The transformative impact of new technology on creative work and workflows is undeniable. The advent of desktop publishing revolutionized roles in newspapers and magazines, much like how AI is set to transform marketing roles today. This article draws parallels between these technological shifts and provides insights for marketing executives on effectively integrating AI into their strategies while addressing the unique challenges AI presents. 

Historical Context: Desktop Publishing’s Transformation 

In the 1980s and 1990s, desktop publishing (DTP) tools like Adobe PageMaker and QuarkXPress revolutionized the publishing industry. These tools digitized page layout processes, vastly improving efficiency and reducing costs. Manual typesetting and layout roles declined, but new opportunities arose for those who adapted to the technology. Designers and art directors who embraced DTP tools were at the forefront of a more efficient and creative era. 

AI’s Influence on Modern Marketing Roles 

Today, AI is poised to have a similar, if not greater, impact on marketing roles. AI tools can automate tasks such as data analysis, content creation, and customer segmentation, significantly improving workflow efficiency. For example, the recent decision by the New York Times to reduce its art department staff in favor of AI tools for photo toning and color correction highlights AI’s potential to streamline operations while ensuring high-quality output through human oversight. 

Patterns of Technological Change 

The pattern of technological disruption followed by adaptation is evident across various industries. Key patterns include: 

1. Automation of Repetitive Task: AI can handle mundane and repetitive tasks, freeing up human marketers to focus on more strategic aspects. 
2. New Opportunities for Skill Development: As with DTP, where professionals learn new software and design techniques, AI offers opportunities for reskilling and upskilling, enabling marketers to stay relevant in an evolving landscape. 
3. Enhanced Collaboration: Modern AI tools facilitate seamless collaboration, similar to how cloud-based DTP tools revolutionized digital collaboration.
   

Tasks Marketers Should Consider Automating 

1. Data Analysis and Reporting: AI can automate the collection, analysis, and reporting of marketing data, providing insights in real-time and freeing up marketers to focus on strategy. An example is automated dashboards that track campaign performance and customer behavior, offering actionable insights without manual data crunching. 
2. Content Creation: AI tools can generate content for blogs, social media, and emails, maintaining a consistent brand voice while reducing the workload on human writers. For example, AI-driven content platforms like OpenAI’s GPT-3 can draft articles and social media posts based on specific guidelines and styles. 
3. Customer Segmentation and Personalization: AI can segment customers based on their behavior and preferences, allowing highly personalized marketing campaigns to enhance engagement and conversion rates. An example of AI-driven platforms includes analyzing customer data to create personalized email campaigns based on individual preferences and behaviors. 
4. Ad Targeting and Optimization: AI can enhance ad spending by targeting specific audience segments and adjusting bids in real time based on performance. Examples include AI tools that manage pay-per-click (PPC) campaigns, automatically adjusting bids and targeting criteria to maximize ROI.
   

Addressing Privacy and Security Challenges 

Unlike DTP and other automation tools, AI presents new challenges with privacy and security. Organizations must have standardized corporate policies, approaches, and methodologies for utilizing AI tools. The stakes are too high not to have these measures in place. Developing comprehensive AI policies maintains data privacy and security and addresses ethical considerations. Working with trusted partners to identify, acquire, license, or build appropriate AI tools is crucial. These partners can also help structure policies that will future-proof your company, ensuring compliance and protecting your brand’s integrity. 

Embracing AI: Strategies for Success 

1. Reskilling and Upskilling: Invest in training programs to equip marketing teams with the skills needed to use AI tools effectively. 
2. Human-AI Collaboration: Encourage a collaborative approach where AI handles routine tasks, allowing human marketers to focus on strategic and creative work. 
3. Staying Ahead of Trends: To remain competitive, keep up with the latest AI tools and trends. Partnering with an agency that understands these advancements can be a strategic advantage. 

The transition from traditional methods to AI-driven marketing processes follows a historical pattern of technological disruption and adaptation. Just as desktop publishing revolutionized the roles of designers and layout artists, AI is set to transform marketing roles.  

Businesses can thrive in this new landscape by embracing AI, investing in skill development, and establishing robust privacy and security policies. Remember, technology does not replace people; instead, people who use technology replace those who do not. Embrace the change, invest in learning, and actively engage with new technologies to unlock unprecedented efficiency and creativity. 

Contact us today for more insights and to learn how our agency can help you integrate AI into your marketing strategies while ensuring privacy and security. 

In the relentless content game of 2024, content production has transformed into a high-stakes round of whack-a-mole. Today’s landscape demands rapid adaptation and strategic foresight to remain relevant as memes, slang, fashion and culture pop up and fade away at unpredictable intervals.  

What makes a brand interesting one moment may be hopelessly cringe the next; what’s hitting the zeitgeist right now may have been totally off the radar just weeks ago. (Indeed, who could have seen Rat Boy Summer coming?)  

This year, the trends shaping content are a blend of technological innovation, human creativity and the random whims of the TikTok generation, all striving to hit the damn mole on the head again and again. Here are some realities impacting content creation and how marketers can keep up with them.  

AI: The Mach 5, Not Speed Racer  

Artificial Intelligence has swiftly evolved from a futuristic concept into an indispensable asset in the content creator’s toolbox. It automates repetitive tasks, from scheduling posts to generating ideas based on trending topics. Its ability to analyze vast datasets allows for pinpointing audience preferences with remarkable precision, enabling creators to craft content that resonates instantly. 

However, genuinely impactful content resides in the hands of seasoned creative directors (our Speed Racers). These visionaries leverage AI not as a substitute for creativity but as a supercharged tool that allows them to get concepts quicker and with more cultural relevancy, ensuring they don’t merely follow trends but set them. The human creative touch remains irreplaceable as creative directors navigate the subtle intricacies of storytelling that AI (Mach 5) cannot replicate.  

Short-Form, High-Impact Content  

The meteoric rise of platforms like TikTok and Instagram Reels has cemented the dominance of short-form content. These bite-sized videos cater to the dwindling attention spans of modern audiences. The challenge for content creators is to deliver an engaging and concise message within these fleeting moments.  

Success in this arena requires a mastery of visual storytelling, an acute sense of timing and a deep understanding of what makes content shareable. Trends shift rapidly, and what’s viral today will likely be forgotten tomorrow. Creators must stay ahead of the curve, continuously innovating and experimenting with new formats and ideas.  

