In the Age of Automation and AI, Focus on These 3 Marketing Tactics With the imminent emergence of various AI and automation tools in marketing and PR, here are insights on navigating the industry's new tools and evolving landscape while remaining unequivocally committed to ethical practices amid the AI boom.
By Nicole Rodrigues Edited by Micah Zimmerman
Opinions expressed by Entrepreneur contributors are their own.
There's a new landscape emerging in the world of PR and marketing. The onset of artificial intelligence (AI) and automated tools is becoming so omnipresent in this space that it could seem daunting to keep up with. The truth is, however, that this is the time to double down on the tried-and-true tenants of business marketing that have already proven to work time and time again while embracing new technologies.
These tools seem to offer a new sense of ease and efficiency, but easier doesn't always mean better — and it certainly doesn't guarantee conversions. We must be smart in deciding which tools are useful to adopt and which are more hyped than effective. Modern PR and marketing pros should be focused on strategically implementing the right new technologies with a thoughtful mindset without sacrificing the same best practices that got the business off the ground in the first place.
Whether you are conducting your own marketing internally or hiring a third-party firm, a few key considerations should be kept in mind to ensure all parties are on the same page and can achieve the desired end result.
Related: Why Artificial Intelligence is Revolutionizing Marketing
1. When implementing new tech, less is more
Be as selective with the tech tools you use to support your business and services as you would be with the people you hire to keep it running. The more limited you are in the tools you implement, the freer you are to optimize each tool to its full potential. One thing business leaders and marketing executives often overlook is that any new technology comes with a learning curve, and it might take some time to reap its benefits. Even with virtual tools and endless cloud space — excess can still lead to clutter.
Take the time to examine how new tech tools can enhance the creativity and thoughtfulness of the human minds that employ them rather than how they can automate the entire process. To start, try focusing on tools that integrate seamlessly with your existing systems and address specific pain points in your current workflow. This can make it easier to train employees and reduce costs in the long run. It's also important to remember that while new tools can automate many aspects of your marketing funnel, the professional human touch cannot be replaced by machines. By being selective with the tools you use and taking the time to understand their full potential, you can ensure that your marketing efforts are strategic, effective and ultimately more successful.
2. Social media is, indeed, an integral part of your sales funnel
If you're representing a consumer product and aren't generating sales and marketing leads through Instagram or TikTok, just know that your competitors are. Don't miss the opportunity to tap into this rich pool of potential consumers, especially when they are likely already looking for the goods and services you or your client offer.
Investing in the right channels at the right time is crucial to your company's growth. It's also important to ensure your digital marketing game is on point before investing in PR. While PR is a powerful way to give your company the spotlight it deserves for the big moves it makes, media hits will only take your brand so far without the foundation of solid social channels that showcase your value and ongoing engagement with your audience.
To optimize your social media presence and make it the integral part of your sales funnel that it should be, start by clearly defining your target audience and crafting content that resonates with them. Use a mix of content formats to keep your audience engaged with consistent posting schedules to maintain brand visibility. Studying your performance through social media analytics can go a long way and gives you the relevant data needed to adjust your strategy when necessary. Finally, integrate those social channels into your broader sales and marketing strategy to ensure that content remains aligned with the company's overall goals and objectives.
Related: How To Spy on Your Competition With Social Media
3. Co-branding and collaboration go a long way
This is the age of the digital influencer — many of whom are eager to embrace collaboration with like-minded products and services that align with their personal brand, ethos and vision. The right co-branded collaboration can help your business tap into a new audience at a much faster rate that's both organic and mutually beneficial to both parties.
Whether you're a B2B brand or a consumer-facing business, you'll build trust and engagement with your new shared audience by building a sense of community and initiating conversations within it. There are endless opportunities to create human connections and lasting brand loyalists by partnering with other brands or influencers who share your mission — whether through collaborative content creation, co-hosted events, shared giveaways and/or sponsorships.
To identify potential partners, it's important to consider both brands' reputation, trust and credibility in the eyes of the target audience. Both parties should agree on the partnership's terms, expectations and scope, including the type of content to be created, the timeline and the promotion plan. Maintaining transparency, open communication, support and mutual respect throughout the partnership is important to ensure a successful outcome.
Ultimately, brands that will continue to win follow many of the same principles as before — but on a larger scale supported by the right new technologies that unlock more possibilities. It's important to take advantage of these new tools to add depth and relevance to your marketing plan, but not at the cost of sacrificing the human touch that drives it forward, nurtures relationships and earns real results.
Related: The Unexpected Rise of Micro-Influencers and Their Impact on Marketing
An established and actively engaged digital footprint, coupled with aligned co-branding and collaboration activities, will still go further in achieving results than any single technology that you implement, regardless of how effective it may seem. Once you reestablish the core elements of your marketing efforts with the human touch at the center of each plan and initiative, you'll see continued growth and success — regardless of how the technological landscape continues to unfold.
