AI is becoming increasingly ubiquitous in day-to-day marketing activities. From complex applications like persona-driven targeting and predictive marketing to automating repetitive tasks and augmenting human efforts, AI is not only enabling smarter decision-making—it is helping marketers become more productive.
According to a recent survey, 70% of organizations will integrate AI in the workplace to drive higher efficiency. CMOs who fail to adapt to the surge in AI adoption will struggle to keep their brand relevant. Here are 5 things marketing leaders must remember as they drive AI adoption in the enterprise:
Hire for AI
CMOs must consciously look for talent to support their AI initiatives. This may sound difficult in theory, but the reality is quite the opposite. Digital marketing is increasingly infused with machine learning, and marketers are already attuned to using it. CMOs simply need to identify the right talent and make sure they hire not just for today but also for the emerging AI landscape.
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Know your martech stack
CMOs must be directly involved in managing the performance of the stack and discerning how each tool is performing. It is important to identify how the AI tools that are used, contribute to your marketing efforts and improve the overall customer experience. It is also important to find the right vendors that can help overcome challenges.
Turn insights into action
AI assists marketers in identifying and understanding the patterns in data from the various platforms that are used within the organization. It is important for marketers to apply these insights to optimize the complex customer journey. Marketing teams must comprehend the insights the AI tools are informing them and the CMO must see how effective the team is in utilizing the key findings.
Understand the impact
It is not necessary for CMOs to know the technicalities of NLP or robotics, but they need to understand the impact AI has on the team and customers, in order to effectively strategize and take decisions. AI saves a great deal of time for marketers, as tasks are automated, and it goes through massive amounts of data. AI offers a clear picture of the needs and expectations of the customers, important parts of the customer journey, hyper-targeted campaigns, accurate customer targeting, hyper-personalized messaging, effective content, and potential for growth.
CMOs must be able to identify emerging opportunities from an AI lens. Let's understand this with the help of an example ─ Voice search is an emerging area and according to a report, 17 % of internet users presently own a smart assistant while 34% will soon be purchasing it. While CMOs must see how it can benefit their organization and work towards adopting voice search, the key is not just to adopt it, but to adopt before it gets too late. One must constantly identify growth opportunities to stay updated and ensure a delightful customer experience.
CMOs must ensure that technology does not outpace customer’s needs and the business. Though AI can work wonders by itself, human support and intelligence are essential for driving better results. AI should be used to complement marketers and not replace them. CMOs should also remember to guide their teams to adapt to their capabilities.
About TA Digital
TA Digital is the only global boutique agency that delivers the “best of both worlds” to clients seeking to achieve organizational success through digital transformation. Unlike smaller, regional agencies that lack the ability to scale or large organizations that succumb to a quantity-over-quality approach, we offer resource diversity while also providing meticulous attention to the details that enable strategic success.
Over the past 20 years, TA Digital has positioned clients to achieve digital maturity by focusing on data, customer-centricity, and exponential return on investment; by melding exceptional user experience and data-driven methodologies with artificial intelligence and machine learning, we enable digital transformations that intelligently build upon the strategies we set into motion. We are known as a global leader that assists marketing and technology executives in understanding the digital ecosystem while identifying cultural and operational gaps within their business – ultimately ushering organizations toward a more mature model and profitable digital landscape.
Recognized in 2013, 2014, 2015, 2019, and 2020 Inc. 5000 list as one of the most successful technology companies in the United States, TA Digital is pleased also to share high-level strategic partnerships with world class digital experience platform companies like Adobe, SAP, Acquia, and Salesforce and possess global partnerships with industry leaders such as commercetools, Sitecore, Episerver, Elastic Path, BigCommerce, AWS, Azure and Coveo.