AI in the entertainment industry:

Why brand strategy is more important than ever

There’s no escaping artificial intelligence (AI) right now. Whether it’s facial recognition, your smart speaker or the latest Instagram filter, everyone is using AI – even without realising it. It’s in your social media feed, powering your digital payments, and even helping your phone or laptop to autocorrect.

Whilst some of it may seem like the stuff of science fiction, this is just the beginning. AI is no longer a technology of the future, so what can we expect, what does it all mean and should we be excited or concerned about its potential?

In this paper, we’ll take a look at the impact of AI on the entertainment industry, including what we’ve seen so far. We’ll then explore the potential, the implications, and how businesses and professionals can respond to industry change.

We’ll also discuss the importance of brand identity and how a solid foundation of brand strategy can help you to stay authentic, create cut-through and capitalise on the trend to avoid being left behind.

The growing power of AI

In a recent global artificial intelligence study, PwC estimated that the total economic impact of artificial intelligence will be $15.7 trillion in the period to 2030, making it “the biggest commercial opportunity in today’s fast changing economy”. And when we consider how many areas of our lives it’s already permeated, you can see why.

AI is essential in many of our day-to-day tasks, enabling automation, personalisation and even fraud detection. Most people are familiar with Virtual Assistants or Chatbots online, and are using apps to monitor traffic or weather conditions almost daily.

But AI and its machine learning (ML) subset are nothing new. The concept has been around since the early twentieth century, with science fiction depicting artificially-intelligent robots and dystopian futures, from Fritz Lang’s Metropolis in 1927 to franchises like Star Wars, Star Trek and The Matrix.

By the 1950s, the idea of artificial intelligence was cemented in the minds of scientists, mathematicians and philosophers the world over and, thanks to the development of computers and machine learning algorithms, AI flourished in the 60s and 70s. This continued into the 21st century, with more funding and computer storage bringing us to the age of “big data”.

The human capacity to collect data is now far outperformed by artificial intelligence, which can process huge amounts. Applying AI in this way has been successful in a number of industries including banking, marketing and social media, and of course, entertainment.

Current trends and popular tools

2022 was the year when AI became truly accessible, with the democratisation of Generative AI tools enabling the general public to use these algorithms to create pretty much anything, from the pope in a puffer jacket to Donald Trump’s arrest.

The big hitters in the space right now include OpenAI’s Generative AI model, ChatGPT, and image generators such as Midjourney. These algorithms take existing data and use them to create entirely new content.

Other examples include ‘deepfake’ technology, which uses AI to make it appear as though someone did or said something that they actually didn’t, by replacing the likeness of one person for another in audio or video.

Whilst there are legitimate concerns about the current trajectory of AI, it’s not showing any signs of slowing down, with the potential to improve efficiency, reduce the risk of human error and drive profitability.

From fiction to reality

Since artificial intelligence first graced our screens, television and film have continued to portray the future, with each reimagining of AI more elaborate and fantastical than the next. But now, the things we once imagined are becoming our reality.

In 2023, AI is having a huge impact on everything from imagery and video to set design and theatre robotics. It’s being used in sport to support officiating and by streaming platforms to recommend shows, films or music. It’s even written a play which premiered online in February 2021.

So, what does AI in the entertainment industry look like right now?

AI in the entertainment industry

Like many other sectors, AI has been making its mark in the entertainment space for a while, be it film, television, music, theatre or sport. The technology has already been applied in ways similar to other industries – such as content personalisation on streaming services like Netflix or Spotify – and it’s evolving all the time.

Both platforms use AI and machine learning to provide recommendations based on users’ preferences. Netflix even goes so far as to personalise thumbnails to entice users, by ranking hundreds of frames from movies and shows to decide which are most likely to encourage a click.

Spotify also took personalisation to a whole new level earlier this year, with the launch of its AI DJ feature. DJ is “a personalised AI guide that knows you and your music taste so well that it can choose what to play for you”, delivering a curated lineup alongside a hyper-realistic commentary.

Let’s take a look at how artificial intelligence is being used in other areas of the industry.

Film and television

We’ve already touched on film and TV’s long relationship with artificial intelligence, so what’s changed in the last near century? The short answer: a lot. In addition to personalised viewing recommendations and AI-powered distribution from streaming services, the technology is also being used in a myriad of other ways.

AI-powered platforms and machine learning algorithms are being trained and applied to casting, improving the accuracy and efficiency of decision making. They can also be used to enhance visual effects and even analyse
data of existing scripts to generate new, original stories.

It’s not uncommon for shows and films to be using machine learning or AI in some way or another, but its application in VFX is probably the most recognisable. Recent examples include Lucasfilm’s The Mandalorian where actor Mark Hamill was de-aged to depict a younger version of his original Star Wars character, Luke Skywalker.

