{"id":62334,"date":"2024-08-19T08:00:41","date_gmt":"2024-08-19T12:00:41","guid":{"rendered":"https:\/\/businessesgrow.com\/?p=62334"},"modified":"2024-08-19T08:00:41","modified_gmt":"2024-08-19T12:00:41","slug":"new-ctas","status":"publish","type":"post","link":"https:\/\/businessesgrow.com\/2024\/08\/19\/new-ctas\/","title":{"rendered":"Why We Will Need New CTAs in the AI Era"},"content":{"rendered":"

\"new<\/p>\n

This post builds on some of the thinking from previous posts as we begin to discover the implications of the AI Era. One of those implications is that we might need new CTAs (calls to action) for our content. This is an interesting idea, and it begins with vampires.<\/p>\n

The Vampire Effect<\/h2>\n

Have you ever enjoyed an advertisement — and even talked about it with friends — but could not remember who the sponsor of the ad was? This happens all the time when we are overwhelmed by the special effects and star power of the ad.<\/p>\n

In the ad industry, this is called The Vampire Effect. It’s when the glitz and glamour of an ad sucks the life out of its purpose. Star power overshadows the message. Dazzle eclipses action. Who did that ad?<\/em><\/p>\n

We recently had a case of this in the RISE community<\/a>. We were discussing a particularly gripping ad campaign shown during The Olympics.<\/p>\n

The campaign tells the real stories of six Ukrainian athletes, each of whom had to put their Olympic dreams on hold to fight in their country\u2019s ongoing war with Russia. But in a startling turn, each athlete was killed in the war and will never compete again. The “narrator” was an AI-generated deep fake of a real person.<\/p>\n

The campaign, titled\u00a0\u201cThe Revived,\u201d<\/a> was developed by TeamBBDO in Germany on behalf of Brand Ukraine, an organization committed to strengthening the country\u2019s brand and Ukraine\u2019s Ministry of Youth and Sports.<\/p>\n

\"new<\/p>\n

In a community discussion, my friend Roxana Hurduca<\/a>\u00a0mentioned that the request for a donation at the end of the ad left her cold. My response was “Whaaaaat?” I had seen the ad three times<\/em><\/strong> and never saw the CTA.<\/p>\n

The ad’s power became its pitfall. Emotion overwhelmed attenton. By the end of the ad, I was so moved by the message that I zoned out when it asked me to do something.<\/p>\n

This is a classic example of The Vampire Effect … and something more.<\/p>\n

Everything is spectacular<\/h2>\n

Last week, I published a post<\/a> discussing the coming age when everyone will be able to create content on a laptop as mesmerizing as any Avenger movie. I know this assumes that you think the AI-driven Marvel movies are indeed mesmerizing. If not, just play along for a few more sentences.<\/p>\n

\"100In other words, everything will soon be universally spectacular.\u00a0 The point of the article was that when everything is dazzling, we will crave the small, the hand-crafted, the human, even more. But there is another implication.<\/p>\n

Another leader in my community, Zack Seipert<\/a>, asked, “Do you think when everything is spectacular, we will need some new kind of Call To Action?”<\/p>\n

Certainly, this is a very wise and true observation. We’re approaching a world where the spectacular might blind us to the message. Where the sizzle drowns out the steak.<\/p>\n

In this new landscape, cutting through the noise isn’t about being louder or flashier. It’s about being real, relevant, and resonant.<\/p>\n

As we hurdle toward a world where the only limit is our imagination, sometimes we might need to pump the brakes to ensure our message is heard. It’s not enough to create something memorable.<\/p>\n

The real challenge? Crafting a message that sticks AND spurs action. In a world of increasing spectacle, the winners will be those who master this delicate dance. Who can move us emotionally AND move us to act.<\/p>\n

Will you be creating vampires or changemakers?<\/p>\n

\"\"Need a keynote speaker?<\/strong>\u00a0Mark Schaefer is the most trusted voice in marketing. Your conference guests will buzz about his insights long after your event! Mark is the author of some of the world\u2019s bestselling\u00a0marketing books,\u00a0<\/a><\/em>a college educator, and an advisor to many of the world\u2019s largest brands.\u00a0Contact Mark<\/a>\u00a0to have him bring a fun, meaningful, and memorable presentation to your company event or conference.<\/em><\/p>\n

Follow Mark on\u00a0Twitter<\/a>,\u00a0LinkedIn<\/a>,\u00a0YouTube<\/a>, and\u00a0Instagram<\/a><\/em><\/p>\n

Illustrations courtesy MidJourney<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

The AI Era is a mix of technological miracles and wonder. But is there a chance it could actually get in the way of or our marketing and advertising messages? A lesson in the Vampire Effect and new CTAs.<\/p>\n","protected":false},"author":3,"featured_media":62336,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[11,13,77,29,52],"tags":[211,1982,36,28],"class_list":["post-62334","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","category-artificial-intelligence","category-content-marketing","category-marketing-strategy","category-social-media-strategy","tag-advertising","tag-ai","tag-mark-schaefer","tag-marketing-strategy"],"acf":[],"yoast_head":"\nWhy We Will Need New CTAs in the AI Era - Schaefer Marketing Solutions: We Help Businesses {grow}<\/title>\n<meta name=\"description\" content=\"The AI Era is a mix of technological miracles and wonder. 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