Change. Sit with that word for a moment. How does it resonate with you? Are you one to embrace it, or one to dig your heels in and fight against it with all your strength? Change, no matter how you feel about it, is inevitable. And ready or not, change is happening all around us, especially in the technology and marketing industries, not to mention our own company!
With Artificial Intelligence (AI) increasing its presence and social media platforms continually changing their algorithms, features, and strategies, your business marketing will either sink by staying the same, or swim by adapting to the changes. At Manski Media, we think there’s an even better option—capitalize on change and ride the waves. It’s about working smarter, not harder. Better to be flexible like a rubber band than stiff as a board when it comes to the ever-changing world of marketing.
We’re in an industry that invites transformation like a warm blanket on a chilly night, and with that comes a choice to be frustrated by it or get excited about the possibilities and opportunities for growth it creates. We’re not only experiencing a lot of shifts when it comes to what’s working well in marketing, but within our own systems, operations, and staff roles and responsibilities.
Ah, yes, the season for change is here—you can almost smell it, can’t you? Or maybe that’s pumpkin spice we’re almost smelling. Either way, let’s dive into some of the various marketing changes on the horizon.
The AI-lephant in the Room
Yes, it’s true, AI is making itself known. What’s not true is that it’s completely taking over everything. While it’s a great tool for improving the ways some things are done, it’s not a replacement for that special human touch that, well, only humans can do. For example, a human is writing this very blog because she knows that AI doesn’t naturally include witty, empathetic, or sarcastic side notes—because it’s not natural, it’s artificial. Get it? <Ba dum, ching!>
Here at Manski Media we get excited about finding new ways to increase our efficiency. AI can be a helpful tool in supporting that goal, but like we mentioned earlier, it isn’t an end-all, be-all. Here are some ways we have found it helpful to implement AI for both our customers and our staff:
Using AI for data analysis is a game-changer for marketers, and we’re no exception. The ability to process and derive insights from massive datasets allows us to make informed decisions that were previously extremely difficult, if not downright impossible (I know, I know, “impossible” isn’t a very optimistic word). However, AI-powered analytics tools can uncover patterns, trends, and correlations that guide marketing strategies, and it does it within seconds! Our team can take that data and identify which campaigns are most effective, understand consumer sentiment (that’s you!), and predict future trends, enabling them to allocate resources more efficiently and drive higher returns on investment. We have never had any of our customers complain about having higher ROI’s. Like, ever.
Content Creation and Optimization
While we lean heavily on our team of creatives to come up with fantastic, eye-catching, engaging content, there are times when they need an extra boost from AI to get their creative juices flowing. Because the nature of our company is marketing for ANY business, there are a lot of industries we serve. Though it doesn’t happen all the time, there are certainly times our team needs a little dose of pizazz that AI helps provide. Just like authors are known to get writer’s block from time to time, content creators encounter the same kind of mental brick walls, so to speak. AI tools enable us to fine-tune our content strategies for maximum impact on consumers, which is fantastic news for our customers. Additionally, AI can analyze the performance of content across various platforms, identifying what resonates with the target audience. It’s about working smarter, not harder, as our owner often reminds us.
Predictive analytics, powered by AI, allows marketers to foresee future trends and consumer behaviors. By analyzing historical data and patterns, AI algorithms can predict which products might be in demand, when consumers are most likely to make a purchase, and how market conditions might evolve. This foresight helps us to proactively adjust our strategies, allocate resources more wisely, and stay ahead of the competition. Numbers don’t lie, they’re just often misinterpreted, which is where humans help bridge the gap between AI-driving data and our very human customers.
Predictive analytics has been predicting your own behaviors for quite some time based on your electronic habits, which is why if you have been talking to a friend or relative about this stellar kitchen appliance or cool gadget you almost bought, a product very similar (if not exact) to what you saw will show up in your social media feeds soon after you’ve hung up the phone. Eerie, perhaps, but predictive and efficient, nonetheless.
AI-driven programmatic advertising has revolutionized the way brands connect with their target audience. With real-time bidding and automated placements, programmatic advertising optimizes ad placements across various channels, ensuring that ads reach the right people at the right time. Again, that’s you! This leads to more efficient spending (you’re welcome), higher conversion rates (you’re welcome, again), and improved ROI. Ahem. You’re welcome.
There are times and places where marketing automation is helpful, such as creating or improving email campaigns and social media scheduling. AI algorithms can optimize timing, give our content creators idea platforms to jump from, and delivery methods for maximum engagement. This not only saves time but also ensures that marketing messages are delivered when they are most likely to resonate with the audience. There are times that are better than others to send out emails, advertisements, and social media content than others. AI helps us hit those peak times to improve our customers’ success.
AI isn’t AI-verything
There are drawbacks, or rather challenges, to using AI that are important to consider. As AI continues to reshape the marketing world, it’s important to understand that there are ethical considerations and challenges. Data privacy and security, transparency in AI decision-making, and the potential for bias in algorithms are all critical issues that we as responsible marketers must navigate and be aware of.
AI is revolutionizing the marketing industry in many ways, but not all. The transformative technology does empower marketers to make data-informed decisions and achieve higher levels of efficiency and effectiveness. It does not have empathy, humor, or a true, meaningful connection with humans. As it continues to evolve, so do our strategies and ways of implementing effective solutions for our customers without losing the human touch factor.
Change. Whether you are one to embrace it or one to reject it, it is coming…and it already has. We’re working hard to embrace our own changes in staffing and responsibilities, recognizing that we have a choice to either get excited about the chance to capitalize on growth and new opportunities, or not. We’re choosing the first option, by the way. More updates on that to come!