Another interesting development comes from Texas-based company StoryFit, who are leveraging AI technology to compile data on storytelling elements in scripts. The platform helps writers and studios understand and better connect with their audiences, providing insights on character relatability, plot inconsistencies or even which books should be adapted for film.

Perhaps one of the most incredible applications of AI in film is the use of Neural Radiance Fields or NeRFs. This new powerful and low-budget VFX tool can learn how light is reflected in a scene and produce a 3D model that looks like it was shot on the same set. Using just a few input images, AI can fill in any gaps not covered by the camera and estimate how that section might look, creating light and manipulating images in ways previously unimaginable.

Theatre

As a traditionally human-centric art, theatre is perhaps an unexpected place to find the presence of artificial intelligence. But it is seeing development of AI technologies, from lighting robotics to set design and even playwriting.

Examples include the use of tools such as Midjourney for theatrical design, to create set designs in collaboration with AI, and plays written entirely by AI such as THEaiTRE: When a Robot Writes a Play or the Young Vic’s production of AI which featured the GPT-3 system on stage.

Theatre and the metaverse

The COVID-19 pandemic forced the world of live theatre into the virtual and digital space, with creators streaming live or pre-recorded performances to audiences at home. It also saw live theatre enter the metaverse, where AI has been integral to development.

Virtual reality and online spaces allow theatre to maintain its live identity, whilst providing new and more interactive ways for audiences to experience the narrative. One example is YouTuber Rustic Mascara’s appropriation of the video game space for live performance back in July 2022.

In an attempt to fill the live-theatre void during the pandemic, actor Sam Crane live streamed the first ever full production of Hamlet inside the online world of Grand Theft Auto. You can learn more about this and the future of theatre in the metaverse in ‘The Future of Theatre’ Conference from The Stage.

Sport

Emerging technologies such as AI, big data, and IoT (Internet of Things) are becoming essential components of sport in recent years – and there are already a plethora of applications. One of the most prolific is the introduction of technologies such as VAR (video assistant referee), goal line technology and Hawkeye, designed to help support officiating and decision-making.

Other examples include the use of computer vision for tracking and analysing human motion. Machine learning algorithms can use data to evaluate skills and player potential, ranking them to help with scouting or recruitment.

AI can also be used to predict results or ball possession, and provide game analysis, spotting trends, tactics and flaws.

Music

The music industry has already had its fair share of run-ins with AI, with mixed responses. We’ve highlighted the use of AI in streaming to personalise listening and improve user experience, but what about AI-generated music?

2023 has already seen AI make headlines in the music world, including a music generator that can turn any subject into a Drake-inspired record, or a new Oasis album that imagines how the band might have sounded if they’d stayed together.

But this new era of music making is not without controversy. When French DJ David Guetta used AI technology to add Eminem’s ‘voice’ to one of his songs, it sparked a debate about copyright and creators’ rights. Calls to ensure that artificial intelligence is used to support culture and artistry rather than replace it have been heard across the industry, something we’ll explore in the next section.

It’s clear that the industry is taking note and exploiting AI technology where the opportunity presents itself. But what’s the impact so far, is everyone excited about the potential of AI or are there concerns about its future?

The impact of AI on entertainment

The evolution and increasing popularity of artificial intelligence is controversial across all industries, with many recognising its benefits and potential, whilst simultaneously raising concerns about risk.

In April 2023, Avengers’ Director Joe Russo predicted that AI could be making movies within two years. This, coupled with reports that the first AI-generated feature film will begin production in May 2023 is enough to send filmmakers into a flat spin – our worst fears about robots taking over could be realised in an imminent dystopian reality.

The benefits

For the film industry, one of the biggest advantages of using AI is its ability to save time and resources. It’s also being used to improve accuracy and efficiency, analysing huge amounts of data – such as actors’ past performances or social media activity – to predict who is likely to be successful in a particular role.

This data analysis can also be used to analyse scripts and create new, original stories, saving time for screenwriters and providing opportunities for creativity and storytelling. AI can also save time and money on VFX, making it easier and faster to add visual effects, using NeRF and other technologies.

Theatre has already reaped some of the benefits of artificial intelligence in its ability to connect with larger audiences onlines. But there are also positives to be drawn from the use of AI in other areas.

Set designers Jason Jamerson and Michael Schweikardt discussed how tools such as Midjourney can be used to improve the design process, arguing that if used in the right way, it might help the process of materialising an idea for production. They explain that they don’t want AI to design the set, but it can give them new, interesting concept overlays whilst allowing them to remain the designers.

