Cultivating AI Resilience
Part 2: Marketing Strategy
By thoughtfully weaving AI into your marketing strategies, you can ensure they are resilient, responsive and ready to meet the challenges ahead.
In Part 1 of our series, we delved into the preparatory stages of integrating AI into your business framework, emphasizing the importance of strategic planning, risk assessment and ethical considerations.
As we transition into Part 2, our focus shifts from the theoretical to the practical, exploring an AI-enhanced marketing mindset. By thoughtfully weaving AI into your marketing strategies, you can ensure they are resilient, responsive and ready to meet the challenges ahead.
We recommend incorporating generative AI incrementally where it makes sense (see Part 1 for best practices). This means fighting the Fear of Missing Out (FOMO) to change all of your tools at once and instead making changes in small, meaningful ways that compound over time.
For example, find something you already are doing and then see how AI can make it better and/or more efficient. This can look like finding fresh ways to repurpose resources you already have. Do you have an expert in your organization who’s good at public speaking engagements? How can AI help you capture their talks and turn them into email, blogs and social media?
Parallel to this is leveraging that speaker’s best material, making clear what makes them so special and driving home why people should listen. It’s not enough to simply add content into the machine – the output will only be as good as the source material.
Factors Influencing Follow The Customer
In the ever-evolving landscape of digital marketing, panic tends to ensue each time algorithms change or new technologies emerge. But what really matters is where your customer is, not what the headlines are saying.
Even though it feels like generative AI got here overnight, in reality it’s going to take time to see how user behavior will evolve. Companies like SEER Interactive are studying AI-based referral traffic so that they are operating on “facts over frenzy.” What kind of data does your team need to monitor the generative AI impact? How will your team measure and report on it?
Besides keeping an eye on where your customer is, this is a good time to ensure that you are keeping your marketing channels diversified. For example, if most of your marketing is website-based, it may be time for a carefully crafted email campaign that can do some of the heavy lifting should you see a drop in website traffic.
AI’s data-analyzing abilities allow for a level of customization we’ve never seen before. This personal touch enhances engagement, fosters loyalty and boosts conversions. In order to get personal, you need to know who you’re talking to. In the era of first-party data, how are you capturing and segmenting your audience? What tools are you using to reach them effectively?
AI tools can help every step of the way – from creating personalized content to sending it out to exactly the right audience. To get started, look at the assets you may already have or that can be adapted to allow for personalization. Could your email lists be segmented more? Are you fully leveraging retargeting opportunities in your advertising platforms? Are there tools you’re already using that may have been upgraded recently to include AI enhancements?
Cultivating AI resilience in marketing is an ongoing process, a journey of learning, unlearning and relearning. It’s about embracing the technology not as a replacement for the human touch, but as a powerful ally in accentuating it. As AI continues to advance, so too should our strategies, ensuring we remain not just relevant but revolutionary in our approach.
Need help getting started? Contact us today for an AI marketing consultation!
Sarah Snyder-Castañeda is a Digital Ads Manager and Content Creator with a long-established career in SEO/SEM. Originally a journalist, her background in writing and research informs her approach that combines the technical and human aspects of marketing. A lifelong passionate learner, Sarah enjoys sharing her knowledge of all things digital.