Tag: advertising

What Does Marketing Look Like in 2025, and How Will Generative AI Shape Things?

December 23, 2024

As we enter 2025, the role of generative AI (gen AI) in marketing is becoming undeniable. Marketers are harnessing its power to create personalized customer experiences, streamline content creation, and analyze data at unprecedented speed and scale. From crafting engaging blog posts to predicting customer behaviors and optimizing campaigns, gen AI is reshaping how brands connect with their audiences. As we look ahead, the potential of AI to transform marketing strategies continues to grow, offering exciting opportunities to innovate and stay ahead in a competitive market. Here’s how AI has already revolutionized marketing and what we can expect in the near future.

How AI has transformed marketing

  1. Large-scale personalized marketing

Brands can now offer very unique experiences thanks to AI. Advanced algorithms look at user information to make material, emails, and ads more relevant to each person. Netflix and Spotify, for example, use AI to make personalized suggestions that keep users interested and loyal—like Netflix’s ability to recommend shows based on your viewing habits and Spotify’s features such as Discovery Weekly playlists, ‘Your Top Mixes,’ and the evolving Daylist tailored to your mood and routine. 

  1. Enhancing Content Creation

Generative AI tools like Jasper and ChatGPT have transformed how marketing content is created, providing marketers with a strong foundation for blog posts, social media captions, and video scripts. These tools streamline the process and improve content for SEO, helping it rank higher in search engines. However, the real value lies in using AI as a starting point, allowing marketers to build on it and add their unique perspective and creativity.

  1. Better customer service with chatbots

Chatbots driven by AI are now an integral part of customer service. Tools like Zendesk AI and Drift let you respond quickly and correctly, which makes customers happier and lowers business costs. These chatbots handle routine inquiries efficiently, which frees up real people to handle more complicated problems.  They also give businesses useful information about their customers, like what they like and don’t like, which helps them improve their strategies and give customers a more unique experience.

  1. Better analytics for making predictions

It is now possible to make predictions with AI. Brands can now use AI to more accurately ‘guess’ how customers will act, what trends will happen, and how to improve their strategies. This proactive method gives marketers an edge over their rivals, enabling them to tailor campaigns to meet customer expectations before trends fully emerge. Additionally, predictive AI can help brands identify at-risk customers and apply retention strategies to ensure loyalty. As AI models get smarter, being able to make correct predictions will become an important part of making strategic decisions in all fields.

What will happen in 2025?

As AI keeps getting more advanced, this is how it’s expected to change business in 2025:

1.Progressing how Voice Search Works

Voice search is becoming essential in marketing as devices like Alexa and Google Assistant grow in popularity. Brands like Domino’s are excelling in this space by optimizing their content for conversational queries, enabling customers to place orders seamlessly through voice commands. This shift not only enhances user convenience but also opens new advertising opportunities. By integrating sponsored suggestions or branded skill sets, companies can reach untapped audiences who rely on voice assistants for recommendations and decisions.

  1. Video marketing powered by AI

AI will make it possible to make a lot of personalized video material. Imagine customers getting personalized thank-you messages or demos of products made just right for them, all driven by AI. For example, an online retailer could send a video showcasing items related to a customer’s recent purchases, fostering engagement and increasing the likelihood of repeat business. In September, Amazon introduced a new generative AI-powered solution that transforms product images into video ads in seconds.

  1. More detailed maps of the customer journey

AI will give us more information about the customer journey by 2025. Marketers can create unified, cross-channel experiences that lead to sales by looking at data from all sources. For example, a customer browsing a product online could receive a timely, personalized follow-up email or a location-based offer when near a store. By mapping the journey in detail, businesses can better predict customer needs, guide them toward conversions, and foster long-term loyalty.

  1. Truth and Ethics in AI

As AI becomes more common, people will want to know how it is used behind the scenes. To build trust and loyalty, marketers will need to emphasize moral AI techniques. Marketers must prioritize ethical practices, such as avoiding biased algorithms, ensuring data privacy, and clearly communicating AI’s role in decision-making. Being transparent about how AI enhances customer experiences, without compromising integrity, builds trust and loyalty.

Getting ready for the future

Businesses need to use marketing tactics that are driven by AI to stay competitive after 2024. This means spending money on AI tools, teaching teams new skills, and keeping an eye on the latest trends.

Now is the time to use AI to make your marketing efforts more future-proof, whether you’re a new company or a well-known brand. Use AI to stay on top of marketing trends and stay ahead of the game.

AI is not just a trend; it changes everything. As we said goodbye to 2024, the marketing options of AI started to become clear. People who are willing to change will do well in 2025, while people who don’t may get left behind.

