ESM Digital's Higher Ed Marketing Blog

How to Use Automated Technology to Make Marketing Magic

Ready or not, the future of automated technology (commonly referred to as AI) is here. From voice recognition personalities like Alexa and Siri to self-driving cars, more and more, technology is a part of our daily lives.

This AI powered future has an impact on many industries, but it’s an especially hot topic for marketers. At this year’s MarketingProfs B2B Forum, AI and its impact on the workforce was a recurring theme. Leading experts like HubSpot’s Dharmesh Shah recognize that technology can best help us complete repetitive, mundane tasks, but it will never replace jobs that require creativity and strategic thinking.

So, what does an AI future mean for you and your marketing plan?

Be flexible. As we close out the year, many marketers formulate their 2018 yearly plans. Now more than ever, you need to be willing to be flexible with that plan. You must account for evolving technologies and how they could impact your marketing efforts. But it’s hard to predict what exactly the future will hold, so be prepared to shift quickly.

The hope is that as technology takes over the manual tasks that a computer can perform faster, this will free up your time so you can focus on the things that technology can’t do such as creative thinking and problem solving.

As Christopher Penn, Vice President of SHIFT Communications, explains, AI will change marketing forever because technology is simply better than us at reading lines of code, repeating algorithms for multivariate testing, and transcribing audio into text (just to name a few). He says, “if you do it with a template today, a machine does it without you tomorrow.”

Imagine if each gigabyte in a zettabyte were a brick, then we could build 14 Great Walls of China a day! Apply this to your everyday marketing needs. For example, download the video transcripts that YouTube automatically populates for you or use machine learning for your PR campaigns.

Be an AI powered superhero. Use the technology that’s at your fingertips to its fullest potential. Use automated software to create more customized email journeys. At ESM Digital, we break down the silos so email and paid media cater messaging based on user behavior. We use technology to create more personalized and meaningful campaigns.

Don’t settle for traditional. Traditional marketing gets a bad reputation of being invasive and even cheesy (queue the eye roll). Nowadays, you need to find new and creative ways to shatter traditional expectations. Consumers are spending less time driving and more time in ride sharing cars (some even self-driving), so you need to consider what and how you put content in front of them. Push the limits and do something different to break through the noise.

Let robots be robots. Where sci-fi movies and pop culture have it all wrong is that we can’t expect robots to behave just like humans. Technology will never be able to truly replicate all human abilities and emotions. Chatbots will never be able to have empathy or solve a complex human problem.

Want to learn more about how to leverage AI in your marketing plan? Call us at 978-475-0880. We can join forces and take on the future together.

~Lindsay Moura