🐹 Hamsterdam part five. (10/20 to 10/26, 2024)
A weekly marketing and AI content recap.
Welcome to the fifth week of the renewed Hamsterdam! 🐹
The focus here is on finds from my Google Discover and TikTok feeds 🤳 🌏, with attention paid to stories you might not see in your ordinary travels through SEO or marketing circles.
Before we dig in, here’s a quick introduction …
With some thoughts about the future of SEO.
Yesterday I had a conversation with ChatGPT’s advanced voice feature on my phone. It was about SEO news and the future.
I’d like to share a few excerpts with you.
When it came to news, the news wasn’t new, but it was interesting to see what got called out:
Then we got specific, going into an area I also wrote about this week regarding Siri’s ChatGPT integration:
I guess the downside of this conversation (which was all voice) is that no brands got mentioned.
In the moment, I didn’t think to ask for sources because I trusted, based on experience, that what I was hearing was legitimate information.
That said, the advanced voice features are pretty handy, and I’d suggest investigating how your brand appears in those types of conversations as part of a holistic marketing strategy going forward.
Now, on to the show! 🎤
Let’s review this week’s choice of stories from Google Discover (followed by TikTok).
Excerpts go to the authors. Bolding is mine.
🧨 My pick of the week is just below at 1, the introduction of computer use by Anthropic. Watch the video in the article to get a sense of its potential. (Or check out the TikTok section below for clips.)
1. Introducing computer use, a new Claude 3.5 Sonnet, and Claude 3.5 Haiku – Anthropic
Excerpt:
“We’re also introducing a groundbreaking new capability in public beta: computer use. Available today on the API, developers can direct Claude to use computers the way people do—by looking at a screen, moving a cursor, clicking buttons, and typing text. Claude 3.5 Sonnet is the first frontier AI model to offer computer use in public beta. At this stage, it is still experimental—at times cumbersome and error-prone. We’re releasing computer use early for feedback from developers, and expect the capability to improve rapidly over time.“
2. The Power of Storytelling in Content Marketing: 5 Inspirational Brand Examples – Comms8
Excerpt:
“In fact, 92% of consumers say they want brands to make ads feel like a story, while 73% of marketers believe that storytelling is essential to creating deeper relationships with customers. …
Content marketing, at its core, is about building relationships. Content marketing thrives on personal recommendations and direct interactions. But in a world full of products and competing messages, how do brands stand out? The answer lies in brand storytelling. …
Creates Emotional Connections: Storytelling helps create an emotional bond between the brand and its audience, making it easier for customers to trust and engage with the product.
Builds Trust: Content marketing depends on trust. A relatable story that resonates with people’s values fosters trust, which is essential in recruiting and retaining customers or partners.
Enhances Brand Memorability: People are more likely to remember a compelling story than a list of features or benefits. Stories help brands stick in people’s minds.
Showcases Purpose: Stories show the ‘why’ behind a brand, which is often more compelling than the ‘what’ and ‘how.’ Content marketing thrives on purpose-driven narratives.
Humanises the Brand: A story can make a brand feel more human and approachable, essential in an industry where personal relationships drive success.”
3. Understanding the Basics of Reinforcement Learning – Iván Palomares Carrascosa, KDnuggets
Excerpt:
“Reinforcement Learning is the area of AI focused on building systems that learn from experience or trial and error. …
Reinforcement Learning (RL) is a branch of AI where an agent — typically a software program — gradually learns to make decisions intelligently through interaction with its environment.
To better understand the rationale behind RL, a common comparison is that of a young kid learning to ride a bicycle. At first, the kid initially tries out different actions, often leading to a fall. Every time the kid falls off the bike, (s)he experiences pain (punishment), whereas if the kid manages to ride a few meters without falling, (s)he feels satisfied (reward). The kid gradually internalizes which actions -or sequences of actions- lead to smooth riding, applying them and improving their riding skills.
Similarly, in RL an agent performs actions that lead to rewards or punishments and iteratively adjusts its behavior to improve its performance over time.
The first step to understanding the basics of RL is introducing the key elements of an RL algorithm. …
Agent: a software entity that makes decisions and takes actions in an environment to achieve a goal.
Environment: The digital or physical setting the agent interacts with, by executing actions.
State: The environment is composed of states, such that the agent is in a certain state at a given time. In other words, a state represents the current environment situation, being “analyzed” by the agent to make decisions.