Author Headshot

Cooper Shaw

With an eye for strategic content creation and crafting marketing campaigns, Cooper is a creative marketer who loves combining visual and written aspects of storytelling.

The Magic of Marketing: The Bodhi Team’s Favorite Holiday Campaigns

November 19, 2024

As a marketing agency, our team lives for moments that make us say, “Wow, they nailed it!”. Holiday ads are no exception. There’s something about the combination of nostalgia, joy, and emotional storytelling that makes these campaigns unforgettable and effective. From a penguin and octopus to Mean Girls and neighbors falling in love, here’s a roundup of our team’s favorite old and new holiday campaigns. Spoiler: They’re guaranteed to inspire you and maybe even make you tear up.

John Lewis: Monty the Penguin

Let’s kick things off with a classic. The UK’s John Lewis has a way of tugging at heartstrings like no other, and Monty the Penguin was no exception. This sentimental ad brought imagination to life, following a little boy and his penguin friend through the season of giving.

The genius here? John Lewis tapped into our inner child, reminding us of the magic of Christmas through a beautifully crafted story filled with activities we cherish, like sledding, decorating a Christmas tree, and movie nights with the family. Instead of selling a product, John Lewis strategically focused on selling moments, the kind of gift that withstands the test of time.

Why it works:

  • Called for deep emotional resonance.
  • Seamlessly tied back to the brand’s mission of creating a happier world.
  • Included complimentary in-store experiences (e.g., Monty plush toys) that extended the magic into shoppers’ homes.

Google: Santa Tracker

Combining nostalgia with a tech twist, Google’s Santa Tracker is the ultimate interactive holiday experience. Beyond just tracking Santa, the site offers games, activities, and even educational content, blending holiday cheer with engagement.

Inspired by NORAD’s tracker, Google elevated it with sleek design and tech-savvy features. Plus, it was an amazing opportunity for families to learn, play, and countdown to Christmas together, all while keeping Google top-of-mind during the holidays.

Why it works:

  • Leveraged the nostalgia of NORAD’s tracker and modernized it for a digital audience.
  • Created a multi-touchpoint experience that kept users engaged through the Santa tracker, games, and charity information.
  • Reinforced Google’s brand as innovative and family-friendly.

Publix: Home for the Holidays

Publix knows how to warm hearts. Their Home for the Holidays commercials are leaders in emotional storytelling. Beautifully shot and centered around the idea that food brings people together, these ads show the true meaning of family during the holidays.

Whether it’s a mother welcoming her grown child home or a family baking together, Publix’s ads resonate deeply with viewers. The result? A strengthened association between the brand and the comfort of the holiday season.

While it is an oldie from 2008, one of our favorite commercials from Publix’s Home for the Holidays is their Holiday Surprise commercial.

Why it works:

  • Strong emotional appeal that connected with family values.
  • Perfectly aligned with the brand’s core product: food as a centerpiece for memories.
  • Beautiful visuals that felt cinematic and authentic.

Hobby Lobby: Christmas Is What You Make It

If there’s one brand that lives and breathes creativity, it’s Hobby Lobby. Their Christmas Is What You Make It campaign has become an annual tradition, encouraging viewers to embrace the joy of crafting and decorating to connect with others. Each year, Hobby Lobby delivers heartwarming commercials that subtly highlight their extensive and affordable selection of Christmas decor, DIY kits, and crafting supplies.

One of our all-time favorites is the Neighbors commercial, which captures the spirit of caring for your community during the holidays and a simple love story. With its touching storyline and message of love, it reminds us that Christmas isn’t just about what you buy—it’s about the moments and connections you create. And really, who doesn’t love a cute Christmas love story?

Why it works:

  • Tapped into the universal appeal of creativity and togetherness.
  • Reinforced their position as the go-to store for DIY enthusiasts.
  • Supported the campaign with video tutorials and how-to guides, extending its reach.

Barbour: Collaboration with Shaun the Sheep

Who doesn’t love a little stop-motion magic? Barbour’s partnership with Shaun the Sheep was clever, funny, and adorable. Without needing words, they conveyed their message of gifting warmth this winter— literally and figuratively.

By pairing classic British humor with nostalgic animation, Barbour not only celebrated the holiday spirit but also reinforced their brand’s heritage and coziness.

Why it works:

  • Simple storytelling that transcended language barriers.
  • Tied their products (warm winter jackets) seamlessly into the plot.
  • Used a beloved character to connect with audiences of all ages.

