

Find an Influencer Marketing Platform to Connect with and Manage Influencers

Influencer marketing platforms have become integral to the success of influencer marketing campaigns, providing brands with the tools they need to find, connect with, and manage influencers.

Thanks to Ubiquitous, there is now a free SaaS tool out there to access a database of over 800K influencers. The $29/month premium version also requires no long-term contracts, making it a good contender in this competitive space.

The tool makes connecting with nano influencers and getting on multiple platforms easier than ever.

Evolve How You Create Content

The influencer marketing landscape in 2024 necessitates evolved content strategies. 

Micro- and nano-influencers call for authentic, community-tailored collaborations. 

Intimate live videos allow raw storytelling, while multi-platform creators demand versatile formats. 

Performance-based deals incentivize high-converting content optimized by data insights. 

In this changing ecosystem, success requires engaging stories that organically resonate with niche audiences. The future hinges on content that fosters genuine connections.

Where to from Here? Direction of the Influencer Marketing Industry in 2024

There you have it, the most significant trends of 2024 in Influencer Marketing. 

Strategic partnerships with micro- and nano-influencers provide authentic engagement. 

Live video fosters intimacy while data optimizes performance. But it’s not just about numbers – it’s about nurturing genuine connections. 

That’s why cultivating long-term collaborations and embracing transparency will create a better return in the long term. 

Brands must aim to leverage emerging platforms, fresh formats, and performance-based structures to drive measurable results while always keeping the core focus on creating meaningful influencer partnerships. 

The key is engaging audiences authentically!

References

Digital Marketing Institute: Influencer Marketing and AI

Gartner: The Future of Marketing: 5 Trends and Predictions for 2024 and Beyond 

HubSpot: How Video Consumption is Changing in 2023 [New Research]

HubSpot: The 2024 State of Marketing & Trends Report: Data from 1400+ Global Marketers

Social Media Today: The Upshot for Marketers as Social Media Platforms Evolve in 2024

Think with Google: Top Digital Marketing Trends and Predictions for 2024 

The post Top 12 Largest Influencer Marketing Trends You Need for 2024 appeared first on P2P marketing.

We now have hundreds of advanced AI tools for social media marketing that can help you plan, create, manage, and optimize your social media strategies and content. 

So, with so many options, how do you find the best AI tools for social media marketing? 

The ones that really are as awesome as they claim to be and will take your social media marketing to a whole new level of easy, efficient, and effective!

To find out, we did a deep dive into all the options and selected the best AI tools for social media and reviewed them comprehensively, including use cases, pros and cons, pricing, and key features.  

Ready to find the best AI tools for social media marketing, management, and content creation?

Let’s dive right in!

The Future of AI in Social Media

AI tools for social media and social media marketing are flourishing at an unprecedented rate. 

Some projections show that the AI market in social media will reach $3,714.89 million by 2026, with an impressive CAGR of 28.77%. 

So, what does that mean in practical terms for social media creators, marketers, and users?

AI Tools for Social Media: Benefits and Opportunities

Let’s take a look at how the landscape is shifting for social media and AI tools: 

How and Why We’re Using AI for Social Media Marketing

AI for social media marketing is already providing significant benefits to marketers, and most are now using AI tools for at least some of the following: 

• AI-generated social media content: AI copywriting, graphics, images, and videos
• AI-powered tools for content management: planning, scheduling, and publishing content
• AI-powered tools for performance data analysis and reporting and predictive performance recommendations for content strategy
• AI hashtag and keyword generators
• AI tools for audience analysis, sentiment analysis, and social listening
• AI tools for personalization in messaging and product recommendations
• AI chatbots for instant messaging with their audience
• And many, many more

At present, most AI tools for social media are focused on your streamlining and optimizing social media marketing. And they’re doing an exceptionally good job of it! 

Check out this video by Neil Patel on how AI is revolutionizing the digital marketing landscape, including social media:

Opportunities for the Future of AI in Social Media Marketing

Going forward, as AI automation tools and generative AI advance, there are some really important opportunities for AI in social media: 

• Advanced personalization: AI tools will become even more adept at understanding individual preferences and delivering highly personalized content.
• Enhanced customer service: AI-powered chatbots will improve, offering more natural interactions with users, handling complex queries, providing accurate information, and offering personalized recommendations.
• Deepfake detection and trust preservation: With the rise of deepfake technology, AI tools will be crucial in detecting and combating manipulated media, misinformation, and fraudulent content.
• Visual search and recognition: AI tools will enable advanced visual search capabilities, allowing users to search for products, objects, or even people within images and videos on social media.
• Automated content creation: AI will continue to evolve in generating content of all kinds based on user inputs or predefined parameters, which will further streamline the content creation processes and reduce the need for human oversight and editing.
• Ethical considerations: As AI tools evolve there will be an increased focus on ethical and responsible use, and the development of regulations and guidelines to ensure transparency, fairness, and privacy.
• Augmented reality (AR) integration: AI tools will integrate with AR marketing technologies, enabling immersive and interactive experiences on social media platforms.
• Advanced analytics and predictive insights: AI algorithms will become more sophisticated in analyzing social media data, offering deeper insights and predictive capabilities to anticipate trends, identify opportunities, and make better data-driven decisions.
  

Overall, the future of AI tools for social media holds great potential for enhancing user experiences, improving marketing efficiency, and driving more meaningful consumer interactions.

AI Tools for Social Media Marketing: Challenges and Limitations

The benefits are huge but there are also some pitfalls to be aware of as we head into an AI-powered future, so keep these factors in mind when you’re choosing the best AI tools:

• Lack of human touch: AI tools will still lack the ‘human touch’ and subjective emotional understanding. Overreliance on AI tools may lead to more impersonal interactions that do not resonate as well with customers, leading to a lost opportunity for engagement and relationship building.
• Data bias and privacy concerns: AI algorithms heavily rely on data for training and decision-making. If the training data contains biases or reflects existing societal biases, it can result in biased outcomes and discriminatory targeting.
  
• Complex implementation and integration: Implementing AI tools for social media marketing requires technical expertise and resources.
  
• Limited creativity and originality: While AI can assist in content creation, it may struggle with originality and creative thinking. AI-generated content may lack the unique perspectives and creativity that human marketers bring, potentially leading to a saturation of similar or generic content across social media platforms.
• Ethical considerations and transparency: As AI tools become more sophisticated, ethical considerations will become more important. Decisions made by AI algorithms need to be transparent and easily explained and clearly justifiable.
  
• Overreliance and loss of control: Depending too heavily on AI tools without human oversight can lead to overreliance and a loss of control.
  

Right, now that we’ve covered what you can do with AI for your social media marketing, what the opportunities are going forwards, and the potential pitfalls to look out for… Let’s look at the best AI tools for social media!

13 Game-Changing Social Media AI Tools

1.FeedHive

FeedHive is a leading AI-powered social media management platform. It offers comprehensive social media management features to create, schedule, publish, monitor, and manage content across numerous social media platforms. 

FeedHive is an all-in-one solution that offers everything you need to effectively manage your social media activity as a creator or as a brand, business, or agency. 

It offers everything from intelligent scheduling and post timing to an AI writing assistant, hashtag generator, analytics, and a unified social inbox to manage all your messages, comments, and mentions from one place.

One of FeedHive’s unexpectedly useful features is content recycling. FeedHive provides recommendations on which content to recycle and lets you re-publish content with one click. Another unique feature is conditional posting and dynamic variables. 

Use Cases

• Scheduling across multiple platforms
• Social Inbox for unified cross-platform communication in-app
• FeedHive AI for Content and Scheduling Insights
• Analytics on performance
• Team and Client Collaboration
• White Label Solution

Social Media Platforms

• Facebook
• Instagram
• YouTube
• TikTok
• Video
• Twitter
• LinkedIn
• Pinterest
• Google Business

Brands Using This AI Tool for Their Social Media

• Swapstack
• Thirdweb
• Fauna 
• Riverside
• LinkDrip

FeedHive’s Pricing

• Free Trial: 7 Days
• Creator: $19/month
• Brand: $29/month
• Business: $99/month
• Agency: $299/month

Pros & Cons

Pros 

• Post recycling feature is very useful as it suggests the best posts to recycle 
• Supports almost all social media platforms
• Well-priced with curated options for creators and brands/agencies
• Social Inbox unifies all your messages, comments, and mentions into one place
• AI writing assistant and hashtag generator speed things up
• Automatically adjusts your post content/format for different platforms, so you don’t have to
• Easy to use and short learning curve 
• Constantly updating and adding new features 

Cons

• No mobile app (yet)
• Support can be a bit slow at times

Website: feedhive.com

Our P2P Score: 4.5/5

2.Vista Social

Vista Social is a top-rated social media management platform to manage your social media accounts across multiple platforms and profiles. 

Its comprehensive features include everything from content scheduling and publishing to cross-platform communication from a unified inbox, analytics, detailed reporting, social listening, and review management. 

Vista Social is a highly scalable, all-in-one solution for social media marketing. It is affordable and suitable for everyone, from individual creators and influencers to freelance marketers, brands, agencies, and enterprises. 

One of Vista Social’s standout features is its review management functionality, which notifies you of new reviews on different review sites, lets you respond to them, and provides insightful reports on your reviews overall.  

Vista Social is a great option for those with a social presence on multiple platforms and provides a robust set of cross-platform management features.  

Use Cases

• Scheduling and Publishing
• Analytics and Reporting
• Engagement
• Listening
• Review Management
• AI Assistant
• Browser Extensions
• Mobile

Social Media Platforms

• Facebook
• Instagram
• LinkedIn
• Pinterest
• TikTok
• Twitter
• Reddit
• Google Business

Brands Using This AI Tool for Their Social Media

• Sony Music
• Wix
• Kia
• Zillow
• Oracle
• Vodafone
• Lensa

Vista Social’s Pricing

• Free Trial: 14 Days
• Free Forever: Limited Users & Features
• Pro: $15/month
• Pro+: $25/month

Pros & Cons

Pros 

• Very comprehensive set of features 
• Affordable compared to alternatives that offer the same level of functionality
• You can use it in multiple languages 
• Cross-platform posting in a single platform that supports more social platforms than most, including Reddit
• Unified social inbox makes it easy to handle communications across multiple profiles and platforms
• Reviews feature is unique and lets you manage all your reviews across different review sites 
• Social listening features more detailed than many competitors 
• Tasks and collaboration features make it easy for teams to work together on campaigns
• Reporting features are fully customizable, and you can automate reporting  

Cons

• Not all features are available for all social media platforms
• Mobile app does not allow access to the inbox and reviews, and you have to access them on the web

Website: vistasocial.com

Our P2P Score: 4.5/5

3.Audiense

Audisense Connect is an in-depth data and insights tool that focuses specifically on Twitter. It provides highly detailed information on Twitter audiences and provides insights that will help you tailor your content and create impactful Twitter campaigns. 

Purpose-built for Twitter, the tool gives you a level of detail and depth of insight that few other tools can provide. 

Reports include everything from audience demographics and socioeconomics to detailed information on their interests, media affinity, and even their personality traits. 

Audisense is a great tool for in-depth Twitter audience analysis, ambassador identification, social listening, and audience segmentation.  

Use Cases

• Managing Twitter Marketing Campaigns 
• Audience Intelligence
• Monitoring & Analytics
• Segmented Reports
• Community Analytics
• Twitter Engagement Tools and Chatbots

Social Media Platforms

• Twitter

Brands Using This AI Tool for Their Social Media

• Apple
• Oglivy
• Warner Music
• Pepsico
• Deloitte
• Manchester United 
• TikTok 
• OMD

Audisense’s Pricing

• Free Forever: Limited Features
• Twitter Marketing: From $49/month
• Audience Intelligence: From $1499/month
• Enterprise: Custom Pricing 

Pros & Cons

Pros 

• Exceptionally detailed and insightful analytics
• Offers insights into audience interests and sentiment for more effective and targeted content choices 
• Very user-friendly to use and suitable for everyone 
• Makes it easier to identify relevant influencers and brand ambassadors 
• Enables easy and quick audience segmentation and insights into those segments 
• Social listening features are robust and provide actional insights 

Cons

• Limited to Twitter (for now)
• Density of features can be challenging for some users
• Pricing can be expensive for individuals or small businesses

Website: audisense.com

Our P2P Score: 3.5/5

4.Lately

Lately, it is a comprehensive AI-powered platform for social media content creation and management. 

Like other management platforms, it offers features to schedule and publish content according to your content calendar across multiple platforms and accounts and offers detailed analytics and reporting. 

Lately stands out from other management and scheduling platforms because of its robust AI-assisted content generation features. It helps you write content, edit it, add hashtags, and schedule it all from within one platform. 

You can also use Lately for employee advocacy with parent-child accounts, so your employees can share your company account’s content.

Lately also offers social listening and monitoring features that make it a truly comprehensive AI tool for social media marketing.  

Use Cases

• AI Social Content Writer
• Social Media Marketing and Automation
• Content Calendar Management
• Social Selling
• Social Media Analytics and Data Export
• Social Media Brand Presence Monitoring 
• Video AI Autogenerator
• Autogenerator Chrome Extension
• Employee Advocacy

Social Media Platforms

• Facebook
• Instagram
• LinkedIn + Personal LinkedIn
• Twitter + Personal Twitter
• YouTube

Brands Using This AI Tool for Their Social Media

• Signify 
• Amerifirst
• Vayner Media
• Cox
• DHL
• PWC
• Google Cloud
• StreamYard
• Husky 
• Scribe Media 
• Cell Point Digital

Lately’s Pricing

• Free Trial: 7 Days
• Starter: From $99/month for one user and one social account 
• Pro: From $179/month for one user and up to 20 social accounts
• Enterprise: Custom Pricing 

Pros & Cons

Pros 

• Combines content creation with content management, which means you can get a lot of mileage out of every piece of content you create 
• Easy and intuitive to use even for such a feature-rich platform 
• Makes creating and scheduling content at scale easy and parent-child accounts are an added bonus
• Useful analytics for the best times to post
• You can auto-generate content for your social accounts from a link to a single post or blog 
• Streamlines social media content creation and management, which saves a lot of time and is great for smaller teams with fewer resources available 
• Highly scalable solution, and you can add more social accounts over time 
• Available in multiple languages, which is great for brands with a social presence in multiple regions  

Cons

• Some features can be buggy at times 
• Does not offer post-boosting when scheduling from the platform

Website: lately.ai

Our P2P Score: 4/5

5.Ocoya

Ocoya is an all-in-one platform for AI-assisted social media content creation, scheduling, and publishing. 

It offers images and graphics templates, AI copywriting, hashtag generation, and caption writing so you can create posts from end to end in one place. 

A standout feature of Ocoya is that you can integrate it with your e-commerce sites to create and post product-related content. 

Use Cases

• AI Copywriting – content creation and captions
• Graphics and image templates
• Post Scheduling across all platforms
• Real-time Analytics
• Hashtag generator and monitoring
• E-commerce integrations
• Link Shortener
• Collaboration for multiple team members 

Social Media Platforms

• Facebook
• Instagram
• LinkedIn
• Pinterest
• TikTok
• Twitter
• Integrations with 30+ apps and API

Brands Using This AI Tool for Their Social Media

• WPP
• Coursera
• Pepsi
• Toptal 
• Looka

Ocoya’s Pricing

• Free Trial: 7 Days
• Bronze: From $15/month
• Silver: From $39/month
• Gold: From $79/month 
• Diamond: From $179/month

Pros & Cons

Pros 

• Very easy and intuitive to use
• The hashtag generator and caption writing features save a lot of time and effort
• In-app image and graphics creator work well, so you don’t need to use something like Canva instead
• You can easily duplicate or re-use older content 
• AI copywriting for content creation saves time 
• Includes useful features like the link shortener that many competitors don’t offer
• You can do everything in one place for content creation, scheduling, and publishing 
• E-commerce integrations  

Cons

• Customer support can be slow or unresponsive 
• Occasional glitches and bugs (Instagram and Twitter in particular)
• Does not integrate with Google Business (yet)
• Posts are all posted at the same time on all platforms unless you create a separate post with the same content

Website: ocoya.com

Our P2P Score: 3.5/5

6.Predis.ai

Predis AI is a comprehensive AI tool for the creation and management of social media content. 

Predis AI simplifies the content creation process by seamlessly transforming a simple text input into a variety of engaging social media posts, including text, visuals, images, videos, and carousels.

In addition to content generation, scheduling, and posting, Predis AI also offers detailed competitive analysis and hashtag research.

Predis AI is particularly useful for e-commerce brands as you can create branded social media content, ads, and videos for your products.  

Use Cases

• AI Content Creation and Copywriting
• Text to Social Media Posts
• Video & Image Generation
• Shopify Products to Posts
• Video Ads, E-commerce Product Videos, Reels & TikToks
• Content Scheduling
• Competitive Analysis
• Hashtag Research
• Free AI tools for social content creation and editing 

Social Media Platforms

• Instagram
• Facebook
• FB Groups
• TikTok
• Google Business
• Twitter
• Pinterest
• Shopify
• Woo Commerce

Brands Using This AI Tool for Their Social Media

• Undisclosed, but you can check out their website for a feed of client posts on Instagram

Predis AI’s Pricing

• Free Plan: Limited to 15 AI-generated posts per month
• Free Trial: Up to 30 free posts
• Solo: $29/month
• Starter: $59/month
• Agency: $139/month 

Pros & Cons

Pros 

• Predictive performance analytics are very beneficial for optimizing performance
• You can create content in over 18 different languages, which is useful for brands with a social media presence in multiple regions
• Incredibly easy and intuitive to use 
• It makes creating visual, text, and video content quick and easy
• Great for ideation with the help of AI and a very large number of templates to choose from
• AI generation of copy and visuals in one platform saves a huge amount of time

Cons

• Occasional glitches
• Limited templates for finance-related content 

Website: predis.ai

Our P2P Score: 4.5/5

7.Publer

Publer is a social media management tool to collaborate, schedule, publish and analyze posts for all major social media platforms (and WordPress).

