4 Trends Shaping Performance Marketing: AI, First-Party Data, Voice Search, and Micro-Influencers

Imagine a world where long-form content is generated in a matter of minutes, companies have rights to their own actionable data, and brands have conversations with you like a friend. 

This future isn't far off. 

From AI-powered content generation to voice search optimization, the landscape of performance marketing is undergoing a continual metamorphosis. But by understanding these trends, our agencies are staying ahead of the curve and optimizing their campaigns for success in the digital age.

Implementing AI for content creation & marketing performance

Presently, the biggest opportunity with AI is in content creation. Its ability to efficiently enhance the content creation process allows marketers to produce high-quality materials at a faster rate by automating idea generation and the writing process. In a world where content is king, this is especially helpful to businesses with limited time and smaller marketing budgets.

Marketers should still exercise caution regarding AI content ownership. It is critical due to potential legal implications. In the U.S., there is currently no clear regulation on content ownership when AI contributes to its creation, leading to uncertainty about rights. In Europe, laws state that if AI creates even 1% of a piece of content, that content may be considered public domain, affecting ownership rights. Businesses should maintain a clear separation from AI-generated content to protect their intellectual property and avoid legal complications.

Today, dynamic interactions powered by AI facilitate personalized customer experiences through chatbots and virtual assistants, enabling real-time engagement and support tailored to individual user needs. This also helps collect AI-driven data to provide deeper insights into customer behavior, enabling more effective targeting and strategy optimization. As a result, it permits personalized customer interactions through data analysis, improving engagement and conversion rates.

That said, first-party data is essential for training AI models effectively, ensuring they are tailored to specific business needs and customer behaviors. Having a robust first-party data architecture allows businesses to glean deeper insights into customer interactions, enhancing personalization and targeting strategies. Without first-party data, companies risk ineffective AI implementations, as AI systems require organized and relevant data to deliver accurate predictions and insights.

Prioritizing first-party data & proper data architecture

As ONAR’s agencies see in their day to day operations, proper data architecture is essential for effective AI implementation as it ensures data is organized, accessible, and usable. A well-structured data architecture facilitates the collection and integration of first-party data, enabling AI models to be trained effectively for accurate insights and predictions. 

Without a robust data architecture, businesses risk underutilizing AI capabilities, leading to missed opportunities for optimization and improved customer experiences.

First-party data enhances the effectiveness of AI and machine learning models, enabling better targeting. But it also provides businesses with direct insights into customer behavior and preferences, allowing for more personalized marketing strategies. As an added benefit, extended attribution windows allow businesses to track customer interactions over a longer period, providing a more comprehensive view of the customer journey.

However, with increasing data privacy regulations, relying on first-party data ultimately helps companies maintain compliance and build trust with their customers. Utilizing first-party data improves data accuracy and reliability, as it is collected directly from interactions with the brand, reducing dependency on inconsistent and outdated third-party data sources. And businesses can rest easier when they own accurate and actionable data without violating privacy laws.

Optimizing digital content for voice search

The expectation for a voice assistant has never been higher. The world is starting to see the utility of being able to say something into a device and have that device take an action.

Undoubtedly, voice search is transforming consumer behavior, favoring long-tail, conversational queries and immediate results. This shift requires marketers to optimize content for voice assistants, prioritize local SEO, and embrace voice-enabled experiences. While voice search KPIs are hard to measure, it presents serious opportunities for more personalized and targeted advertising.

Early adopters of voice search optimization are more likely to see its benefits on an accelerated scale. Structured data on websites is essential for voice assistants to retrieve relevant information quickly, improving the chances of conversion. So, having your content optimized with long-tail, conversational queries will put your brand in an opportunistic position as more software pushes this capability.

However, the biggest takeaway from the growing popularity of voice search is that businesses should focus on creating useful and easily accessible content that aligns with user queries. This can lead to increased customer lifetime value and retention. Our agencies’ primary goals as marketers is to provide real value to their clients and their audiences. Do that, and you position yourself for success.

Making the most of marketing via micro-influencers

Influencer marketing is nothing new; it’s proven to be a sustained trend. However, the growth of micro-influencer marketing is worth both the hype and careful consideration. Micro-influencer marketing leverages individuals with smaller, niche audiences who often have higher engagement rates than larger influencers. 

This approach typically results in lower costs per impression and conversion, making it a cost-effective strategy for brands aiming to enhance overall marketing ROI. Micro-influencers foster trust and authenticity, as they usually have a closer relationship with their followers, enhancing brand credibility.

Micro-influencers typically have a dedicated and engaged following, allowing brands to reach niche audiences effectively. They also possess a deep understanding of their audience's preferences, resulting in clear and well-defined customer personas that brands can copy and target in their own marketing campaigns.

So while this is not an emerging trend, it is still a worthwhile one for marketers to pursue. They offer brands a more affordable and targeted approach to reach specific niche audiences, and the micro-influencer doesn’t risk losing the unique sense of self that captivates their followers. In this regard, less is more.

As the digital landscape continues to evolve, so too must the strategies of performance marketers. By embracing sustainable trends like AI, voice search, and micro-influencer marketing, marketers can create more effective, engaging, and personalized campaigns. 

At ONAR, we believe it's essential to stay informed, experiment with new approaches, and measure the impact of these trends on our marketing efforts. By doing so, our agencies position our clients for success in the ever-changing world of performance marketing.

Want to see what the ONAR agency network can do for your brand? Let’s chat. Together, we'll not only grow, but redefine what's possible.