Subtle Changes to Marketing Language Have Significant Impact on Campaign Performance, Persado Analysis Finds
NEW YORK--(BUSINESS WIRE)--Mar 4, 2019--Persado, the leader in using AI to generate the best-performing marketing creative harnessing the power of words, today released findings of its inaugural report, “The write stuff: how CMOs can use AI to develop data-driven marketing creative,” on stage at Shoptalk 2019. At a time when retail marketers must leverage science instead of guesswork to craft digital marketing creative that stands out from the noise, this first-of-its-kind analysis explores how and why language impacts the performance of marketing campaigns across industries and channels.
Persado examined more than 8.3 million marketing messages across four key industries (retail & e-commerce, financial services, technology and travel & hospitality), which reached a combined 2.4 billion customers through six marketing channels (web pages, social media, display ads, SMS, email and push notifications). The results show that subtle shifts in marketing language can have a dramatic impact on brand engagement and revenue performance, with differences between the best and worst performing messages totaling as much as 400 percent. In retail and e-commerce campaigns, for example, some words used to describe products, services, discounts and offers increase engagement more so than others:
Assaf Baciu, Persado Co-Founder and SVP of Product & Engineering, introduced these findings during a 2019 Shoptalk session on using artificial intelligence to understand human emotion, expressing that retail marketers can leverage data-powered technology to drive revenue and connect with customers.
“In an era of data-driven decision making, the expectation of retail marketing teams to deliver positive ROI on every campaign is rising to new heights. Forward-thinking CMOs know they must make their marketing creative as accountable as every other aspect of the businesses they serve,” said Baciu. “Persado’s analysis demonstrates the deep level of quantitative and qualitative language insights marketers need to confidently craft campaign creative in today’s ecosystem.”
Additionally, the report explores how much each of the six dimensions of a marketing message, including emotion, description, formatting, positioning, and call-to-action, contribute to overall campaign performance, as well as how those trends change across channels. Key findings include:
This analysis comes in the wake of the company’s launch of Descriptive Insights, the latest addition to Persado’s comprehensive suite of marketing analytics capabilities. With Descriptive Insights, Persado gives customers unmatched knowledge of how specific words and phrases related to product classifications, promotions, offers and services influence marketing campaign engagement.
For more information about Persado or to schedule a demo, please visit persado.com.
Persado is reinventing digital marketing creative by applying mathematical certainty to words, the foundational DNA of Marketing. By unlocking the power of words, companies win every digital marketing moment, experiencing dramatic new levels of brand engagement and revenue performance. CMOs from the world’s most valuable brands rely on Persado to generate in a dramatically new way to unlock the power of words and emotionally engage consumers, one by one, moment by moment at scale.
The Persado Message Machine uses sophisticated AI, data science, computational linguistics and machine learning to generate the perfect message for every campaign by leveraging the world’s most advanced marketing language knowledgebase of more than one million tagged and scored words and phrases. Marketers gain full visibility with quantifiable results and data-driven insights to identify the trends and emotional language that win every moment in the customer journey while ensuring the marketing message always reinforce brand voice.
For more information about Persado or to schedule a demo, please visit persado.com, and follow Persado on Twitter.
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