The platform provides tools for content creation, including graphics, images, and videos, using Canva and VistaCreate integrations. 

It also offers in-app editing features, hashtag suggestions, and an AI assistant for optimized copywriting. 

Publer can automatically add your branding, logo, and signature to all your images and videos, and it can be customized to suit your brand aesthetic. 

Publer’s analytics and reporting provide useful insights into how your posts and campaigns are performing across different social media platforms and profiles.

Overall, Publer is a robust tool that offers everything you need in one reliable product that is very well-priced and easy to use.  

Use Cases

• Content Creation and Management for Text, Image, Graphic, and Video Content 
• Scheduling and Publishing Calendar
• Collaboration Tools to Create, Preview, and Approve Content
• Hashtag Suggestions
• Performance Metrics and Reporting/Analytics
• Automated feeds and publishing schedules 
• Content recycling 

Social Media Platforms

• Facebook
• Instagram
• TikTok
• Twitter
• LinkedIn
• Pinterest
• Google Business
• YouTube 
• Telegram

Brands Using This AI Tool for Their Social Media

• Undisclosed

Publer’s Pricing

• Free Plan: Limited to 3 social accounts (no Twitter)
• Free Trials: 7 Days for Professional Plan or 14 Days for the Business Plan
• Professional: $12/month
• Business: $21/month

Pros & Cons

Pros 

• Very easy to use 
• Great customer support that is quick and knowledgeable 
• Makes managing large volumes of content across multiple platforms and profiles easy
• The collaboration features are great for teams working on campaigns together 
• Real-time analytics and insights and detailed reports 
• The Canva and VistaCreate integrations provide better capabilities for creating visuals than many competitors
• Posts are published at the best times for each platform and not all at the same time
• It can automatically split the text and use different versions of your captions and different hangtags on different platforms, which is a really useful feature and saves a lot of time  

Cons

• Occasional glitches and bugs 
• Editing posts after they’re scheduled has to be done separately for each platform the post was scheduled on 
• Some features require a steep learning curve 

Website: publer.io

Our P2P Score: 4.5/5

8.Cortex

Cortex is the cutting-edge AI platform for creating, analyzing, and optimizing marketing content. The AI has an exceptional ability to comprehend and predict consumer reactions. 

By analyzing more than 50 aspects of each piece of content (yours and your competitors’), it identifies the elements that drive engagement and conversions.

These elements go beyond performance metrics and include things like the objects in images, keywords, hashtags, post timing, and cadence. 

Cortex offers a comprehensive set of features for social media marketing analysis and reporting and offers tailor-made content and deployment strategies. 

It even creates custom weekly content calendars and content briefs and then automatically creates posts for you to approve.

If you’re looking for a tool that provides exceptionally detailed analytics and advanced strategies for optimization, Cortex is a great choice. 

Use Cases

• Analysing Performance and Smart Optimization 
• Content Marketing Strategy Based on Audience’s Behavior (AI learns over time)
• Content Creation: Color Palettes, Graphics/Visuals, Images, Text, Hashtags, and Video
• Scheduling and Posting
• Reporting and Analytics
• Advertising Optimization and Ad Spend Budgeting
• Competitor Tracking
• Enterprise Profile Management to Monitor Multiple Profiles

Social Media Platforms

• All major social media platforms

Brands Using This AI Tool for Their Social Media

• Marriot
• Hearst
• Loreal Paris
• KraftHeinz
• Pernod Ricard
• Toyota

Cortex’s Pricing

• Undisclosed: visit their website to schedule a demo or sign up for a free trial

Pros & Cons

Pros 

• Very simple layout is easy to use
• AI helps you understand the latest content trends and keywords, layouts, etc., for engagement
• Automatically schedules and posts content to the right networks
• Competitor data analysis and identifying trends as they emerge helps you stay ahead of the curve
• Fast and accurate tool 
• It makes managing multiple profiles for multiple brands or businesses easy
• You can automate the entire content planning, creation, scheduling, and publishing process
• Offers great insights for social media ad optimization
• Offers a white-label service

Cons

• Not ideal for small organizations as it is built for agencies and large companies 

Website: meetcortex.com

Our P2P Score: 4.5/5

9.Phrasee

Phrasee is a content creation and optimization platform that uses AI and computational linguistics to generate, optimize, and analyze marketing your content.

The platform provides real-time testing and optimization to identify the best-performing messages for your audiences on Facebook and Instagram, as well as email, SMS, push, and web/app campaigns.

Phreasee emphasizes content generation that is on-brand and gives you the ability to set controls and review content at scale. The aim is to produce content that is high-performing and on-brand across all your marketing channels. 

For social media marketing, Phrasee will create, test and optimize and iterate organic posts and paid social ads to ensure that your engagement and ROI are always high. 

Use Cases

• Generative AI for Social Media Ads and Posts
• Test and Scale Content Based on Performance Data
• Audience Analytics and Insights for Language and Messaging
• Social Ads Optimization 

Social Media Platforms

• Integrates with Facebook and Instagram
• You can also use it for any other form of online and mobile marketing content

Brands Using This AI Tool for Their Social Media

• Sephora
• Accor
• Sally Beauty
• Williams Sonoma
• GNC
• Sainsbury’s
• Novo Nordisk
• Farfetch

Phrasee’s Pricing

• Generate: $500/month
• Generate + Optimize: Custom Enterprise Pricing 

Pros & Cons

Pros 

• Create content for all your digital and mobile marketing channels on the same platform
• The AI and ML are advanced and create excellent copy that sounds human and is on-brand
• Does excellent translations into multiple languages
• Offers a test, optimize, and iterate approach that leads to your content continuing to improve over time
• It makes content creation at scale simple, and you can be sure your messaging is consistent across all platforms and channels
• The quality of the AI-generated content is exceptional
• Phrasee offers great customer support 

Cons

• Not ideal for smaller organizations as it is designed for enterprise-level brands
• There is a bit of a learning curve (but they do provide support materials)
• Only integrates directly with Facebook and Instagram (you can manually copy/paste content for other social platforms if you want to)

Website: phrasee.co

Our P2P Score: 4.0/5

10.Podcastle

Podcastle is an AI-powered audio and video creation platform for podcasters to create, edit and distribute high-quality podcasts. 

Its applications are not limited to podcasts, and you can use it to record audiobooks, educational/training materials, and any audio-based marketing material. 

Podcastle provides exceptionally high-quality recordings (and up to 4K video) that sound like they were produced in a studio setting. Its AI-powered editing tools make editing and enhancing content easy and fast. 

One of Podcastle’s standout features is that you can record multiple participants remotely, which is great for interviews and group discussions. It also offers audio-to-text for accurate transcriptions. 

Overall, if you’re looking to create podcasts for your social media marketing, Podcastle is a great choice. 

Use Cases

• Podcast Recording, Editing, and Distribution
• Audiobooks
• Educational Materials (text to voice)
• Audio & Video Recording
• Audio Editor
• Magic Dust (Enhances Audio)
• Revoice (Digital Copy of Your Own Voice)
• Text to Speech
• Silence Removal
• Hosting Hub
• iOS Mobile App
• Transcription and Translation Tools
• Video Editing Tools

Social Media Platforms

• You can publish to Podcastle’s Hosting Hub and then submit to podcasts on Apple, Spotify, Google, etc., from there and share the links on all your social media accounts. 

Brands Using This AI Tool for Their Social Media

• Undisclosed

Podcastle’s Pricing

• Basic: Free Forever (limited to 3hrs recording time)
• Storyteller: $14.99/month
• Pro: $29.99/month

Pros & Cons

Pros 

• Intuitive interface that is easy to use
• A comprehensive set of tools for audio and video recording and editing
• Easy to combine and edit separate tracks
• Offers AI features like text-to-speech and personal synthetic voice training
• They are helpful and responsive to product requests 
• Offers customization options to make your visual content unique
• Easy to master, and they provide useful tutorials
• It can transcribe audio, assess how many speakers there are and then break the transcript up by speaker with time stamps

Cons

• It can lag at times when editing 
• The software can be buggy when downloading video files 
• Video podcasts can only have one participant at a time

Website: podcastle.ai

Our P2P Score: 4.5/5

11.Brandwatch

Brandwatch is a leading AI-driven Consumer Intelligence and Social Media Management solution for businesses of all sizes, from SMEs to enterprises. 

It offers AI-enriched data to help you better understand your audience’s behavior and customer sentiment for social media and content marketing purposes. 

Brandwatch’s social media management platform provides comprehensive features for social listening, trend analysis, content insights, scheduling and publishing, performance tracking, and reporting. It also has features for influencer marketing management.

If you’re looking for a robust AI tool for social media management and monitoring, Brandwatch is a great option. 

Use Cases

• Content Management: Schedule, Edit, Preview, and Publish Organic and Paid Content 
• Cross-channel communications from a unified social inbox 
• Social Listening and Trend Monitoring 
• Performance Tracking, Analytics, and Customizable Dashboards
• It also offers influencer marketing and consumer intelligence features

Social Media Platforms

• Facebook
• LinkedIn
• Instagram
• TikTok
• YouTube
• Twitch
• Reddit
• Google Business
• WhatsApp
• Tumbler 
• Facebook Messanger

Brands Using This AI Tool for Their Social Media

• Unilever
• GSK
• Nestle
• Carlsberg
• TUI Group
• Toyota

Brandwatch’s Pricing

• Undisclosed: check out their website to schedule a demo and get a custom quotation

Pros & Cons

Pros 

• Robust real-time social listening features
• Advanced and precise search and filtering 
• Data analysis and customizable dashboards and reports 
• Provides useful audience insights 
• Very quick and easy to use 
• You can create and track custom queries, tags, etc. 
• Streamlines and speeds up social media management considerably
• You can use it with almost every social media platform, as well as blogs and websites, etc. 

Cons

• Occasional bugs, lags, and glitches 
• Cap on the number of messages you can download in a 24hr period
• Instagram data is not as in-depth as some competing platforms 

Website: brandwatch.com

Our P2P Score: 4.5/5

12.Elai.io

Elai.io is an AI video maker tool that uses text-to-video to create polished videos for your social media content and video ads. 

Elai.io offers unique talking head AI avatars paired with an AI voiceover to narrate your video. The avatars and voices are surprisingly realistic, and you can customize them to be unique. 

It offers a wide range of imagery and b-reel video footage for you to use, as well as a variety of pre-made templates to make generating a video quick and easy. 

Use Cases

• Creating video content for your social media posts and social ads
• Online AI video builder using text-to-video, URL-to-video, and PPT to video
• AI Voiceovers in Over 120 Languages
• 25+ AI Talking Head Avatars, Cartoon Avatars, or Create Your Own Avatar

Social Media Platforms

• Download your videos to use on any social media platform

Brands Using This AI Tool for Their Social Media

• Sigma Software
• Beiersdorf
• Domino’s 
• MacPaw
• C2FO
• Newcastle University
• WPP

Elai.io Pricing

• Free Plan: limited to 1 minute free
• Basic: $29/month for 15 video minutes
• Advanced: $125/month for 50 video minutes
• Corporate: Custom Pricing

Pros & Cons

Pros 

• Customization options are great for visuals, avatars, and AI voices
• The AI voices are high-quality, and the AI avatars are surprisingly realistic 
• It offers a huge library of free media assets and templates for you to use for your videos, so you just have to add the text script, and it automatically generates a video
• You can create polished, high-quality videos for social posts and ads, as well as educational or training material, YouTube videos, and so much more
• Editing tools are advanced, so you can really refine your videos and make them unique 

Cons

• The editor can be a bit laggy at times
• Editing options for the individual elements are a bit clumsy to work with

Website: elai.io

Our P2P Score: 3.4/5

13.HeyDay by Hootsuite

HeyDay by Hootsuite is an AI chatbot that you can integrate with all your social media messaging channels, as well as your website, to provide real-time assistance to your customers. 

It provides a unified inbox to respond to all your customer queries from all channels when the chatbot cannot take the interaction any further. 

Using a chatbot allows you to provide instant support that is always on and personalized. It speeds up FAQ queries and low-value interactions, order tracking queries, and other routine messages. 

Automation using the chatbot allows you to respond to all your social media messages immediately, solve basic problems for your customers, and free you up to focus on the queries that matter. 

Use Cases

• Social Media Chatbot for Customer Service and Support

Social Media Platforms

• Facebook Messanger
• Instagram Direct Messages
• WhatsApp
• Google Business Messages 
• And Shopify, Magento, PrestaShop, Lightspeed, and Salesforce

Brands Using This AI Tool for Their Social Media

• Lacoste
• Decathlon
• Castorama
• Simons
• Jack & Jones
• Mobilia

HeyDay’s Pricing

• Free Demo: All Users
• Free Trial: 14 Days for Specified Shopify Users
• Paid Packages: From $1000/month

Pros & Cons

Pros 

• Robust tool that offers a full set of features 
• Streamlines support and FAQ messaging across multiple channels 
• Integrates with e-commerce sites like Shopify and Magento, so it’s great for e-commerce brands 
• Offers some useful additional features like triggered messaging for price drops on products, AI product recommendations, and appointment booking 

Cons

• Not suitable for brands with under 50K unique website visits per month
• It can be expensive for smaller brands 

Website: heyday.hootsuite.com

Our P2P Score: 4.5/5

Final Thoughts on Using AI Tools for Social Media

The benefits of using AI tools for social media are significant and increasing every day. We’re properly into the ‘age of AI’ now, and it’s time to start using AI to streamline and polish your social media marketing.

There are now hundreds of AI tools for social media marketing that cover everything from automation and social media management to generative AI for content creation, advanced AI-driven analytics, and reporting. 

Choose the right AI tools for the job, and they will certainly help you be more efficient and more effective!

References

Allied Market Research: Artificial Intelligence (AI) In Social Media Market Research, 2031 Forecast

Gartner Insights: Generative AI

Gartner Newsroom: Gartner Predictions for CMOs Show AI, Social Toxicity, and Data Privacy Forge the Future of Marketing

Gartner IT: Beyond ChatGPT: The Future of Generative AI for Enterprises

International Journal of Recent Technology and Engineering: Role of Artificial Intelligence in Social Media Marketing (PDF via Acadamia.edu)

LinkedIn: Ignacio Macias – How AI Is Optimizing Digital Marketing for Maximum Effectiveness & Efficiency

McKinsey: AI-Powered Marketing and Sales Reach New Heights with Generative AI

Mordor Intelligence: Artificial Intelligence (AI) in Social Media Market Size & Share Analysis – Growth Trends & Forecasts (2023 – 2028)

The post 13 Game-Changing AI Tools for Social Media [Updated Regularly] appeared first on P2P marketing.

The problem is, video content is hard to create. It takes time, expertise, recording equipment, editing software, as well as actors and voice actors.

Social media may have normalized the casual selfie-video format, but it doesn’t work for everything and sometimes you just need a professional video!

And that is where AI video generators come in. AI has advanced at lightning speed and text-to-video AI video makers are flourishing.

AI video makers promise to create high-quality videos, based on some simple input data or text script, complete with great video and visuals, high-quality audio, and ultra-human sounding AI voiceovers – minutes, and for free!

But are all AI video generators as great as they sound? And can you really create a high-quality and compelling video with AI?

We wanted to find out, so we chose a selection of the top-rated AI video makers on the market, signed up, and tested them!

In this review, we look at all the tools we tested in detail, including pricing, features, and our personal experience using the AI video maker.

We also include examples of the videos we made, and our scoring for each tool so you can compare them and find the best one for you!

Ready?

Let’s dive in!

Quick Comparison of the 5 Best AI Video Generators

Read on for our full assessment of the top AI video makers and the example videos we made with them!

The Current State of AI Video Creation in 2024

Over the last couple of years, since 2020 especially, Artificial Intelligence (AI) technology has advanced and evolved at a staggeringly rapid rate.

In the very simplest terms, AI uses machine learning (ML) and natural language processing (NLP) algorithms to process and ‘learn’ from huge datasets, very quickly, by finding the patterns in that data and learning to predict and match associations within the data.

This creates a program that can create something, based on a simple prompt, that is remarkably accurate (or statistically probable, based on the input parameters) and contextually relevant.

Check out this video by IBM Technology for more on NLP and how it is used in AI:

We use AI every time we use Siri, Google, and Alexa to carry out multi-step task, based on voice prompt. Even if we give the prompt a little differently each time, the AI can still form the associations and carry out the intended task.

Text-to-speech tools like AI voiceover generators, AI copywriting tools, and popular language and grammar-checking tools like Grammarly also use AI algorithms to find errors and make complex suggestions for tone and delivery.

Various text-to-speech/image/audio algorithms evolved and we now have text-to-video algorithms, which has led to an explosion of AI video generator software and AI video editing tools.

