Top MarTech News & Tools This Week

In this weeks newsletter I’m switching it up a bit to cover some interesting news and developments.

I’ll still recommend tools, but offer a better overview of what I’m seeing in MarTech right now.

First…. let’s cover some interesting NEW developments from OLD tools…

GetResponse Gets… AI?

GetResponse launches AI powered tools suite, making them one of the first email marketing tools to integrate fully with OpenAI.

My Take: I’m not sure if this is just a bandwagon effect, but from playing around with my demo account there’s really a few core functions usable right now:

1. AI Product Recommendations: This basically works by syncing your ecommerce website data with your email list and auto-recommending in-app products within email campaigns. Worth experimenting with! GetResponse projects up to a 10% sales increase.

2. AI Email Generator: This is basically a direct link with OpenAI for actually creating content, similar to other content generators (e.g. it’s just a “wrapper” for in-app use).

3. AI Headline Optimizer: This is one of the more useful OpenAI applications in general, so it’s nice to have right in the email builder.

4. Multilingual Support: Easily generate content in different languages with AI OR translate into multiple languages. This is better than Google Translate as it seems to get the context and nuance a bit better.

Overall, I’m intrigued. I’ll be experimenting with this to see if I can build any usable campaigns. I suspect AI content is better for more generic type emails.

If you are curious about any of these features, you can try out GetResponse here for free.

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Sales Channel Confusion?

This article provided an interesting insight that brands are struggling with the broadening array of channels to sell on and operationalize.

This connects to what Chase Dimond mentioned on Twitter the other day:

My Take: The great fragmentation is happening at almost every level of marketing. There are so many more ways to sell online today than even 10 years ago.

I think the advantage for small brands here is niching down into specific channels - becoming best in class - AND trying to find the “most similar” related channels.

For example, YouTube marketing paired with TikTok or Amazon FBA and WalMart selling. Or paid ads and sponsored placements.

The key subtext here is likely personalization… being able to speak more directly to the users you care about with less “wasted effort or spend”.

For big brands, they’ll likely need to bring in new experts rather than more generic titles like “Marketing Manager”.

I could also see more fragmentation with sub-market platforms, a sort of mini-ChannelAdvisor for different platforms to support major brands as a service provider or SaaS.

It’s tempting to just DO MORE with less or spread yourself thin as a brand, especially in light of the rise of AI… but the truth is that it’s really hard to do many things well.

I’ll be back in the next few weeks as I see more news and tools worth sharing in MarTech!