In sport, as well as helping to improve the accuracy of officiating – making sports fairer and less subjective – AI can also produce personalised training or nutrition plans for professional athletes. Thanks to the development of wearable technology which provides information about the wear and tear on an athlete’s body, AI can even help improve health and fitness or prevent injury.

Computer analysis is also used to influence line-up decisions before and during games. By comprehending metrics such as motion, speed, serve placement, and even player posture, AI helps managers and coaches make better decisions for their players and teams.

But having already seen how AI can be leveraged to support and improve traditionally-human tasks, what other positives might come from implementing this technology across the industry?

The risks

Despite these wide-ranging positive impacts, there are understandably concerns about the risks associated with the increased use of artificial intelligence. The most obvious is of course, the potential for AI to replace human jobs.

As algorithms and AI tools become increasingly advanced, there is a risk that they could replace some roles that humans would have historically carried out. Ultimately, this could lead to job losses in the industry along with a fall in creativity, uniqueness and emotional depth that only humans can provide.

The Guardian reported earlier this year that creatives across the industry are taking action against AI, in a bid to protect their jobs and original work from automation. Photographers and designers are among the first to face a “genuine threat”, and Hollywood filmmakers are worried that advances in the technology will mean fewer jobs across the industry and pose “a real threat to writers down the road”.

Another challenge to AI technology came in the wake of deep-fake technology being used for so-called ‘revenge porn’, with devastating consequences. Understandably, this led to wide-spread criticism and calls for further regulation in future developments.

There are calls for more regulation in other areas too. Apple’s development of synthetic voices for audiobooks has caused controversy and concern among the voice actor community. Some are worried about damage to the livelihoods of lesser-known actors and have pushed for the technology to advance more ethically.

Thoughts from the industry

So, will we see homogenisation or a decline in the quality of entertainment or art? Author and screenwriter Marthese Fenech thinks the technology needs regulation and a cautious approach. She explains, “I do very much understand and empathise with the concerns of my fellow creatives and artists. I still harbour some reservations about the technology; none of us wants to be replaced by a machine, something without a soul or the ability to emote.

“Admittedly, I am often reluctant to adopt burgeoning technology – it took me years to transition from an analog camera to a digital one. As an author, screenwriter, editor, and teacher, I’ve met the growing pervasiveness of AI with resistance and hesitation.”

However, having seen some of Mark’s work, Marthese has shifted her perspective: “Mark’s ability to completely transform a project from something passable to something transcendent has altered my perspective. To see something that has lived in my imagination for two decades come to life so vividly defies description.”

Don’t just compete – capitalise

There’s no denying the huge potential of artificial intelligence. Now, the entertainment industry has the chance to capitalise on the trend and do incredible things.

It’s time to start viewing AI as an opportunity, rather than a threat. So, how can creatives not only stay competitive but make the most of new technologies?

BIFA founders Raindance, explain that “by highlighting the value of human creativity, filmmakers can differentiate themselves from AI and justify their continued employment”. They also stress the importance of staying “competitive by continuous learning and adapting to new technologies”.

The combination of both AI and human ability has huge potential. By collaborating with AI experts or learning how to use the tools effectively, creatives can learn new skills and stay ahead of the curve. This is something Mark is very interested in, with plans to help businesses and brands use AI to their advantage.

Whilst AI is great at solving problems or processing large amounts of data, there are nuances and concepts that only humans can offer. Some tasks are difficult or even impossible for AI to complete, such as those requiring empathy, social skills or physical dexterity.

So how best to maintain humanity and protect originality? One way is to have a strong foundation – to know who you are and what you stand for. In other words, a brand strategy that really stands up.

The importance of brand strategy

As the entertainment industry becomes more saturated and AI tools are used to create content or marketing materials, it’s more important than ever to maintain originality and authenticity that can’t be replicated by machine learning. If you want to create cut-through in a competitive space, having a strong brand personality and a plan for how you’ll deliver your key messages are both vital.

Whatever your role and niche within the industry, every brand or business needs a unique and authentic voice, even if what you’re saying or selling is the same or similar to your competitors. As AI technology continues to develop, creating human connections with messages that really resonate will help give you the edge.

There are ample opportunities to use AI tools to help you learn more about your audience or find new ways to connect with them. But at some point, you’re going to need that human touch to make whatever you create uniquely yours.

The future of AI in the entertainment industry

When it comes to creativity, there’s always a need to protect what is sacred. But if leveraged in the right way, artificial intelligence could be – and indeed already is – hugely exciting and potentially beneficial for the entertainment industry and business owners that don’t have blockbuster budgets but need to reach their ideal clients.

By having a clear brand identity and a strategy to help you bring your message to your audience, you can remain authentic, stay relevant and make the most of any opportunities AI might throw your way.