Action: Any move or decision made by the agent in a given state, normally leading to a new state as a result of the action.
Reward: A value or feedback received by the agent as a result of taking an action leading to a new state. …
A policy is the strategy used by the agent to decide which action to take at every possible state. … Meanwhile, the reward function quantifies the positive or negative reward the agent receives upon executing an action at a given state. … This information is gathered differently depending on the type of RL approach used. There are two broad approaches under this perspective: model-based RL and model-free RL. Model-based RL uses a model of the environment (often learned upon data via machine learning or deep learning) to assess the outcomes of actions taken, whereas model-free RL gradually constructs this model through direct environment interaction, relying on pure “trial and error” rather than predictions or estimates.”
4. The art of storytelling in digital marketing – mobimeme
Excerpt:
“Humans are hard-wired to connect with stories … Powerful stories stand out in a world filled with commercial messaging because they break through the clutter and leave a lasting impact. Captivating stories draw viewers in and encourage them to return for more. When done successfully, it can even instil a feeling of nostalgia and longing within the readers’ minds.
By showcasing your brand’s values, mission, and purpose through stories, you can create a feeling of connection with your target audience. …
Determine your audience – The cornerstone of any successful narrative is an understanding of your target audience. Adapt your story to their goals, desires, and requirements.
Emphasise your hero’s journey – The traditional hero’s journey narrative, in which a protagonist encounters difficulties and overcomes them to accomplish a goal, is an effective storytelling device. Modify this format to highlight your products and services as the solution for helping your target market reach their own goals.
Play on emotions – Heartfelt stories leave a lasting impression. Make an emotional connection with your audience by evoking feelings like inspiration, happiness, or overcoming adversity.
Maintain authenticity – Customers can easily detect dishonesty. Be open and transparent in your storytelling, and allow your brand’s voice and values to come through.
Make it useful – Relate your narrative to your brand’s products and services. Showcase your goods or services in a subtle way to help your audience accomplish their goals and overcome challenges.”
5. 3 marketing use cases for generative AI that aren’t copywriting – Jeanne Jennings, MarTech
Excerpt:
“Enhance your marketing foundations … Your marketing team should have foundational information for every campaign they create, such as:
Features, advantages and benefits (FAB) analysis. Potential obstacles and solutions. Target audience descriptions. Pricing details. Offers.
In essence, this is the critical information that forms the basis of the creative brief. …
Receive persona feedback on your marketing campaigns … This use case is more fun than the first one. Generative AI can act like a prospect or customer persona and give your marketing team feedback on your campaigns to optimize them as they are creating them. …
Create charts and graphs from raw data in spreadsheets … If charts and graphs are a big part of your marketing team’s jobs, this use case may be helpful.”
6. New generative AI tools open the doors of music creation – Google DeepMind
Excerpt:
“Our latest AI music technologies are now available in MusicFX DJ, Music AI Sandbox and YouTube Shorts …
Today, in partnership with Google Labs, we’re releasing a reimagined experience for MusicFX DJ that makes it easier for anyone to generate music, interactively, in real time. …
Unlike traditional DJ tools that mix together preexisting tracks, MusicFX DJ generates brand new music by allowing players to mix musical concepts as text prompts. …
Second, instead of having a single fixed text prompt, like typical text-to-music models, we give players the ability to mix together multiple text prompts and change the mixture over time. The model achieves this by mixing together representations of each prompt, known as embeddings, with the relative importance of each embedding, chosen by the player using a slider. The model uses these combined embeddings to help steer the style of music.”
7. Introducing the analysis tool in Claude.ai – Anthropic
Excerpt:
“We’re introducing the analysis tool, a new built-in feature for Claude.ai that enables Claude to write and run JavaScript code. Claude can now process data, conduct analysis, and produce real-time insights. The analysis tool is available for all Claude.ai users in feature preview. …
While Claude could always write code, it can now run that code within Claude.ai to support all types of analysis tasks. With the analysis tool, you get answers that are not just well-reasoned, but are mathematically precise and reproducible. …
Marketers can upload customer interactions across the full funnel and Claude will surface opportunities to improve conversions.“
Now let’s review this week’s choice of TikTok content.
🧨 My pick of the week is the first video demoing computer use from Anthropic.
PSA: scroll slowly on mobile, to avoid timing out.
Thanks for checking out the new Hamsterdam! 🐹
Until next time, enjoy the vibes:
Thanks for reading. Happy marketing! 🤗
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