Personalization at Scale  

Personalization isn’t merely a buzzword; it’s a fundamental necessity. Audiences crave content that speaks directly to them, reflecting their interests, values, and experiences. Advanced algorithms and data analytics are another tool for creators to tailor content to individual preferences on an unprecedented scale. 

Yet, personalization is a double-edged sword. While it can foster deeper engagement, it also poses the risk of creating echo chambers, where audiences only encounter content that reinforces their existing views. Striking a balance between personalization and diversity of thought is crucial for fostering a well-rounded, informed audience.  

The Rise of Immersive Experiences  

Immersive technologies, such as Virtual Reality (VR) and Augmented Reality (AR), are pushing the boundaries of how we consume content. These technologies offer audiences interactive and engaging experiences, transforming passive viewers into active participants.  

Brands and creators leverage VR and AR to craft compelling narratives that captivate audiences in new ways. The innovation potential is vast, from virtual tours and interactive ads to augmented reality games. As these technologies become more accessible, we expect a surge in immersive content that provides richer and more engaging experiences. 

 Final Thoughts 

Content production today is a dynamic and ever-evolving field that requires a combination of technological prowess, cultural awareness and human creativity. While AI and other technologies are powerful tools, they all need to be guided by the hands of experienced creative directors.  

Creatives ensure that content is relevant, engaging, meaningful, and impactful. Keeping up with the speed of culture demands adaptability, foresight, and a relentless drive for innovation. Those who master these elements will lead the charge in defining the future of content. 

About the Author 

As the Executive Vice President of the Creative Studio at Mod Op, Mark Bennett oversees all motion video and experiential projects for clients. He strives to deliver high-quality, engaging content that effectively tells their most important stories. With extensive experience in advertising, experiential marketing, digital signage and film production, Mark has worked with diverse sectors and audiences, ranging from retail to healthcare. 

The 2024 Cannes Lions Festival proved once again to be a hub for the latest thinking about innovation, technology and the future of advertising. Many advertising and tech thought leaders also called for change at this year’s gathering.

Yes, We Cannes! 

Some feel that advertising’s growing technological sophistication has left us out of touch with its creative spirit. Laura Desmond, CEO of Smartly.io and DoubleVerify board member, challenged ad and marketing leaders to return to their roots and embrace what makes Cannes—and the industry—great. 

Laura says, “It is about creativity. It is about the big idea. It is about understanding and meeting consumer needs with surprise and delight. It is about ensuring the advertising experience is meaningful to people, simultaneously powering brand love and driving brand performance.” 

Harnessing AI’s Power 

Of course, AI is the most exciting new dimension in our understanding of advertising creativity. Our work in ad tech has already shown that it has changed how brands engage with consumers. But exploring how AI and human creativity work together is even more compelling.  

AI-powered personalized advertising is becoming more sophisticated. It allows brands to deliver hyper-targeted messages that resonate with individual consumers, create a highly customized version of a message in an instant and even predict trends. Last year, the Cannes conversation was all about AI’s rise, but in 2024, the industry presumes a transformative role for AI. 

Perhaps most importantly, AI is already having a democratizing effect, allowing a small business or emerging brand to harness the same AI-powered marketing as a mega-brand. That signals exciting work to come. 

Retail Media Networks Surge 

The buzz about retail media rivaled even AI talk at Cannes this year, as retail network festival events dominated the beach. Amazon led the surge, earning $46.9 billion last year from advertising, mostly from sponsored ads on its site. The Harvard Business Review notes that the number exceeds Coca-Cola’s annual global revenue—an astonishing benchmark. 

Even before Cannes, Axios reported furious retail media dealmaking, including partnerships between Kroger and Yahoo, Best Buy and CNET, Instacart and YouTube and a pending agreement between Walmart and Vizio.  

Mike Brunick, Senior Vice President and Head of Commerce Media at Yahoo, told Axios, “Everybody wants to be a media business,” even though he commented that not every player can sustain it. However, retail’s first-party data and closed-loop attribution are increasingly valuable for marketers looking to target outside purely retail channels. 

Sports Storm The Beaches 

As virtually the only appointment-viewing programming left, sports has always connected with advertisers. And on the eve of the 2024 Olympic Games, marketers cheer them on, especially as interest in women’s sports runs up the score.  

The beaches of Cannes were dotted with celebrity athletes, sports media personalities, and themed receptions by the biggest players in marketing. Popular sports from WNBA to pickleball, coupled with the excitement around female stars like Caitlin Clark and Coco Gauf and the move toward streaming, made sports marketing and athlete-focused content a winner at the festival.  

“Every brand should be asking, ‘How should women’s sports be part of my strategy?” Kristyn Cook, CMO of insurance firm State Farm, told Digiday. “It could be talent. Telling incredible stories of these women. Not just what they do on the court but what they do in communities and their fashion — because that’s part of culture too.”  

Turning Green Intentions Into Action 

After being heckled by climate protesters and criticized for private jet use and extravagant events at previous Cannes festivals, digital advertising leaders buckled down to determine how to move forward more sustainably.  

At the 2024 Cannes, the Global Alliance for Responsible Media (GARM) and Ad Net Zero unveiled new standards for measuring carbon emissions from digital ad messages. That means marketers can back up their green claims with solid benchmarks instead of fragmented data. It may also mean that sustainability budgets are set to rise and that fresh investment will pour into collaborative efforts to cut emissions. 

Of course, the ultimate digital advertising efficiency means more precise and brand-suitable targeting, reducing ad waste and noise while amplifying signal. And the most powerful technology for accomplishing this type of optimization may well be—you guessed it—AI. 

About The Author 

Dorothy Crenshaw, Chief Public Relations Officer at Mod Op, has provided the inspiration and initiative behind a range of high-profile and award-winning campaigns for clients in technology, retail, consumer products and health promotion. She founded the New York PR agency Crenshaw Communications in 2009, which was acquired by Mod Op in 2022. An industry influencer, Dorothy speaks frequently on brand-building, marketing to women and brand reputation topics. She serves on the Board of Charity Navigator and The American Marketing Association New York. Dorothy was named one of the industry’s 100 Most Powerful Women by PR Week. 

My first experience with UX testing took place several decades ago. We recruited Cleveland-area consumers to come to our focus group facility for in-person testing of an online greeting card website. Note that at that point in time, online greeting cards were a novel, cutting-edge product. Imagine the scene—a table in an old-school focus group discussion room crowded with eight bulky desktop computers, keyboards, monitors, power strips and lots of cords. 

