Digital marketers today are faced with a unique challenge: tell a creative, compelling brand story while simultaneously fitting it to a formula that ensures the message ranks among competitors, goes viral, or is perfectly optimized for all platforms. Also, the formula changes every day without notice, so make sure you stay on top of it at all times.
What’s a digital marketer to do?
AI is here to help. I repeat, AI is here to help. There is a lingering fear that robots, AI and machine learning will replace everyone’s jobs in the next six years, but the reality is far more nuanced.
As noted by the Marketing AI Institute, some marketing jobs will go away because of AI, some will be enhanced by AI, and some new jobs will be created by AI. Marketing jobs that consist primarily of repetitive tasks or data analysis are going to be at risk.
But creativity remains in the hands of humans, even if “beauty” is in the eye of the algorithm.
Here’s why:
Farewell, A/B testing
Nothing validates a marketer’s gut instinct like A/B testing. I’ve completed thousands of A/B, multivariate, and Taguchi tests to understand which headline or image works best. It’s a marketing best practice.
[Read: The 3 subconscious states of mind driving customer behavior]
Unfortunately, it’s also flawed from inception because marketers approach A/B tests with built-in bias. For example, I decided which video would be “A” and which would serve as its challenger “B.” With my human opinion involved – and the outcome I’m hoping to see in mind – the A/B test only proves two variations, ignoring outliers or subtle patterns. Machines find these outliers and patterns. AI spotlights objectivity and derives more nuance from patterns than humans can.
Machine learning has an additional one-up on A/B testing: it can predict, with statistical significance, which option is best without running the A/B test. Instead of creating a 2×2 matrix, drafting twice the assets, spending the time, budget, and energy to run the test, then reporting on outcomes and having meetings to talk about the outcomes… marketers can instead move forward with the answer in the first place!
For the last 15 years, marketers have been told to lead with data, to become more like machines. Now there’s a new call to digital marketers who will succeed: be more human. And that’s not just anecdotal. Up to 36% of business executives say the primary goal of incorporating AI into their business is to automate tasks and free up workers to be more creative.
Adieu, big data
Data wins, plain and simple. Look to big data, data lakes, data science – as marketers, we’ve been told that our opinions don’t matter unless they’re backed by data.
So, like so many marketers, I’ve become an expert in data. I’ve mastered pivot tables, vlookups and even learned a little SQL. I’ve tried to think more like a machine, and these skills have served me well. But as “big data” evolves into machine-generated insights and actions (handled by machine learning), my weak Excel formulas can’t compete.
The rapid advancement of machine learning exceeds any competitive edge that I’ve ever had. Even several years ago, enterprise CMOs were looking to machine learning to improve customer experience and support. Today, that extends to examining what people want and when they want it. The machines are winning.
Except in one critical area: creativity. Humans are the only creators.
Hello to the new beginning of creativity
There are hundreds of fitness wear brands out there. Hundreds of shoe companies, high fashion, subscription boxes, you name it. Every field is crowded, and every brand is vying for attention. The one thing that sets them all apart? Creative.
Creative introduces variance into the algorithm and finds new winners. Creative prompts the machines to find the quirks, the outliers, the “that’s interesting” data that we can’t see from a 30,000-foot view. It’s ironic, but machines will make us more creative.
And that’s where you come in – your wild idea, your liberal arts degree. That concept banging around in your head that you haven’t had the data to prove. Now you can pre-test it and see if it resonates.
Machines can optimize, but only humans can make something that stands out and is beautiful. Beauty is in the eye of the beholder, but it needs to serve the algorithm that dictates digital marketing success. Now you can have both.
Did you know we have an online conference about digital marketing coming up? Re:Brand will share strategies on how brands can still succeed in these unprecedented times.
Original post: https://thenextweb.com/growth-quarters/2020/05/11/ai-is-great-news-for-digital-marketers-who-are-bored-of-being-data-drones/
When I originally commented I clicked the “Notify me when new comments are added” checkbox and now each time a comment
is added I get three e-mails with the same comment.
Is there any way you can remove people from that service?
Thanks!
Hi there, You’ve done a fantastic job. I’ll certainly digg it and personally suggest to my friends.
I am sure they’ll be benefited from this website.
It is perfect time to make some plans for the longer term
and it’s time to be happy. I have learn this publish and if I could I desire to suggest
you some attention-grabbing issues or tips. Maybe you could write subsequent articles
referring to this article. I desire to learn more things approximately it!
I am the business owner of JustCBD Store label (justcbdstore.com) and I am currently seeking to develop my wholesale side of company. It would be great if anybody at targetdomain can help me ! I thought that the most effective way to accomplish this would be to reach out to vape stores and cbd retail stores. I was really hoping if anyone could recommend a reliable web site where I can get CBD Shops B2B Database I am presently checking out creativebeartech.com, theeliquidboutique.co.uk and wowitloveithaveit.com. On the fence which one would be the best choice and would appreciate any advice on this. Or would it be simpler for me to scrape my own leads? Suggestions?
