WiseStamp’s Daniel Zweig on the Impact of AI on Digital Marketing

Since its inception in 2008, WiseStamp has steadily grown, now holding the position of the world’s leading email signature solution. Over one million users and 15,000 companies around the globe have integrated WiseStamp into their workplace marketing arsenal, making it an indispensable tool for anyone involved in branding, communications, IT, and business operations. 

By simplifying the process of designing and implementing email signatures, WiseStamp has revolutionized the email landscape and ushered in a new age of email signature accessibility.

In an enlightening conversation with CEOWORLD magazine Executive Council, Daniel Zweig, WiseStamp’s VP of Marketing, sheds light on the evolution of the email marketing industry, the emergence of AI-driven tools, and WiseStamp’s position in the new world of AI-driven marketing.

You joined WiseStamp all the way back in 2017. What initially drew you to the company?

The first thing I saw in WiseStamp was the great people working there. WiseStamp was a different kind of startup in a very intense and competitive environment. For me, it was love at first sight. Another thing I liked was its enormous growth potential. Email signature marketing is a constantly growing competitive field, and I see it every day in my job. There’s virtually no limit to the number and size of companies that can benefit from our product.

WiseStamp is also a very marketing and branding-oriented company. We basically provide businesses with a highly optimized way to put their brand out there and connect with clients.

How has digital marketing shifted since you joined WiseStamp?

I think one of the biggest changes is how much we emphasize personalization and targeted marketing today. Customers today expect personalized experiences, and digital marketing is now all about delivering tailored content based on user preferences, behavior, and demographics. In fact, according to a study by McKinsey, 71% of consumers now expect personalized experiences when dealing with a business.

The other major shift is the importance of data. This is something that had already been developing before I joined WiseStamp, but in today’s world, a marketer absolutely can’t function without a good understanding of how to read and analyze data.

Another big change is the increasing weight of social media and influencer marketing. It completely transformed the way brands engage with their customers. Marketers must know how to navigate these platforms and use them effectively today.

Is AI just a trend, or do you see it as the next big thing in digital marketing?

In my opinion, AI is a revolution in the scale of the world wide web, the Internet, or even the industrial revolution. It’s already changing how we as marketers research and create content – whether it’s copywriting, articles, images, and soon even videos – but in the future, it will also affect our ability to analyze data and understand our users’ behavior. 

The fact that AI-powered technologies can process greater amounts of data and make data-driven decisions in real-time, will allow us to optimize campaigns, target the right people, and deliver relevant content faster and easier.

AI will have a direct impact on customer experiences as well, through chatbots, virtual assistants, personalized product experiences, etc. These solutions will provide immediate and tailored responses to customer questions and increase client satisfaction and conversion. 

Can you tell us more about how you see AI integrating into and boosting the potential of marketing?

I think that by leveraging AI algorithms and machine learning models, marketers can gain a deeper understanding of how customers behave, what their preferences are, and their purchasing patterns. This will allow for more accurate segmentation and targeting, which means higher conversion rates.

If 20 years ago, as a marketer, you had to create one message for a mass of people, delivered through TV, radio, or billboards, and then 10 years ago you could segment your audience based on interests and online behavior, AI will allow a specifically tailored, optimized experience for each user. 

The sensitivity of AI systems towards tiny fractions of data, and their ability to deal with enormous amounts of data, will create a unique individualized marketing experience for each user.

In addition, AI tools will be able to identify patterns and trends in consumer data that we might not notice, and even provide some valuable insights which will improve costs and increase revenues for sure.

How does WiseStamp adapt to this new AI-driven marketing world?

Our strategy is based on three different pillars. One, we’re leveraging AI tools to analyze signature design and preferences data, in order to optimize our design abilities, suggestions, and offerings. Secondly, we’re incorporating AI capabilities into our signature editor, to allow automatic generation of content and design. 

Finally, we’re embarking on an AI revolution within our customer support department, introducing an AI chatbot, an AI-powered help center, and other AI-driven processes. These initiatives will streamline our internal operations, and give us more time and resources to focus on our solution.

As a VP of Marketing, how do you envision the industry shifting over the next decade?

Well, exciting times are ahead of us, and I believe the next decade or two are going to be quite intense and we’re going to see some major changes in the world and in the marketing arena.

The biggest changes in the marketing industry will be driven by 2 things: technology and changing consumer behaviors. 

The major trends we’re seeing today are first, AI integration. I think it becomes even more prevalent in our jobs, with automation playing a bigger role. I think we’ll rely more and more on these tools for even more functions, as we continue to learn how to use them better. 

The marketer’s job in the future will be more strategic and creative than today. It will involve having more initiative and knowing how to ask the right questions to get the most out of our AI companions.

Another major change is the investment in trust and branding. As AI-powered fake and deep-fake content will become more dominant in our lives, companies will have to invest more in establishing trust and strengthening their brand and content reliability in that perspective. Whether it’s on social media platforms, ads, or emails, companies will have to make sure that their content is reliable, and that users can distinguish between their content and fake or alleged content. 

More than that, consumers will become more suspicious, so platforms like Google and Facebook will have to apply protection methods, such as screening unauthorized or fake content, and this will no doubt affect their ability to reach their audiences.

Another development that is about to explode is personalized TV. Once the paid platforms are adopted by the major TV networks, and PPC is integrated into the Television medium, the online marketing revolution will reach its peak. 

Although today’s younger generation, in general, does not watch broadcast TV, they do watch on-demand and streaming channels, and they are not used to paying for content. This will eventually require all streaming providers to start implementing the paid format on their on-demand video platforms if they want to survive.

There’s also the growth of influencer marketing and user-generated content. The next generation of consumers relies heavily on these to make their buying decisions. Young people everywhere are looking for advice on TikTok and other social media channels more than they would on a traditional Google search. 

This will also evolve, because younger consumers, as much as they are surrounded by fake news, they demand more transparency and sincerity from their influencers. So we will have to adapt and develop strategies that align with these values.

Another great thing we’re seeing, and I hope we’ll see even more, is the rise of what we call: “purpose-driven marketing”. Consumers are becoming more conscious of the social and environmental impact of their actions. IBM data revealed that almost 80% of consumers say that brands being environmentally conscious is important to them. So brands have to demonstrate their genuine commitment to these practices if they want to resonate with clients. It’s now part of the storytelling in any marketer’s work.

So, as I said, exciting times. As marketers, all we need to do is stay updated and learn to use the new tools and platforms offered to us. It is challenging but definitely rewarding.

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