AI video makers promise to make you a professional quality video in minutes, complete with audio, AI-generated voiceover, imagery, video footage, and compelling visual effects.

So, what exactly is an AI video generator and what can we use them for? And are they as good as they claim to be?

What is an AI Video Generator? And can you really create a video using AI?

In a nutshell, an AI video maker software tool that uses AI to automatically generate videos, based on the information the user provides.

This usually includes video script text and a storyboard and setting the parameters of the tool, such as the type of video and the format required. The AI video maker then automatically creates a video.    

What kind of videos can you create with AI?

You can use text-to-video AI software to create a wide range of videos but the most common types of videos created with AI are:

• Animations
• Slideshows
• Talking heads
• Screen recordings
• Stock footage (b-roll) videos

What can you use AI-generated videos for?

Videos created with AI can be used for a huge number of use cases, including:

• Video ads
• Shortform video content for social media
• Promotional videos
• Instructional videos for internal or external training
• How to videos for self-service customer care
• Interviews and Q&A videos
• Product explainers/reviews
• Live video demonstrations
• Educational videos for online learning
• Event recaps or highlight videos
• Creative videos for entertainment
• And more

However, there is a video, and there is a good video. And they’re not the same!

If you have ever made a video, or hired a freelancer to make you make a video, there are a lot of subtle elements that go into making a GOOD video.

So, can you create a good video using an AI video generator? A passable one? Or just a functional one that serves a purpose but won’t be fooling anyone as to its AI-generated origins?

To find out, we physically tested the top AI video makers on the market to see what they could do, and find out which ones are the best.

Here is how we selected the top AI video generators to test:

How We Chose the Best AI Video Makers to Test

There are dozens and dozens of AI video generators available, and each one claims to be better than the last. However, the quality of these platforms varies massively!

Some are incredible to use and produce polished, high-quality videos… And others are a glitchy mess of limitations and frighteningly enthusiastic robotic voices.

So, to find the AI video makers that were really worth testing, here are the factors we considered in our selection process:

• User reviews
• Third-party review site ratings
• Features and capabilities
• Customizations offered
• Cost and ‘value-for-money’
• Added value or perks (e.g., access to royalty-free digital assets)
• Quality of support/training material

Considering the factors above, we were able to weed out the less-than-ideal tools and select the top AI video generators to test.

Here are the AI video makers we tested:

1. Fliki.ai
2. FlexClip
3. Pictory
4. Synthesys
5. Rephrase.ai
6. Designs.ai
7. Elai.io
8. Veed.io
9. Synthesia.io
10. Lumen5
11. GliaCloud
12. InVideo

AI video technology might be young but it is definitely strong and evolving fast. When we tested these AI video makers ourselves, we were quite surprised by what they could do and the quality of the final product!

That said, there were a couple of AI video generators that stood out during the testing process and emerged as having that little bit extra that gives them the edge to emerge as the best of the best.

Here is how we tested the top premium and AI video makers, to find the best of the best:

How We Tested the Top AI Video Generators to Find the Best

After selecting the top AI voice generators to test, we signed up for each one and tried them out ourselves by creating a variety of AI-generated videos.

We kept the tests as similar as we could but each tool’s features were slightly different so it wasn’t always possible to get a precise ‘apples to apples’ comparison.

That said, we evaluated all the tools against the same criteria so that while the testing differed across the tools, the final result was easily compared.

AI Video Maker Evaluation Criteria

Here are the criteria we evaluated the AI voice generators against during our test:

1. Ease of Use: How user-friendly the interface is, how steep the learning curve is, and if you need prior experience with creating and editing videos to use it successfully.
2. Diversity of Use Cases: the number of use cases the tool can be used for, or if it can only be used for one type of video or use, such as short-form social media videos or slideshow explainer videos.
3. Features and the Quality of Features and Templates: how many useful features the tools provide, and the quality of those features when put into practice. More features look better but they have to be good enough to use effectively too. Poor quality features are the same as no features in some cases.
4. Editing and Customization Options: How much the videos can be customized, visually and aurally, and how in-depth are the editing options for refining and fine-tuning the videos are.
5. Visual Asset Quantity and Quality: how good the stock imagery, video footage, and graphics or animations the tool provides are.
6. Video Quality: The video quality (resolution and frame rate) of the final product.
7. Audio Quality: How clear the sound is, and how many options you have to add audio.
8. AI Voiceover Quality: How fluent and natural the AI voiceovers sound, the number of options available, and how much customization and editing you can do to the voiceover.
9. Professionalism and Quality of the Final Product: how good the final videos look and sound. How fluid, natural and human-made they appear to be. After all, we’re testing the AI’s capabilities too.
10. Cost and Value-for-Money: How much the tool costs to use, what you can do with the free plan/trial, and any extra value, like access to high-quality stock images that you do not have to pay for separately, the software provides.

With the criteria above in mind, we set about using the tools to see what they could do and how good we could get the end product to be!

We signed up, wrote a short video script based on the copy on our P2P homepage, to use for the text-to-video AI video makers, and generally put them through their paces.

We have tested a wide range of AI tools now (check our reviews of the best AI Voiceover Makers and AI Copywriting Tools!) and one thing we have learned is that the final quality often comes down to careful editing.

You can use AI to do all the heavy lifting, but even the best tools need a discerning human eye (and ear) to edit and refine the final product.

Few AI tools produce something completely usable as-is, and it’s the editing and customization options that often make or break how good your final product is.

Right, let’s take a look at our detailed reviews, the results of our AI video maker tests, and some examples of the videos we created with AI.

Here are our reviews of the AI video makers we liked the most:

Verdict: The 5 Best AI Video Generators That We Tested (Free & Paid)

1.Pictory

Pictory is a great free AI video generator. It offers a robust set of video creation features, from text to video, to converting blogs to video from a URL, and editing existing videos.

When we tested Pictory, what immediately stood out was that they provide support in the form of explanatory pop-ups, video tutorials, and video walk-throughs of every feature, as you use it. While the other tools we tested were very user-friendly and easy to figure out, having step-by-step guidance and tips speed up your process.

Pictory is set out in a very simple and clean way, with an easy-to-use feature menu along the side. From there, you can edit the video/imagery, add music, add an AI voiceover or upload your own, and edit the text and all the elements.

Pictory provides a comprehensive media library of video and music, and the search and filter feature makes it easy to narrow down your search and find exactly what you want. The media library also lets you save items you like and keeps a useful ‘recent’ tab. Using Pictory’s media library was one of the best things about the software and it really sped up the editing process too.

In terms of customizations and editing options, there isn’t much you can’t do with Pictory! You can customize colors, add branding assets and upload your own video or audio to use.

The one area where Pictory fell a little short was the quality of the AI voiceovers. It took a while to find one that sounded fairly natural and while you can adjust the speech rate, there were no options to edit the voiceover’s tone or alter pronunciation/emphasis.

All in all, we were very impressed with Pictory and what it can do, how easy it was to use, and the quality of the final product:

Main Features

• Script to video
• Convert blog posts to videos via URL
• Text video editing
• Create video highlights
• Add auto-captions to videos
• Transcribe videos to text
• Create video summaries from long videos

Pictory’s Pricing

• Free Trial: Limited to 3 video projects (10 min each)
• Standard: $19/user per month – 10 videos
• Premium: $39/user per month – 60 videos
• Enterprise: Custom pricing – custom video quantity

Score against our criteria

• Ease of Use: 9/10
• Diversity of Use Cases: 8/10
• Features and the Quality of Features and Templates: 8/10
• Editing and Customization Options: 8/10
• Visual Asset Quantity and Quality: 8/10
• Video Quality: 9/10
• Audio Quality: 9/10
• AI Voiceover Quality: 6/10
• Professionalism and Quality of the Final Product: 7/10
• Cost and Value-for-Money: 8/10

Final Score: 88/100 (4.4/5)

Website: pictory.ai

2.FlexClip

FlexClip is a really good free AI video generator. Using it is very easy and a lot like working in Canva, with searchable options from a menu sidebar, templates, and easy customizations.

We made a simple slideshow video on FlexClip using a standard template, and were impressed by easy it was to do, and the level of customization offered. We could use our custom colors and upload our logo, and edit each slide extensively.

You can adjust the basics like text size, font, and colors and you can also add stock images and audio, or you can upload your own audio or images/video.

You can also edit things like the aspect ratio, the duration of each slide, the audio for each slide and where the audio transitions fall in relation to the visuals.

This level of customization means that you can use FlexClip to throw together a quick video using a pre-made template, or you can create a unique video, custom to your brand.

In terms of editing, the level of control you have means you can create a video that is as polished and professional as your heart desires.

FliexClip has an impressive library of stock media assets and some very slick and professional-looking templates. They also have templates for social media videos, so you can create an Instagram reel, TikTok or YouTube video that is pre-set to the right aspect ratio, etc.

You can download your videos or embed/share videos directly from within FlexClip. Video resolution is from 480 up to 1080. However, on the free plan, you can only download high-resolution videos with their watermark on them. You have to be on a paid plan to remove the watermark.

Our overall impression of FlexClip was that it’s super easy to use, and offers great templates, media assets, and editing options. It also offers a high level of customization options, including your custom brand colors and assets.

The downsides of FlexClip include:

• Having to be on a paid plan to download HD and remove the watermark
• Downloading the videos was a bit slow and options were not immediately clear
• The tool is geared towards video editing, and the creation of more simple videos

Main Features

• Video editor tools
• Video maker tools
• Video conversion and resizing tools
• Screen recorder
• Gif maker
• Meme maker
• 1000s of video templates
• Extensive library of royalty-free images, music/audio, and stock video footage
• Custom branding options

FlexClip’s Pricing

• Free Plan: limited to 12 projects and 480p SD downloads
• Basic: $6.99/m
• Plus: $13.99/m
• Business: $20.99/m

Score against our criteria

• Ease of Use: 9/10
• Diversity of Use Cases: 7/10
• Features and the Quality of Features and Templates: 7/10
• Editing and Customization Options: 8/10
• Visual Asset Quantity and Quality: 8/10
• Video Quality: 10/10
• Audio Quality: 10/10
• AI Voiceover Quality: 0/10 (you can upload your own voiceover to use though)
• Professionalism and Quality of the Final Product: 7/10
• Cost and Value-for-Money: 8/10

Final Score: 74/100 (3.7/5)

Website: FlexClip

3.Elai.io

Elai’s AI video generator is a really good tool for creating videos with AI voiceovers and AI ‘talking head’ avatars that narrate the video.

Elai works much like the other AI video makers on this list but we were impressed with the quality of the AI avatars and how natural some of the AI voices sounded. We were also impressed with the many options they have for custom avatars from a photo and custom voiceovers based on your own voice.

One of the challenges with AI video makers and other AI tools is that the same media assets are available to everyone, so your arch-nemesis can use the same voice or avatar as you, and you can’t do anything about it. Creating custom avatars and voices gives you a way to keep your branding unique.

We could have done a lot more to this video in terms of customizations and editing to refine the final outcome but it’s really not bad for a video created entirely with AI, using a stock template and our own video script!

Elai offers a lot of features and the software is easy to navigate. However, we did find that the editor was a bit laggy at times and the editing options for the individual elements were a bit clumsy to work with. These are small things and the quality of the finished product was worth the minor frustration.

Main Features

• Online video builder
• Text-to-video
• URL to video
• PPT to video
• Automatic translations
• 25+ AI avatars
• 120+ languages
• Create your own AI avatar
• Cartoon AI avatars

Elai’s Pricing

• Free Plan: limited to 1 minute free
• Basic: from $29/m for 15 video minutes
• Advanced: from $99/m for 50 video minutes
• Corporate: custom pricing

Score against our criteria

• Ease of Use: 6/10
• Diversity of Use Cases: 6/10
• Features and the Quality of Features and Templates: 7/10
• Editing and Customization Options: 6/10
• Visual Asset Quantity and Quality: 6/10
• Video Quality: 7/10
• Audio Quality: 8/10
• AI Voiceover Quality: 8/10
• Professionalism and Quality of the Final Product: 7/10
• Cost and Value-for-Money: 6/10

Final Score: 67/100 (3.4/5)

Website: Elai.io

4.InVideo

InVideo is a great free AI video generator that offers text-to-video, pre-made video templates, and a huge stock media library.

It is very simple to use, and there was virtually no learning curve as the dashboard is user-friendly and creating videos with InVideo is a simple, step-by-step process.

We tried out both the templates and the text-to-video function, both of which were surprisingly quick and simple.

The templates are easy to navigate and you can set filters for the aspect ratio, video type and industry (we selected ‘landscape’, ‘ads’ and ‘professional services’ for this test).

After setting the filters we were presented with a selection of templates to choose from:

Ranging from b-roll stock footage to animations, each template includes background music and the option to change the aspect ratio.

InVideo’s used a simple drag-and-drop editor and you can customize the text, fonts, colors, and logos, as well as the background media and the music.

There is an option to upload audio if you have a voiceover to use, or you can automatically generate an AI voiceover (which was not the best quality, however) from the text in each scene.

When we tested the text-to-video generator, it took quite a while to load a very short script and we had some lagging when we added and removed images and audio.

However, it worked much the same as using the templates and we were able to create a high-quality video in a short time.

All in all, we were impressed with the quality of the video we could create with InVideo, and how quick and easy it was to do.

That said, some things were not that good too:

• Downloading/exporting is only available for paid plans
• You have to upgrade to a paid plan to remove the InVideo watermark
• The automatically generated AI voiceovers sounded robotic and we could not edit them
• InVideo’s text-to-video function was a bit slow for us

Main Features

• Online video editing
• Intro and outro maker
• Video slideshow maker
• Video ad maker
• 5000+ video templates
• 3M+ media asset library
• YouTube intro maker
• Birthday video maker
• Instagram video editor
• Invitation maker

InVideo’s Pricing

• Free forever plan
• Business: $30/m
• Unlimited: $60/m

Score against our criteria

• Ease of Use: 8/10
• Diversity of Use Cases: 7/10
• Features and the Quality of Features and Templates: 7/10
• Editing and Customization Options: 8/10
• Visual Asset Quantity and Quality: 8/10
• Video Quality: 8/10
• Audio Quality: 8/10
• AI Voiceover Quality: 4/10
• Professionalism and Quality of the Final Product: 7/10
• Cost and Value-for-Money: 7/10

Final Score: 72/100 (3.6/5)

Website: invideo.io

5.Designs.ai

Designs.ai is a creative AI software that you can use to do everything from creating your logos and brand graphics to creating videos from text and pre-made templates.

It is very easy to use, and the process is so straightforward you think there must be a catch somewhere, but that only comes when you try to download your video on the free trial (turns out you can sign up for a paid plan and use it free for a month though).

We tested both the video templates and the text-to-video video maker, and we were pleasantly surprised by how much we could do with the software!

The text-to-video generator is just a few steps – adding your script, choosing a category/industry, choosing an AI voice for your voiceover, and setting your text colors. We could use our custom colors, so we added those and it applied them to each scene.

From there, it uses the words in your script to match some relevant footage to the scene and boom! you have a neat little video that doesn’t need much editing at all.

Here is the video we made in Designs.ai:

If you do need to edit it though, you can change the music, the AI voice, and the words in the script for each scene, add or remove the text on the screen, add subtitles, and change any of the video clips or images.

Using the editor is so simple that at first, it seemed like the editing features must be quite limited but when you’re physically using the AI video maker it becomes clear that everything you need is there. From effects and transitions to custom fonts and audio, you can adjust just about everything.

The one thing that was a challenge was that there is no way to edit the AI voiceover in terms of speech rate, tone, or pronunciation. While the voice sounded quite natural and convincing, we had to change the script text to take out the word ‘into’ because that one word, sounded very strange and robotic.

We also had to accept being called ‘Peer to Peer’ and not ‘P2P’ because we couldn’t alter the pronunciation (in retrospect, changing the words to ‘pee two pee’ might have worked but that kind of workaround is cumbersome at best).

All in all, we were very impressed with the Designs.ai video maker. It is very simple and straightforward to use, offers both video templates and text-to-video, extensive editing and customization options, and has a great library of free images and video footage.

However, there were a few things we did not love:

• You can’t download the video clips and images you use to make the video without signing up for a paid plan.
• The editor did some odd things, like stop showing the video/images for each scene when you preview the video in the editor.
• The download (mp4) quality is not great if you choose 720p, and some of the effects/onscreen text wasn’t as crisp and clear as they should be.

That said, these issues are pretty minor in the scheme of things and you can easily mitigate them with some additional editing and small tweaks to the content.

Main Features

• AI video maker
• Extensive library of free images and video
• Text to video and video templates
• AI voiceovers with a wide range of voices and accents
• AI Logo maker
• AI Design maker
• AI Speech maker

Pricing

• Free Plan (limited use, no visual assets can be downloaded)
• Basic: $29/m
• Pro: $69/m
• Enterprise: custom pricing

Score against our criteria

• Ease of Use: 7/10
• Diversity of Use Cases: 7/10
• Features and the Quality of Features and Templates: 7/10
• Editing and Customization Options: 7/10
• Visual Asset Quantity and Quality: 6/10
• Video Quality: 6/10
• Audio Quality: 8/10
• AI Voiceover Quality: 7/10
• Professionalism and Quality of the final product: 6/10
• Cost and Value-for-Money: 6/10

Final Score: 67/100 (3.4/5)

Website: Designs.ai

Honourable Mentions: Other Top AI Video Makers Worth Considering

Overall, we were impressed with the quality and dexterity of all the AI video makers we tested. They all offer robust features, and most provide great customizations and in-depth editing options.

