5 practical marketing tactics to adapt to new technology and AI

The marketing technology landscape is rapidly evolving with advancements in AI, personalization, and a growing number of tools and platforms. This constant innovation presents exciting opportunities, but also challenges marketers to stay current, effectively manage change, and operate at scale.

This article examines five practical strategies to help modern marketing organizations adapt and succeed in this dynamic environment.

1. Actively learn from more “human” customer engagement technologies

Chatbots have been around since 1988 (wow!), but with the advent of AI they have improved so much that many customers can no longer tell the difference between an AI and a live representative. We're available 24/7, never lose focus, and collect, analyze, and deliver actionable data that you can use to improve your customer experience.

The ability to learn and interpret changes in customer queries provides a rich source of testing data for outbound marketing. Set up analytics dashboards for marketing insights and customer service resolution metrics.

Dig deeper: How to transform your customer experience with AI

2. Meaningfully mine and respect the data your customers freely share

Customers provide personal information to businesses all the time. This includes reactions to acquisition offers, purchasing behavior, product favorites, social shares, sentiment towards user-generated content, and more. All of this tells marketers how to sell to customers.

Although it's free, collecting data isn't enough these days. You need to create mutual customer value through personalization, targeted discounts, and insider offers. Marketers need predictive data that can be analyzed faster and enriched with machine learning calculations and data visualization for faster decision-making.

Understanding the complexity of data and keeping it close to the edge for real-time use supports more effective omnichannel marketing. It relies on integration and continuity so that customers can move between channels without reducing personalization or experience.

3. Content reuse tools expand your circle of influence

Authentic content still exists. Proprietary research is how brands and martech vendors differentiate their thought leadership and demonstrate that their content is not generated by AI. However, creating content that meets the needs of different campaign channels and platforms is a challenge that technology can solve.

Content and personalization tools like Optimizely and Interaction Studio, and content creation tools from Canva to Gemini and ChatGPT, can transform long-form content into social posts, short videos and Reels, and micro-influencer outreach. , useful for reusing into infographic images, etc.

With more content in the market, you can learn faster and adapt your messaging and channel mix to best engage new and customer audiences.

Learn more: How AI powers multimedia content creation

4. Start building a skilled, collaborative team.

One promise I've heard is that AI-based inbound lead management tools run by skilled marketing specialists can replace entire inside sales teams. But for the overall marketing function and customer lifecycle, all this complexity is too much for one person to manage and master, making professional development and cross-functional collaboration even more important. Masu.

Leaders must set clear direction and envision a customer-centric future, and managers must bring practitioners together to learn, share, and celebrate their team's efforts. The right skills and aptitudes may not be among those typically employed for marketing automation and performance. Cast a wide net around technology, commercial, product and customer relations teams.

5. We are all operating on the brink of an opportunity for change – embrace it.

We know we're surrounded by AI hype, but it's true that traditional metrics for measuring marketing success are being questioned, including the intrinsic value of creative work. I love how Accenture shows the impact of generative AI in his 2024 Technology Trends Report.

“GenAI…is the driving force behind making technology more intuitive, intelligent, and accessible to everyone. Where once AI was focused on automation and routine tasks, it is now moving toward augmentation. The way people approach work is changing.”

I would also add that the way customers interact with brands, search engines, and media is also changing. That's why marketers are obsessed with understanding it.

I suggest that the promise of all new ideas and technologies be evaluated against the marketing function's primary objectives.

Finding and engaging people whose brands and products can truly support solutions that make their lives and businesses stronger, healthier, more robust, more efficient or safer.

Basically, start with customer value and overlay it with brand and company values. Will this technology, methodology, and campaign testing I've designed help my customers? If so, lock it on. If not, think again and adjust.