Don’t Be Afraid
Artificial Intelligence has created a lot of noise over the last few years — and rightly so.
Perhaps more accurately, most of that noise has been created by its proponents and its detractors.
Takes range from, “AI is going to change absolutely everything” to “AI is an absolute nothingburger” with very little nuance in-between.
Software companies are stuffing, “Powered by AI!” into all of their marketing copy and more and more business owners are beginning to wonder, “Where do I even start with all of this?” and, “Am I being left behind?”
First things first: I don’t think I’ve ever written the word “nothingburger” before. And I don’t believe I will again. My apologies.
Secondly: No, you’re not being left behind. I promise. But it is important to understand what new tools are emerging, how they’re being used, and what is actually relevant to your business’s growth.
But that’s precisely where things can get confusing.
The Tools Change. The Fundamentals? Not So Much.
The cynic in me assumes that the conversation around AI is intentionally confusing, coded in technobabble and delivered by hypemen who want you to feel that way. Sex sells. So does fear.
And the pragmatist in me understands that there are useful applications for this technology that can help many of us to be more efficient in our work. As unexciting as that sounds, I don’t think it’s much more complicated than that.
When it comes to marketing, in particular, it’s important for all involved to remember one very important thing: AI doesn’t change the fundamentals of marketing.
Why? Because artificial intelligence is a tool. It’s not a strategy.
- You still need to understand your audience
- You still need to create differentiation
- You still need to carefully select a mix of tactics
- You still need to promote and persuade and measure and refine
AI might speed up certain tasks. But it can also expose a lack of vision.
Like any tool, it’s only as effective as the person using it.
And the trap many businesses fall into is starting with the tool vs. starting with the goal.
A clear goal informs the strategy. The strategy dictates the tools. And creative people use those tools to develop unique campaigns that can be launched, measured, and refined.
Can AI be a part of that process? Sure! But its output is only as good as its input.
It’s not a strategy in and of itself.
Understand Your Goals, Your Customers, and Your Team’s Needs
Before worrying about whether or not you’re being left behind because you haven’t incorporated AI into every aspect of your business, ask yourself:
- Are our marketing goals clearly defined?
- Do my marketing and sales teams have a cooperative system in place to support those goals?
- Do we really understand our customer journey?
- How are our current campaigns performing — what’s working? What’s lagging?
- Do we have the capacity to incorporate new tools into our systems, including time for goal-setting, training, and evaluation of those tools?
All of these questions matter, but that last one is key. Since the dawn of man (or the dawn of marketing), folks have been searching for a silver bullet, and the conversation about AI is no different.
It’s not going to revolutionize your business on its own. You need to create goals. Set expectations. Train your people. Evaluate what’s working and what’s not.
Start with the foundation. Build on that foundation. Use the tools that support your business’s growth. The tools change. The fundamentals remain the same.
We want to help your business grow! To learn more about how we can help you achieve your goals, contact us today.