Given the wave of AI advancements announced during 2023, we can expect further breakthroughs in the coming year that will impact numerous industries. In B2G marketing, for example, AI has the potential to foster more efficient, targeted, and successful partnerships between the private and public sectors. Enlisting a top digital marketing company can help your company weather the growing pains of this nascent technology while reaping the rewards of its marketing potential.
Government contractors in and around Alexandria, VA, can turn to KME.digital for unique B2G marketing assistance. Our in-house experts create digital strategies tailored to your government marketing needs. We are active in the Northern Virginia business community with robust relationships across numerous industries. To learn more about our options and get a digital website eval, call (703) 585-3321.
Here, we discuss some areas where AI can make an impact:
Hyper-Personalization
Our Opportunity Outlook for GovCons last year focused on budgetary concerns, as warning signs of economic turmoil dominated news cycles then. Yet a significant recession never materialized in 2023, and the progress and promise of AI moved to the forefront of many industries’ interests. Looking ahead, we can expect this technology to transform services and marketing in 2024.
For example, Large Language Models (LLMs) like ChatGPT and Google Bard enable companies to hyper-personalize their campaign messaging on a grand scale. Imagine tailoring ad copy and email marketing to specific government agencies or officials based on their needs, budget allocations, and past interactions. AI-powered audience segmentation and dynamic content creation can make it a reality, leading to more relevant and impactful campaigns.
Predictive Analytics
Forget gut feelings and risky guesswork—AI stands to revolutionize predictive analytics. This technology can analyze vast data sets to predict funding decisions, procurement trends, and policy priorities. That said, a crucial distinction exists between LLMs and AI-powered analytics software. Chatbots like ChatGPT have comparatively limited functionality for such tasks (as these models’ iterations have circumscribed inputs and demand updates); on the other hand, software like GovWin is designed for the field and its tasks. The foreknowledge it can provide B2G marketers allows them to anticipate needs, target agencies at appropriate times, and optimize their campaign budgets.
Enhanced Efficiency and Automation
Since applications of LLMs include content generation and data analytics, B2G marketers can prioritize strategic thinking and relationship-building. A content writer should always revise and expand upon an LLM’s draft, while digital marketers must review the analyses that AI platforms produce. However, those drafts and suggestions are excellent starting points and give employees a leg up on their tasks. Machine-produced materials translate into significant cost savings and increased productivity for B2G marketing teams.
Content Optimization and Engagement
We know LLMs can tailor content for individual readers and companies. However, they can also produce blog and landing page drafts optimized for search engines. Again, a content writing expert should review website content that AI generates. Yet these machines leverage natural language processing and data insights to compose helpful materials.
Similarly, AI can support account-based marketing efforts. Marketing teams used to research potential accounts and analyze their results to identify strong candidates, then draft the messaging for each target. However, AI automates these processes—it expands the scope of data and consolidates the research timeline. It may even catch patterns the human eye misses, recognizing valuable avenues to explore.
Transparency and Trust
For all the advantages that AI offers, it still presents some concerns. Not least are the technology’s bias and accountability—popular LLMs have faced accusations regarding both. Nevertheless, such fears are being addressed by incorporating explainable AI (XAI) into B2G marketing practices, which enables transparency in decision-making processes and builds trust with government agencies.
Moreover, the federal government is taking steps to address such concerns. President Biden’s recent Executive Order on Safe, Secure, and Trustworthy Artificial Intelligence aims to increase transparency and accountability for how organizations deploy this technology. Furthermore, legislation recently introduced in the House of Representatives would incite the FTC and NIST to establish formal transparency standards if passed.
Emerging Technologies
Finally, AI has led to the rise of the metaverse and other immersive technologies, all of which open new avenues for B2G marketing. Virtual demonstrations, interactive data visualizations, and even VR simulations may soon become capable of communicating complex solutions and proposals to government stakeholders. Of course, these are just glimpses of the future—announcements in 2024 may shift the development of even these tools.
A Top Digital Marketing Company for Alexandria, VA, Businesses
Although challenges—including privacy, security, and ethical considerations—still loom on the proverbial horizon, we can expect even more innovative and transformative applications in the B2G marketing landscape. Leverage these tools to your company’s advantage through KME.digital, one of the top digital marketing companies in Alexandria, VA. Our team’s background and track record enable us to keep apprised of AI’s advancements and incorporate them into our practices. Call (703) 585-3321 to learn how digital strategy can help your business.