Walmart: Mean Girls Black Friday

On Wednesdays, they wear pink—and in November 2023, Walmart’s Black Friday deals started on Wednesdays too! Walmart brilliantly capitalized on the buzz around the new Mean Girls movie released in January 2024 by bringing back beloved characters from the original film. This campaign combined nostalgia with savvy product placement, cleverly tying in the classic with something fresh. 

From the iconic “Jingle Bell Rock” performance at the talent show to the classic “Burn Book” moments, Walmart’s ad reminded millennials why they love the holidays—and shopping. It also cleverly positioned the brand as a go-to for unbeatable deals, all while giving us a fun, cinematic holiday moment.

Why it works:

  • Played on cultural nostalgia to capture millennial attention.
  • Seamlessly incorporated product placement into storytelling, like Levi Strauss & Co., Roku TVs, and even Squishmallows.
  • Reinforced the key selling point: Black Friday starts early at Walmart.

Disney: The Boy & The Octopus

Disney has mastered the art of pulling at heartstrings, and this season’s The Boy & The Octopus holiday short was no exception. Using The Little Mermaid’s iconic songs and clever nods to Toy Story, Star Wars, Finding Nemo, and numerous Disney favorites, the ad highlighted the magic of unexpected friendships and their key messaging of the greatest journeys starting with a dream.

Even better? In the EMEA region, the campaign supported Make-A-Wish International, reminding us all of the true spirit of the season: giving back.

Why it works:

  • Nostalgic for adults and enchanting for kids—a perfect mix.
  • Tied Disney products into a timeless, emotional story.
  • Supported a meaningful cause, aligning the brand with goodwill and generosity.

Inspiring Campaigns, Timeless Lessons

From heartfelt stories to tech-savvy innovations, holiday campaigns remind us that great marketing is about more than selling; it’s about connection. Whether it’s through nostalgia, creativity, or emotional storytelling, each of these ads found a way to bring the magic of the holidays to life.

As we gear up for another season, let these campaigns inspire you to think big, dream boldly, and, most importantly, connect with your audience on a deeper level. After all, isn’t that what the holidays are all about?

Author Headshot

Cooper Shaw

With an eye for strategic content creation and crafting marketing campaigns, Cooper is a creative marketer who loves combining visual and written aspects of storytelling.

Bodhi and Co. recognized as a Best Women-Owned Business by SC Biz News in South Carolina

October 24, 2024

“In the Lead: Best Women-Owned Businesses” is a new recognition from SC Biz News that celebrates businesses that are owned by women and demonstrate success across many areas. 

Founder of Bodhi and Co., Dani Wilkinson, was announced as one of the recipients of this award, along with many other outstanding women-owned businesses in Greenville, Columbia, and Charleston.  

“It’s a huge honor to be recognized for this nomination in South Carolina. I started Bodhi and Co. when we first moved to Greenville from the UK in 2020 right before the Pandemic hit, and I never expected the business to take off and grow so quickly. I’m proud that we partner with so many exciting new businesses in the South, see them flourish, and continue to grow with fresh new ideas,” says Wilkinson.

To be named one of the Best Women-Owned Businesses, a company must be entirely or substantially based in South Carolina. Honorees are recognized for growth in revenues or employees, demonstrating strong and consistent community engagement for trailblazing initiatives and innovation, and continuing to break through glass ceilings. 

Congratulations to all the “In the Lead: Best Women-Owned Businesses” honorees for your hard work and contribution. 

 

SPOTLIGHT ON BODHI AND CO. 

 

Top female executive: Dani Wilkinson, Founder and Chief Marketing Officer

What does it mean to you to be a women-owned business?

Being a female founder from a minority group is important to our agency, what we do, and how we solve problems. We want to embrace working parents and bring different and fresh perspectives to the work that we do.

What challenges have you faced as a woman-owned business?

People are often surprised when they first meet me or speak to me that I’m 1) from the UK and 2) female — I guess Dani could be a man! When they learn about my background leading social media for Dyson in the UK, US, and China, the creative conversations soon get going. 

How do you support women in your business and community?

The women-owned business community in the Upstate has been amazingly supportive of our work and helped me when I set up Bodhi and Co. Being originally from the UK, my support network has helped me to find great partners to work with and this has all come through women in business connections. 

What recent accomplishments are you most proud of?

Our client roster has grown and grown these last 18 months and I’m most proud of our non-profit work and also really making a difference to the smaller but growing businesses in the Upstate. It’s been great to see companies flourish in the local area with our support. 

Bodhi and Co. are taking on new clients, so get in touch with Dani Wilkinson if you are interested in our marketing services.

