When Facebook and Twitter were born, it ushered in a new era of social media that opened the gates to new areas of expertise that didn’t exist before. At first we all struggled to establish the culture together, but a decade later, it’s literally a science with thousands of supporting AI technology companies.
Doesn’t Artificial Intelligence (AI) mean that it will replace marketers when it takes over the marketing? If you can ask your smart speaker in your office how your Facebook Page engagement has increased and ask for recommendations for growth, how do marketers survive?
Marketers will survive just as they did with the introduction of social media – the practice will evolve and new niches will emerge.
There are 7 skills that marketers need to adapt in order to move forward. None of this is done overnight, but quality professionals are constantly improving their skills so this isn’t stressful for success among us. And the truth is that AI cannot process in our life exactly the same as a human brain, even with the advent of the quantum computer. So let’s focus on the weaknesses of AI and where marketers can perform where artificial intelligence cannot.
1. Use the data your new AI friends generate.
In the 1970s, the infamous murders of Ted Bundy resulted in the first case in which computers were used. The lead investigator had heard of computers and had asked a specialist to search each data point to find similarities – a task that took the investigative team months to complete. After entering the data, they had narrowed their list of suspects from several hundred to just ten within minutes.
We’re not dealing with killers here in the marketing world (… right, folks?), But the theory that algorithms can speed up our existing jobs is a golden lesson. Experiment with them as more AI tools are added to the market to improve your work! Get to know you! And keep looking for them to strengthen you.
Atomic Reach researches your content and finds ways to improve what you deliver. CalibreMind drives B2B sales, Stackla hunts user-generated content that fits your branding efforts, Nudge analyzes business risk and measures the health of the user account, and Market Brew gathers tons of data for your SEO strategy.
See? Regardless, these all sound like amazing tools, but call them “AI tools” and people are going crazy. You’re welcome.
Your job as a marketer is to do what AI can’t. Together you can automate, segment, and automate, improve your analytics, but no machine can replicate your innate interest in your customers, compassion, and ability to understand human emotions and predict outcomes effectively (because you’re much more experienced in human beings than the little robots).
2. Take advantage of the primary weakness of AI.
As mentioned earlier, you have emotions and processes that are extremely complex and cannot yet be understood by artificial intelligence. Use this.
As? Gather all of the data offered by AI, then strategize it. Moron. AI can make recommendations but not (yet) propose a full branding strategy. That’s where you come in.
More importantly, it cannot explain or defend such a strategy. One of the main problems with AI is that when you ask Alexa a question, you can’t ask how that information came about or why. This trust problem is the number one reason marketers are at risk of being replaced by technology.
3. Obsessed with data.
AI tools are young and evolving. So now is the time to start looking at data. By this, I don’t mean using every single AI tool to compile mountains of useless data, but rather examining what is already there.
The problem with new tools is that marketers are inherently curious. So we try them and then forget that they exist if they have not immediately turned out to be a golden egg.
Knowing your current marketing data inside and out is a great way to learn about AI as well. If you’re not very familiar, you don’t know if AI’s recommendations are useful and you might be down the wrong path because something brilliant told you.
Don’t worry about data by not knowing the names of each customer, but instead identify which records are relevant to the results you want. A friend of a data scientist of mine recently pointed out that if you toss a coin five times and it lands on tails every time, the AI analyzes this data and predicts with 100% certainty that the sixth toss will be tails, but you do and i have life experience and know better.
If you keep track of your data even when you use artificial intelligence tools, you will remain the most valuable asset, not the robots. #win
4. Don’t run away from math (don’t wait, come back!)
One of the draws of marketing is that math is difficult and you don’t need it in a creative field. But if you always want to be one step ahead of robots, you need to focus on your math skills.
You don’t have to go back to data science school, but if you can’t read the basic reports these endless AI tools can create, you are already behind. Spend at least a few hours this month on some Intro to Data Science courses on Udemy or Coursera.
5. Content is God.
We have all said for years that content is king and that feeding the search engines was a top way to reach consumers. You have already honed your great content creation skills, and you already know that it costs less than many traditional lead generation efforts, and the content spend is way up.
Content can be blogging, video, audio or social media posts. Artificial intelligence will skyrocket those efforts if you only accept that the content was once King but is now God. What is changing is how individual content can be. For example, some companies are using AI tools to create dozens of different Facebook ads for different populations, which in the past would have taken weeks of human effort.
With content feeding all of these new smart devices, effectively feeding your branded content and using AI tools to power your efforts will keep you more relevant than ever.
6. Familiarize yourself with privacy issues
Take that away
You’re smart, so you already knew that the robots aren’t taking your job, but rather adding to it, but adding AI to your marketing mix to stay ahead of the curve comes with risks and a learning curve. However, when you see artificial intelligence for what it really is – a tool – always focus on the bigger picture and save your job.