Generation Z, Artificial Intelligence and the Power of Creative Marketing
Posted: Sun Jan 19, 2025 4:57 am
As artificial intelligence changes marketing, a new generation of decision makers increasingly trust creators over brands. Here's how to use creative marketing strategies to keep your business relevant.
Marketing strategies evolve with the technological shifts of each era, constantly redefining the way businesses interact with consumers. In the early days of the Internet, outbound marketing methods like billboards and direct mail were widely used. Now we are entering a new cycle, this time driven by artificial intelligence.
This early discovery phase, which will take 5-7 years to stabilize, is mauritius b2b leads characterized by rapid innovation and a huge number of fragmented AI tools.
But the real challenge isn’t just keeping up with AI; it’s about understanding how to engage with a new generation of decision makers, especially Generations X and Z, while everything else changes. But how?
Why the Next Generation of Decision Makers Trust Creatives Over Brands
As new generations take over key decision-making positions in companies, their approach to purchasing decisions is significantly different from that of their predecessors.
Data shows that the new, younger generation relies primarily on social media and human connections when evaluating software, solutions, and other business needs. They are not only interested in traditional brand ideas or product specifications; instead, they are looking for fresh ideas, authentic voices, and a sense of community.
This shift highlights the need for brands to prioritize creator-focused content to connect with these new decision makers online, especially since AI, despite its advances, is not yet capable of delivering the kind of human-focused content that creators offer.
Three Ways to Integrate Creator Marketing Strategies into Your Marketing Plan
Learn how to update your marketing plan using these three approaches.
1. Transform employee experience into content
One of the most untapped strategic content assets within companies is the deep industry knowledge of employees. These employees not only understand the problems customers face, but also the intricacies of the product that outside agencies or third-party influencers may not.
Identifying who the experts in a business are and then putting them on camera is an effective way to turn important knowledge into engaging, relevant video content. (Plus, video is harder for AI to replicate.)
Especially for audiences that are skeptical of overly polished brand messaging and AI-generated content, showcasing real human experiences enhances a brand’s credibility and trustworthiness. It also adds personality by showing the faces behind the business.
2. Hire full-time creators who are dedicated to creating content
In addition to leveraging existing in-house knowledge, a second approach is to hire new employees who are solely dedicated to content creation. However, the key here is that these new employees are given the opportunity to focus solely on content creation, without being distracted by day-to-day operational tasks.
Allow them to experiment at scale and act completely like independent creators. That way, they can truly learn what works and what doesn't for the company by experimenting, testing, and iterating.
By giving in-house creators the space to innovate and refine ideas, you ensure that content stays fresh and relevant. This strategy also allows you to leverage the flexibility that defines successful independent creators while also benefiting from their understanding of business goals and brand ideals.
3. Collaborate with influencers
Platforms are increasingly restricting the ability to share external links, which reduces the ability to drive traffic outside the platform.
Partnering with external influencers is a strategic way to maintain or even expand your presence on these increasingly closed platforms. Influencers have already built trust in their communities, allowing them to seamlessly integrate product into their content.
This allows the brand to connect with a targeted, interested audience and increase awareness where direct marketing efforts would otherwise be limited.
Conclusion
In an era of technological change, marketing strategies are constantly evolving, rethinking how businesses interact with customers.
Marketing strategies evolve with the technological shifts of each era, constantly redefining the way businesses interact with consumers. In the early days of the Internet, outbound marketing methods like billboards and direct mail were widely used. Now we are entering a new cycle, this time driven by artificial intelligence.
This early discovery phase, which will take 5-7 years to stabilize, is mauritius b2b leads characterized by rapid innovation and a huge number of fragmented AI tools.
But the real challenge isn’t just keeping up with AI; it’s about understanding how to engage with a new generation of decision makers, especially Generations X and Z, while everything else changes. But how?
Why the Next Generation of Decision Makers Trust Creatives Over Brands
As new generations take over key decision-making positions in companies, their approach to purchasing decisions is significantly different from that of their predecessors.
Data shows that the new, younger generation relies primarily on social media and human connections when evaluating software, solutions, and other business needs. They are not only interested in traditional brand ideas or product specifications; instead, they are looking for fresh ideas, authentic voices, and a sense of community.
This shift highlights the need for brands to prioritize creator-focused content to connect with these new decision makers online, especially since AI, despite its advances, is not yet capable of delivering the kind of human-focused content that creators offer.
Three Ways to Integrate Creator Marketing Strategies into Your Marketing Plan
Learn how to update your marketing plan using these three approaches.
1. Transform employee experience into content
One of the most untapped strategic content assets within companies is the deep industry knowledge of employees. These employees not only understand the problems customers face, but also the intricacies of the product that outside agencies or third-party influencers may not.
Identifying who the experts in a business are and then putting them on camera is an effective way to turn important knowledge into engaging, relevant video content. (Plus, video is harder for AI to replicate.)
Especially for audiences that are skeptical of overly polished brand messaging and AI-generated content, showcasing real human experiences enhances a brand’s credibility and trustworthiness. It also adds personality by showing the faces behind the business.
2. Hire full-time creators who are dedicated to creating content
In addition to leveraging existing in-house knowledge, a second approach is to hire new employees who are solely dedicated to content creation. However, the key here is that these new employees are given the opportunity to focus solely on content creation, without being distracted by day-to-day operational tasks.
Allow them to experiment at scale and act completely like independent creators. That way, they can truly learn what works and what doesn't for the company by experimenting, testing, and iterating.
By giving in-house creators the space to innovate and refine ideas, you ensure that content stays fresh and relevant. This strategy also allows you to leverage the flexibility that defines successful independent creators while also benefiting from their understanding of business goals and brand ideals.
3. Collaborate with influencers
Platforms are increasingly restricting the ability to share external links, which reduces the ability to drive traffic outside the platform.
Partnering with external influencers is a strategic way to maintain or even expand your presence on these increasingly closed platforms. Influencers have already built trust in their communities, allowing them to seamlessly integrate product into their content.
This allows the brand to connect with a targeted, interested audience and increase awareness where direct marketing efforts would otherwise be limited.
Conclusion
In an era of technological change, marketing strategies are constantly evolving, rethinking how businesses interact with customers.