Gone are the days of the “Mad Men” era—the time when people looked to ads to tell them what to aspire to, what to want, and who to be.
It’s fascinating to watch, really. Looking back at the successful ad campaigns of yesteryear, it’s frankly hard to believe they worked. Go ahead, give “real vintage ads” a Google, and you’ll find a lot to unpack.
There seems to be an inherent idea that, of course, the viewer aspired to be like the smiling faces in the ads. And perhaps back then, that rang true. If anything, though, these days we see that what an audience wants now isn’t false promises that a product will bring about an intangible “something.”
They want to know that a product is honest in its promise of value, and they want to connect with the business that made it.
Why Data-Driven Marketing is Critical
This is why, now more than ever, the data must drive your marketing. Consumers today expect brands to “know them” and cater to their individual preferences. Studies show that customers are more likely to make a purchase when brands offer personalized experiences.
And how do you refine your experience to make it more personalized for people you don’t actually know in person? AI-driven marketing strategies. AI changes the game by analyzing billions of data points across touchpoints (e.g., website interactions, social media, and purchase history) to create real-time, tailored experiences.
AI also means that any minute change in trends will not only be noticed but eventually anticipated, so as customer preferences change (and they always do), you’ll be prepared to evolve along with them.
AI can even separate your customers into ultra-tailored segments and offer marketing strategies for those individual groups. Think about being able to appeal to both those who are price-conscious and those concerned with environmental impact through unique marketing campaigns for each group.
The Role of a Human Team in an AI-Driven World
While AI offers incredible insights and capabilities, it’s important to remember that the tools are only as effective as the people using them. Here’s why your marketing team still plays a crucial role:
- Strategy Development: AI can identify trends and suggest actions, but it can’t decide how to fuse that with your company’s goals and overall mission. That’s where human creativity and strategic thinking come into play.
- Understanding Context: Data can tell you the “what,” but your team needs to decipher the “why.” For example, AI might flag a spike in interest for a specific product, but it takes human understanding to figure out the reason behind certain trends, such as cultural movements or societal fads.
- Creativity: Even with personalized messaging, marketing still requires a creative touch. Humans are essential for harnessing branding tools and turning them into a narrative, as well as evoking emotional resonance to convert browsers into buyers.
- Building Trust: At its core, marketing is about relationships. While AI can help a customer’s experience feel more personalized, trust is ultimately built through authentic connection- if you rely on robots for this, it will show and come off as inauthentic.
The marketing landscape is evolving, and AI is no longer just a nice-to-have—it’s a necessity for businesses looking to stay competitive. But there will never be a replacement for human creativity and communication. It’s essential to find the right balance for your business so that you’re able to gather the tools you need effectively, while also being able to use them and integrate them into your overall brand.