The moderator leading the discussion took the participants through several activities involving navigating the online greeting card website, the selection process and sending an online greeting card. During the research session, participants discussed their questions and pain points while the clients in the adjacent room craned their necks, observing from the other side of a one-way mirror. We were proud of our progressive offering (I wish I had saved that picture we took of this setup), and we attracted clients from across the country to test various online services. 

It’s an understatement to say that UX research has changed significantly. Instead of reviewing its history, I will focus on current trends and developments influencing UX research in 2024. 

Remote research 

Unlike our clunky in-person setup from the early 2000s, UX researchers now easily gather information without having respondents physically present. Remote research methods include virtual one-on-one interviews and focus groups. Respondents are more comfortable than ever with video conferencing and screen-sharing in a post-COVID world.  

Remote research leads to freedom from geographic restrictions. It’s commonplace to include respondents across the country or even from across the globe. Involving consumers from all parts of the US helps offset regional differences in attitudes, behaviors, and preferences. 

The same principle applies to companies with an international target market. Failing to consider cultural differences when analyzing responses can lead to faulty conclusions.  

The final reason to favor remote research is that it’s cost-effective and efficient. With all these benefits, I can’t think of many situations where in-person UX research would be preferable to remote research.   

Inclusivity 

For market research in general and UX research in particular, it’s critical to include participants from various backgrounds. On one level, inclusivity can mean considering standard demographic information—age, gender, ethnicity, socioeconomic status or geography, as mentioned above. Age is an essential variable because Boomers may interact with tech differently than Gen Alpha, who grew up in a fully digital world.  

However, inclusivity adds meaning to UX research. Focusing on inclusivity in UX research ensures that our designs welcome diverse users with different abilities. By identifying pain points and understanding unique needs and behaviors, UX research is essential for creating interfaces that anyone can use, including people with disabilities. 

Beyond being the right thing to do, using UX research to arrive at an inclusive design means your product will have a broad appeal, leading to higher business growth. 

Demand for UX Research is Increasing 

User research has shifted from solely focusing on usability or UI research to encompass creating a user-friendly online experience for products or services. This widening scope has led to an increase in demand for UX research. Companies strive to deliver an exceptional digital experience, and without a clear understanding of what’s working and what’s not, there’s no clear-cut way to fine-tune online offerings.  

Skilled UX researchers are in high demand. There’s no substitute for an experienced UX research expert. It’s often discussed how important collaboration is between product teams, designers, programmers, marketers and researchers for effective UX research. While having a culture of research collaboration is beneficial, it’s still best to have experienced UX researchers leading the research process. 

A final reason behind the increased demand for UX research is that a product or website launch isn’t the end of the UX journey and shouldn’t be the end of the UX research journey. Markets and users evolve. Thinking of UX research as one-and-done is a missed opportunity for a continuous feedback loop to help minimize risk.  

New technologies  

You probably saw this one coming, but a discussion of 2024 trends would be complete only if it addressed artificial intelligence (AI), virtual reality (VR) and augmented reality (AR). 

AI is changing so many things in our world, including research. AI can generate research questions, analyze user research data and transcripts, and help with synthesis and reporting. AI excels at analyzing large data sets to detect patterns and insights. There’s a lot of discussion about how AI can free up time so that research professionals can focus on the strategic side of research. 

What does this specifically mean for UX research? UX researchers need to adapt research methods and skill sets for the future. 

Last month, our team received its first request to conduct research using avatars in a virtual reality setting. Mod Op currently uses AI to analyze text responses. Even more mind-boggling is that AI can generate synthetic users to provide opinions or answer brand-related questions, and our organization is also on top of that capability. Synthetic users are controversial—some think this concept oversteps. But like any tool, there are times when information from synthetic users serves a purpose. 

Where to from here? 

According to the Nielsen Norman Group, 85% of UX problems can be solved by testing with just five users. Researchers who favor large-scale studies often dismiss the idea that something is better than nothing. UX research with a few representative users can lead to significant improvements. As you think about incorporating UX research into your 2024 game plan, the realization that small-scale testing can have a big impact may change your thinking.       

About the Author 

Lauren Schmidt is the Senior Director of Market Research at Mod Op. She has 20+ years of quantitative research experience with clients in a wide range of industries. While Lauren has an extensive skillset, she’s most passionate about B2B and Voice of Customer (VoC) research as well as driving ROI. Lauren’s philosophy is that market research is a necessity—not a luxury. 

In the ever-evolving food industry, businesses must understand the complexities of consumer behavior and preferences to stay ahead.
That’s why I recently attended the National Restaurant Association Show to better understand the profound impact of ingredient perceptions and emerging trends on consumer engagement.
This insightful event brought together B2B and B2C companies to equip industry players with the tools to translate these insights into tangible sales and marketing strategies.

Ingredient Insights: Decoding Consumer Preferences

At the heart of the conversation was a fundamental realization: emerging and functional ingredients significantly impact consumer perceptions and require a strategic approach to messaging. Understanding these perceptions can significantly influence messaging strategies throughout the customer journey, ultimately affecting brand positioning and market competitiveness.

Crafting Compelling Messaging Strategies

Key takeaways from the event covered a wide range of essential points. Attendees gained a deeper understanding of how evolving consumer trends shape the future trajectory of the food industry.

Furthermore, we examined the potential of consumer insights to shape a compelling value proposition that seamlessly aligns with evolving consumer expectations. Attendees learned practical strategies for navigating the ever-changing food industry, from refining value propositions to boosting consumer engagement.

Navigating Consumer Trends: A Roadmap for Success

The National Restaurant Association Show sparked a conversation about essential questions crucial for every food business aiming for relevance and impact in the market. Participants explored the complex relationship between consumer trends and value propositions, seeking to uncover deeper insights that truly resonate with target audiences.

Attendees discussed the importance of aligning value propositions with consumer expectations and the influence of industry trends on business strategies. The conversation ended with a group effort to use consumer insights and emerging trends to improve advertising and messaging strategies.

Exploring Food Consumption Patterns Across Demographics

A fundamental part of the event was the revelation of essential insights that highlighted the complex dynamics of consumer behavior within the food industry. One striking revelation was the significant difference in influences and influencers among different demographic segments.

