Today’s marketing professionals must always be on their toes – adapting to new tech, human habits, platforms, and engagement methods faster than any generation before. And the hottest area of interest at present?
Artificial Intelligence. AI marketing, specifically.
The marketing landscape is changing. So, how can today’s marketer’s leverage and understand AI marketing so they can use it to interact with and generate loyalty?
How Is Marketing Evolving?
Art challenges tech and tech inspires art.
This paraphrasing of a John Lasseter quote pretty much sums up marketing’s evolution. Marketing is much like art – marketing is an art, and therefore has a very closely intertwined relationship with tech. Before the internet and television, there was radio. During the days of radio, marketing was in the form of mass ads over the airwaves. No targeting was done. These ads went out to everyone listening, casting a wide net and hoping for a catch. Those marketers had to be especially creative because the consumer was a mere listener. The copy had to inspire and invoke imagery with words.
And then televisions arrived, and marketers had a new medium – the TV commercial. But advertising was still one-size-fits-all. It wasn’t until cable television entered homes that the art of segmentation began.
Brands created two or three different versions of a commercial for their target segments, which would then air during the appropriate times.
Direct mail started one-on-one campaigns, further increasing customizations. Then digital marketing entered, along with even more segmented customization.
AI marketing introduces the concept of one-person segments, and now brands have the means of creating a truly customized marketing campaign specifically designed for the person viewing.
That’s a lot of evolution. And even so, marketing fundamentals remain:
- Address the needs of the customer
- Focus on your product’s or service’s benefits, not its features
- Emotionally connect with your audience
- Be authentic
But isn’t that a pretty tall order?
How Can Marketers Meet These Challenges?
Marketers should strive toward reinventing themselves. But how? Some of the best ways marketers can meet the challenges posed by the evolution of their field and AI marketing include:
- Enrolling in classes that teach Artificial Intelligence basics
- Attending AI conferences
- Experimenting with various mediums
The two key takeaways here are:
- Marketers need to invest in themselves, and
- Focus on their strengths
Marketers know consumers and what they need – sometimes better than consumers do. AI will only strengthen this knowledge. It offers the tools to glean clearer insights that can be used to develop ever more personalized AI marketing campaigns.
What Skills Are Marketing Organizations Looking For
Not every marketing professional has the time to take classes or attend conferences. AI marketing strategies require people who already possess an understanding of AI who can work with this technology.
Marketers need project management professionals that can develop new products on the fly. AI requires agility and a propensity for experimentation. People who are adept at managing multiple projects and creating flexible environments are a must.
Analytics professionals can help senior management understand the exponential amounts of data and make it valuable.
Finally, it’s because of this exponential data that marketing organizations will also need to refine responsibilities surrounding privacy, data management, and overall cybersecurity.
Are you ready to transform the way you think about modern B2B marketing? Connect with the team at Byonic.AI today.