Whats a digital marketer to do?
AI is here to help.
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.
It’s free, every week, in your inbox.
Heres why:
Farewell, A/B testing
Nothing validates a marketers gut instinct like A/B testing.
Ive completed thousands of A/B, multivariate, and Taguchi tests to understand which headline or image works best.
Its a marketing best practice.
For example, I decided which video would be A and which would serve as its challenger B.
Machines find these outliers and patterns.
AI spotlights objectivity and derives more nuance from patterns than humans can.
Now theres a new call to digital marketers who will succeed: be more human.
And thats not just anecdotal.
Adieu, big data
Data wins, plain and simple.
So, like so many marketers, Ive become an expert in data.
Ive mastered pivot tables, vlookups and even learned a little SQL.
Ive tried to think more like a machine, and these skills have served me well.
The rapid advancement of machine learning exceeds any competitive edge that Ive ever had.
Even several years ago,enterprise CMOswere 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 arehundreds of fitness wear brandsout 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.
Its ironic, but machines will make usmorecreative.
And thats where you come in your wild idea, your liberal arts degree.
That concept banging around in your head that you havent had the data to prove.
Now you could pre-test it and see if it resonates.
Machines can optimize, but only humans can make something that stands out and is beautiful.
Now it’s possible for you to have both.