For instance, health drinks emerged as a staple among males aged 35-54 and younger demographics. At the same time, fortified dairy products resonated predominantly with female respondents. The popularity of tea as a functional beverage, especially among younger groups in the US, now rivals that of coffee, indicating changing consumption preferences.

Targeted Engagement Strategies for Emerging Markets

Moreover, the discussion shed light on the subtle preferences of specific demographic groups, particularly regarding mental well-being categories.

Young women are interested in stress management, energy-boosting, mood enhancement and depression alleviation products, indicating a growing target market segment. Similarly, men under 55 are leading the way in embracing health alternatives and showing a willingness to pay higher prices for products that align with their wellness goals.

Premiumization: Capitalizing on Consumer Willingness to Invest

The insights uncovered significant market differentiation and opportunities for premium offerings in different product categories. Attendees gained valuable insights into consumer preferences and wellness goals, such as the willingness to invest in healthier soda options that come with premium prices and the enduring popularity of indulgent treats like popcorn, cookies and ice cream.

Turning Insights into a Competitive Advantage

The National Restaurant Association Show highlighted the importance of understanding ingredient perceptions and emerging trends in shaping consumer engagement within the food industry.

Businesses can now access new insights and strategies to navigate the market, connect with consumers, and gain a competitive advantage. As the industry continues to evolve, understanding consumer behavior and taking advantage of emerging trends is essential.

We’re beginning a new era of innovation and opportunity in the dynamic world of food commerce. Mod Op is delighted to be here to guide clients with our expertise.

In the age of AI-generated content, how can creatives stay ahead of the curve and ensure their human touch remains irreplaceable?
As the Technology Director for our award-winning creative team, Aaron Grando is working to answer this question for our team and the industry.

 How is AI Impacting the Creative Design Process?  

Aaron recently participated in a panel hosted by DesignPhiladelphia, Philly Tech Week and the W Hotel. The panel discussion, moderated by Technical.ly’s Danya Henninger, focused on how creatives incorporate AI into their processes, how brands approach AI and how creative teams can embrace technology without sacrificing the human aspect that has been fundamental to many businesses and careers. 

It was a thought-provoking discussion with a lively audience of 75-100 creative professionals. They talked about many different topics, ranging from practical use cases to more theoretical issues like creative worker rights in a world where automated content farms are pumping out content at an unprecedented rate. 

I connected with Aaron to explore this topic and some insights uncovered during the event. Here’s a look at what he shared. 

AI and its impact on the creative design process is a complex topic that invites various perspectives. Can you provide more information about the panel at Philly Tech Week? 

The discussion started with each member of the five-person panel giving a bit of background on how we’re applying AI tech to our work. The panel consisted of individuals with diverse creative backgrounds, including architecture, industrial design, interior design, and furniture design, and me, the agency creative.  

There were commonalities between the tools we use (everyone’s using ChatGPT, and most are exploring image generation). Still, applying those tools within each field was different, with everyone figuring out the best ways to apply AI to their jobs differently. That was a bit of an eye-opener. There is no one way of doing things right now. 

Based on what you heard during the panel, how do you envision AI impacting the landscape of the creative industry? 

My co-panelists all spoke about niche problems within their line of work that they found AI helpful in solving. We’re in a period of emergence, as in “emergent behavior”—giving people a sandbox and seeing what they build. We have this new primitive intelligence that we can build into how we do things. So, in the short term, I think we will keep seeing rapid, inventive new ways of applying this technology to many different problems. 

Several of the panelists were independent or working with a very small team. They talked about how they’re looking at AI as an enabler and a playing-field leveler, something that lets them get more done with less time. That makes a lot of sense to me. I could see freelancers and independents taking advantage of their ability to move faster and make quicker decisions than larger organizations. 

Can you provide practical examples of AI use in creative processes from the discussion? 

One I loved was an industrial designer using AI image generators to transform clean 3D renderings of furniture he was designing into pencil sketches. It seems backward, right? But really, it’s not these days. 

Most of us start and end our process working entirely with digital tools. Pencil-on-paper drawings are a luxury that you don’t always have the time or talent on hand to produce. But, in this designer’s case, the pencil sketches show his work to prospective buyers in a way that resonates better than the hard, clean lines of a rendering. 

That’s a great example of using AI to serve customers better. Overall, how are clients reacting to the integration of AI in creative services? Are they embracing it or skeptical? 

Clients were a huge part of the discussion. There was a consensus that we still need to demonstrate the value of individual humans and the human organizations we belong to beyond how we currently use AI.  

The panelists were divided on using AI for client work but were all considering implementing it for their businesses. A few panelists emphasized the importance of clear communication with clients when it comes to the use of AI. They also highlighted the growing challenge of explaining AI integration as it becomes more prevalent in our work software. 

Our clients were as interested in embracing generative AI as we are. Many clients I work with every day are curious and open to how we can apply it in creative advertising. 

With AI evolving rapidly, how can creative teams keep up with the technology without losing their edge? 

Well, what is creative, right? We don’t produce creativity in a vacuum. It has always had inputs. Strategy, brand, objectives and then the human experience, inspiration and talent that creatives bring are all distinct parts of the equation. And now AI is another input. Or inputs. It’s not monolithic. Ideally, it’s a focusing lens on those inputs. 

As for edge, we creatives need to be careful not to leave it all up to the tech. For the most part, everyone currently uses the same tools, such as ChatGPT and DALL-E. If you outsource too much of your creative process to AI, you’ll end up with the lowest-common-denominator work.  

This gets at something we’re working on internally here at Mod Op: an AI assistant fine-tuned to the creative inputs—strategy, brand, objectives, content and voice—for the brands they’re working on. It gives our strategists and creatives access to in-house tech that other agencies don’t have!  

It seems like the conversation was quite thought-provoking. Do you have any final thoughts? 

It was great to get out there and talk shop with other creatives about this stuff that is so new and going to be such a huge part of the next few years. All the panelists agreed that we could have quickly gone another two or three hours. There’s so much potential to impact our business, and the panel discussion only touched the surface. Let’s hope for a follow-up!

About the Author  

Anna Julow Roolf is VP of PR at Crenshaw Communications, a Mod Op company. A natural communicator and skilled operations professional, Anna is passionate about bridging the gap between creativity and technology. She brings more than a decade of experience in the B2B PR industry, including leadership roles in both agency and SaaS startup environments, working with brands like Act-On, Pelican Products and Zoom.   

