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Between Google’s (finally) phasing out of third-party cookies and the boom in generative AI, the marketing and advertising industry is facing a lot of changes this year.
This is difficult content for marketers to keep up with, let alone the chief marketing officers of a 117-year-old traditional company like office equipment brand Xerox. But in addition to increasing brand awareness to the next generation of employees and entrepreneurs, that’s exactly what CMO Deena Lamarque-Pikion has on her to-do list this year.
“My personal resolution when it comes to marketing is to incorporate more AI and personalization into what we do,” she said on the latest episode of the Digiday Podcast.
It’s only within the past year that Xerox has ramped up its advertising efforts as Americans return to offices. And as 2024 begins, office equipment brands will need to grapple with the post-pandemic landscape, new normalizations of work, generative AI, and more. In this episode of the Digiday Podcast, learn more about Xerox’s AI strategy, marketing to the next generation of employees and entrepreneurs, and what it means to keep his 100-year-old brand relevant. He interviewed Piquion for.
Below are highlights from the conversation, lightly edited and condensed for clarity.
Promoting personalization with AI
In 2024, we’re really going to double down on demand generation, especially some of the cross-selling opportunities that we have. We already have a huge customer base that we serve and trust us with all of their printing needs. We are behind the firewalls of these companies. We keep their data and information secure. So now what we have to do is make sure they know about the new products and services we offer. Using AI, you can integrate your applications and software with industry-standard apps to segment and target the right clients in the right vertical industries. That’s where we want to use AI. It really helps us. And of course, content creation and personalization is another big area of using AI.
AI under human supervision
Especially when dealing with data, everything needs to be measured and managed. Marketing involves a lot of sensitive data. Of course, that’s a big concern. But within Xerox, we have a governance council called the AI Council, the overarching council for all things AI. We also have a Marketing AI Council, experimenting with different techniques and tactics. Within Xerox, we also have teams that manage data and AI internally. Human oversight is needed to ensure what you’re doing is authentic, within brand guidelines, and that it’s truly the tone of your brand and campaigns already in place. is.
Brand awareness vs direct response
There’s always a very delicate balance between measurable performance marketing and brand awareness. What we think he tried to do in 2023 and what he’s doing to some degree in 2024 is to ensure that balance. In 2023, brand awareness and demand were almost 50/50. [generation] and performance marketing. In 2024, the brand awareness will go down a little bit and some of the demand will go up a little bit because we reintroduced the brand. [generation] and performance marketing strategies.
https://digiday.com/?p=531512
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