Your fancy pants website is making people violently sick (literally)

When Facebook and Twitter were born, a new era of social media was ushered in, opening doors to new areas of expertise that did not exist before. At first, we all struggled to establish the culture together, but a decade later, it’s literally a science with thousands of AI tech companies backing them.

So as artificial intelligence (AI) takes over marketing, doesn’t that mean it will replace marketers? If you can ask your smart speaker in your office how much engagement growth has been for your Facebook page and ask for growth recommendations, how do marketers survive?

Marketers will survive the same way they did when social media was introduced – the practice will evolve and new niches will emerge.

There are 7 skills marketers will need to adapt to evolve. None of this happens overnight, but quality professionals are constantly honing their skills, so it won’t be stressful for the successful among us. And the truth is, it won’t be in our lifetime that AI will be able to process in exactly the same way as a human brain, even with the advent of quantum computing, so let’s focus on the weaknesses of the AI and where marketers can operate where artificial intelligence cannot. .

1. Use the data your new AI friends generate.

In the 1970s, the infamous Ted Bundy murders gave rise to the first case using computers. The lead investigator had heard of the computers and had a specialist sift through all of their data points to find similarities – a task that took the investigative team months to complete. After entering the data, within minutes they had reduced their list of suspects from several hundred to just 10.

We’re not dealing with murderers here in the marketing world (…right, guys?), but the theory that algorithms can speed up our existing jobs is a golden lesson. As more and more AI tools are added to the market to enhance your work, experiment with them! Get to know them! And keep looking for them to empower yourself.

Atomic Range studies your content and finds ways to improve what you post. CaliberMind increases B2B sales, stackla tracks user-generated content that aligns with your brand efforts, Nudge analyzes transaction risk and measures user account health, and Market infusion digs up tons of data for your SEO strategy.

See? Independently, these all sound like amazing tools, but call them “AI tools” and people lose their minds. Please.

Your job as a marketer is to do what AI can’t. Together you can automate, segment and automate, strengthen your analytics, but no machine can replicate your innate interest in your customers, your compassion, and your ability to understand human emotions and effectively predict outcomes ( because you have a lot more practice being a human than the little robots).

2. Take advantage of the main AI weakness.

As noted, you have extremely complex emotions and processes that cannot yet be understood by artificial intelligence. Use them.

How? Compile all the data provided by the AI, then strategize. Uh. AI can offer recommendations, but it cannot (yet) suggest a complete brand strategy. It’s there that you intervene.

And above all, he cannot Explain Where defend any such strategy. One of the main problems with AI is that if you ask Alexa a question, you can’t ask how she found that information or why. This trust issue is the main reason why marketers are not at risk of being replaced by technology.

3. Obsessed with data.

AI tools are young and evolving, so now is the time to start obsessing over data. What I mean by this is not to use every AI tool to compile mountains of useless data, but to start studying the data you already have.

The problem with new tools is that marketers are naturally curious, so we try them out and then forget they exist if they don’t immediately turn out to be a golden egg.

Knowing your current marketing data inside and out will help you learn alongside AI. If you’re not intimately familiar, you won’t know if the recommendations made by the AI ​​are helpful, and you might end up going the wrong way because something brilliant told you so.

Be data obsessed not by knowing every customer’s name, but be prepared to identify the relevant datasets for the results you seek. A data scientist friend of mine recently pointed out that if you toss a coin five times and it lands tails each time, the AI ​​will analyze that data and predict with 100% certainty that the sixth toss will be tails, but you and me have life experience and know better.

Staying on top of your data, even when using artificial intelligence tools, will allow you to keep you the most valuable asset, not robots. #winner

4. Don’t run away from math (no waiting, come back!)

One of the appeals of marketing is that the math is hard and you don’t need it in a creative field. But if you want to stay ahead of the robots, you’ll need to focus on your math skills.

You don’t need to go back to school for data science, but if you can’t read the basic reports these endless AI tools can create, you’re already behind. Spend at least a few hours this month on some “Introduction to Data Science” courses on Udemy Where Coursera.

5. The content is God.

We’ve all been saying for years that content is king and feeding search engines was a great way to reach consumers. You’ve already honed your skills in creating engaging content, and you already know that it costs less than many traditional lead generation efforts and content spending is on the rise.

Content can be a blog, video, audio content, or social media posts. Artificial intelligence will step in to skyrocket these efforts, if only you accept that content was once king, but now is god. What changes is how personalized content can be. For example, some companies use artificial intelligence tools to create dozens of different Facebook ads for different demographics, which would have taken weeks of human effort in the past.

Because content is what powers all these new smart devices, effectively powering your branded content and using AI tools to augment your efforts will keep you more relevant than ever.

6. Anticipate privacy issues

Consumers now understand what website cookies are and know when they’ve subscribed (or unsubscribed) to an email newsletter, but until now it’s been humans who have decided how those choices of data are made. Our teams have continually modified the Terms of Service (ToS), not only with accountability in mind, but to provide consumers with the protections they want and expect.

But AI today has no morals, and consumer comfort isn’t a factor unless humans program that into said AI devices. But it’s still not a creature of ethics like humans are. The ethical challenges ahead will be something to keep in mind as you tap into the world of AI. To make sure that you knowing the ToS of any tool you use to extract data is essential so as not to put the company in a bad position by violating basic human trust.

The take-out sale

You’re smart, so you already knew that bots don’t take your work, but rather augment it, but adding AI into your marketing mix to stay ahead of the game comes with risks and a reward curve. learning. But seeing artificial intelligence for what it really is – a tool – will keep you focused on the big picture and save your work.

Sherry J. Basler