Customer retention is essential for the success of any business. Keeping existing customers happy and engaged can significantly impact profitability and brand loyalty.  

Unlike customer acquisition, which often requires more time, money, and effort, retention builds on existing relationships to create deeper connections. If you create a strong enough relationship with buyers, they’ll continue purchasing your product or service even if other brands try to earn their sales. 

Overview of Customer Portals and Communities 

Customer portals and communities are powerful tools that can enhance customer retention. Before we get into how they maintain customer engagement and loyalty, let’s understand their purpose and how they work. 

Understanding Portals for Customers 

A customer portal is a secure online platform that gives customers access to a wide range of information and services. It acts as a self-service hub, allowing users to find solutions, track orders, update information and more. The main purpose of a customer portal is to improve the customer experience by providing convenience and efficiency. 

Key Features of Portals: 

• Intuitive navigation 
• Personalized content 
• Real-time support  
• Library of resources 
• Ways to collect feedback 

The Role of Customer Communities 

Customer communities are online spaces where customers can interact with each other and the brand. These communities foster engagement, support peer-to-peer help and build a sense of belonging among customers. Their main purpose is to make customers feel valued and connected. 

Benefits of Communities: 

• Enhance customer satisfaction  
• Offer a space for sharing ideas and experiences 
• Boost brand loyalty 
• Offer customer feedback and insights 

Combining Portals and Communities for Maximum Retention 

Integrating customer portals and communities creates a powerful combination. Portals handle customer service functions, while communities offer emotional and social engagement. Together, they provide a complete and satisfying customer experience, leading to higher retention rates. 

Leveraging Technology 

To maximize the effectiveness of customer portals and communities, it’s key to use advanced technologies. 

AI and Automation 

Artificial Intelligence (AI) and automation can enhance the functionality of customer portals. AI can provide personalized recommendations, automate support responses, and analyze customer behavior. Automation can streamline processes such as ticketing and account management, improving efficiency and user satisfaction. 

Analytics and Customer Insights 

Leveraging analytics and customer insights is crucial for optimizing customer portals. Analytics provide valuable insights into user behavior, preferences and engagement trends. These insights can inform improvements and ensure that the portal effectively meets customer needs. 

Example of a Successful Portal & Community 

Mod Op has created many successful portals and communities. One notable example is a top plumbing fixtures and accessories manufacturer that installs products through professional plumbers. 

The Charge 

There is a growing skills gap and a need for more plumbers. To address this, the client traditionally provided in-person training. However, plumbers are often on the move, traveling from job to job, making in-person training difficult. 

The Insights 

There are many negative stereotypes about the undervalued plumbing trade. We interviewed active plumbing professionals to understand their needs and ensure our portal offered value.  

Our interviews revealed what motivated plumbers to choose this trade, their unmet needs, personal stories about their livelihood, and different segments within the plumbing community. These insights were crucial in shaping the community design. 

The Solve 

We created a secure and active online community to attract and retain plumbing professionals by providing the training and content they need to sell, install and service products. 

Based on the plumbers’ feedback, we built features into the website, such as online training with rewards for completion, product guides, project planners, installation videos, and other resources. This portal helps plumbers grow their skills, knowledge and business. 

Measuring the Impact 

To measure the success of customer portals, track key performance indicators (KPIs) like active users, participation rates, satisfaction scores and resolution times. Gathering customer feedback through surveys, forms and direct communication is also crucial.  

This information provides valuable insights into user experiences and expectations to guide continuous improvements and ensure we meet customer needs. 

Pitching Value to Leadership Without Sales Data 

Portals and communities have much value but often don’t directly attribute to sales, making it more challenging to sell these tactics to leadership. 

That’s why it’s essential to involve the sales team first. Salespeople communicate directly with customers and can see how the program might indirectly lead to more sales. Their support will make it easier to convince leadership. 

Also, a clear investment breakdown should be provided so that leadership understands the spending. Show a measurement plan with clear KPIs, such as site traffic, registered users, and completed trainings and set goals for each. 

A precise measurement plan with projected outcomes will give leadership confidence in the program and make them more likely to approve it. 

Future Trends in Customer Portals and Communities 

Technologies—including AI, machine learning and blockchain—are changing how customers interact. These technologies can enhance personalization, connectivity, communication, security and efficiency, providing even more immersive and dynamic customer experiences. 

In the next decade, customer portals and communities will likely become more integrated, intelligent and user centric. The focus will shift towards creating seamless, personalized experiences that anticipate customer needs and preferences. 

Where Business Leaders Can Start 

To build your brand’s customer portal and community, start by understanding your audience. Identify who you want to reach and engage, and figure out when and where they spend their time online. Learn about their pain points that you can address. Avoid pushing products too hard; instead, focus on how you can provide value to your customers—and deliver. 

Final Thoughts on Building Retention 

Customer retention is a complex challenge that needs a strategic approach. By integrating customer portals and communities, businesses can create comprehensive and fulfilling experiences that keep customers engaged and loyal. The future presents exciting opportunities for these tools, promising even more opportunities for building lasting customer relationships. 

Do you want to learn more about building customer retention with portals and communities? We have the answers! Reach out and contact us. 

About the Author

Cheryl Boehm
Director of Copywriting, Mod Op
Cheryl Boehm is a digital content writer with 20+ years of marketing experience, primarily in B2B. She strives to deliver the best online experiences to customers and prospects that, ultimately, lead to company growth for clients. She stubbornly insists there’s no single messaging approach that’s right for everyone. Period. So, in her role as Director of Copywriting at Mod Op, Cheryl pushes to personalize content strategy with an individual “cheat code” that empowers each client to reach their end game fastest.

Last month was quite the rollercoaster. My father had a sudden trip to the ER due to a serious infection. I rushed to join my family at the hospital, bracing for his week-long stay for IV antibiotics. Dad, ever the independent spirit, wasn’t looking forward to it at all. Understandably so. Prolonged hospital stays can up the odds for further infections, especially at 85. It was a real worry for us. 

Three days into my dad’s hospital stay, we were told about the Hospital at Home pilot program. It was perfect for him because he could get hospital-level care right from home. He jumped at the chance, and by evening, he was delivered back home in an ambulance.  

The way the hospital, insurers, tech providers, our family—and of course, dad—came together was a real game changer. It was a testament to what digital innovation can do in healthcare. And honestly, it was a win-win for everyone. This experience has some key learnings that can be applied to digital transformation in any industry. 