Author Headshot

Cooper Shaw

With an eye for strategic content creation and crafting marketing campaigns, Cooper is a creative marketer who loves combining visual and written aspects of storytelling.

Super Bowl storytelling: the fumbles and touchdowns (winners / losers)

February 13, 2023

Ads have come a long way over the past few years, moving away from sales focused “buy buy buy” messaging to focus more on storytelling.  It’s been a slow but significant shift as companies have started to focus less on a particular product and more on the brand and what it stands for. 

When it’s done well, the business impact is huge. Converting someone from casual product purchaser to long-term brand loyalist can create a sustainable sales pipeline with readymade brand advocates just waiting to sing your praises to friends and family. 

But not all of this year’s Super Bowl commercials landed their story. 

The Oscars of the Ad World

When it comes to advertising, there’s no bigger spot in the calendar than the Super Bowl. The game itself has almost become a supporting act for the commercials and half-time show. 

Drawing in at least 100 million viewers almost every year, over 40% of people tuning in say they’re watching the Super Bowl for the commercials. 

It’s why companies pay an average of $7 million per 30-second spot – and that’s just for airtime alone, not production costs. 

Big names over big stories 

From A-list actors and chart-topping singers to sports stars, there was no shortage of famous faces in the 2023 Super Bowl commercials. 

For many of the ads, it felt like a competition to include as many celebrities as possible as a way to grab attention and make it onto one of the many coveted “Best Super Bowl Ad Ever” lists. 

Uber One fell into this trap. Their commercial featured everyone from Montell Jordan and Kelis to Donna Lewis and Ylvis trying – and failing – to resuscitate “What does the Fox Say?”. The result was a disjointed collection of cameos tenuously tied together with a simplistic “one song for Uber One” tagline. 

Doritos took a similar approach, packing together the unlikely combination of Jack Harlow, Missy Elliot and Elton John in a triangle-themed attempt to appeal to everyone that was just a bit… cheesy.  

By focusing on big names rather than a story, these ads feel like a dated step back to those “buy buy buy” commercials – and not in a fun nostalgic way. 

They felt chaotic. Worse still, they were forgettable. 

Selling the story

Some companies managed to fight the temptation to land as many big names as the budget allowed, focusing on creating a story instead. 

Dunkin’ Donuts nailed it. Teaming up with of-the-moment newlyweds Ben Affleck and Jennifer Lopez, it was a masterclass in the power of the unexpected. 

Going to a Dunkin’ drive thru and being served by Ben Affleck? Unexpected. Superstars doing everyday things? Unexpected. JLo eating a donut? Unexpected. 

Wrapped up with the “Get me a glazed” tagline, it’s immediately memorable because of the story it’s told and what that story says about the brand – delicious enough for superstars, but still part of your everyday life. 

Gamification of the game 

Another show-stealing commercial was Molson Coors. With Budweiser ending their 33-year exclusivity deal with the NFL, there was a major opportunity for other alcohol brands.

The pressure was on for booze brands who decided to invest. For their first Super Bowl commercial since the 1980s, Molson Coors perfectly matched their ad to the occasion using gamification and betting through their partnership with DraftKings. 

Viewers could win a share of $500k through a free-to-play pool on DraftKings where they had to predict the answers to 12 questions, including which Molson Coors beer would be the grand finale of the ad.

With wagers placed on everything from the length of the national anthem to the color of the Gatorade, this commercial was a masterclass in matching an ad to its context and the power of interactivity. 

Why stories matter 

The 2023 Super Bowl ads are an important reminder of the importance and power of storytelling – especially when time is tight. It’s not just that stories entertain, our brains are wired to listen to and react in a more emotional and meaningful way to a story. 

Research by neuroscientists has shown that brain activity increases five fold when we hear a story. More activity means more connections are formed in the brain, helping us remember things better when they’re presented as a story. 

Not only that, but stories also release a burst of Oxytoxin – the feel-good or love hormone that’s mostly associated with bonding. Recall and a sense of connection – the holy grail for advertisers, especially those spending the big bucks to reach millions of Super Bowl viewers. 

It is powerful stuff. Brands that can tell a story shift from demanding attention to earning it, creating a memorable link that’s more likely to last beyond the next commercial break. 

Telling your story 

From pizza to Fintech, the Bodhi & Co. team work with companies around the world to help them define their story and tell it in a way that delivers commercial impact.  Get in touch to tell us more about your brand challenges and find out more about how we could help you tell your story.

Author Headshot

Roanna Lynch

A creative copywriter who really gets the context and company behind the campaign, Roanna helps brands express themselves in a way that’s memorable to the audiences that matter most.

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