When you have a lot of good options, the best choice is the one that is best for you, and that comes down to your specific needs and preferences.

If you’re still looking for the right AI video maker after reading the reviews above, here are the ‘top contenders’ that we tested and recommend checking out on your own:

Fliki.ai

Fliki is a popular AI video and voiceover generator that is incredibly easy to use and offers a lot on the free plan/trial. You can create b-roll videos from a text script, created scene-by-scene, with an accompanying AI voiceover. Fliki’s main strengths are the quality of the AI voices and how easy it is to use. For simple stock footage videos with a voiceover, Fliki is a great choice, however the editing and customization options were very limited in comparison to the other Ai video makers on this list.

Synthesys

Synthesys is another advanced AI video generator that is especially good for videos that need a high-quality AI voiceover and AI avatar. The only reason Sythesys did not make the top 5 was because of accessibility (no free plan or trial) and the fact that it requires more know-how than the other tools. It is a great option for professionals, who have a bit of video experience, and need professional-quality videos/voices.

Rephrase.ai

Rephrase.ai is another great option that was very nice to use but it’s very much geared toward AI avatars and AI voiceovers. It is better suited to professionals who have a specific use case in mind, such as stages of a sales funnel or customer support. Rephrase also has a challenging on-boarding process, where you have to schedule a demo with a sales rep before you can find out about pricing.

Synthesia.io

Synthesia is a leading AI video generator that provides AI video creation, voiceovers, and avatars. We loved everything about Synthesia except for the pricing. If you need a good voiceover and customized AI avatar, Sythesia is a great choice but it will cost you more than other tools offering similar features.

Veed.io

Veed is a really AI video editing tool. It offers a great range of editing options and if you need to edit or alter existing videos, Veed is a cost-effective and robust choice. However, we found Veed to be better suited to editing videos than creating them.

Lumen5

Lumen5 is a great tool for talking-head videos and converting blogs to videos. But that’s it. The limited use cases are what held Lumen5 back in this review.

GliaCloud

GliaCound had some rave reviews so we were excited to test it. However, our experience wasn’t that amazing and we found it to be better suited to editing than creating videos, and it had limited use cases. Other than that, GliaCloud is certainly worth checking out.

And That’s a Wrap! Final Thoughts on the Best AI Video Makers in 2024

To recap, we were very impressed with what the top AI video makers can do and the quality of the videos we made with AI.

All the tools we tested were good, but five stood out as the best:

• Pictory: Best for compelling b-roll videos
• FlexClip: Best for straightforward slideshow videos
• InVideo: Best for good video templates
• Elai: Best for Text to Video, AI voiceovers, and Avatars
• ai: Best for customizations and in-depth editing options

These tools are all great tools but the right one for you will come down to personal preference and what you need it to do for you.

You may need to test a couple of them yourself but we’re confident that the perfect AI video maker for you is on this list!

References

Backlinko: Video Marketing – The Definitive Guide

Cielo24: The Top 23 Video Trends of 2023

Content Marketing Institute: 4 Ways to Win With Video – the ‘It’ Content Format for 2023

Forbes: The Rise of Artificial Intelligence: Will Robots Actually Replace People?

HubSpot: How to Write a Video Script

MIT Sloan School of Management: Machine Learning, Explained

SciTechDaily: Revolutionary AI System Learns Concepts Shared Across Video, Audio, and Text

The Kennedy Centre: Production 101 – Tips for Producing Your Own Video Content

University of York: The Role of Natural Language Processing in AI

The post 5 Best AI Video Makers [of the 12 Tested]: Full Review + Examples in 2024 appeared first on P2P marketing.

Product marketing agencies specialize in bringing new products to market using advanced marketing strategies that go far beyond demographics.

The scope of work differentiates these agencies from regular marketing agencies or even standard marketing campaigns for products. From researching whether or not your product is viable to creating effective, tailored marketing strategies for it, they’re your go-to.

As you can see, hiring a product marketing agency can be invaluable to your product launch. However, choosing the correct product marketing agency is equally as vital — and challenging. With so many agencies claiming to be the best, it’s hard to know which ones truly stand out.

Our list of the top product marketing agencies in America, Europe, and Australia is here to help you out.

That said, let’s first explain what product marketing is all about:

What is Product Marketing?

Product marketing is a type of marketing specifically focused on marketing products, be they goods, services, or even SaaS, with the aim of driving usage and sales. Product marketing differs from other forms of marketing in that it is product-specific, and primarily promotes that product rather a variety of the brand’s related products, or the brand itself.

Product marketing agencies specialize in this type of marketing through all its stages, from product development to maintenance and even re-launches.

There are generally three core stages to product marketing:

• Pre-launch – at this stage, market research may get done to develop the marketing agency’s product launch strategy. The research may also get used to shape and optimize the product in its development phase.
• Growth – this part of the cycle involves refining and optimizing marketing strategies based on statistics such as launch and sales data.
• Maintenance – once a product gets successfully brought to market, it will mature. Product marketing now focuses on keeping the product fresh and relevant at this stage.

Henry Wang‘s informative interview with Mike, an experienced senior product marketing manager at Google, explores product marketing more in-depth:

Do note that the above video focuses specifically on product marketing for digital products, such as software and features. However, product marketing applies to many things, including food, electronics, make-up, and even select services.

Product Marketing Goals and KPIs.

Just like any other type of marketing, product marketing has specific goals and KPIs (Key Performance Indicators) to measure progress towards those goals.

These goals and KPIs may vary slightly based on the product, brand, campaign, and the product marketing agency launching it, but the core KPIs for product marketing are:

1. Return On Investment (ROI)

Return on investment (ROI) is undoubtedly the most relevant product marketing KPI and goal. As product marketing campaigns are geared toward selling, not merely brand exposure or actions, their profitability is key. Product marketing agencies know that their campaigns are successful when they meet their financial goals. Other financial metrics like a steady uptick in revenue over time and higher-value sales are also good indicators.

ROI is essentially the profit that a product marketing campaign returns to a business. A product marketing campaign’s ROI can be measured with a simple formula:

(the campaign’s revenue ÷ its revenue) x 100 = % ROI

2. Cost Per Acquisition (CPA)

Online advertising is a key expense into which most businesses invest money. Luckily, it’s relatively easy to collect online advertising data, including cost per acquisition, otherwise known as CPA. CPA can be used to measure a product marketing campaign’s efficacy — particularly when comparing it to competitors or industry-specific data. A high comparative social media, PPC, or content marketing CPA tells product marketing agencies a campaign needs refinement.

CPA is essentially the average marketing price a business or brand pays to acquire a new customer or make a sale. It can be calculated by dividing your total cost for conversions by the number of new customers or sales you made:

total cost of conversions ÷ new customers = CPA

3. Customer Retention Rate (CRR)

Product marketing aims to do more than successfully launch a product. Its goals are to optimize products for success pre-launch, then launch them effectively, and keep them going strong thereafter. Customer retention, both from renewals and the up-selling of related products and services, is a key metric. A software product marketing agency, for example, may look at how many lifetime SaaS products an acquired customer purchases.

CRR is basically a good metric to gauge how satisfied customers — and effective your re-marketing campaigns — are. You can calculate it using data from select periods of time, like your financial year.

[(number of customers at the end of a given time period – minus the number of customers gained within this time period) ÷ total customers at the beginning of the time period] x 100 = % CRR.

4. Win Rate

Marketing is not a surefire guarantee of a sale or conversion of a lead. However, your win rate is a relatively accurate product marketing metric of the efficacy of a strategy. A low win rate typically tells a product marketing consultant that the campaign isn’t on-point. It also highlights the probability that the marketing content may not be targeting and reaching the right audience.

A win rate is essentially a good metric to gauge the interest of the targeted audience and the clarity of a campaign. You can calculate your win rate relatively easily with this formula:

number of deals/leads closed ÷ total deals/leads in the pipeline

5. Frequency of High-Value Actions

Actions are specific things that current or potential customers may do as a result of marketing campaigns. Signing up for a free trial, buying an accessory product, or upgrading are some examples of high-value actions.

That said, which actions are high-value will vary per business depending upon its specific goals. However, the additional revenue and positive results the action generates for a business may be the deciding factor of its value.

The frequency of high-value actions is a good metric to gauge if a product marketing campaign is achieving the right goals. You can calculate the frequency of high-value actions using data from your campaigns. Then, comparing it to historical sales and industry-similar data.

Top Product Marketing Agencies in North America

Amra & Elma

Amra & Elma

New York, New York 10 – 49

Our Score

4.8

×

Our score is based on our partner’s vetting process which includes a detailed analysis of their previous marketing campaigns, both in terms of performance data, account setup best practices and optimizations. The rigorous vetting includes an in-deep call, references and success stories from previous clients.

 

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AGENCY SNAPSHOT

Founded: 2013
Location: New York
Number of Employees: 10 – 49

KEY SERVICES

• Product marketing
• Media buying
• Content marketing
• SEO
• Influencer marketing
• Public relations
• Social media management
• Branding
• Event management

NOTEWORTHY CLIENTS

• Avon
• Olay
• Sisley
• L’Occitane
• Il Makiage

WHY CHOOSE THEM?

Amra & Elma is an experienced New York-based product marketing agency specializing in social media and influencer marketing for beauty brands.

Amra & Elma is a New York-based full-service product marketing agency with its finger on the social media pulse. With a reputable list of world-renowned beauty and skincare brands on its books, the agency knows how to engage buyers.

Its team leverages its influencer marketing know-how to successfully launch products on social media and more channels. Besides product marketing, the agency can also take your content creation, PR, social media, event management, and planning off your hands.

Olivine Marketing

Olivine Marketing

Beverly Hills, California 10 – 49

Our Score

4.7

×

Our score is based on our partner’s vetting process which includes a detailed analysis of their previous marketing campaigns, both in terms of performance data, account setup best practices and optimizations. The rigorous vetting includes an in-deep call, references and success stories from previous clients.

 

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AGENCY SNAPSHOT

Founded: 2016
Location: Beverly Hills, California
Number of Employees: 10 – 49

KEY SERVICES

• Product marketing
• Content marketing
• Branding
• Marketing strategy
• Website design
• Workshops
• Sales enablement

NOTEWORTHY CLIENTS

• LinkedIn
• Diligent
• Aruba Networks
• Envoy
• Xero

WHY CHOOSE THEM?

Olivine Marketing is a full-service product marketing agency offering a personalized touch on midmarket- to enterprise-level-sized projects.

Olivine Marketing is an experienced full-service product marketing agency based in Beverly Hills, California. The agency was founded in 2016 with the express intention of meeting the growing demand for skilled, dedicated product marketing. Within the last six years, it has worked with many notable brands, including startups and public companies.

The marketing agency also aims to provide clients with a personalized service while still delivering on big projects. What makes Olivine unique is its diverse, talented multi-national team. Clients can also hire skilled, vetted freelance product marketing consultants all over the world directly via the Olivine website.

Total Product Marketing

Total Product Marketing

Vancouver, Canada 10 – 49

Our Score

4.7

×

Our score is based on our partner’s vetting process which includes a detailed analysis of their previous marketing campaigns, both in terms of performance data, account setup best practices and optimizations. The rigorous vetting includes an in-deep call, references and success stories from previous clients.

 

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AGENCY SNAPSHOT

Founded: 2011
Location: Vancouver, Canada
Number of Employees: 10 – 49

KEY SERVICES

• Product marketing
• Digital & marketing strategy
• Content marketing
• Email marketing
• PPC advertising
• SEO
• Web design & development
• Branding
• Social media marketing

NOTEWORTHY CLIENTS

• PayPal
• Adobe
• Intelisys
• LinkSource Technologies
• Sierra Wireless

WHY CHOOSE THEM?

Total Product Marketing is one of the top software product marketing agencies in North America, specializing in tech and SaaS projects.

Total Product Marketing is a specialized software product marketing agency with over a decade’s experience and almost three decades of expertise. Besides product marketing, the agency offers a full spectrum of services, including SEO and web design and development.

What makes Total Product Marketing stand out is its specialized knowledge of SaaS and software marketing. The agency has helped many notable clients launch successful tech product marketing campaigns. This skilled software product marketing agency and its services are not only top-rated but also reportedly affordable, as well.

Azola Creative

Azola Creative

Jacksonville, Florida 10 – 30

Our Score

4.5

×

Our score is based on our partner’s vetting process which includes a detailed analysis of their previous marketing campaigns, both in terms of performance data, account setup best practices and optimizations. The rigorous vetting includes an in-deep call, references and success stories from previous clients.

 

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AGENCY SNAPSHOT

Founded: 2013
Location: Jacksonville, Florida
Number of Employees: 10 – 30

KEY SERVICES

• Product marketing
• Presentation design
• Website design & marketing
• Market research
• Sales channel development

NOTEWORTHY CLIENTS

• Palmer Financial
• JAXUSA Partnership
• Solid Cactus

WHY CHOOSE THEM?

Azola Creative is a small-scale, local Jacksonville product marketing agency specializing in B2B, SaaP, and SaaS marketing.

Founded by Greg Davis, a former marketer for brands like eBay and artists under top labels like Sony, Azola Creative delivers enterprise-level product marketing to SMBs. This top-rated, small-scale, local Jacksonville product marketing agency specializes in B2B, SaaP, and SaaS marketing for companies launching products online.

Graphos Product

Graphos Product

Edmonton, Canada 10 – 49

Our Score

4.8

×

Our score is based on our partner’s vetting process which includes a detailed analysis of their previous marketing campaigns, both in terms of performance data, account setup best practices and optimizations. The rigorous vetting includes an in-deep call, references and success stories from previous clients.

 

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AGENCY SNAPSHOT

Founded: 1993
Location: Edmonton, Canada
Number of Employees: 10 – 49

KEY SERVICES

• Product marketing
• Marketing strategy
• Advertising
• Branding
• Graphic Design
• Print & packaging design

NOTEWORTHY CLIENTS

• SearBQ
• Kamooki
• Black Matter
• Vize
• Bundl
• Butcher’s Dog
• Nabati
• MetCredit

WHY CHOOSE THEM?

Graphos Product is a Canadian product marketing agency with a proven eCommerce and consumer product marketing track record.

Graphos Direct is one of the best product marketing agencies as far as eCommerce and consumer product marketing go. The team’s skill set also includes graphic, print, and packaging design, setting it apart from regular online-only digital marketing agencies.

Top Product Marketing Agencies in Asia

Kloud Portal

Kloud Portal

Hyderabad, India 50 – 249

Our Score

4.8

×

Our score is based on our partner’s vetting process which includes a detailed analysis of their previous marketing campaigns, both in terms of performance data, account setup best practices and optimizations. The rigorous vetting includes an in-deep call, references and success stories from previous clients.

 

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AGENCY SNAPSHOT

Founded: 2014
Location: Hyderabad, India
Number of Employees: 50 – 249

KEY SERVICES

• Software & SaaS product marketing
• Corporate digital marketing
• Sales outsourcing
• Branding
• SEO
• Web design & development
• Customer service outsourcing

NOTEWORTHY CLIENTS

• Unified Solutions
• NS Associates
• Axiom
• Health Smart
• Modular X

WHY CHOOSE THEM?

Kloud Portal is one of the top-rated Indian software product marketing agencies to outsource to, with happy clients across the globe.

With a focus on SaaS, Kloud Portal is one of the stand-out software product marketing agencies globally. It has helped a number of businesses in the education, construction, food, and healthcare sectors launch successful marketing and product campaigns.

Overall, it’s one of the top affordable product marketing agencies in India to outsource to, servicing satisfied clients worldwide. While other agencies generally service mid- to enterprise-level companies, Kloud’s client base also includes small businesses.

Top Product Marketing Agencies in Europe

FMI Brand Engagement Agency

FMI Brand Engagement Agency

Bicester, London 11 – 50

Our Score

4.8

×

Our score is based on our partner’s vetting process which includes a detailed analysis of their previous marketing campaigns, both in terms of performance data, account setup best practices and optimizations. The rigorous vetting includes an in-deep call, references and success stories from previous clients.

 

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AGENCY SNAPSHOT

Founded: –
Location: Bicester, London
Number of Employees: 11 – 50

KEY SERVICES

• Product marketing
• Packaging design
• Brand engagement
• Web design & development
• Channel & social media marketing
• Event management
• Exhibition design

NOTEWORTHY CLIENTS

• Huawei
• Targus
• Sky
• Sony
• Progress

WHY CHOOSE THEM?

FMI Brand Engagement Agency brings its branding and customer engagement know-how to bring products to market successfully.

With a firm background in brand engagement and a distinguishable client base, FMI Brand Engagement Agency stands out from the crowd. This exceptional, top-rated product marketing agency brings its brand engagement know-how to the table to launch products successfully.

Aside from your run-of-the-mill marketing capabilities, such as website design and social media marketing, the agency specializes in events. Not only can the team plan your corporate and launch events from end to end, but it can also design exhibition collateral for you.

Tomorrow People

Tomorrow People

Birmingham, UK 10 – 49

Our Score

4.5

×

Our score is based on our partner’s vetting process which includes a detailed analysis of their previous marketing campaigns, both in terms of performance data, account setup best practices and optimizations. The rigorous vetting includes an in-deep call, references and success stories from previous clients.

