AI in Marketing: Revolutionizing the Funnel or Just Scribbling First Drafts?
Network, let's talk AI!? How are you incorporating this powerful tool into your strategies? We’re at a point where AI is unavoidable and if you’re not jumping on the train, you’re going to be left in the dust.
One of the ways I first began using AI was for first-round copywriting followed by heavy human editing. It's like having a brainstorming buddy who throws out ideas, but we still get the final say. I will say, that part of me gets the cringe when not being able to hire a copywriter for all my copy. But with limited means and a small team, using tools like Copilot and Bard help me stay on top of all the copy I need to churn out, without spending hours typing away.
But AI's potential goes far beyond rough drafts! I've seen it guiding customers through the funnel with chatbots, personalizing content in real time, and even predicting future trends.
So, where do I see AI in marketing heading?
Hyper-personalized experiences: Imagine ads and content that adapt to each individual user's preferences and needs. We all know personalization sells. Imagine being able to take that a step beyond the right autoflow in Klaviyo or using a customer's name in Hubspot. I predict automated flows will be so complex, that we will soon be able to hyper-personalize content marketing. Already in the DTC space, I see myself served with hyperpersonalized ads on platforms like TikTok. But in the B2B space, I expect to see this type of advertisement explode (Especially as I see AEs and BDRs getting laid off). Not saying I endorse this, but I see in short order a world where it’s a norm to have AI doing the “cold calls.” I know this is happening to some extent already, but I believe we will see this escalate soon.
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Predictive marketing: AI could anticipate customer behavior and deliver the right message at the right time. Similar to the above point, but I believe the assistance of AI when crunching the immense data sets we get, will allow data-driven marketers to reach new levels of prediction. I remember implementing an ABI strategy at VitalSource and revolutionalizing the data we had to create incredibly strong predictions of where the market was moving and understanding customers’ future pain points. That level of data analysis took months but was essential to understanding the business. I expect we will be able to rely on AI to help us turn that work from a month-long project into a day-long one. I find this exciting because it will allow this sort of impactful marketing to be available to all sorts of institutions - including ones that don’t have the budget to devote to a data analysis headcount.
Creative collaboration: Humans and AI working together to craft even more impactful marketing campaigns. The real benefit I see in AI is offloading items to this technology that are the needed work, and allowing your humans to work on the type of projects they excel at. Everyone who has worked with me in the past knows that I love to create a spreadsheet, especially one that has too much data and lets me dive in for hours. But as my career grows I have less and less time to work on items like this. Instead, I need to spend my time on strategy and “big-picture” items. AI allows me to spend more time where my mind is valuable and move the smaller items off my plate. I expect that trend to grow and grow, especially as I see more and more corporations downsizing their marketing departments, but not downsizing the expectations of output.
What are your thoughts? Are you embracing AI, or are you still on the fence?? Share your experiences and predictions in the comments!
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Project Manager at Wipro
9 个月AI is the fuel for modern strategies. Don't get left behind! Let's chat about it.