I believe in bringing the joy of entertainment to as many people as possible and helping business’s both large and small achieve their dreams. With over 20 years’ experience in the creative space and a finger on the pulse of the latest technologies, I’m here to help.

 

Mark Horton

Brand Strategist / Creative Human  / Intrigued by all the latest Technological Toys.

(Note this article was researched and written by humans!)

McCann Bristol has strengthened its strategy operation with a senior promotion and the appointment of two new team members, including a new Strategist and a Strategy Director.

 

The strategy team are integral to the creative services offering at McCann Bristol, uncovering the truths that allow everyone to work together potently so we can create impact for our clients.

 

Sarah Warewinter, who joined the team as Associate Director in October 2022, has been promoted to Managing Partner, having made a significant impact with current clients as well as supporting agency growth.

Additionally, Matthieu Mondin joins the team as Strategy Director, bringing his CRM and digital strategy experience with him. Before joining McCann, he worked in Paris as a strategy specialist for Publicis and Dentsu before moving to Tessi as a shopper and retail strategist and, most recently, as a CRM and digital strategist. Matthieu will be working alongside Sarah to develop the strategy department with an approach that champions creativity and effectiveness.

Meanwhile, Beth Evans joins as Strategist, bringing her experience working in brand positioning, marketing strategy and consumer behaviour.

 

Managing Director at McCann Bristol, Andy Reid, said: “Our strategy team is integral to our success, ensuring that the work we create is truly effective for our clients. The growth we’re seeing within the business is a testament to our hardworking team and their commitment to help our clients deliver work with impact and potency.”

 

Sarah Warewinter, Managing Partner – Strategy, added: “We’re thrilled to welcome Matthieu and Beth to the team. Between them, they bring a wealth of knowledge and a different point of view that is already proving invaluable to our clients.  I’m looking forward to seeing both of them grow and thrive here at McCann Bristol.”

Social media can have a direct impact on your website’s visibility on traditional search engines like Google or Bing.

While it doesn’t have the same effect on SEO as with content marketing, social signals such as gaining more followers, likes, shares and retweets can increase your visibility to potential customers by increasing traffic to your site and helping you to rank higher.

In other words, while social media efforts don’t influence SEO directly, they do influence SEO indirectly.

What do we mean by social signals?

Social media signals are activities that contribute to your page or website’s search engine rankings. Some examples of social signals include likes, shares, retweets and pinning.

Do social signals affect ranking?

Google has never explicitly stated that social signals affect rankings. But there’s no denying that the more traffic you receive through social media networks, the more your material will be shared. This may significantly affect how you rank in Google search results.

The best social media networks for social SEO

The social media platform you choose should be directly related to the type of business you run and your marketing objectives. It should also be determined by where your target audience prefers to spend their time. However, in terms of SEO functionality, the following social media and digital marketing networks offer several advantages:

  1. YouTube
  2. Twitter
  3. Facebook
  4. Instagram
  5. LinkedIn
  6. Pinterest

Four ways to improve your social SEO boost your social media SEO efforts

We’ve established how social media impacts SEO. Now, we can look at ways to boost SEO through social media marketing. Here are four social media algorithms and SEO tips to help boost SEO on social media.

Social Profiles… optimised to the max

Did you know that social media profiles are frequently shown among the top search results?

Up 75% of customers use social media to evaluate brands before making a purchase. They look for reviews, genuine recommendations, inspiration, high-quality images and brand information. As a result, social media profiles should be optimised as part of your SEO strategy.

Optimised social media profiles can drive your target audience to your account and convert them into customers. Your goal is to make all your content accessible. Here are some easy ways of optimising your social profiles to get results:

  1. Use a high-quality profile picture
  2. Include a link to your website
  3. Update your bio with clear information
  4. Add keywords to your bio
  5. Use hashtags
  6. Use engaging visual content

Good social media profiles increase trust by giving your brand authenticity. They should be able to teach your target audience everything they need to know about your company in a matter of seconds. Your profile should sound natural, honest and carefully written, and it should showcase your own personality.

Create High-Quality Content

Creating and releasing high-quality content is crucial for social SEO.

It can enhance organic web traffic back to your website, improve search visibility and assist you in obtaining quality backlinks.

By distributing long-form content such as a high-quality blog post, written with specific keywords via your social platforms, you can encourage your social media followers to share your content further. This will boost your content marketing strategy and strengthen your social signals by amplifying reach through social SEO.

Be wary though, using too many keywords, otherwise known as keyword stuffing, can be frowned upon by traditional search engines and may have a negative impact on your online visibility.

Traditional SEO stands you in good stead when you aim to create valuable content based on a customer’s needs, so be sure to stick to the most relevant and important keyword clusters.