 

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AGENCY SNAPSHOT

Founded: 2011
Location: Birmingham, UK
Number of Employees: 10 – 49

KEY SERVICES

• Product marketing
• Branding
• Content marketing
• Web design & development
• PR
• SEO
• Social media marketing

NOTEWORTHY CLIENTS

• Castrol
• Oracle
• Team Viewer
• Marel
• Schneider Electric
• Three.co.uk

WHY CHOOSE THEM?

Tomorrow People is an award-winning UK-based product marketing agency that offers a wide variety of other services like branding and web design.

Tomorrow People is one of the UK’s top product marketing agencies, servicing customers across the globe. Its core client base and experience lie in the B2B, tech, IT, and telecommunications industries. The Tomorrow People team consists of specialists in all fields, from graphic design to copywriting and website design to product marketing.

Growth Minds

Growth Minds

London, UK 10 – 30

Our Score

4.8

×

Our score is based on our partner’s vetting process which includes a detailed analysis of their previous marketing campaigns, both in terms of performance data, account setup best practices and optimizations. The rigorous vetting includes an in-deep call, references and success stories from previous clients.

 

View Website

AGENCY SNAPSHOT

Founded: 2016
Location: London
Number of Employees: 10 – 30

KEY SERVICES

• Product marketing
• Market research
• Brand differentiation
• Advertising
• CRM management
• Public relations
• Content marketing

NOTEWORTHY CLIENTS

• Blue Prism Cloud
• Favorey
• GeoSpock
• Strong Point

WHY CHOOSE THEM?

Growth Minds is a growth-first product marketing agency that helps brands grow using in-depth, actionable data and analytics.

Growth Minds’ product marketing agency was founded with the aim of giving brands a competitive edge. The agency utilizes extensive data, including from competitors and customers, to supply businesses with easy-to-understand statistics and formulate effective strategies.

Its marketing specialization definitely falls in the growth and maintenance spectrum of a product launch. However, the agency also covers marketing throughout the pre-market or pre-launch phases.

Top Product Marketing Agencies in Australia

Nukind Digital

Nukind Digital

Melbourne, Victoria 10 – 49

Our Score

4.8

×

Our score is based on our partner’s vetting process which includes a detailed analysis of their previous marketing campaigns, both in terms of performance data, account setup best practices and optimizations. The rigorous vetting includes an in-deep call, references and success stories from previous clients.

 

View Website

AGENCY SNAPSHOT

Founded: 2020
Location: Melbourne, Victoria
Number of Employees: 10 – 49

KEY SERVICES

• Product marketing
• Digital marketing
• Content marketing
• Branding
• PPC
• SEO
• Website design
• Social media marketing

NOTEWORTHY CLIENTS

• Brooks
• Mercedes Benz
• Sportsmans Warehouse
• Adidas
• Australian Laser & Skin
• Bay Gallery Furniture

WHY CHOOSE THEM?

Nukind Digital is one of Australia’s top-rated marketing agencies, offering everything from product marketing to web design.

Nukind Digital is a top-rated, full-service digital marketing agency located in the heart of Melbourne. Its team comprises a varied skill set that enables them to excel in a number of areas, including product marketing. Besides working with local businesses, the agency has also teamed up with many notable international brands and companies worldwide.

3 Examples of Great Product Marketing.

Product marketing spans all stages of a product’s lifetime, from pre-launch to redesign and even discontinuation.

The product marketing examples below and the agencies behind them are some prime strategies and teams to inspire you:

1.Clear Messaging: Fenty Beauty’s Inclusive Foundation Range

Fenty Beauty is a brand synonymous with diversity and inclusivity, even going beyond skin tones. The brand message is clear: “all ages, ethnicities, types, shapes, and sizes are welcome here.” Most Fenty customers — and even some of those who aren’t — can clearly tell you what the brand is about.

Take a look at this video by Think with Google to see what the campaign was all about, and what it achieved:

It helps to have Rihanna at the reins. However, a lot of work went into the branding and messaging. Getting this message across involved a multi-faceted marketing approach, including hiring inclusive models and involving real, non-airbrushed customers. The real magic is in the products themselves, though — most notably, the vast array of foundation and powder shades.

2.Interactive Marketing: Coca-Cola’s ‘Share a Coke’ Campaign

Coca-Cola’s popular Australian 2011 “Share A Coke” campaign is a prime example of successful product marketing. The campaign didn’t even involve launching a new product, per se. Instead, the product marketers released limited-edition Coca-Cola’s with custom “share a Coke with …” labeling with popular first names. Fans and occasional Coke drinkers alike headed out to grab a can with their or a loved one’s name on it.

The marketing agency behind the product launch — Oligvy and Mather, Australia — managed to increase Coca-Cola’s revenue. No small feat considering the brand had held steady for decades. The campaign was such a hit that Coca-Cola exported it to the US, increasing revenue by 11%. And still occasionally releases limited-edition custom-labeled Cokes to this day.

This video by ThoughtCatalyst takes a more detailed look at the strategy that lead to the campaign:

3.Successful Brand-Product Marketing: Apple iPhone

Apple’s products and it’s brand are closely interwoven, in a way that few other brands have been able to emulate. For Apple, the brand is the product, and the product is the brand.

They focus on only a handful of product offerings and keep the product-brand association strong and undiluted.

Competitors who make a huge range of devices, and variations of device, cannot achieve the same effect.

Apple’s product marketing relies strongly on brand marketing and each product is simply promoted as the ‘latest Apple X device’.

Very little promotion of the individual products is needed in comparison to other brands. When you say “the latest Apple” people immediately know you mean the latest iPhone. When you say “the latest Mac”, they know what means too.

But when you say “the latest Dell/Samsung/Microsoft/Sony”, people will ask you which device you’re talking about.

And then they argue that X device by the same brand was great but this other device by another brand is way better… And right there, the product-brand association is lost to a comparison of specifications and features. That it is a Dell/Samsung/Microsoft/Sony now doesn’t hold much sway and product marketing becomes much harder.

Apple devices are seen as luxury, quality, and leading technological innovation. Incidentally, all features and promises the brand has continued to deliver on since day one. However, Apple is also synonymous with something else — its customers.

So much so that asking someone if they are an Apple user or not is as commonplace (and telling) as asking whether they prefer dogs or cats. The product marketing consultants behind Apple’s branding succeeded and Apple fans still line up in long queues to pick up the latest iPhone as soon as it releases.

Final Thoughts Product Marketing Strategy & Product Marketing Agencies

Marketing can be as varied as the goods, services, initiatives, organizations, brands, businesses, and people it promotes. Product marketing agencies specialize in bringing products, including goods, services, and SaaS/software, to market.

Every product marketing agency we have reviewed here is a an excellent option and when searching for a product marketing agency to collaborate with, it’s important to select the right one.

Besides being experienced, look at client reviews. Also, consider the product marketing agency’s background and specialization to gauge whether or not it is the right fit.

References

Hockey Stack: Product Marketing KPIs
Crayon: Product Marketing Metrics
Smartsheet: Product Marketing Strategies
Builtin: Top Product Marketing Examples

The post 10 Product Marketing Agencies to Make Your Product Shine in 2024 [Full Review] appeared first on P2P marketing.

Aside from the euphoria of recognition and reward, you can gain valuable insights from the entry and selection process, network and showcase your talents to others in your industry, and, most importantly, you can gain new clients!

So, what are the best marketing awards to enter? What are benefits of award nominations and wins for your brand? And how do you actually WIN a marketing award? 

In this guide, we’re covering exactly that – the benefits of marketing awards, the top awards to enter in 2024, and tips to increase your chances of winning.

Let’s dive in!

Top Marketing Awards to Enter in 2024

This is a quick summary but keep scrolling for more detail on the best marketing awards for your brand to enter!

Marketing Awards Benefits

Award-winning (and even just award-nominated) agencies are recognized as leaders in the industry. This benefits you in the eyes of your clients and prospects, as well as the eyes of your peers.

Award nominations and wins increase your credibility, authority, and brand reputation, all of which lead to increased sales and a host of other benefits for your agency.

Let’s take a look at some of the most important benefits of entering your agency for marketing awards:

1.Valuable Lessons from Benchmarking with Competitors

The award entry or nomination process allows you to look closely at your agency and campaigns against others in your industry. When you’re choosing the best marketing awards to enter, you will have to carefully assess your strengths and compare your efforts to your competitors. In doing so, you will be able to identify where your agency is excelling in comparison to others, and where your weaknesses lie, to effectively grow and strengthen your agency.

2.A Chance to Compete in the Big League – On a Level Playing Field

Marketing awards offer the unique opportunity to stand alongside your biggest competitors and leaders in your industry. It places you in the same arena and it allows you to be judged on the areas where you may well outperform them, such as customer service, creative innovation, and impact.

3.Valuable Exposure and PR Opportunities

Sometimes exposure does pay the bills!

When your agency is nominated for an award, it opens up some valuable opportunities for publicity and exposure to the right people in your industry.

When your agency is judged and evaluated, chances are good that your agency has the focused attention of some influential people in your industry, as well as people who are serious about their selection of an agency.

Even just being nominated means you can place awards branding on your website, which is valuable social proof and increases trust and authority for your brand. A nomination also opens up opportunities to be interviewed and featured in the press and on influential online platforms.

Additionally, most awards are highly publicized events and your agency will benefit from the award’s marketing efforts before, during, and after the awards ceremony itself.

4.Valuable Social Proof and Increased Sales

Social proof is a powerful driver of trust and confidence in your target audience. When you display award nominations and wins on your website and across all your marketing channels, you’re showing your audience that your agency is trustworthy, and seen as valuable by others. That kind of endorsement is great social proof and will certainly give you the edge with your prospects.

Awards are also a great place to find and nurture partnerships with others in your industry. Your competitors may need exactly what you excel at, and you may discover an agency that excels at something you can’t provide. Awards allow you to network and showcase your strengths to others in the industry.

5.Increased Customer Retention and Loyalty

No matter how great your marketing campaigns are, how much real value you drive for your clients, or how great your customer service is… Winning an award will make your clients more confident in their choice to use your agency.

As an award-winning agency, you can demonstrate to your clients that you’re worthy of their investment and their confidence, which translates into clients that want to stay with you. Many clients will also enjoy the “bragging rights” of using an award-winning agency, which translates into greater loyalty and advocacy from your clients.

6.Boosting Morale, Employee Satisfaction, and Advocacy

Award nominations and wins are great for boosting morale in your team. It gives them recognition, validates their efforts and talents, and boosts motivation for new projects. When your employees feel seen, validated, and appreciated, employee satisfaction goes up and with it employee retention, and talent acquisition. Award nomination and winning also give employees great material to share on their social networks, positioning them as thought leaders in their field and providing valuable advocacy for your agency.

14 Important Marketing Awards 2024

1.P2P

Unlike the others on this list, P2P is not an official marketing award but we review and rate marketing agencies and tools and then present the top ones in our articles and directory.

We provide our partners with a large audience that is ready to convert! Our articles tend to rank among the top results, for highly competitive keywords, and we have over 100,000 marketing managers visiting our site every month.

To learn more about P2P partnership options, feel free to contact us!

2.Effie Awards – Global: Multi-Region

Over the last 50 years, the Effie Awards have firmly established themselves as some of the most prestigious marketing awards in the world. Marketers across the globe strive for Effie-worthy campaigns every year.

The Effie Awards focus on the most effective marketing efforts that drove success for the brand. The emphasis is on the impact and the results achieved for the brand. As of 2022, they have added new categories that focus more in-depth on digital strategy and technology to reflect the current digital marketing landscape and the challenges marketers face today.

There are numerous Effie Awards for different regions and categories, but the Global: Multi-Region Effie award is for marketing efforts that run in four or more countries across two or more regions within the specified date range (for the 2024 Effies, it will open in March 2024).

Entry Fees: $1500.00 for first deadline and $2500.00 for November entries. Non-profits receive a 50% discount on entry fees, and new entrants may be eligible for a $200 discount.

Submission Period: The first deadline is May 2024, and the final deadline is June 2024 (dates differ by region).

Awards Announced: TBD but most likely November/December 2024.

Inspiration from Past Effie Winners

In 2021, Nike and Wieden + Kennedy Portland won the ‘Best of the Best’ Iridium Effie for their ‘Dream Crazy’ campaign featuring NFL quarterback and civil rights activist Colin Kaepernick.

Check out this video by LLLLITL to see how impactful the campaign was and why:

3.B2B Marketing Awards

One of the biggest and most prestigious marketing awards for B2B marketers is the aptly named B2B Marketing Awards. These awards offer categories that allow strategic, data-driven campaigns (think ‘Best Use of Customer Insight’ and ‘Best Integration of Sales and Marketing’) to showcase the value they have driven for their clients, as well as their creativity and boundary-pushing innovation.

The B2B Marketing Awards are global, and anyone in the B2B marketing space can enter. However, they’re particularly well suited to marketing agencies, PR agencies, and client-side marketers.

Entry Fees: TBA, but the 2023 fees were £280+VAT per entry before 16 June 2023 and £350+VAT thereafter.

Submission Period: 2024 entries will open in April, with the ceremony set for 27 November.

Awards Announced: The 2023 shortlist was announced in mid-August, and the final awards ceremony was held on 15 November 2023.

4.Performance Marketing Awards UK

The Performance Marketing Awards UK is one of the top marketing awards in the UK for anyone in the performance marketing sector. Awards go to only the most creative, innovative, and ground-breaking performance marketing campaigns, teams, and companies.

They’re open to marketers from anywhere around the world, but they may only make submissions that specifically relate to marketing activity within the UK aimed at UK consumers.

Entrants include agencies, publishers, media owners, advertisers, networks, technology providers, start-ups, and individuals.

Entry Fees: £295 per category entered (prices exclude 20% VAT).

Submission Period: Early-bird entry deadline – 25 January 2024, regular entry deadline – 1 February 2024, and the last chance entry deadline – 23 February 2024.

Awards Announced: Shortlist announced on 4 April 2024, and the awards ceremony on 16 May 2024.

5.Content Marketing Awards

The Content Marketing Awards by the Content Marketing Institute are the top international awards in the industry. There are 80 categories, spanning every aspect of content marketing, from creation to distribution, and they reward only the best projects, agencies, and marketers every year.

Content marketing is a multi-faceted and highly competitive space, so even just being a finalist for a Content Marketing Award is one of the highest accolades in the industry.

Entry Fees: 2024 fees were $199 – $299, depending on when you submitted your entry

Submission Period: TBA. In the past, entries have been accepted from early April to late May, and any campaign created or run in the previous calendar year is eligible for entry.

Awards Announced: Winners are announced at the annual Content Marketing World conference. 2024 dates are still TBA, but the last conference was on September 27, 2023.

6.The Drum Marketing Awards

The Drum Awards for Marketing are for teams of any size, from anywhere in the world, that can prove the measurable impact their campaigns achieved for their clients. Awards are based on creativity and the documented impact of the campaign. If you’ve run a really effective campaign and you have the data to back it up – the Drum Awards are for you!

Entry Fees: Early-bird deadline fee $450, Official deadline fee $505, Extended deadline fee $555 (fees differ by region).

Submission Period: Early-bird deadline – 24 January 2024, Official entry deadline – 6 March 2024, Extended deadline 72 March 2024.

Awards Announced: Nominations will be announced on 9 May 2024. Winners will be announced on 30-31 May 2024.

Inspiration from Past Drum Marketing Award Winners

Spellcaster Agency won in the Advertising category for their ‘Got Fired?’ ad for Adorio HR:

7.The Clio Awards

Established in 1959, the Clios are one of the most well-known and respected marketing awards. Each year, they celebrate and reward bold marketing and advertising work that furthers creative excellence and connections within the community.

The Clios are global and open to entrants from around the world. Categories are comprehensive and there is space for almost every kind of campaign, from Brand & Corporate Identity, Banners & Rich Media Advertising, to Copywriting, Film/Video, User Experience, and Virtual/Augmented Reality campaigns.

Entry Fees: $525.00 to $1150.00 depending on the category and when you enter. You can find a breakdown of the fees and dates on the fees page of their website.

Submission Period: First deadline – 27 October 2023, second deadline – 15 December 2023, final deadline – 2 February 2024.

Awards Announced: Grand winners are usually announced during the awards show in April of each year, with some categories awarded later in the year. You can find the latest set of dates on their website here.

8.Brand Impact Awards

The brand impact awards are the top marketing awards for branding agencies. Every year, they “celebrate the world’s best branding” by recognizing and rewarding agencies that drive consistent branding and creative excellence within the context of their sector.

Categories are broad and entries are open to branding agencies, ad agencies, consultancies, design studios, and in-house design teams or brand owners. Entrants can be from any country and they can enter campaigns running anywhere in the world.

Entry Fees: 1 entry is £199 / $279 / €230 per entry, 2-4 entries £169 / $237 / €196 per entry, and 5+ entries are £139 / $195 / €161 per entry (offers a 25% discount for organizations with less than 10 staff members).

Submission Period: 2023 entries were from 8 April to 4 June 2023.

Awards Announced: 2023 awards were announced on 9 September 2023.

9.The Muse Creative Awards

The Muse Creative Awards aim to honor the creative professionals who inspire others with their ground-breaking concepts, ideas, or designs. If you’re wondering what makes for a Muse Creative Award-winning campaign, think of risk-taking mavericks, resilience, creativity, and avant-garde methods that effectively drive results and make change happen.

