04 Jan Marketing Consultants
Marketing AI Wipes out Consultants?
These so called expert forecasts always hitch a ride on the assumption that consultants won’t be able to adapt and improve with new AI marketing platforms available.
A skilled mind only gets better with great AI Marketing tools. It’s kind of insulting that they’re saying consultants offer low productivity gains, which might suggest these journalists avail themselves of consultants of dubious quality.
This is why I’m excited about AI marketing platforms. They’ll remove barriers for consultants to achieve great things through insight. And marketing consultants are often left out in the cold. Expert use of the new AI tools will make consultants even more valuable in 2020 and beyond into the AI era of business.
We Will Love Artificial Intelligence Marketing Platforms
Marketing consultants and small niche marketing agencies will actually gain on corporate inhouse teams. This is because the new AI systems generate data we’ve never had access to before — to test. learn and perform at a much higher level. Consultants will thrive with the powerful new Artificial intelligence tools. This is far beyond automation. We’ll be better able to research, ask good questions, and test out more reliable strategies.
AI software + competent digital marketing specialist means testing, learning and improving results fast.
In fact, AI tools allow all of us to ask better questions to get more useful answers. AI just gives us reports, feedback, and lets us test faster. Now we can fail fast, and learn faster without judgement or losses. We can succeed faster with AI marketing.
Big Picture Thinking with Poor Data?
Marketing consultants are hired for their big picture creativity and focus which bolster their strategic skills. With poor quality data, or no data, many consultants have been asked to perform mental gymnastics each and every day. Disruption will be certainly be good for consultants — we can get at what we need to know.
Whether you’re a sales consultant, content consultant, or SEO consultant, better data makes a huge difference. Yes, even a marketing graduate out of college can perform much better with AI feedback. They’ll be asked to because the work doesn’t go away, there’s just more of it.
False Assumptions about AI Marketing Platforms
Pundits believe low level in-house marketers will sit back and watch the AI software platform manage everything successfully. They believe experience is not relevant anymore. This is because the software actually figures out what works right now in real time. But AI is dependent on us.
The hype about AI software being omniscient and understanding context is one of the myths being debunked now in 2020. Even the corporate buzzword vocabulary will disappear as everyone comes back down to earth.
Before we get carried away, let’s remember that AI systems:
- don’t understand human emotions and buyer intent
- don’t understand context
- don’t know what comes next or what questions to ask
- make mistakes without expert overview
- are actually testing-automation machines
Without us, AI Bots are Crazy
I had a “live chat” with a CRM AI chatbot the other day. I didn’t know it was an AI bot at first. I just thought the rep was retarded because the conversation was so weird and scripted. It pretended to respond like a person, but it couldn’t understand what I really meant with my responses and questions. It misinterpreted what I wanted and delayed my connection with a real person. The way it seems to ignore or neglect the emotional intent of visitors is an issue.
It made me feel like I was wasting my own time, not theirs. But customers need to be first, always. AI makes the same mistakes with everything because it isn’t human. And it’s more than just a natural language issue. It’s that each unknown prospect is unique and it takes quite a bit of intelligence to respond appropriately.
We Can Ask Questions for the Right Answers
Consultants only have to get the AI platform to test and then generate answers to their questions. The answers then are fed to the sales, marketing, content copywriters, and SEO consultants. One happy team of consultants working supportively together to get the ideal results.
As long as the trained digital marketing specialist can operate the software well, it leaves each professional consultant with much more time. And that’s important time to strategize and test everything from content attention and engagement items to Google algorithm trends to which sales incentives will work for each customer.
Insight Generates Power
AI software systems must produce insight. Yet real conclusions are still assessed by marketing consultants, who create the game plan for a new iteration of tactics and strategy. With AI marketing software, I can reach the highest levels of insight — at least in fields I have experience in.
Do you need genius to work with these AI marketing platforms? It could be that’s all the system lacks. So we’re needed.
Why is the CEO and marketing manager the most powerful workers in the company? Because they have the data and the overview of everything happening. And they can ask any question and get answers. That top of mountain view is why CEOs get paid millions.
What are some examples of important questions an AI consultant could ask?
- how many unique sales incentives do we need to create?
- if Google is ignoring keywords what do they want?
- what is most engaging in our content for women?
- which content pieces, topics, photos, people, and stats will make us more relevant to our California Bay Area customers?
- how do we distinguish a mid funnel prospect by their content choices and move each visitor to the next consideration point quickly?
- how can we personalize our content without incurring Google penalties or losing our high rankings?
- how should we personalize our brand or uvp for each visitor?
- what is killing our sales?
AI Powered Marketing Consultants
Marketing consultants may lack confidence not because they don’t have training, skills or experience. It’s the lack of data and processing power that holds them back from many contracts, projects and career challenges. These platforms change everything.
AI marketing platforms have the power to present an accurate picture of marketing success. Whether it’s copywriting, conversion funnel fails, abandoned sales carts, unique value proposition weakness, target customer purchase triggers, they can answer the consultant’s question about what’s missing that customers and prospects want.
I like this quote from the people at Albert.ai:
Innovation in marketing will come from humans, not tech. As increasing numbers of marketers adopt autonomous AI, they will discover that the road to digital transformation is paved with questions. In the face of consistent positive results, marketers will become more comfortable with machine colleagues pulling the levers of execution and will let go of concerns about why the machine did one thing and not another. — Albert AI blog
Okay, there will be unknowns, but we have faith that the system is producing the best potential. I would suggest that AI marketing consultants will have more insight due to larger variety of client experiences (no tunnel vision) and thus offer broader understanding and insights. And of course the AI marketing tools even things up against the inhouse staff’s insider position.
For creative marketing consultants then, it’s all about using the AI generated data to find the right questions. We’ll be able to ask deeper questions about our target customers, site visitor tastes, and conversion funnel effectiveness. From content engagement to calls to action, we’ll get back detailed info about each visitor.
This will feed into more impactful, engaging and high ranking content to fill the top end of our funnels.
That will require even more right-brained imagination and problem solving — the kind that consultants love to use.
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