Search engines and shareable content go together like bread and butter. The more people that engage with and share your content, the wider reach you’ll have on keyword search pages and the better your social media visibility. You’ll also generate more backlinks, or inbound links, and enhance brand recognition.

When you publish content that your audience will want to share, it can help Google with the indexation of relevant searches for your posts. This can lead to more organic search traffic and better Google rankings.

Don’t forget to optimise your images

Did you know that the images you upload to your social media accounts can actually make a difference to your social SEO? The act of making the images you publish with your social media posts as SEO-friendly as possible is referred to as image optimisation.

Optimising the images across your social media platforms can improve user experience. Search algorithms also tend to prioritise the images that follow best practices, meaning you could appear higher up in search results, improve website traffic and reach more potential customers.

Here’s how you do it:

Image optimisation across all your social networks is a simple technique that may make a major difference in your social media marketing efforts.

A high-quality image will also boost your overall social media performance. It can improve the appearance of your brand by making it more appealing, intelligible, relatable, and memorable.

Listen to your audience

One strong tactic for improving your social SEO and social media strategy is to use social listening. This is the process of monitoring online conversations on major social platforms and media networks to learn what your audience is saying about you. It’s also a great way to keep track of your competitors.

Social listening can help you find opportunities for link-building. You may discover that your brand has been referenced on blogs, forums, Facebook pages or news sites. You can find these mentions using a social media monitoring tool and contact the writers to ask them to include a link to your site.

Social listening is an effective method for conducting audience research and learning what people are talking about in your sector. This will help you in discovering new ways to contact your target audience and increase your social media presence.

Social media helps SEO in several different ways. The best method is always the successful combination of social media and search engine optimization efforts.

Global leaders in procurement and supply chain management, Efficio are the largest independent consultancy in the world. With this sole focus for more than 20 years, their specialist consultants are equipped with the expertise and technology to dig deeper, innovate faster, and deliver greater efficiencies for clients.

Talisman Sparro has played a critical role in Efficio Consulting’s repositioning and rebrand programme, delivering an impact that has helped the company stand out as the only remaining independent, specialist consultancy in the procurement and supply chain consultancy marketplace. With Efficio’s unique approach to delivering sustained client success at the core, Talisman Sparro has helped to shape a comprehensive strategy that has driven internal engagement and reflected Efficio’s ambitious growth plans.

 The “Partners in Progress” brand platform developed has resonated with both clients and employees, driving engagement and building a strong internal culture. The rebranding programme delivered has overhauled Efficio’s branding, messaging, and positioning to be more contemporary, modern, and appealing to a broader audience.

Our support included:

 

At JMP, are delighted to welcome Matt Joy to our growing team, joining as Managing Partner.

Matt has a wealth of industry experience, having spent more than 10 years in the sports industry, and most recently four years at a strategic brand agency.

His previous roles have included five years as Marketing Manager at Stoke City during their Premier League golden years, before moving south and helping create the Marketing team at Bristol Sport during the rebuild of Ashton Gate. Following that, he spent four years at Mr B & Friends in Bristol.

In regards to his responsibility at JMP, Matt will be a crucial cog in our ability to excel as an agency, offering additional strategic insights and creative campaigns to our clients.

Managing Director Joe Meredith expanded on this. 

“It’s a significant role, the biggest addition we’ve ever made to the business,” he said.

“It’s something that I feel we’ve both wanted to happen for a long time. Everything just needed to align. Matt is in a position to elevate the offerings of JMP and I’m really excited to work with him to take JMP to the next level ”

Matt expressed his excitement about what lies ahead, for both himself and JMP.

“I’m really looking forward to it,” he said. “I’ve known Joe since I initially moved to Bristol and how he has grown the agency in that time has been great to see. It’s an exciting time to now get involved and add to the recent successes.

“My role is going to be quite broad but ultimately I will have a real focus on the growth of the agency. First of all to define who we are, our offerings and identify where we can add real value to our clients, both current and new.” 

Matt joins our newly-formed Senior Leadership Team, alongside MD Joe and Operations Director Vicki Theobald.


Why reactivation works

It’s easy to forget that existing customers are the ones positioned deeper in the sales funnel. These are the contacts who have already experienced your brand in some capacity; they know the role that you can play in their life. Which begs the question: why have my contacts lapsed? Often, customer apathy is the primary reason for inactivity.

An overworked cliché, but a true one nonetheless, is that your database is a flowerbed, and you’re holding the garden hose. So, for dramatic purposes, let’s imagine we’re in the second week of drought. Your flowers are wilted, and the soil? Bone dry. In your absence, your contacts have become idle and unenthused. Any avid gardener knows that chucking buckets of water on a flowerbed in this state will cause the soil to repel it, instead you should sprinkle the surface lightly to encourage gradual absorption. The same applies for your marketing, if you relentlessly continue to push hard sales-led messaging upon your lapsed eCRM contacts, they will only reject it.

