Turing's Tofu #6

📰 This Week in AI & SaaS 📰

• Using signals like invisible watermarks and embedded metadata, Meta is developing a new tool that will automatically detect AI-generated images that have been posted on Facebook, Instagram, or Threads, and then label them as AI-generated, to stop image fakery.
  Read more.
  

• Microsoft and OpenAI partner with news startup (Semafor) to use its AI search tool MISO (built within the GPT store, and powered by Bing) to find and deliver breaking global news stories, via a feed called Signals, multiple times a day.
  Read more.
  

• Independent marketing agency ‘Pereira O’Dell’ is expanding into a global AI innovation and incubation lab, Silverside AI, to connect AI startups with brands looking to experiment with marketing and advertising AI. 
  Read more.

• Evidence that AI in real life is happening: Check this out!

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Read of the Week: 

Should you invest in a Chief AI Officer? AI experts at Forbes think you should:

• They have a combined knowledge of AI’s potential and a unique understanding of the organization’s overall goals and strategy, which will yield better results.
  

• Having an individual solely focused on managing risk and making sure all company AI activity complies with future regulations is a must to ensure the safe and ethical use of AI within a business context. 

In summary: “If AI is everyone’s responsibility, AI is no one’s responsibility.”

Read the full article

💡 Marketing Moments with Mounier 💡

I Read Harvard Business Review’s 3 Steps To Prepare Your Culture For AI (So That You Don't Have To) 📚👀.

If you want to get your team ahead of the curve in a world being completely reshaped by AI, this is for you. Fear and confusion are feelings commonly attached to this new wave of AI, and that’s normal. But we need to shift our mindsets and start fostering a culture that is more open than off-put.

Click below to get to know 3 ways you can do this👇.

 Read full post

👾 TOFU Quick Bytes: ClickCease Teardown 👾

ClickCease teardown

ClickCease is an impression and click-fraud detection and protection SaaS platform that protects businesses that use Google Adwords and Bing against unwanted traffic or harmful sources, using detection algorithms to exclude invalid IPs and block fake clicks automatically.  

Strategy overview: 

Founded in 2014 (and acquired by CHEQ in 2020), ClickCease’s audience is predominantly US-located small businesses (1-10 employees and $1M-10M in revenue) within the construction, retail, consumer services, and automotive industries. Although they have profiles on social media, they don’t keep these channels updated, possibly because they’re more business-focused. 

Their main marketing avenues include ‘The ClickCease Academy’ (a YouTube channel focused on educating companies about click fraud), a comprehensive website complete with an engaging homepage, a free trial offer, plenty of glowing customer reviews, and a comprehensive blog section.

Performance Analysis:

• 27,275 companies across 10 countries use ClickCease 

• It has a 43.27% market share in the Fraud Detection And Prevention category

• It made over $1M in revenue in 2023

• Its website gets over 7M visitors

How have they achieved this? 

Critical Teardown:
What does ClickCease do well?

• ClickCease’s homepage grabs attention and earns trust quickly:
  
  

  • Its hero section has a clear CTA

  • It has eye-catching but simple, animation that displays the product in action

  • It displays some strong trust signals from trusted customer review sites and customers who use the service 

  

  Source

• They have a comprehensive blog section with tons of case studies, educational articles, FAQs, reviews, and press pieces.
  

• They include internally sourced industry research about click fraud which automatically gives them an authoritative status and makes them a trusted source of information and knowledge on click fraud prevention (another trust signal). 
  

• They have a clear comparison table, clearly pitting themselves way above  their biggest competitors.

• Thanks to the wealth of useful content within their blog section, they’re managing to target competitive key terms/phrases like ‘click fraud prevention’, really well (eg. if you type in ‘’click fraud prevention’’ into Google, ClickCease appears right underneath the sponsored ads). 

What doesn’t ClickCease do well?

• Their messaging doesn’t clearly explain exactly what they do:

For me, this messaging doesn’t convey that they’re an impression and click-fraud detection and protection service as clearly as it could: “Protect your business from unwanted traffic and harmful sources” is more effective, in my opinion. 

• They don’t post anything on social media: They could get more traffic and reach more businesses if they were active on social channels, especially X or LinkedIn, which are more business-focused (as opposed to Instagram, TikTok, or Facebook).
  

• Although offering their new customers a ‘free trial’ is a great way to reduce the fear, uncertainty, and doubt around signing up for a service like this, it would be better if they talked about the value the user will get if they signed up/started a trial.
  

• They mention ‘quick installation’ on their homepage. This could put people off as it sounds like they may need to purchase additional hardware/software to run the service. It smacks of hefty hidden costs, to me. Maybe re-phrasing to ‘quick set-up’ would work better. 

AI integration: 

• They have a chatbot that asks for your name and email address before it connects you to a ‘live person’. But perhaps ClickCease could take this a step further and offer 24/7 customer support (for new and existing customers) by integrating live chatbots that can be trained on existing customer query data and curate automated responses. 

Key Takeaways:

• Clear messaging about what your product/service does, and why your target audience needs it. It should pass the 5-second rule (on average, it takes 5 seconds to form an opinion about something, so you need to convey the value of your product or service in 5 seconds or under, before users bounce).
  

• Increase your reach by using social media, it’s where content is shared and talked about.
  

• Rather than simply offering users a ‘free trial’, talk about the value you can offer, if they were to sign up/start a trial (eg. in ClickCease’s case,  ‘start blocking fake clicks now’ or ‘block my fake traffic’ is way more effective and impactful, compared to ‘start your trial’). 
  

• Try including a visual demonstration of your product in service in action on your homepage to show users what it can. 
  

• Utilize AI to create chatbots that can offer customers support 24/7.
  

• Conduct your own research reports that show you’re an expert in your field and can, therefore, be trusted.
  

• Display trust signals like customer reviews and testimonials clearly on your homepage and throughout your site.  

What campaign or content marketing strategy would you like to see torn apart, next? Let me know! 

Andrew’s Final Thoughts

As we wrap up this edition of Turing's TOFU, we've delved into the complexities and opportunities at the intersection of AI, SaaS, and strategic marketing. From Meta's proactive measures against AI-generated image deception to the pioneering AI-driven news distribution by Microsoft and OpenAI with Semafor, and the evolution of marketing agencies into AI incubators, this week's journey has been a testament to the relentless pace of innovation. The deep dive into ClickCease's successful strategies against click fraud further underscores the critical importance of safeguarding digital integrity. Each piece we've explored serves as a reminder of the power of AI to both challenge and enhance our digital experiences. As we continue to forge ahead, let's carry the insights gleaned from these discussions into our strategies, ensuring that our advances in AI and SaaS are not only technically sound but also ethically grounded and deeply human-centric. Until we meet again in our next edition, let's remain at the forefront of innovation, always mindful of the impact our work has on the world around us. Keep exploring, keep engaging.

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