Rules #7and #8
#7 Use the power of technology primarily to create more relevant and frictionless customer experiences.
#8 use Al mainly to be more relevant and less intrusive to your customers and serve them better and more effectively.
Fact: businesses that implement Artificial Intelligence see up to 59% better close rates, 58% improved revenue, 54% more traffic and engagement, and 52% greater conversion.
On practically every front, AI wins against human marketing. AI is more effective, less expensive, and less time-consuming.
Just look at Cortex - a leading AI platform that has infused their dataset with the brand experiences of 40.000 brands over the last 4 year. All blog posts, Instagram posts, facebook posts and it’s respective results, etc.
You provide the Cortex AI with your brand goals, and it will spit out a 50 pages report on what works, what will gain traction. What brand colours, what aspect ratio’s to use, but also what pictures to avoid. Such a report would cost you 10’s of 1000 of Euro in manhours with a ‘regular branding agency’.
What is the impact? If you want to know what will resonate in the market in terms of brand - you have pretty big certainty that what you will launch will have an impact. Branding just became an exact science. No more guesswork.
OK. Let that sink for a moment.
And that’s just one example of a big list of (sometimes highly affordable) AI tools you could start using today in a pragmatic way in the several stages of your Marketing process - from Strategyzing your brand, shaping your brand, Sharing your brand or Scaling your brand (4S)
Translated to your job? If you map those tools and the tasks they relieve you from, this is what it looks like...pretty much the job description of a marketer. Or rather, a complete marketing department. But there's a but: these are all use case of what we call 'Narrow AI'. We're not yet at the stage where there is an all-encompassing Marketing AI taking over...yet.
In Rule 8 you will find ‘become less intrusive’. Let’s zoom in on that.
Most people don’t just visit your website and then buy.
In B2B, on average, 50% of leads are not ready to buy, yet 80% of marketers pass on leads from marketing to sales after the first touchpoint. Lead nurturing is a seduction dance where the buyer gets to know your business —it’s mostly courtship before marriage. So before it gets serious, there is much fun getting to know each other. The purpose of lead nurturing is to spend time establishing a relationship of trust from the perspective of being helpful rather than trying to sell. The result is that you are welcomed as a trusted advisor and partner rather than an intrusive factor. Without nurturing, you’re just trying to kiss a stranger on the street without a decent first date. It can be awkward. Good luck with that.
There is a phenomenal AI platform called Amplemarket that can automate - or augment if you like - 80% of the tasks of an internal sales rep in the nurturing process. It uses Natural Language processing and understanding to take on the repetitive tasks of an internal sales rep.
An example: you sent out an email. There is an out of office reply that mentions a mobile number - the CRM gets updated. The mail gets resent when the addressee is back in the office; When the addressee wants to book a demo, this gets automatically done by the AI, confirmation emails are sent automatically. If the out of office says someone else can be contacted, it will automatically forward the mail to that person.
An AI vortex: the self-fulfilling prophecy
We hear and read a lot about Artificial Intelligence (AI) as a circumstantial phenomenon in our everyday lives, and how it is conditioning us as consumers multiple times per day. Our daily life has been infused by AI, knowingly, or unknowingly. As marketers and organizations, we are faced with the rise of a ‘newborn’ AI wired customer, and we need to embrace AI as a leverage to improve efficacy and relevancy inside and out.
AI today is also fairly ubiquitous in CRM technology, in marketing automation, and CDP technologies. As a business and as an organization, we buy more and more of these technologies that have AI embedded into their capabilities, but many times, this capacity snoozes under a blanket of serendipity. Most use cases are often created quasi coincidental, and shallow compared to its real potential and capabilities.
As Artificial intelligence is evolving and democratizing, it’s increasingly apparent that this technology paradigm can finally help bridge the gap between human and machine. However, let’s start with what sets us apart from machines: emotional empathy is a universal language that makes us all human. Compassion and emotional empathy as a skill will be essential to differentiate machines from humans going forward long-term.
Emotion is what makes us unique. Just look at the famous case from Google with AlphaGo, when the robot won the game, it was not emotionally moved for a second. His human counterpart was devastated and wrecked. For him, the game is his life and passion. The same applies to marketing going forward. The more AI takes over tasks, the more critical real emotion, empathy, and authenticity will become.
As we shift towards a world ruled by emotion, and in a world where conversational
AI will start to reign as the main channel and tactic, and towards a world where screens start to vanish, the brands will become more relevant again. The more we use voice assistants to do things for us – more and more proactively even as they start to think on our behalf, the more critical it will become to be at the forefront as a brand. After all, when ordering a pair of jeans, you could have Amazon’s Alexa pick their preferred brand for you, or you could order a pair of Levi’s. Being and remaining at the forefront of the mind in a content cluttered world will become more relevant again.
So what does this all have to do with rule 7 and 8?
More ‘mature’ organisations will walk away from job descriptions as a means to describe duties and responsibilities – and talk in terms of role in the value chain.
These organisations will embrace AI to augment, optimize and automate their organisational capabilities where possible.