Take a more considered approach. Whether it’s a virtual gift card, an email to a live event, or a simple message to say we haven’t heard from you in a while, a softer approach is the most likely to warm inactive customers to your brand, ahead of overt promotion.


Create your own data

If you’re in a position where you have a chunky list of email addresses, and not a lot else, then it’s time to start building. Whether it’s a poll or survey with a gift or promo code for their next order, this is a great opportunity for you to understand how users are interacting with your brand. But first, you need to be sure of your objectives. Do you want to understand how satisfied customers are with your product? Are you trying to establish the customer pain points to optimise your service offering? Knowing the purpose of your research is fundamental and will help you to structure your questions and analytics accordingly.

Once you have constructed and sent your re-engagement email, the next step is analysing the results. Pay attention to any clear patterns and use them to tag specific customers with common themes. In case you’re not convinced, MailChimp research shows that segmented email campaigns have an open rate that is 14.31% higher than unsegmented campaigns.


Behavioural targeting

Using historic data, it becomes possible for brands to track browsing behaviour, purchase history, and previous engagement to tailor communications from specific customer actions. And doing so holds impact. Over 59% of customers claim that personalised content impacts purchase decisions. In the long run, this can help brands to grow stronger relationships with their customers, increase loyalty, and ultimately drive revenue growth. By identifying and segmenting different groups within your database, it becomes possible for brands to fine tune the content within email sends to resonate more clearly with the audience at hand.

Take Nike, for example, a global conglomerate operating in more than 30 major markets: from sports to lifestyle. A track runner from Osaka and a fashion enthusiast from New Mexico will engage with the same brand in two very different ways. While the runner will be most invested in the performance-related benefits of the garments, the influencer will likely be drawn in by aesthetics, limited edition colourways, and exclusive brand collaborations. This can be reflected in granular segment-specific sends, with tweaked products, ranges, visuals, and tone.


It’s not one or the other…

This isn’t to say that marketers should forget about scaling mailing lists. Growing your current book of eCRM contacts and delivering content to your existing audience should happen in tandem, in fact, it’s beneficial. When you are making efforts to re-engage existing contacts, and growing a database simultaneously, you can be safe in the knowledge that you’re doing everything in your power to increase acquisition and retention.

When it comes to customer acquisition, engagement, and retention, we’re experts in the field. Drop us a line today to see how we can leverage email to maximise the value from your contacts, no strings attached.

Discover more industry insights and opinions at saintnicks.uk.com/insights


Have you ever presented something to a group of people, upon where you finish your carefully rehearsed, insightful patter, open up the floor for questions and then notice, with a bit of a sinking feeling, a sea of slightly blank faces?

We’ve all been there. From pitches and presentations to your awkward festive game of charades, what feels completely obvious to you is received with a few blinks and the polite-awkward shuffle of non-comprehension.

What you’re experiencing is a common phenomenon that individuals and businesses often face when they communicate internally or externally; the ‘curse of knowledge’.

The research
The phrase was coined in a 1989 paper by Camerer, Loewenstein and Weber. It describes the cognitive bias that leads those who know ‘something’ not being able to put themselves in the mindset of those who don’t.

This was tested and highlighted in the 1990 doctoral thesis by Stanford graduate Elizabeth Newton. One group of participants was asked to tap the tune of well-known songs to another group that was asked to listen. Newton’s write up makes a fascinating read, but in a nutshell, the ‘tappers’ were asked to guess how many of the tunes would be correctly guessed. 50% was their estimate.

In fact, only 3 of the 120 songs were correctly identified; a success rate of 2.5%.

Such a low rate of comprehension was down to the fact that to those listening, all they heard was a seemingly random series of taps, delivered without any kind of context.

This study illustrates how we, as humans, dramatically overestimate our ability to communicate to others. In this case, those doing the tapping can’t un-know the song in their head, hence being ‘cursed’ by the knowledge and overestimating the ease of sharing it.

The curse at work
This difference in understanding inevitably leads to miscommunication, which is something that we come across often at Luna 9. Whether it’s with individual innovators, scaling companies or trailblazing organisations, it’s something we’re all susceptible to, and it can be so damaging.

Our first step is to immerse ourselves in the thing you’re trying to explain. Some research, plenty of questions and a healthy dose of external perspective gets our team up to speed.

But for your audience, that’s not good enough – no one has a few hours spare to dedicate to imparting or absorbing knowledge. This is the curse at work. But don’t worry. This is where Luna 9 comes in.