Just like any digital transformation initiative, the true measure of success isn’t just the tech itself, but how People, Process and Technology come together to deliver a successful experience for the customer’s or patient’s benefit. Here’s a snapshot of how that worked. 

People Power: Creating a Collaborative Care Team  

People come first in digital initiatives because—even if you use AI and machine learning—your team is the cornerstone to success. Everyone needs to be on the same page with a shared goal, a clear roadmap and strong backing in terms of funding and leadership support. This is essential for creating new digital experiences that deliver what people need and want. 

The Hospital at Home program was a hit. A team of 10-15 virtual and in-person caregivers were committed to caring for my father at home, making him feel safe and comfortable. Their dedication was evident; they took pride in being part of something innovative. Many even expressed how refreshing it was to step away from traditional hospital settings and work on a project that could heal patients quicker.  

This pilot program, funded by insurance, seemed efficient and cost-effective, hinting at savings for the insurance company too. Everyone, especially the caregivers, seemed really invested in making it work. 

Process Reimagined: Streamlining Care from Hospital to Home  

When it comes to digital transformation, process is key, but it’s an area that is often overlooked. You can’t just add technology onto old processes; that’s a recipe for disaster. It creates disjointed experiences for employees and customers alike. 

With Hospital at Home, they reimagined patient care from the ground up, seamlessly integrating people and tech into new workflows. They considered everything—patients at home, families without medical training, caregivers off-site—and made sure the process was crystal clear.  

Medications, consultations and scheduling were all streamlined and made foolproof with tech like tablets, phones, smart watches and online platforms. For instance, medicines were brought right to the doorstep by a courier. An EMT, following a virtual nurse’s guidance, administered the medication. As each dose was given, a photo was taken and uploaded to an online platform, keeping a meticulous record of the treatment. 

With everyone on the same page, the at-home treatment program turned out to be a smooth and stress-free success for everyone involved. 

Technology Integration: The Backbone of At-Home Healthcare  

Technology is pivotal in digital transformation. It’s the key enabler that allows businesses to evolve and adapt, offering innovative solutions to traditional challenges. Effective digital transformation leverages technology to streamline processes, enhance customer experiences and unlock new possibilities for efficiency and growth.  

The tech provider for the Hospital at Home program, Aaniie (previously known as Smartcare Software), has a clear vision and mission. They focus on streamlining care through technology and providing access to advanced, data-driven systems for better provider outcomes with operational efficiency.  

They came to our house before my father came home from the hospital. They set us up with all the necessary gadgets, like a phone and tablet, along with several boxes of supplies. They even ensured there was a backup for everything, including power. 

The technology platform was sophisticated yet user-friendly, not requiring any special tech skills or even general familiarity with technology. We had some minor issues with the connectivity of headsets used by nurses, but everything else was smooth sailing. 

Lessons Learned: Navigating the Future of Digital Health—and Beyond 

Hospital at Home is the perfect example of digital transformation. It’s a classic case of a traditional institution teaming up with an innovative technology provider and backed by insurance funding to create a great experience for patients and everyone involved.  

It’s a model for any company thinking of modernizing with digital solutions. It’s a solid reminder that, no matter your industry, embracing technology can enhance customer experiences and streamline operations. 

In fact, Hospital at Home delivered on the five pillars below, which are key to successful digital transformation. 

1. Clearly understand the customer journey and the problems you need to solve 
2. Define a clear vision, mission and roadmap 
3. Equally align and balance People, Process and Technology 
4. Test and refine in a pilot setting, quickly adapting to user feedback 
5. Track success with specific metrics (like re-hospitalization rates for Hospital at Home) to stay goal-oriented
   

Mod Op Strategic Consulting specializes in helping organizations across various industries develop and execute successful digital transformations. If you’re planning any initiatives where digital innovation is key, we’d be happy to discuss how we can support your goals. Please reach out to talk about any of your upcoming projects. 

About the Author 

Len Gilbert​ is the EVP and Head of Strategic Consulting. With more than 25 years of experience, he helps companies strategically use data and technology to innovate, grow, launch new products, stay competitive and future-proof their businesses against the risks of digital disruption. Len can be reached at [email protected].

In January, more than 135,000 attendees gathered in Las Vegas for the Consumer Electronics Show (CES), an epicenter of breakthrough innovation. 

My return to CES, after a break due to the pandemic, was eye-opening. The event has grown beyond its consumer electronics roots into a dynamic center for media and marketing innovation.  

Alongside other key leaders from Mod Op, I immersed myself in the bustling atmosphere, engaging with top executives and thought leaders, and contributing to important discussions on marketing, technology and their societal impacts. 

As marketers, we play a powerful role in shaping culture and society. The emerging technologies and trends highlighted at CES are more than just the future of consumer tech. They are indicators of our societal evolution and the paths we set as pioneers of this transformation. 

Here are a few key insights from CES 2024 that demonstrate how we influence the direction of both marketing and broader societal trends.

Artificial Intelligence: Transforming the Marketing Landscape 

Artificial Intelligence (AI) in marketing isn’t just a buzzword anymore—it’s a pivotal force reshaping the industry. AI is now a key player, driving innovation changing how we work, and impacting agency-client relationships.

AI is no longer just about making things faster and more efficient; it’s about making things we never thought possible happen. Imagine having a marketing sidekick that can quickly sift through tons of data, giving you the insights needed to make fast strategic decisions. You can quickly adapt to market changes, customize campaigns to talk directly to the right people, and even predict what your customers will want next. 

AI is also making it easier for anyone in marketing to get creative. Now, you don’t need a huge team to make quality content—you’ve got tools for that. “We saw an array of AI tools at CES,” says Aaron Sternlicht, Chief Growth Officer at Mod Op. “Notably, the GenAI partnership between Nvidia and Getty Images introduces tech that uses prompts to create licensable images owned by clients, avoiding copyright issues.” 

And don’t forget about talking to customers. AI chatbots and virtual assistants are making those conversations personal like they’re part of the team. They have natural conversations, helping with everything from answering questions to selling products.

When it comes to AI in marketing, focus on these key areas:

1. Change How You Work: Look at your current marketing processes and see where AI can streamline operations, reduce manual efforts, and increase efficiency. This could be anything from customer segmentation to performance tracking, all done smarter and faster with AI’s help.
   