Entries are open to agencies, graphic designers, web and digital entities, production companies, and freelancers from anywhere in the world.

Entry Fees: $130 for single entries, $195 for campaign entries, additional fees vary depending on entry type and when you enter (you can check their fees page for more info).

Submission Period: Early-bird – 13 October to 9 November 2023, Regular Entries – 10 November to 7 December 2023, Final Entries – 8 December 2023 to 11 January 2024, and Final Extension Entries – 12 January to 29 February 2024.

Awards Announced: Winners announced 12 April 2024.

Inspiration from Past Muse Creative Award Winners

In 2022, Gravity Global won a Platinum Award for their integrated marketing campaign “Profit Hunter: A Force With Nature 2021” for Brazilian jet manufacturer Embraer:

10.Digiday Content Marketing Awards

Globally, the Digiday Content Marketing Awards is one of the most prestigious content marketing awards. They recognize agencies and brands that are at the forefront of the current content marketing landscape, advancing the modernization of marketing as a whole.

The categories available are tailored to content marketing and the unique challenges that great content marketing overcomes. Categories include “best branded podcast”, “best community campaign” and “most engaged branded community” as well as everything from branded B2B websites to influencer marketing and user-generated content campaigns.

Entry Fees: Early Deadline – $449 per entry, Regular Deadline – $599 per entry, Last Chance Deadline – $729 per entry.

Submission Period: Early Deadline – 8 December 2023, Regular Deadline – 19 January 2024, Last Chance Deadline – 1 March 2024.

Awards Announced: TBA. Last year, winners were announced in May 2023.

11.Hermes Creative Awards

As one of the oldest and largest creative marketing awards, the Hermes Creative Awards honor the most imaginative and creative digital and traditional marketing campaigns. Submissions include publications, branding collateral, websites, videos, advertising, marketing, and communication programs.

The way the awards are judged allows every entry to be judged on its own merits and creativity, as opposed to being just against competitors in the category. This means that the Hermes Creative Awards truly level the playing field for entrants of all sizes, and makes a win all the more meaningful.

Entry Fees: Entry fees range from $125.00 to $195.00 depending on the number and type of entries, with discounts for work done pro bono for non-profits.

Submission Period: Submissions are open from April/May 2023, with the final deadline of 14 March 2024.

Awards Announced: The ceremony will be held on 22-26 April 2024. The exact date of the winners is TBA.

12.Davey Awards

The Davey Awards are specifically for small agencies and firms with big ideas. Their website states “David defeated the giant Goliath with a big idea and a little rock – the sort of thing small agencies do each year”, which sums up what the Davey Awards are all about.

Participants are limited to entities with revenue or billings under certain thresholds, so if your agency is small but hitting heavy, the Davey Awards are a great place to showcase your talent.

Entry Fees: Fees start from $195.00 to $355.00 (category and type of entry)

Submission Period: TBA (early entry deadline was June 2023, and the final grace period deadline was 29 September 2023).

Awards Announced: TBA (last year’s announcement was on 12 September 2023)

13.Killer Content Awards

B2B Marketing Exchange’s Killer Content Awards (also known as The Finnys, for their shark fin-shaped awards) are awarded to B2B marketers and brands for content campaigns that push the envelope through storytelling and innovation in our hybrid, digital-first world.

In the 2024 Killer Content Awards, we are honoring the brands that not only prioritize innovation in their strategies but also strive to amaze and please their audiences with their creative ideas.

The Killer Marketing Awards look for marketers that are doing new and unexpected things, innovating, and taking risks with their marketing. If you’re on the cutting-edge and pushing boundaries with your campaigns, the Killer Marketing Awards are a great choice.

Entry Fees: Early-bird fee $329, Final fee $429.

Submission Period: Super Early-bird Deadline – 30 November 2023, Final Deadline – 30 November 2023.

Awards Announced: The awards will be held on 26-28 February 2024.

14.MarCom Awards

Established in 2004, the prestigious MarCom Awards are one of the largest international creative competitions in the marketing and communications industry. Each year, they select their winners from more than 6500 print and digital entries, coming from dozens of different countries.

The MarCom Awards celebrate the creative excellence, hard work, and generosity of professionals in the marketing and communications sector. In keeping with their values, they do not charge entry fees on any work that was done pro-bono for a non-profit.

Entry Fees: $125 per entry and $195 per campaign or plan entry.

Submission Period: TBA (Last year’s deadline was September 2023).

Awards Announced:  Winners will be announced, and results will be posted on or before 1 November 2024.

4 Tips to Increase Your Chances of Winning

When it comes to marketing awards, there are some great benefits to entering and participating in the process but ultimately, you’re in it to win it!

Here are four tips to help you make the most of your entry and increase the odds of winning:

1.Choose the Right Awards and the Right Category to Enter

This may seem like a no-brainer but even if you’re the best of the best, you won’t win in the wrong context. Choose your awards carefully and play to your strengths by entering the awards that emphasize your strongest areas.

If you have a campaign that yielded incredible results and you have the data to back that up, choose an award that focuses on impact and effectiveness, rather than one that looks solely at creative innovation. Similarly, if your incredibly innovative and creative campaign doesn’t have a lot in the way of measurable, data-backed, results it might do better competing for an award that focuses on the creativity and originality of the campaign.

Once you have narrowed down your award options, look at the categories and how they’re judged to find the best possible fit for your entry. Entries that are not a good fit for the category are the usually the first to be cut from the competition so make sure you’re not only in the right category, but also understand the strengths and weaknesses of the campaigns you want to nominate and find the category where your strengths will really shine.

2.Do Your Research and Make Sure Your Submission Can Make the Cut

Different marketing awards have different submission requirements and different judging criteria. Spend some time doing your research and make sure you understand exactly what they’re looking for so your submission can meet all the requirements.

If you’re unsure, reach out and ask before you even begin the submission process. If a submission asks for additional information to back up your results, find out what they need and make sure you can supply it.

This step is essential as it lays the foundation for a great submission that checks all the appropriate boxes and makes it to the end of the selection process to be seen by the judges.

3.Make it Easy to Understand and Evaluate

Judges may be experts but you don’t want to make them work too hard to evaluate your submission! It’s important to make your submission easy for the judges to understand and digest.

Make sure that everything you submit is in the correct format and laid out in a way that is logical and easy to follow. Answer questions fully. Any additional information you supply should be clearly labeled and each item should be put into context for the judges.

This means that your screenshots need captions and your figures need to be interpreted and clearly labeled. Don’t make them guess what you did, what you achieved, or why it was important!

4.Get an Unbiased Opinion and Make a Compelling Case for Yourself

Once you have your whole submission checked and ready to go, have someone who is not involved take a look to see how easily they can understand it and how they respond to it.

An unbiased opinion and honest feedback will help you curate your entry materials and ensure that they’re conveying exactly what you need them to.

Your submission needs to showcase your campaign to the fullest, frame it in the appropriate context, and clearly indicate the impact and results you achieved. It should also highlight the unique strengths of the campaign and what makes it special or unique. Judges generally only see what you present to them, so make it count!

Wrapping Up

In the highly competitive marketing world, winning a marketing award is a huge achievement. Not only does it reward your efforts and recognize your talents and achievements, it also provides a great deal of on-going value for your brand.

From the lessons you will learn through the process, to peer recognition and networking opportunities, to improved morale, increased sales and greater customer loyalty. Whether you win or not, there really is no downside!

References

Branding in Asia Magazine: Are Advertising Awards Important?

Digital Agency Network: Why Award Programs for Digital Agencies Are So Important to Win New Business

Forbes: Marketing Awards Guidebook

Media Update: The Value of Award Ceremonies

The post 14 Marketing Awards to Win New Clients in 2024 [+Tips to Win] appeared first on P2P marketing.

Mobile devices are everywhere – more than 90% of the global population uses mobile phones, and more than 83.72% of the global population owns a smartphone. When it comes to internet access, more than 70% of users access the internet on a mobile device, increasing to over 90% in some regions.

Marketing campaigns that are optimized specifically for mobile devices offer unique advantages. They’re cost-effective, easy to execute, and can fit seamlessly into your existing marketing efforts.

Mobile marketing strategies like text message marketing also boast incredibly high open and click-through rates, and location-based mobile marketing provides a level of contextual relevance that few other marketing channels can match.  

So, what are the best mobile marketing strategies to use and how do you create a successful mobile marketing plan for your business?

Today, we’re going to cover what mobile marketing means, what the advantages and disadvantages are, and then show you some of the best mobile marketing strategies, examples, and expert tips to create a successful mobile marketing plan for your business!

Ready?

Let’s jump right in!

What is Mobile Marketing?

Mobile marketing is a digital marketing strategy that uses multiple channels to engage consumers on smartphones, tablets, and other mobile devices. The channels used in mobile marketing include SMS, MMS, email, social media, content marketing, mobile responsive websites, apps and push notifications.

Mobile marketing is one of the most effective methods to use. It offers unique advantages in that messaging is immediate, precisely timed and targeted, and can be location-specific and highly personalized.

In terms of reach, there are more than 6.5 million smartphone users globally, and by 2025 three quarters (72.6%) of all internet users will be accessing the internet via smartphone. In the USA, 85% of consumers own a smartphone, which they check more than 50 times a day!

Mobile Marketing Channels

Any channel that a consumer can access from their phone or tablet can be used for mobile marketing, however, the main channels used specifically in mobile marketing are:

SMS or Text Messages

SMS or text message marketing is a quick and easy way for consumers to receive notifications, updates, personalized promotional offers, and time-sensitive deals.

Text/SMS marketing reaches consumers wherever they are, no matter what they’re doing, and the open rates are incredibly high – close to 100% within the first 20 minutes!

Push Notifications and In-app Messaging 

For businesses with an app, when users opt-in to receive notifications you can send them offers, suggestions, notifications, and reminders to their home/lock screen, whether they’re currently using the app or not. Done right, push notifications can be a powerful mobile marketing strategy!  

In-app messages do not require an opt-in from users, so messaging can reach your entire user base. This makes in-app messaging great for gathering information, establishing preferences, and letting users know about additional offers available to them.  

If your app has an inbox, you can use it like you would use email marketing for longer and more in-depth communication. App inboxes provide a wealth of analytics data while allowing you to control the content in messages even after they land in the inbox. That means you can further personalize offers and improve the user experience.

Mobile Optimized Email Marketing

Email marketing is not mobile-specific, but as the majority of smartphone users access their email from their phones, it’s essential that your email marketing is optimized for mobile. Content created with mobile in mind, mobile responsive website design, and branded mobile apps make it super easy for email recipients to go directly to your site and take the desired action!

Mobile Marketing: Advantages and Disadvantages 

Advantages of Mobile Marketing

Mobile marketing offers some unique advantages that make it a highly effective component of digital marketing:

1.Easily Accessible to a Large Audience

Reaching your audience via their phones is an immediate, real-time form of contact, which reaches the majority of all internet users, instantly.

As of 2022, globally there are more than 6.5 million smartphone users, which is projected to rise to over 7.6 million by 2027. In terms of mobile access to the internet, 72.6 % of all internet access will via smartphone by 2025 – that is three-quarters of all internet users!  

And that is just smartphones. It does not include those using tablets and other mobile devices.

In terms of SMS or text marketing, a uniquely mobile marketing channel, the open rates are as high as 98%, which is another reason mobile marketing is such an effective marketing method.  

2.Highly Cost-effective Marketing

Mobile marketing is one of the most diverse and cost-effective ways to reach your audience. This comes down to several factors:

• Your existing content and messaging can easily be re-purposed and optimized for mobile
• Screen sizes are smaller, which means the new content you create for mobile is inherently smaller and simpler, which takes less time and costs less money
• Precise targeting and location-based marketing allow you to focus your marketing efforts on the right segments of your audience, reducing wasted ad spend
• Mobile-only channels like push notifications, in-app ads, and SMS or text marketing are some of the cheapest channels available

The bottom line is that mobile marketing is both effective and cost-effective compared to other marketing techniques in terms of ROI.

3.Mobile Marketing Allows You to Make the Most of Location and Personalization

People carry their phones with them all the time, wherever they go. One of the biggest benefits of mobile marketing is that you can reach your audience with relevant communication, no matter where they are.

Location-based marketing lets you gather a great deal of information about your audience, including their habits, preferences, purchase history, and current location.

This information is hugely valuable for precise targeting, and highly personalized marketing. You can then reach the right segments of your audience, with the right offers, at the right time and in the right place!

4.Mobile Marketing is Immediate and Allows for Instant, Impulse Transactions

People use their phones when they’re bored or killing time, which presents a great opportunity for sellers. In the same way that items on the side of the check-out line at the grocery store catch your attention while you wait, mobile marketing can reach people when they’re looking for something of interest and have nothing else on their minds.

In a sense, it capitalizes on boredom and entices people to make impulse purchases almost as a form of entertainment. Aside from maybe social media marketing, there are precious few marketing channels that let you do this!

5.Sharing, Referrals, and the Potential for Viral Campaigns

Everyone loves to share things with their contacts, especially if they’re interesting/entertaining or offer something of value.

Mobile marketing makes everything highly shareable, which increases the odds of informal referrals between customers.

It also creates the potential for your content to go viral, gaining attention and spreading brand awareness at zero cost to you.

Disadvantages of Mobile Marketing

While mobile marketing offers great advantages, there are also some pitfalls to be aware of when you’re planning your mobile marketing campaigns:

1.Immediacy Means There is No Wiggle Room to Fix Errors

Mobile marketing is by nature an immediate/real-time method of communication. If you make a mistake in your message, there is no time to fix it before the recipients see it, and sending out an error followed by a correction notice is hardly the first impression you want to make!

2.Easy Sharing and Viral Potential Can Backfire

The potential for your content to be shared far and wide very quickly is great in the right context. In the wrong context, however, it can be a huge liability. If your content is being shared and circulated for reasons that reflect poorly on your brand, it can do a lot of damage to your brand reputation, which is difficult and expensive to remedy. Make sure all your content is carefully thought through and will land as intended before you send it to anyone’s mobile phone! 

3.Costs to the User

While some mobile marketing channels, like email and SMS marketing, can be some of the most cost-effective marketing for you, they might be costing your audience in terms of data or text message charges. This is something to keep in mind when you formulate your mobile marketing plan and choose the strategies you will use to reach different segments of your target market.

4.Limited Accessibility for Non-Smartphone Mobile Users

The majority of your target audience will be using smartphones but there will still be a segment that is not using smartphones and won’t be reached via mobile marketing channels that require internet or data usage. In the USA, it is estimated that 80% of mobile phone users have a smartphone, while 20% do not. Remember to factor this into your strategy and focus on SMS/text marketing for those without smartphones. 

Right, now that you have an idea of the unique opportunities mobile marketing offers, and the potential pitfalls to look out for, let’s take a look at some of the best mobile marketing strategies to consider:

12 Mobile Marketing Strategies & Examples in 2024

1.Responsive Website Design that is Optimized for Mobile

Your website, marketing content, and ads all need to be optimized for mobile. That is a step further than just ‘mobile friendly’ and it means having a highly responsive website, that is designed with mobile use in mind.

A mobile-optimized website ensures a great customer experience for those browsing on their phones and any other mobile device. It also increases conversion rates and lowers bounce rates.

There are several ways to optimize your website, such as using mobile-specific platforms, using HTML5, and ensuring that the site is adaptive and responsive. Your content also needs to be created with mobile in mind and made to be easily digested, as well as scale easily and load quickly.

Take a look at this short video by HostGator for a quick breakdown of what it means to optimize your website for mobile:

While this can be a little too much on the technical side for many, some great mobile marketing agencies offer everything you need, including web development and design for mobile, and creative content production.

2.Mobile-friendly Content and Copy

As we noted above, mobile optimization is not limited to your website infrastructure. Using content that is mobile-friendly is important too!

Here are some tips to ensure that your content is mobile-friendly:

• Use high-quality images, videos, and GIFs. Mobile content needs to be visually engaging and interesting.
• Copy needs to be short, concise, and to the point. Use short sentences, break up paragraphs with headings and sub-headings, and use ordered and unordered lists for any content that can be skimmed.
• Use large fonts (size 14px or bigger), as small font sizes are hard to read on a small screen.
• Add alt text, image names, and captions to all media so that viewers can see what it is if it’s taking a while to download on a slow data connection, or if their browser does not automatically load media.
• Most people watch videos on mute, so adding subtitles is essential to get your message across even with the sound off!   

3.Opt-In (and Opt-Out) Forms

In digital marketing, especially email marketing, it is best practice to get permission from recipients and make sure that they have a way to opt out too. Mobile marketing is no different!

Opt-in forms on your website, emails, and any other form of communication you use will grant you permission to contact people AND help you grow your email and SMS lists.

You can use a simple pop-up or you can use something more complex, like a lead-magnet offer with a free resource download in exchange for an email address or phone number.  

Similarly, having an opt-out option is critical. If someone knows they can opt-out, they’re more likely to give you their contact info. They’re also more likely to remove themselves from your email or SMS lists, which saves you doing it for them when they’re no longer responsive.

Regularly purged contact lists have higher open rates and CTR, which improves things like email reputation and deliverability.

4.SMS/Text Message Marketing

When it comes to mobile marketing campaigns, SMS marketing, and text blasts are really effective. They’re highly cost-effective, and SMS has close to a 100% open rate!