I am the manager of JustCBD Store brand (justcbdstore.com) and I’m presently seeking to broaden my wholesale side of business. I really hope that someone at targetdomain can help me 🙂 I considered that the most suitable way to accomplish this would be to talk to vape shops and cbd retailers. I was hoping if anyone could suggest a trustworthy website where I can purchase Vape Shop B2B Leads I am already looking at creativebeartech.com, theeliquidboutique.co.uk and wowitloveithaveit.com. Unsure which one would be the most ideal choice and would appreciate any support on this. Or would it be much simpler for me to scrape my own leads? Suggestions?
Pretty! This was an incredibly wonderful post. Thanks for providing this info.
This is a topic that is near to my heart… Thank you! Exactly where are your contact details though?
You’re so awesome! I do not think I have read anything like that before. So nice to find someone with some unique thoughts on this subject. Seriously.. many thanks for starting this up. This web site is something that’s needed on the web, someone with a bit of originality!
Good post. I am going through many of these issues as well..
When I initially commented I seem to have clicked on the -Notify me when new comments are added- checkbox and now each time a comment is added I receive four emails with the exact same comment. Is there a means you are able to remove me from that service? Appreciate it!
Hi there! This article couldn’t be written much better! Going through this article reminds me of my previous roommate! He continually kept preaching about this. I will forward this information to him. Fairly certain he will have a great read. I appreciate you for sharing!
When I originally commented I seem to have clicked the -Notify me when new comments are added- checkbox and from now on every time a comment is added I get four emails with the same comment. There has to be an easy method you can remove me from that service? Cheers!
bookmarked!!, I like your site!
Can I simply say what a relief to uncover a person that actually knows what they are talking about on the internet. You actually understand how to bring a problem to light and make it important. More people have to look at this and understand this side of your story. I was surprised you are not more popular because you certainly have the gift.
Next time I read a blog, I hope that it won’t disappoint me just as much as this one. I mean, I know it was my choice to read, but I truly believed you would probably have something useful to talk about. All I hear is a bunch of moaning about something you could fix if you were not too busy seeking attention.
Hi there, I believe your site may be having web browser compatibility problems. Whenever I take a look at your website in Safari, it looks fine however, if opening in IE, it has some overlapping issues. I merely wanted to give you a quick heads up! Besides that, great website!
Your style is unique in comparison to other people I have read stuff from. Thank you for posting when you’ve got the opportunity, Guess I will just bookmark this page.
Achieving your fitness goal does not need a certified personal trainer or an expensive gym memberships, it’s not hard to exercise at home. It is easy to go down a training and fitness rabbit hole, however, when you’re looking for the best home exercise equipment to outfit your personal home gym.
You have made some really good points there. I checked on the net for additional information about the issue and found most individuals will go along with your views on this website.
I seriously love your website.. Excellent colors & theme. Did you make this web site yourself? Please reply back as I’m planning to create my very own website and want to know where you got this from or just what the theme is named. Appreciate it!
It’s nearly impossible to find knowledgeable people about this subject, however, you sound like you know what you’re talking about! Thanks
bookmarked!!, I love your website!
Aw, this was an incredibly good post. Taking the time and actual effort to create a great article… but what can I say… I hesitate a lot and don’t manage to get nearly anything done.
Greetings! Very helpful advice in this particular post! It is the little changes that make the most significant changes. Thanks for sharing!
There’s certainly a great deal to learn about this issue. I like all of the points you made.
This is a topic which is near to my heart… Thank you! Where are your contact details though?
Greetings! Very helpful advice in this particular post! It is the little changes which will make the biggest changes. Thanks for sharing!
Very good post. I definitely appreciate this site. Keep it up!
Way cool! Some very valid points! I appreciate you writing this write-up and the rest of the website is really good.
Great information. Lucky me I came across your site by accident (stumbleupon). I have saved as a favorite for later!
Pretty! This was a really wonderful post. Thank you for providing this information.
May I simply say what a relief to uncover someone who really understands what they’re talking about online. You certainly know how to bring a problem to light and make it important. More people should look at this and understand this side of your story. It’s surprising you aren’t more popular since you definitely possess the gift.
Good day! I just wish to offer you a huge thumbs up for the excellent info you have right here on this post. I will be returning to your site for more soon.
Hi my name is Fernando Cardinali I might want to welcome you to the introduction of Builderall 4.0 brimming with new news.Considered the best organization of Online Advanced Showcasing apparatuses today !! for just 1 $ you will have the total instrument !! also, you will approach the prizes that Builderall is offering !! In the event that you have any uncertainty send my email in the right field
Very good article post.Thanks Again. Fantastic.