đ° Digital news subscriptions increase by 19%
đšâđ©âđŠ True customer marketing is years away
âïž CFOs disagree with the âgodfathers of effectivenessâ
đ Personalisation and Ad optimisation Top AI usage
đ©âđ« Readers come first with Google Rankings
đ«€ AI doesnât know what a quote isÂ
Digital news subscriptions increase by 19%
The average cost of a digital news subscription has increased by 19% over the past year, in the UK, according to Press Gazetteâs latest analysis of 23 mayor paywalled publishers. Bloombergâs annual digital subscription has increased by 50%, The News Stateman elevated by 84% and Mail+ has risen by 57%. And, the Financial Times remains the most expensive, at ÂŁ369 per year.
Press Gazette â Online news paywall inflation running at 20% in UK
True customer marketing is years away
Over a third (36%) of marketers admit theyâre still four or more years away from achieving a âtrue customer-first approachâ, according to Plinc. This is partly down to the fact that only 23% of marketing professionals believe leadership recognises customer marketingâs impact on business growth. And, most marketers (68%) admit they are struggling with inadequate resources and funding – restricting their ability to drive growth.
Marketing Week – Marketing driving business growth, retail footfall, generative AI: 5 interesting stats to start your week –
CFOs disagree with the âgodfathers of effectivenessâ
The ideal budget split for balancing short-term sales with long-term brand building should be approximately 54% on demand generation and 46% on brand marketing, according to the âgodfathers of effectivenessâ Binet and Field. Yet, a study by Transmission reveals a gap between CMOs and CFOs -with 64% of CMOs surveyed feeling that in times of fiscal uncertainty, brand marketing should be given a higher level of importance. Compared, to only 26% of CFOs agree with that statement.
The Drum – How can CMOs find common ground with CFOs for B2B brand building in 2024?
Personalisation and Ad optimisation top AI usage
48% of marketers are planning to increase their investments in AI, with the main uses being in personalisation (38%) and ad optimisation (34%), according to Ascend2. Despite this, only 28% feel confident in their ability to use the technology. Alongside the lack of expertise, other challenges impacting adoption of AI in marketing include budget constraints (33%), ethical and privacy concerns (34%) and data quality and accessibility (33%).
Media Post – AI Action: Marketers Are Boosting Their Spend In 2024
Readers come first with Google Rankings
Google has responded to the Vergeâs article that Author bios and by-lines do not improve a websiteâs search engine ranking. It advises to put your readers first by creating the content they want to see and making it easily accessible. Doing this will increase the likelihood of being rewarded by the Google’s helpful content update â which aims to ensure users see original, insightful content, which has been created to educate.
Search Engine Roundtable – Google: Author By-lines Don’t Help You Rank Better; Google Doesn’t Check Credentials
AI doesnât know what a quote is
Journalists can benefit most from AI by identifying specific problems and setting up specialised âagentsâ â customised AI models â that address them. Thatâs one piece of feedback from Press Gazetteâs panel, which also explored how Reuters are using a âgood strong fenceâ by using Microsoft Azure tools to experiment with ChatGPT. And while participants were optimistic, one notable limit for journalists who use Generative AI continues to be chatbotâs inability to understand quotes.
Press Gazette – Generative AI in the newsroom: Tips and tactics for 2024 from Reuters, Newsquest and BBC
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