Text messages are great for time-sensitive offers and leveraging a sense of urgency. According to Tatango, 90% of marketing text messages are opened within just 3 minutes, and 99% are opened within the first 20 minutes.

To make the most of your text/SMS marketing, include opt-ins and opt-outs and use coupons – digital coupons, like a discount code or a link to an exclusive offer, are used more than coupons from any other marketing channel.

5.Paid Social Media Ads

Social media marketing has become a leading marketing channel and it’s great for mobile marketing, with 76% of users accessing social media using a mobile device.

Include social media ads in your social media and mobile marketing plans, and do some A/B tests to determine which platforms perform the best for your brand.

Ads are simple way to target specific segments of your audience with highly relevant offers. They’re also effective for spreading awareness of your brand and gain followers for your social media profiles.

6.GIFs and Video Content

Mobile marketing strategies work best when they’re coupled with interactive visual content like GIFs and videos. People expect mobile content to be easy to digest and entertaining. No one wants to read pages and pages of text on a small screen!

Video marketing has become a cornerstone of almost all forms of digital marketing, especially on social media.

Video is especially useful for reviews and educational content on products and services. Almost 75% of people prefer watching a video over reading a guide when learning about a new product.

Incorporating video and GIFs into your mobile marketing plan and social media strategy increases engagement, holds attention for longer and makes your content more memorable. It also makes it easier to digest and more entertaining for your audience.

7.Location-based Marketing Techniques

Location-based marketing techniques, such as mobile targeting, geofencing, and geotargeting, are invaluable mobile marketing strategies.

Check out this short video by John Arnott for more on the basics of geofencing and other location-based marketing techniques:

Leveraging real-time location data provides insights into customer behavior and preferences that you can use to fine-tune your targeting and provide highly personalized offers.  

For brick-and-mortar businesses and businesses with apps, location-specific search results help you reach people close by and make the most of the convenience factor.

For mobile marketing in e-commerce, brands that provide location-based offers, like free delivery within a specific area or products that need to be delivered quickly like food, will benefit from location-based marketing.

8.Voice Search Optimization

In addition to voice searches on mobile phones, as of 2022, it is projected that more than 50% of homes use a voice smart speaker, and the trend is increasing rapidly.

This is important for marketing because, according to Invoca, 43% of the people who own a voice-enabled device use it to shop. Of those, 51% use voice search to research products, 22% make purchases directly through the voice search and 17% use it to reorder items.

People also use voice search for location-specific recommendations, like local restaurants, store locations, and services. Most voice searches lead to a phone call to the business they found, website visits, and in-store visits, which makes voice search an important driver of actual sales, not just traffic.

9.In-app Support to Improve Customer Experience

Customer experience is everything. Providing great customer service, support, and an effortless experience doing business with you will improve customer retention, drive repeat purchases, and increase customer lifetime value.

It will also increase the chances of customers referring their friends and family to you, advocating for you online, and sharing their positive experiences with your brand on social media.

A lot goes into providing a great customer experience but when it comes to mobile marketing strategies, you can use in-app messaging and support to make each customer’s experience that much better.

In-app support through live chat on your website or in your business’s mobile app is a convenient and immediate way to communicate with your customers. The easier it is for them to contact you and get a quick answer and an easy solution to their problems, the better!  

10.Push Notifications

For businesses with a mobile app, push notifications are a great way to send notifications, and time-sensitive offers and keep users updated on your latest promotions. When users opt-in to push notifications, those notifications will appear on their home screen and not only when they’re in the app itself.

Push notifications are also useful for cart abandonment and re-engagement messaging. To make the most of your push notifications, use quick and easy elements like buttons and quick links, and keep messaging short, fun, and engaging with emojis and other visual elements.    

11.In-App Messaging

Unlike push notifications, users do not need to opt-in to receiving messages to your app’s message inbox. This means every user will automatically get these messages and you can use them for automated communications like onboarding, setting preferences, marketing promotions, and upselling additional products or features.

12.Personalized Mobile Marketing Campaigns

Personalization is key in digital marketing, especially in email and mobile marketing. In fact, 75% of consumers are more likely to buy from a retailer that uses their name and makes recommendations based on their purchase history.

One of the best things about mobile marketing is just how personalized and precisely targeted your marketing can be!

Mobile user data can help you to create highly personalized offers, using location data, interaction/purchase history, and some basic demographic information that is easy enough to gather when people opt-in to your mobile marketing channels.

Mobile Marketing Plan: 3 Steps to Get it Right

While the mobile marketing strategies we listed above are all highly effective, not every strategy will be appropriate or practical for your specific business.

That is where your mobile marketing plan comes in. A good mobile marketing plan sets out the roadmap and overall strategy for your mobile marketing, including the channels and strategies you will use, and how you will tie mobile-specific marketing into your overall marketing mix.

When you’re putting your mobile marketing plan together, these three steps will set you up for success:

1.Select and Prioritize the best Mobile Marketing Strategies to Use

Choosing the right combination of strategies to use comes down to your business model, and where and when you want to reach your audience.

Consider your marketing goals and objectives and how mobile marketing can help you reach them.

Look at the marketing channels you’re already using and see where you can use mobile marketing to strengthen different channels, like social media, or fill gaps, like location-based marketing, to round out your overall marketing efforts.  

Create robust customer personas and identify where and when they’re using mobile devices, and how best you can meet their needs. Are they bored and scrolling on social media? Are they looking for the nearest solution to an urgent need? Are they driving or are they at home?

From there, you can determine which strategies will be the most effective and which ones will be the easiest to implement. Start with those, and you can add on more (and cut back on any that do not show results!) as you progress.

2.Consider Your Budget and Make the Most of Free or Low-cost Mobile Marketing Strategies

One of mobile marketing’s biggest advantages is how cost-effective it is! Make the most of that by choosing free strategies, like claiming your location on Google and other location-specific listings, or low-cost strategies like text message marketing.

You should also leverage all the information available to you to hone in on personalization and precise targeting to reduce any wasted ad-spend and increase your ROI.

Factoring the costs, and potential savings, into your mobile marketing plan will help you develop a plan that is sustainable and makes the most of whatever budget you have available.

3.Optimize Your Current Marketing Channels for Mobile

Take all your existing marketing channels and optimize them for mobile – especially your website, search ads, email, and social media marketing.

You can leverage the benefits of mobile marketing simply by making what you’re doing already mobile-friendly. This is the simplest, easiest way to get going with mobile marketing, even if you do not have the resources to start new campaigns specifically for mobile.

In addition to making your website responsive and mobile-optimized, look at your content and messaging and finesse them to work for mobile and small screens.

Starting small and building up slowly also allows you to gather information and populate lists before you branch out into new mobile marketing strategies.

Even simple things like adding an opt-in for an SMS list to your marketing emails and on your website can get the ball rolling.

Final Thoughts on Mobile Marketing Strategies

Mobile marketing is a powerful component of digital marketing, which cannot be overlooked. It is inexpensive, can easily be incorporated into your overall marketing strategy, and is highly effective.

When you use the right combination of mobile marketing strategies and formulate a good mobile marketing plan, you can reach your target audience, anywhere, at any time, with highly relevant, contextual, and personalized marketing content.

Today, we have covered some of the best mobile marketing strategies and examples, as well as three essential steps to take when you’re creating your mobile marketing plan.

Which strategies will you use first?  

References

Act.On: 5 Ways Mobile Marketing is Affecting Social Media

Bankmycell: 2024 Mobile User Statistics

Crazy Egg: How Mobile Optimization Affects your Conversions

CNBC: Nearly Three-Quarters of the World Will Use Just Their Smartphones to Access the Internet By 2025

G2 Learn Hub: 46 SMS Marketing Statistics Your Customers Wish You Knew

Invoca Blog: 34 Voice Search Stats Marketers Need to Know

Marketo: Mobile Marketing Strategy Pdf

Plexure: The Power of Location-Based Marketing

Statista: Number of Smartphone Subscriptions Worldwide 2016 – 2027

Tatango: SMS Marketing Statistics

Techjury: 67+ Revealing Smartphone Statistics for 2024

The post Mobile Marketing: 12 Powerful Strategies & the Ultimate Guide [2024] appeared first on P2P marketing.

In marketing, we’re always striving to optimize your marketing to drive real growth and achieve tangible business results.

Most of us spend a considerable amount of time tracking attribution, a host of different metrics and KPIs, and continually adjusting and refining our campaigns to achieve the best results.

When it comes to marketing optimization, particularly in growth marketing, incrementality is the holy grail and North Star of marketing measurement!

It can show you exactly which marketing techniques and channels are generating real value, and which ones are just taking credit for organic results.

It can also provide data-driven insights into every aspect of your marketing strategy, from the best marketing mix for your business, down to the most effective (and cost-effective) marketing activities at the individual and ad set level.

So, what, exactly, is incrementality? Why is it so important? How do you test and measure incrementality? And, most importantly, how can you use it to optimize your marketing?

Today, we’re covering everything you need to know about incrementality – what it is, how it differs from attribution, why it is important, how to test and measure incrementality, and two incrementality case studies, to show you exactly how you can leverage the power incrementality in your marketing!

Let’s dive right in!

What is Incrementality in Marketing?

In marketing, incrementality is a way to measure causation and identify events/outcomes, such as conversions, that would not have occurred in the absence of a specific interaction, such as an ad view.

Incrementality measures how effective a marketing activity is and demonstrates the real value it generated, which would not have occurred without it.

No marketing activity exists in isolation, which makes it difficult to measure the true impact of each component of your marketing mix.

The overlap between organic outcomes and outcomes generated by your marketing, for example, an ad run, unique campaign, or use of a particular channel, can be hard to separate and accurately measure. This often leads to imprecise decision-making and budgeting, which leads to wasted ad spend.

Incrementality measuring is the most accurate method available to identify which specific elements of your marketing are driving real value, and which are merely cannibalizing credit for organic outcomes.

It is important to note the distinction between incrementality and attribution, so let’s take a closer look at how incrementality and attribution differ:

Incrementality vs Attribution

Attribution refers to how marketers track and give credit to the various touchpoints that led to conversion along the customer journey. There are several models used to measure attribution, including single-touch and multi-touch attribution (MTA).

MTA is the most detailed or holistic attribution model and tracks interactions at various points along the customer journey, as opposed to just the first- or last touchpoint. While this provides some important insights, they are quite limited when compared to the insights provided by incrementality.

Take a quick look at this video by Google Ads for a nice refresher or overview of attribution vs incrementality:

MTA is limited to data from actions taken in an online setting, such as clicks or web visits. It does not take into account offline data from say print or tv ads, or online data with no immediate action, such as ad or social media impressions.

This is especially limiting for channels where impressions are difficult to track and quantify, such as offline campaigns and ‘walled garden’ social media channels like Facebook or Pinterest.

Incrementality, on the other hand, is measured using a different approach (more on that below), and data from a variety of sources. It determines the desired outcomes that would not have occurred without that marketing activity.

It takes into account impressions, as well as clicks, for each platform or campaign being measured. Additionally, it provides insights into the impact of that activity, when compared to the impact other campaigns/channels, and the organic outcomes that would have occurred anyway.

As such, incrementality provides your attribution data, and a whole lot more. With this nuanced and detailed picture of your marketing activities, you can make more precise and effective decisions to get the most value for your marketing spend, across your entire portfolio.

Why Is Incrementality Measurement Important?

Incrementality is frequently referred to as the ‘North Star’ of marketing. While this might seem like quite a grand claim to make, measuring incrementality will have a profound effect on the results you achieve and the direction of your overall marketing strategy.

Measuring incrementality allows you to identify and address the impact of variables that are otherwise difficult to isolate and assess. It allows you to answer questions like:

• How much revenue is this marketing campaign generating?
• What revenue would be generated organically, without this marketing campaign?
• Which campaign, media channel, platform, or publisher is actively contributing to my desired outcome?
• How does increasing or decreasing activity on channel X impact the results generated by the campaign? And how does that impact ROI/ROAS?
• Is a particular marketing activity driving real value or is it just cannibalizing/taking credit for an organic outcome?
• Which contributing factors/activities/interactions shift the audience from passive to active, and drive them towards the desired action? To put this another way, which marketing interactions moved the lead towards the ‘last touchpoint’ they used for the final conversion?

Measuring incrementality allows you to accurately identify the positive, negative or neutral impact of any marketing initiative.

Incrementality testing provides the data and actionable insights you need to make strategic data-driven decisions. It will inform and justify budget allocation, prevent wasted ad spend, and allow you to continually fine-tune your marketing to drive tangible results and business revenue.

As such, incrementality really is the guiding star of not just your marketing but your organization as a whole.

This mindset can be applied to all aspects of your business – fostering a framework where data-driven decision-making is the norm.

In a data-driven company culture, achieving measurable, incremental results, in the most efficient way, becomes part of the company’s DNA, leading to long-term success.

How to Measure Incrementality

Measuring incrementality can be done in various ways, depending on the use case and the insights required. Both Marketing Mix Modelling (MMM) and Multi-touch Attribution (MTA) can be considered ways to measure incrementality, in the right scenario.

However, the most commonly used method to test and measure incrementality is the Design of Experiments (DoE) test. This is similar to A/B testing but leans closer to statistical analysis and uses a test group and control group instead of two test groups.

In its simplest form, incrementality testing involves randomly segmenting your target audience into two cohorts or groups, which then become your test and control groups.

The test group is then exposed to the marketing activity that you’re measuring (e.g., a video ad, or a specific campaign, on a specific channel or platform), and the control group is either exposed to no ads or random, unrelated ads/public service announcements, for a set period.

The difference between the two groups in terms of the number of desired outcomes (e.g., conversions, sign-ups, downloads, etc.) demonstrates the incremental lift contributed by that activity, which would not have occurred without it.

The control group results represent a baseline of what would naturally occur, in the absence of that particular marketing activity.

Incrementality Measurement Formula: How to Calculate Incremental Lift

The formula to measure incremental lift is: test group result, minus control group result, divided by control group result, equals incremental lift.

For example, your test group performed 1000 desired outcomes (e.g., sign-ups or conversions), and your control group performed 800 desired outcomes.

The formula would then be 1000 minus 800 divided by 800 equals 0.25. To convert that to a percentage, multiply the final result by 100 (e.g. 0.25 x 100 = 25% incremental lift).

If you prefer, you can use the same formula using your results when converted to percentages.

For example, if the test group achieved a 2% conversion rate, and your control group achieved a 1.5% conversion rate, the formula would be 2% minus 1.5%, divided by 1.5%, equals 0.33% incremental lift.

Incrementality testing can be as simple as the example above, measuring just one or two variables, or it can be much more complex, involving multiple variables and requiring specialized expertise to design, deploy, and interpret.

There is no limit to how many data sources you can use for incrementality testing and as long as your experiments are well designed, controlled, and properly executed, you can measure the incremental contribution of any variable against any measurable outcome!

Incrementality Testing

Now that we have covered what incrementality is, how it differs from attribution, why it is important to measure incrementality and how to measure it, let’s take a look at how incrementality testing works and some tips to design an effective incrementality test.

So, how, exactly, does incrementality testing work? Let’s a look at the process, step by step:

Incrementality is all about testing and experimenting, and then adjusting your approach based on the results you get.

Like all scientific experiments, you need to plan carefully and determine exactly what you’re testing, what outcomes you want to achieve, and how you will determine your results.

You also need to identify your parameters and variables and plan how you will control those variables to limit any interference from factors outside of your control.

Take a look at this video by AppsFlyer for an overview of incrementality testing and how it works in practice:

Broadly, there are five stages of a Design of Experiments incrementality test:

1. Planning and defining the parameters of the test
2. Segmenting the audience into the test and control groups
3. Launching and running the test activity
4. Collecting and interpreting the results
5. Using the results to inform your next move

Let’s take a quick look at each stage individually:

1. Planning and Defining Incrementality Test Parameters

Incrementality tests need to be carefully planned and thought through from end to end before you begin.

Initially, you need to define the question you’re asking, what you want to find out by asking it and what KPIs you can use to determine your answer. To do this, you need to define:

• Your desired outcome and the overall objective you want to achieve with this marketing campaign (e.g., higher conversion rate or an increase in app downloads or free trial subscriptions)
• The marketing event/activity/campaign you want to test
• Your target audience and which platform/s you will use to reach them
• Which KPIs you will use (these can be more than just the single desired outcome you’re testing for. For example, if you’re testing for increased conversions, it would be useful to also track other KPIs, like subscriptions or free-trial sign-ups, as well as ROI, ROAS, or any other relevant metric you choose).
• Variables that might impact the results of your test at this point in time, such as seasonality, the current economic climate, or any other variable that will impact how people respond to or interact with your campaign in any significant way

Once you have defined the above, your question (or hypothesis, if you will) might look something like this:

“Does running x ad, on y channel, for z period, have any statistically significant impact on our conversion rate?”

Note that results should, ideally, be statistically significant, which is a measurement of the likelihood that the incremental lift you observe is not merely a coincidence. In the very simplest terms, a statistically significant result is one that is very unlikely to have occurred by chance or due to a sampling error.

2. Segmenting Your Audience into Test and Control Groups

Now that you have defined the parameters of your incrementality test, you need to select the target audience and segment it into a test group and a control group.

These groups should be randomly segregated, have similar characteristics, and, as far as possible, not overlap.

