Prepare now to be ready for the marketing of tomorrow
If this article makes it sound like your job as a marketer is going to be replaced by the inner-workings of a server somewhere, fear not—you are still a very necessary component in the future-marketing equation. Here are 4 steps you can take now to make sure that you’re ready to harness the power of AI-driven tools when they become mainstream.
1. Gather and store metrics
In order to leverage a data-driven learning machine, you must first feed it quality data. Marketers know their brands, their customer personas and their collateral. They also understand the shifts in buyer habits, and more importantly, the emotional factors and societal trends that go into those changes in the market. These are all data points that can be fed to a machine learning system in order to get the best possible results, but the machines cannot discern this information for themselves. Harvest this data. Catalog and store it. Run it through manual analysis.
2. Know your objectives
Once a machine-learning system is up and running, tomorrow’s marketer will need to be there to ensure that the machine is continuing to make proper assumptions. Through interactions with the system, we’ll be able to feed these machines new-and-improved data including new assets and content, new products and offerings, sales incentives for target personas and more. In other words, we’re still going to be driving the campaign strategy, but in order to maximize the potential of these learning systems, our objectives will need to be clearly outlined with all assumptions documented.
3. Get ready to accept statistics-based retargeting
AI-driven marketing systems are, at their core, computer systems. And computer systems do one thing really well: generate statistics. Moving forward, our retargeting efforts will be driven off of data, rather than emotion or hunches. This is great for our companies and our bottom line, but it will require a change in thinking for many marketers. The good news is that we won’t have to spend as much time executing our strategy or analyzing results, because our AI will take care of much of that for us. As marketers, we’ll get to dive in and create quality content to execute on a statistically sound strategy.
4. Create better – not more – content.
Our future marketing tools are going to be able to analyze our content, predict engagement and quantify lead qualification. It will then make recommendations based on real-time results. Just providing content will no longer be enough to drive lead generation. The marketing team of tomorrow is going to need to learn how to respond to low-ranking content by improving our messaging, honing our campaigns, and increasing our quality to drive the best possible engagement.
The AI future is nearly here. Systems that employ machine learning are already out there, running websites, affecting our search results, and changing the way we do business. It’s a disruption we’re going to need to watch closely, because once we experience that shift to a machine-learning-driven internet, the change we experience as marketers is going to have a deep and lasting impact. But it’s nothing to fear—in fact, in many ways, once we’re able to harness the power of these futuristic systems, we’ll become more agile, more connected, and more responsive to the needs, wants and demands of our customers than ever before.