2. Effectively Use More Data: AI thrives on data. It’s a great tool for predictive analytics, customer behavior analysis and real-time market trend monitoring. Use the power of AI to analyze large data sets and uncover hidden patterns, spot trends and provide insights into customer behavior. 
3. Team Up with Forward Thinkers: Work with agencies, like Mod Op, that are good at bringing AI into the marketing mix. They can help you evolve your marketing strategies to help future-proof your business. A forward-thinking agency can guide you to not just keep up but really take advantage of all the new opportunities AI brings to the table, so you can stay on top. 

Marketing is quickly evolving due to AI. It’s creating an industry where innovation, efficiency, and personalization are key. But as we race ahead to incorporate AI into everything we do, my colleague Tessa Burg CTO at Mod Op, who also attended CES, provides a word of caution.  

“It’s important for marketers to understand how the AI models were trained, what data is being used, and how much effort it takes to deliver the personalized, predictive, and generative outputs to ensure accuracy and efficiency. 

AI isn’t just ‘cool tech’ anymore—CES proved that it’s sparking a whole new way of thinking in marketing. Agencies and clients are starting to use AI to shake up strategies and redefine the way we work.

Cookie Deprecation: What Every Marketer Needs to Know (if you don’t already) 

One of the biggest topics at CES was about moving away from third-party cookies in web browsers, especially on Google Chrome. This change is all about protecting user privacy—something other browsers like Safari and Firefox have already started doing. Third-party cookies have been key for tracking users across different websites, enabling targeted advertising and retargeting campaigns. But as we phase them out, we’re losing valuable data that we’ve relied on for so long to guide online advertising strategies. 

The marketing industry is adapting to focus on first-party data collected directly from online visitors. It’s a win-win because first-party data is more privacy-compliant and allows businesses to understand customer needs and tailor experiences based on user interactions with their company’s own site. 

Burg says she was impressed by Reddit’s first-party data collection. She says, “I find their ‘Key to Context’ activation so refreshing because it showed how conversations with customers can provide data that leads to more accurate marketing. At Mod Op, we often focus on building lasting customer relationships through community. Data from that wealth of user interactions is becoming a crucial tool for targeting in marketing.” 

Unsurprisingly, advertisers are hoping AI will fill the gap left by third-party cookies. AI can help keep data clean and unified, which means we can count on accurate customer insights. AI can also hyper-personalize marketing strategies thanks to data analysis, predictive algorithms and machine learning. 

But watch out for ‘dirty data’—that’s inaccurate or incomplete customer information, which can lead to ineffective strategies. That’s where tools like Customer Data Platforms (CDPs) come in handy, helping to make sure the data you use to power your marketing campaigns is clean and reliable. 

Maximizing ROI with AI: Media Attribution Engine Transforming Marketing Efficiency 

AI-powered media attribution tools are changing how we measure and optimize media ROI. These tools provide a clear, accurate picture of campaign effectiveness across different channels. In fact, we use the Mod Op Media Attribution Engine to guide our clients through a maze of publishing platforms. It’s a standout tool that simplifies a complex space. 

AI attribution tools process vast amounts of data from multiple sources, providing a full view of the customer journey. This shows marketers which channels and strategies are driving conversions. The Mod Op Media Attribution Engine is a perfect example—it lets our clients see the real impact of their marketing across many platforms. This means we can make smarter decisions about where to invest our marketing dollars. 

These AI tools are real time-savers. They automate data collection and analysis, freeing up marketers to focus on developing and executing strategies. Plus, with automation, we reduce the likelihood of human error, which means we can trust our data more when making big decisions. 

Technology is rapidly reshaping the way we work and live. Staying on top of it is no longer an advantage—it’s a necessity. Pay attention to the technology, trends, and ideas shaping the future of our industry and leverage them in your future marketing strategies and initiatives.

About The Author 

Jonathan Verk has been building companies and brands in entertainment, advertising, tech, and media for over 25 years. He was named the Executive Vice President of Growth and Business Innovation at Mod Op following the acquisition of CreativeDepartment in 2023. After the sale of an early AI ‘telehealth for divorce’ app in 2021, he launched CreativeDepartmint to help Fortune 500 companies navigate and leverage Web3. CreativeDepartmint helped clients such as Warner Brothers, CBS, Fox/Blockchain, Creative Labs, and Boston Pizza drive over $10M in revenue launching NFTs, metaverse activations, and Blockchain games. 

Big tech changes are already in motion. This includes the final demise of the third-party cookies, the continued generative AI race, and the turbulent state of the social media platform we fondly remember as Twitter. We’re predicting that 2024 is destined to be another interesting year for marketers. 

Looking ahead, we asked leaders across Mod Op to share their expectations for the upcoming year, especially the role of technology in marketing. They’ve shared thoughts on everything from evolving consumer expectations to the importance of technological governance. Here are the key marketing trends we believe will emerge in the coming year. 

Marketers will uninstall apps, embrace data quality and go back to brand 

Marketers rode the rollercoaster from “AI is the next big thing!” to “Hold up, why isn’t this magic?” and landing on “Got it, here’s how we make it work.” It’s the classic AI/ML cycle of acceptance. We’ve seen a lot of marketers playing mad scientists, experimenting with ChatGPT and similar tools. And hey, I’m all for it! It’s been a blast seeing them amp up productivity, stoke the fires of creativity, and churn out quality insights. Plus, they’ve learned the hard way that owning a shiny AI tool and wielding it effectively are worlds apart. 

Marketers have had a long-time crush on data, but now, like a mature romance, it’s less about allure and more about substance. The right data, carefully chosen and finely tuned, is what will make AI and ML (Machine Learning) sing in harmony with a brand. So, in 2024, expect to see marketers clearing out their app clutter, zeroing in on AI efforts that truly embody their brand, and buddying up with data scientists to effectively sift through the data goldmine. 

Tessa Burg, CTO at Mod Op

Brands will focus less on Environmental, Social and Governance (ESG) 

In previous years, brands shouted from the rooftops about their ESG initiatives. This often led to positive media coverage on environmental or social justice issues. Make no mistake—these are excellent initiatives and deserve praise.

Unfortunately, they have become increasingly politicized, with a growing chorus of “anti-woke” voices undercutting the halo-building power of ESG-related storytelling. In an election year, where candidates have introduced anti-ESG legislation, the spotlight on these initiatives will be even brighter. Ultimately, and unfortunately, this will have a chilling effect on PR about ESG campaigns.  

