E-news: OpenAI Sora text to video | Inbound for B2B | Paid media playbook

Hi {NAME}, Digital marketing is complex today because there are so many different and developing elements to consider. That's why we recommend taking an always-on approach to optimizing your strategy. You'll find our recommended resources, and top new stories from the week, below... Updated: Paid media and digital advertising playbook Looking to improve ROI in 2024? Dive into our [Paid media and digital advertising playbook]( to review a structured approach to planning and managing paid media channels. Consultants/agencies can also rebrand and share this resource with clients as part of their [Business Professional Membership](. OpenAI creates video from text with Sora [Sora]( is an AI model that can create realistic 1-minute videos from text instructions. OpenAI's aim for this latest model is 'to understand and simulate the physical world in motion'. Search forecasted to drop [Gartner]( predicts search engine volume will drop 25% by 2026, due to 'AI chatbots and other virtual agents'. But what does this mean for marketers? Head to the blog to read Dr. Dave Chaffey's [commentary the latest Gartner hype cycles](. Poll results: Campaigns more popular than always-on Ahead of today's Business Pro Members' Masterclass, our LinkedIn poll found that only 22% of respondents view always-on marketing as more important than campaigns. If you're not optimizing an [always-on approach]( to your marketing strategy, you may be missing out. RACE technique: Inbound marketing An essential part of the B2B marketing and sales funnel - most businesses use inbound techniques to generate leads and sales, but you may not have a clearly defined plan from top to bottom. Our [B2B inbound marketing workbook]( defines 7 steps to create your plan. Plus, don't miss our blog detailing [The difference between paid, owned and earned media](. Have a good week, Dr. Dave Chaffey and the Smart Insights team If you'd rather not receive email updates you can [unsubscribe](.