How we beat the curse
It’s all about taking it back to basics. At Luna 9, our first step is to help you consider how your audience will interpret what you’re saying, looking at what you’re sharing from the outside in.

Without this perspective, you run a pretty high risk of losing engagement and creating a disconnect between your audience and your content.

We know from plenty of experience that half the battle is understanding the theory behind how we communicate and digest information, and using that as the springboard that can inform how best to share your messaging.

Avoiding this trap is all about getting in the right frame of mind from the outset, and that’s why we start almost every project with a curse-of-knowledge-beating Strategy Sprint.

It’s amazing how just being aware of this phenomenon makes you much better equipped to avoid it. The irony that it takes this knowledge to deal with the curse of knowledge is not lost on us, but small changes to the way you articulate your message can make a huge difference to whether your listeners really understand what it is that you’re tapping.

If you think you could be falling foul of the curse of knowledge, we’d love to help. Drop us a line at info@luna9design.com.

 

A/B testing

A great way to ensure you’re optimising your website is by running A/B testing (sometimes called split testing) across variants. Before implementing significant updates, you might want to consider running an A/B test to justify your decision making. Netflix leads by example in this area. Unique to every user, they pool together data to produce a final homepage outcome based on behaviour and preferences. Todd Yellin, Vice President of Product at Netflix, confirms that the brand runs 250 A/B tests each year to test the different versions of the design. These tests also consider the ways in which users search for films and programs on the app (Wired, 2018). With a highly detailed level of tracking and various testing in place, Netflix’s success is entirely reliant upon data. Regularly implementing the variations from the results optimises the user experience.

Refresh your content regularly

It’s not uncommon for users to arrive at a website only to be deterred by complex language, over-stimulating features, or a lack of useful information. These websites tend to garner large drop off rates, with marketers left trying to figure out where they slipped up. This nearly always occurs when a website is built without a defined content strategy in place. Markets are ever-changing, and branded websites should reflect this. To stay top of mind, content needs to be relevant, useful, and findable. Marketers need to audit and refresh existing content on an ongoing basis, factoring in current trends and wider business objectives.

 

Prioritise SEO activity

SEO is often an afterthought when it comes to website builds. This is usually down to the fact that organic search rankings can take time to bear fruit in contrast to paid activity. But with 53.3% of all website traffic acquired through organic search, SEO should be a core consideration during, and after, a website build.Regular SEO activity can elevate your brand and take you to the top of search engines, surpassing your competition. The key to successful performance and conversion of your website is a content strategy that considers a user-friendly experience, with digestible information for both the user as well as search engines. (Search Engine Journal, 2022).

Whilst they are undoubtedly two separate entities, marketers should make sure their SEO and PPC strategies are aligned, and both have high prominence on their marketing agenda and budgets. On average, 5-10% of your revenue should be spent on SEO activity. (Search Engine Land, 2022).

Read more about our top tips to optimise your organic search in our blog here.

 

Monitor technical performance

Top performing websites don’t just need to look good, they need to be functional too. Ongoing website maintenance is required to keep your website running. This can be achieved by making sure your website is safe and secure, and that links and tools aren’t broken. It may seem simple but often brands focus on the launch of a new website and forget to check in on performance once it’s live. Some CMS updates can be relatively straight forward, but you’ll benefit from an experienced digital team to manage, monitor and prevent or react to any technical issues your website may encounter.

 


 

As a fully integrated agency, we build sites that talk the talk and walk the walk – from design to optimisation. If you’re looking to take your website to the next level, drop us a line today – we’d love to have a chat.

Discover more industry insights and opinions at saintnicks.uk.com/insights

Originally posted to: www.carnsight.com

Luckily, the “d” word isn’t something we hear a lot. But if it’s something you’re feeling after a PR push, whether it’s one you’ve done in house or worked on with a PR consultancy, it’s really important to look at why it missed the mark. If you’re disappointed in your PR results, and campaigns are leaving you underwhelmed, here’s why that might be, and how it can be avoided in future.

What were your expectations?

You shouldn’t ever be eagerly anticipating coverage in The Economist if your story was only ever destined for a local news portal. That’s not to be disparaging – both publications have their place and both are important in reaching certain audiences. The point is, you should be given an indication of where coverage is possible (and where it isn’t) before the pitch. This conversation can even start when you first start discussing the PR campaign.

No one has a crystal ball, and you could get very lucky or less so. But a good PR agency should have targets in mind when they’re crafting content, and they should be able to share and agree those with you.

Art not science

Building on the point above, PR is an art, not a science. We’ve had BBC filming lined up only for the news to throw us completely off track and for a crew to abandon a shoot to cover a breaking story. Likewise, we’ve had small stories being picked up nationally because they happened to hit the spot and be just what an editor was looking for at that moment.