Brands will be less likely to highlight ESG initiatives and will be more conservative, overall, in the topics they choose to speak on. Recent layoffs at ESG media outlets also capture this shift. That’s happening because advertisers are wary of the current climate and are cutting back on advertising spend alongside ESG content. 

Chris Harihar, Executive Vice President of PR at Mod Op 

LED technology will continue to drive bigger screens—indoors and out 

I expect we’ll see more gigantic indoor and outdoor LED experiences under construction—whether they make money or not. The excitement and attention that the Sphere in Las Vegas has received is a good example of this. Plus, a large gaming stadium with 5,000 seats was recently introduced in Saudi Arabia. It features an impressive LED screen that hangs like a chandelier and covers 3,600 square meters. 

The growing trend of incorporating transparent LED screens into building designs will transform large exteriors and even entire structures into dynamic display screens. Convention venues are installing large transparent LED screens at their entrances, allowing show sponsors to make a striking impression on guests as they enter the convention centers. Plus, shows like the Mobile World Congress in Barcelona and ISE Europe are using them. 

The trend is for both new and existing buildings to use transparent LED screens. These screens are popular because they don’t block views and they offer an additional way for building owners and convention center operators to earn money from outdoor advertising. However, the issue of light pollution created by these screens is becoming a whole other story. 

Mark Bennett, Executive Vice President, Mod Op Creative Studio  

Consumers will demand better content experiences 

Marketing is becoming more and more about creating an experience—because that’s how humans make decisions. This understanding, coupled with the pricing and availability of technology that make customization possible, will drive the demand for exceptional, customized content experiences in the new year. 

To compete in 2024, brands must customize their content for different channels and audiences, focus on engaging mobile users, and understand the specific needs and challenges of their target audience. They should create content that is not only relevant and interactive but also truly resonates with and engages challenges and aligning those challenges with interactive and engaging content.  

Customers expect exceptional content experiences. Creating good content just isn’t good enough. 

Kip Botirius, Executive Vice President of Client Experience at Mod Op 

Zero- and first-party data will become a primary driver of brand marketing and community building. 

The continued shift away from third-party data reliance will refocus efforts on generating consumer insights directly from engagement and interaction in owned environments. 

Brands now recognize the need to stay committed to building more authentic, trust-based relationships with consumers as the industry moves to meet increasing demand for privacy management and regulation. 

Brands adopting a first-party data strategy should expect improved customer engagement and loyalty, which is essential in this moment where maximizing customer lifetime value is high on every company’s growth agenda. 

Additionally, community data will play a linchpin role for brands in aligning business operations, influencing product development and informing marketing strategies. 

Tomas Madrilejos, Associate Director, Audience Strategy at Mod Op 

With greater personalization comes great expectations 

The ability to customize content will become much more attainable for the average advertiser in 2024. Thanks to AI, what used to involve a heavy lift in resources can now be done much more efficiently—and you won’t even need to venture far to find these tools. Take Meta, for example: you can now use Generative AI tools for image expansion, background generation and text variation directly in the platform. As these tools continue to roll out and improve, we’ll see personalization of ad content become more commonplace. And once that trend is felt by the consumer, it will become more clear when an advertiser doesn’t customize. For strong engagement, conversions and return-on-investment, personalization won’t just be ideal—it will be essential. 

Christina Phillips, Account Director, Client Experience at Mod Op 

We’ll experience a shirking PR-media chasm  

In 2024, I expect to see the emergence of online communities that foster more authentic relationships between journalists and publicists—moving away from the sometimes frustrating and often transactional interactions that seem to currently dominate the industry. The focus will be on publicists actively cultivating thoughtful, symbiotic relationships with media as opposed to working as ‘adversaries. Through platforms like Discord, we’re already seeing the beginnings of more meaningful dialogue—publicists and journalists engaging equally to collaborate on stories and exchange valuable insights, connections and feedback which ultimately elevates the quality and depth of coverage we can deliver for our clients and reporters for their audiences. 

Patrice Gamble, Director of PR at Mod Op 

The importance of the intersection of unstructured feedback and AI grows  

The intersection of unstructured feedback and artificial intelligence will grow in importance in 2024. Traditional market research relies on structured feedback (surveys) while unstructured feedback comes from a wide variety of sources, such as social media posts, blog, online platforms, comments, online reviews, emojis, images, customer services calls, chats, messages and more. Once the unstructured data is collected, natural language processing (NPL) can summarize topics and keywords. Prior to NLP, it was daunting and expensive to process unstructured feedback. With the technology available today, it’s much more possible to mine unstructured feedback for actionable voice of the customer intel. 

Lauren Schmidt, Director of Client Services and Strategy at Mod Op 

The end of third-party cookies will usher in creativity and innovation 

I foresee a pivotal shift in the marketing landscape as third-party cookies bid adieu. This departure will catalyze a fundamental re-imagination of how marketers connect with audiences. I expect a pronounced divergence between B2B and B2C approaches. B2B strategies may lean into precision-targeting specific audience lists or harnessing the power of retargeting, capitalizing on a narrower scope. However, for B2C clients characterized by diverse and nuanced individual profiles, assembling audience lists becomes a complicated task. There will be an imminent necessity for marketers to pivot towards creativity as the cornerstone of audience curation. Crafting these lists will necessitate inventive methodologies that transcend conventional cookie-based tracking, compelling marketers to explore innovative avenues for audience segmentation and outreach. This transition heralds an era where strategic creativity becomes the linchpin for navigating the complexities of reaching diverse B2C audiences. I envision a future where marketers who master this artistry will flourish, delivering resonant messages tailored to the nuanced tapestry of consumer profiles, despite the vanishing roadmap of third-party cookies.

Maria Antonietta Velasquez, Ad Operations Manager at Mod Op 

What marketing trends do you expect to see dominate 2024?

Connect with Mod Op on LinkedIn to share your thoughts.  

About the Author  

Anna Julow Roolf is VP of PR at Crenshaw Communications, a Mod Op company. A natural communicator and skilled operations professional, Anna is passionate about bridging the gap between creativity and technology. She brings more than a decade of experience in the B2B PR industry, including leadership roles in both agency and SaaS startup environments, working with brands like Act-On, Pelican Products and Zoom.