Using the test and control groups accounts for some of the factors you can’t control, such as the impact of organic behavior or exposure to your other marketing activities, because both groups are impacted by the same factors.

In terms of size, the larger your two groups are, the better. Larger sample sizes are less prone to sampling errors where coincidental factors skew the results of the test. The control group should be no less than 20% of the total audience.

Attribution platforms can be a useful place to start when defining and segmenting your audience.

However, for incrementality tests where the target audience does not already have any kind of unique identifiers, such as campaigns for user acquisition, you will need to use other factors to define and segment your audience.

These can be demographic, geographic, time frames, products, etc. The parameters you use will depend on the test you’re conducting and the nature of your business.

3. Launching and Running the Incrementality Test Activity

Deploy the marketing activity you’re testing to the test group of your target audience.

The duration of the test will depend on your parameters, requirements, group/sample sizes, the volume of data you’re working with, and the average business cycle for your type of business.

However, in general, the test should run for at least 7 days and be deployed at a time when you are not deploying any other new or unique marketing campaigns.

This will give you a more accurate result and reduce the potential for your other marketing activities to impact the results of your experiment.

4. Collecting and Interpreting the Incrementality Test Results

When your incrementality test is complete, collect the data and measure your results to see the incremental lift in the KPIs you determined to gauge your results.

Looking at the relationship between the test and control group results will give an idea of how they behaved differently and how and why you got the results you see from the test.

Remember that your incremental results may be positive (incremental lift), negative (test group performed poorly compared to the control group), or neutral (no significant difference between the two groups).

If there is a very large gap between the two results from the two groups, which is much wider than you expected, you may need to re-configure your test and run it again.

Incrementality testing can be a complex and challenging process and, depending on the type of test you need to run, you may need to get help from a professional in the field of attribution or incrementality testing. There are also platforms you can use that simplify the process and give a bird’s eye view of your data and what you can learn from your results.

5. Using Incrementality Test Results to Make Data-Driven Decisions

When you have a clear picture of which marketing activities are driving real value for your business, and how much channels cost vs the profit they generate, you can identify where you need to focus your attention and budget, and where to cut back and reduce wasted marketing spend.

One of the most useful things about measuring incrementality is that it gives you a better indication of your ROAS vs organic revenue. In some cases, you will be able to determine that you can spend less on advertising altogether because your marketing activities have just been cannibalizing organic results.

To calculate incremental ROAS (iROAS) you can deduct the revenue generated by your test group from the revenue generated by the control group and divide it by your total marketing spend. That will remove organic conversions from the equation and show you the real, quantifiable impact of your marketing activity.

In marketing, the more you know about your results and how you achieved them, the more effective your optimization efforts will be. When you’re making data-driven decisions and continually testing and optimizing your campaigns you can truly achieve the most while spending the least.

2 Incrementality Case Studies to Learn From

Incrementality can be used to measure all manner of marketing-related activities and help you determine which ones are the most valuable, which ones are taking credit for organic results, and which ones are costing more than they’re worth in terms of real value generated.

To see how incrementality can be used in real-world applications, let’s take a look at some examples and incrementality case studies from the attribution and incrementality experts at Measured:

1. Incrementality Case Study: Determining the True Value of Facebook Prospecting Campaigns

Challenge

Measured was approached by Shinola, a luxury lifestyle brand based in Detroit, for help after the introduction of Apple’s App Tracking Transparency (ATT) came into effect. ATT and the associated data restrictions made it challenging for the brand to access accurate measurements and reporting on customer acquisition through Facebook campaigns.

Shinola observed that there was a considerable drop in the number of conversions that Facebook reported, but they knew that their Facebook campaigns were still generating sales for their brand.

It was suspected that the platform was underreporting conversions, but the problem was that they had no way of accurately measuring the incremental contribution of those campaigns. Shinola then hired Measured to solve the problem, using incrementality testing to show the true value their Facebook campaigns were delivering.

Solution

To determine the number of incremental conversions generated by Shinola’s Awareness and DABA (Dynamic Ads for a Broad Audience) campaigns on Facebook, they ran a geo-matched market test, deployed at the zip-code level.

Geographic experimentation was chosen because it could be run without relying on the platform’s reporting and did not require any data restricted by Apple’s ATT. They chose the zip-code level for increased precision and to reduce risks associated with a media holdout (holdouts are frequently used in incrementality testing and involve ceasing all other marketing activity for the duration of the test).

When conducting the test, a random selection of zip codes was excluded (control group). By comparing the results from the test group (zip codes that were included and shown the campaigns), they were able to determine the number of conversions generated by the campaign, and the number that would have occurred anyway, without the campaign.

Results

The incremental test results showed that for both the Awareness and DABA campaigns there was an incremental lift of 14.3%. This meant that Facebook was underreporting the overall performance of Shinola’s campaigns by 413%!

Knowing this allowed Shinola to identify that the channel was more valuable, in real terms, than the platform’s reporting indicated. This meant that they could appropriately allocate funds to campaigns that were driving real results instead of reallocating that budget to other channels, which might be less effective or, worse, where attribution was exaggerated instead of underreported.

Read the full case study here: Measured – Shinola Case Study

2. Incrementality Case Study: Cross-Channel Media Measurement and Reporting Leads to Sales Increase of 53%

Challenge

Measured was approached by Faherty, a family-run clothing and lifestyle brand operating from brick and mortar stores, and a rapidly expanding e-commerce store on Shopify.

Faherty’s growth was driven primarily by advertising on Facebook and Instagram. They needed to know if they had exhausted these channels and saturated their audience, or if there was still room to scale their Facebook and Instagram advertising.

They also wanted to know how they could continue to drive aggressive growth by diversifying their marketing channels. Faherty was operating on a lean marketing budget and needed to be sure that they were spending appropriately to drive true incremental value while wasting as little as possible.

They also wanted insight and guidance on how to apply the insights gained from incrementality testing to their existing business.

Solution

Measured implemented a four-week cross-channel incrementality measuring and reporting framework, to inform Faherty’s choice of media channels and decisions to scale different channels.

They looked at Granular incrementality insights for:

• Facebook prospecting
• Retargeting
• Catalog

For robust measurement and reporting, they implemented a marketing data warehouse (MDW), which acts as a unified data asset and consolidates online and offline transactions, media platform reporting, CRM, LTV, web traffic data, third-party ID mapping, and various incrementality measurement outputs.

Results

Using a cross-channel incrementality measurement and data warehouse approach enabled Measured and Faherty to:

• Identify the incremental contribution of paid media for both online and offline transactions by deploying cross-channel media reporting and incrementality measurements
• Appropriately allocate budget to Facebook marketing at the campaign, audience, and ad set levels for profitable results
• Correctly size their retargeting budget, without losing performance from their retargeting campaigns
• Produce consolidated reports on marketing portfolio performance for executive and finance teams

The above led to positive, double-digit, percentage improvements YoY for all core marketing and business KPIs, with a 53% increase in sales revenue.

Read the full case study here: Measured – Faherty Case Study

Final Thoughts on Incrementality in Marketing

Incrementality is known as the ‘north star’ of marketing because it is the best method we have to accurately test and measure the real impact of any marketing activity.

It can provide nuanced and detailed insights into every aspect of your marketing strategy for your whole marketing portfolio.

Using incrementality testing can help you refine and optimize your marketing to make the most of the opportunities and minimize the risks through data-driven decision-making.

Today, we have covered everything you need to know to understand how incrementality testing works, how to measure incrementality, and what kind of insights you can gain from measuring incrementality in your marketing!

References

Measured: What’s the Difference between Attribution vs Incrementality?

Meta for Business: The Benefits of Using Incrementality Measurements for Your Business

Nielsen: The Importance of Incremental Lift

Skai: Difference Between Incrementality and Multi-Touch Attribution

Smart Insights: Incremental Measurement – Advantage and Opportunities

Social Media Today: How to Fix Ad Measurement with Incrementality Testing and Experiments

Think with Google: Your Measurement Resolution for 2021: Get a Grip on Incrementality

Towards Data Science: A/B Testing: A Complete Guide to Statistical Testing

The post Incrementality: The Easy Guide for Marketers in 2024 [+2 Case Studies] appeared first on P2P marketing.

As organizations grow and evolve, they develop an invaluable bank institutional knowledge, which often lies untapped, siloed in departments, or held in the minds of your most valuable employees.

Harnessing that wealth of collective wisdom, experience, and expertise, and sharing it across the organization, allows your business to maximize its potential and realize tangible advantages.

Implementing an effective knowledge management program involves a deliberate and conscious process of collecting that institutional knowledge and making it readily available to everyone who needs it.

So, how exactly do you do that? How do you collect, categorize, store and share all that information and knowledge? And how do you make it quickly and easily accessible to everyone else? 

It might seem like an impossibly big undertaking but, luckily, we have knowledge management software that is specifically designed to streamline the whole process!

They help you gather, sort, categorize and share institutional knowledge in the most efficient way possible, making it easily accessible to everyone, and creating a smarter, more efficient workforce.

Today, we’re looking at some of the best knowledge management tools to use for every aspect of your business. We have reviewed the best:

• Document Management Software
• Learning Management Software
• Customer Relationship Management Software
• Decision Support Software
• Social Communication Software

We also cover what knowledge management is, why it’s important, and the benefits it offers your business.

Ready? Let’s dive in!

Quick Comparison – Best Knowledge Management Software Tools to Use in 2024

This is a quick comparison of the software tools we have reviewed – scroll down to the full reviews for more info and the pros and cons of each option!

What is Knowledge Management?

Knowledge management refers to the collective processes involved in the accumulation, categorization, storage, and sharing of knowledge within an organization.

Knowledge management is the deliberate process of ensuring that organizational skills, expertise, and accumulated knowledge are defined, structured, and organized. This allows for organizational knowledge to be shared, expanded, and retained.

Take a look at this short video by KnowledgeMT for a quick overview of what organizational knowledge is and how knowledge management works:

Knowledge management tools are software designed to facilitate and streamline every aspect of the process, from a variety of sources.

They function as the bridge between disparate data sets and meaningful, cohesive, information that be easily accessed and applied by employees.

This information includes things like guidelines, standard operating procedures, company policies, and training materials. It also includes less easily codified information, such as advice from more experienced staff members or input from other departments.

Knowledge management tools are essential for running an effective knowledge management system. It is an ongoing cycle of creating, structuring, sharing, and updating information to ensure that it is current, readily available, and easily located within the system.

The Importance of Knowledge Management

Knowledge management is important because it enables companies to make informed decisions, quickly.

It makes the organization as a whole more efficient, more knowledgeable, and better equipped to provide high-quality service to clients and customers.

To appreciate the huge value of knowledge management, it’s useful to understand the different types of knowledge that every organization can access:

1. Explicit Knowledge: Easily codified and transferred, such as standard operating procedures, formulas, and sequential processes.
2. Implicit Knowledge: Knowledge that relates to the best ways of implementing explicit knowledge. This is usually gained through experience, a broader understanding of the context, or more specific expertise in a particular area.
3. Tacit Knowledge: This is the hardest form of knowledge to codify and share. It includes knowledge gained from individual, contextual experience. It often relates to things that are intangible and hard to describe. For example, an experienced salesperson will likely have a better understanding of body language and be able to ‘sense’ a customer’s hesitation or resistance and address it. That kind of knowledge is difficult to codify and share.

These three types of knowledge make up what we refer to as institutional knowledge, which is a hugely valuable asset that grows and develops over time.

When everyone has access to the company’s overall level of skills and expertise, it creates an environment where knowledge sharing is valued and encouraged. This can reduce employee turnover and increase job satisfaction, and build good company culture.

The Benefits of Knowledge Management

There are many, many, benefits to knowledge management. However, the most important benefits include:

• Improved Efficiency: when relevant information is accessible and easy to locate, it makes the entire workforce more efficient.
• Better Data Security: a good knowledge management system ensures that sensitive information is securely stored, protected, and only available to the right people.
• Data-Driven Decision-Making: Knowledge management tools allow you to make quick and decisive decisions that are well informed and backed up by data-driven insights.
• Improved Customer Service: Fast and easy access to information enables your employees to provide a more knowledgeable and efficient service to your customers.
• Efficient and Economical: knowledge management streamlines and improves businesses processes at every level, making the organization as a whole more efficient. This saves both time and money.

Effective knowledge management is critical for any company that wants to increase revenue and market share in a highly competitive economic climate.

Right, now that we know what knowledge management is, why it’s important and what the benefits are… Let’s take a look at the knowledge management tools and software that make it all possible:

4 Document Management Software

One of the core components of any effective knowledge management system is a way to manage, store and retrieve documents.

Document management software are knowledge management tools that function as an electronic filing cabinet and filing system. They are designed to help organizations implement a coherent and consistent system to manage all their digital documentation. They categorize, store and provide access information as quickly and easily as possible.

It also ensures that all information is secure, and some software allows for advanced document tracking to manage workflows and ensure that information is current.

Let’s take a look at some of the best document management software:

1.ConcordNow

ConcordNow is a document management software that is specifically designed for managing contracts. The software allows you to draft, share internally and externally, edit, negotiate, and sign contacts from one central tool. It also facilitates effective contract management in terms of renewing and updating contracts.

ConcordNow offers several third-party integrations, including Word, Excel, and Google Docs, to collaborate with others inside and outside your organization. It also offers useful features like reminders for upcoming renewals and insights and analytics into various aspects of your contracts overall and in comparison, to one another.

Pros & Cons

Pros:

• Useful templates and unlimited signatures
• Reduces reliance on email and sends notifications when documents are edited or commented on for easy collaboration, and permissions can be set for various parties
• Integrates well with Salesforce
• Notifications for upcoming deadlines, expiration dates, and renewals
• Straightforward and simple to use
• Allows for workflows so that documents that need approval are approved by relevant people in the correct order

Cons:

• Limited number of template formats and template editing features are not ideal for lawyers
• Occasional template formatting issues when exported to other editors
• Limited analytics and search features

Review Scores

G2 Crowd: 4.2/5 Stars from 105 Reviews

Capterra: 4.5/5 Stars from 147 Reviews

Pricing

• Free Trial: 14 Days
• Standard: $23/user per month
• Pro: $59/user per month
• Enterprise: Custom Pricing

Website

Website: concordnow.com

2.M-Files

M-Files is ideal for small to medium size organizations and its metadata-driven system enables quick and efficient access to information. It also allows for businesses to automate business processes, and control information permissions, which makes it a good software for businesses operating in highly regulated industries.

M-Files offers integration with numerous third parties, including Salesforce, Google Workspace, and full integration Microsoft 365. The software’s advanced encryption and permissions allow for the seamless transfer of information to collaborate internally and externally, without compromising security and sensitive data protection.

Pros & Cons

Pros:

• Flexible deployment for cloud, hybrid, etc.
• Permissions access and secure link sharing
• Classification, sorting, and searching documents works exceptionally well
• Variety of ready-made templates to use
• Makes collaboration between internal teams and external parties easy
• Quality of data protection and security is great

Cons:

• Somewhat outdated user interface
• Creating workflows and authorization permissions can be complicated and time-consuming
• Not as affordable as competitors

Review Scores

G2 Crowd: 4.2/5 Stars from 142 Reviews

Capterra: 4.2/5 Stars from 173 Reviews

Pricing

No pricing is provided but they do offer a free trial

Website

Website: m-files.com

3.eFileCabinet

eFileCabinet’s document management software is a great choice for midsize organizations in the HR, Finance, Legal, and IT sectors. The cloud-based solution is designed to automate complex document processes, enable efficient access to documents, and minimize the effects of cross-departmental silos.

One of the biggest advantages of eFileCabinet is that it is highly secure. The tool offers features to ensure compliance with data and privacy protection laws, including HIPAA, FINRA, etc. This makes it a go-to choice for businesses in industries where compliance is mandatory, such as healthcare services, financial and legal services.

Pros & Cons

Pros:

• Very user-friendly, with a simple and intuitive user interface
• Highly secure, despite being one of the more affordable options
• Useful training and in-app help resources make getting started quick and easy
• Sharable links and permissions, with expiration dates
• Flexible software that can be used for a variety of use-cases

Cons:

• Certain integrations are complicated to set up
• Doesn’t work as well on Mac as it does on PC
• Support services can be slow and lack expertise

Review Scores

G2 Crowd: 4.3/5 Stars from 317 Reviews

Capterra: 4.4/5 Stars from 863 Reviews

Pricing

• No pricing listed – contact eFileCabinet for a custom quotation

Website

Website: efilecabinet.com

4.Spaces by Teamwork

Teamwork Spaces is a knowledge management tool for collaboration, project, and document management. It is designed to be used by everyone from in-house teams to agencies that collaborate with numerous third parties and clients.  As a highly flexible software, it can be used for everything from simple document sorting, storing, and retrieval, to sprint planning, managing client projects, and executing marketing campaigns.

Spaces integrates with other Teamwork products, as well as third-party services like HubSpot. It can be used to manage all types of content, including images and media files, and allows for detailed but streamlined collaboration on any project or document.

Pros & Cons

Pros:

• Highly detailed and allows for detailed, precise work on complex documents and content
• Includes a huge number of features, including time tracking, assignments and sub-assignments
• Scalable solution that can be used for both simple and complex applications as needed
• Tracks change so revisions can be reviewed and changes made appropriately
• Excellent templates provided
• Service and support are excellent