This is the world of PR! Ensure any PR team you’re working with keeps you abreast of what’s happening at each stage. They can’t control some of it, but they can and should give you as much information as they know at each stage.

Did you understand the journey?

We work with a range of clients who have never done PR before, or have had limited experience. That’s fine, and we can take most of it off their hands. But we do explain what we’re doing at each stage, what’s needed and how long things are likely to take.

If you were expecting something to land that didn’t – did you get given the full picture? Did you understand what was happening, and when? You don’t need to be a PR expert but some knowledge of the process helps to put things in context, in our experience.

Coverage is never guaranteed

We’ve talked about why we never guaranteed coverage in a dedicated piece, but in essence, no one can truly guarantee coverage in a publication, unless that’s a paid-for spot, such as an advertorial.

If you’ve been guaranteed coverage that doesn’t appear, it’s definitely worth asking more about it, and how (and why) it was guaranteed in the first place.

This mindset shift is a helpful step away from feeling disappointed in your PR results, and big a step towards getting it right next time.

Are you targeting the right audience?

If coverage appeared but didn’t hit the right audience – are you sure it was designed to target them in the first place? Some publications are great to appear in from a profile point of view. But some are more likely to hit your objectives than others. Ensure you’re always clear who’s being targeted and why that’s the right target audience for your objectives. Start with the end – what do you want those people reading the coverage to do? And then work back from that.

For us, it’s paramount that everyone understands what’s achievable, what could make the news (and where) and that no one is underwhelmed. We do put a lot of groundwork into explaining what we’re doing, we are responsive, honest and transparent and we partner with clients. That’s what gets the best results for everyone.

Almost all UK agency owners worry about their business, with 14% feeling anxious every day.

That’s the finding of The Wow Company’s 2023 BenchPress reports, the largest survey of independent agency owners in the UK.

It found that 99% of all agency owners worry about their business, with 60% of those running agencies with £1m+ turnover and 70% under £1m feeling worried or anxious at least once a month. For both groups, 14% get anxious every day.

Agency owners shoulder a lot of responsibility & can sometimes feel anxious about their businesses. For all the highs, there are inevitably going to be some lows to navigate. Where do you sit among these figures taken from our new BenchPress report? More: https://t.co/qog2wRcsbi pic.twitter.com/306jMIrPWr

— The Wow Company (@thewowcompany) April 13, 2023

The top concerns that keep founders awake at night were team, new business and clients for £1m+ businesses and new business, cash flow and clients for firms turning over under £1m.

When it comes to work/life balance, 7% of owners of agencies under £1m and 5% of those £1m+ said they do not have one at all.

The report said you’re 50% less likely to worry about your business if you have a healthy work/life balance, so it urged founders to work on getting one.

How agency owners maintain a healthy work/life balance:

how agency owners maintain healthy work life balance

Read advice on mental health and wellbeing:

Confidence levels fall

In another finding from the reports, confidence among UK agency owners at the start of this year dropped close to levels seen during the height of the COVID-19 restrictions.

Since 2012, the study has tracked how confident agency owners feel about the year ahead by giving a rating out of 100. Above 50, owners feel confident and below 50, they expect this year to be worse than last year.

The new report shows confidence in January 2023 was at 66, compared to 74 in 2022 which was the highest level since 2017.

In January 2021, during the COVID-19 pandemic, the score was 71 and in July 2020 it was 60.

As well as the issues around wellbeing described above, BenchPress said the fall in confidence is also driven by:

Growth: 71% of agencies under £1m and 79% of £1m+ grew in 2022, but growth wasn’t as strong as in previous years. Those that grew fee income by 26%+ dropped from 39% (under £1m) and 43% (£1m+) in 2021 to 26% (under £1m) and 27% (£1m+) in 2022.

Remuneration: Those earning over £50,000 per year dropped from 58% to 52%, while those earning more than £100,000 fell from 53% to 46%.

Profit: For agencies with under £1m turnover, average gross profit reduced to 36%, an 8% fall from the previous year. For agencies with £1m+ revenue, average gross profit has reduced to 40%, a 4% fall from 2021.

Purpose remains important

Despite the UK’s economic challenges, the report showed that having a purpose continues to be important for agencies.

It found that 24% of owners of agencies under £1m and 28% of £1m+ firms said building a business that has a positive impact on the world was their top priority.

[Online event for Bristol Creative Industries members on 19 May: Six steps to supercharge sustainability in your business]

[Read advice on business as a force for good and how to become a B Corp here]

The top ways agencies make a difference include:

The full BenchPress reports are jam-packed with lots more data plus advice on overcoming the key challenges and how to boost your agency. Download the reports here