Tackling marketing technology
It seems like a good time to bring up technology. All of the AI buzz lately reminds me of when I was in the third grade, and everyone was insanely obsessed with New Kids On The Block. I secretly liked NKOTB but pretended not to because the hype was too much.
Most of us are already using AI in our day-to-day - at work and otherwise. I believe there is enormous potential - and threat - with AI. I also believe, like with any new/hot technology, it’s easy to get distracted.
Marketing technology should work for the humans that use it. Whether you are a small business owner or a marketing professional - technology should empower you and, in some way, make your life better. This might be through saving time, working smarter, expanding your reach, or growing your business.
Marketing technology today, in any form, isn’t a replacement for strategy, creativity, and critical thinking. No matter how it evolves, I don’t believe technology will ever fully replace the value and potential of human creativity. I believe software is a tool we can use to be more creative - but the thing about generative ideas is that they’re generative. They’re based on what’s been done before. Great creative endeavors are usually built on something new.
Soapbox aside, marketing tools (including those that use AI) are fun. At least they are for this marketing nerd.
Marketing technology that works for you
Below are a few ideas on how to make decisions about implementing new software and/or how to make the most out of your investment in marketing technology.
Keep it simple
Whether you’re a solopreneur, work for a small-to-medium sized company, or a large enterprise - the goal with technology is never to overcomplicate. But it tends to happen. Below are a few suggestions for keeping your marketing software simple.
Make sure every tool you purchase or subscribe to has a job. And that is used at least weekly. Unsubscribe or cancel anything superfluous.
Quantify the value, and don’t get stuck in the sunk cost conundrum. If you paid for something but are not using it - or not getting value from it - cut your losses and move on.
Use tools that integrate and work together (or can be easily integrated using Zapier).
Avoid impulse software buys - even if it's only $5 a month. Subscription fees add up and have a way of being forgotten.
Software that supports your strategy
Using great marketing tools is not a replacement for having a strategy. Technology should support your strategy and be aligned with your objectives. Be clear about what you’re trying to achieve when shopping for software. Be as specific as possible.
For example, instead of “generate more leads” - make it measurable and tie it to a channel. If your goal is to generate 3x more leads from organic search traffic on your website - investing in SEM software makes sense.
Another example: if one of your goals is to grow your email list and increase email engagement this year - investing in a new email platform or marketing automation package makes sense.
Tie any software purchase to a business objective. Measure on a monthly or quarterly basis if the investment is paying off.
Make a plan to use it
This sounds obvious but I’ve seen it so many times, especially with start-ups and small businesses. If you decide to purchase software, make sure you have a plan to use it at least on a weekly basis. This might involve hiring someone internal or an outside consultant. Or blocking hours on your calendar to make the most of your investment and the new opportunities it can provide to take your business to the next level.
Lean on any/all support available - either from the software vendor, user groups, or from a consultant (ahem).
Three ways to leverage AI in marketing
I’m still working on what I want to say specifically about AI and marketing, besides what I shared in the intro. I do believe that we have to protect human creativity, and that we have to be aware of potential negative outcomes with using AI.
That being said below are three ideas for using AI - both in support of human creativity and to save time.
Research
Using AI to scour billions of webpages on the internet makes sense to me. Especially when trying to understand what’s been said on a topic already, and how to contribute a new perspective - whether that’s through a new piece of content, a new campaign, or a different marketing tactic. You can also use AI tools to better understand a topic you’re researching.
You can use ChatGPT or AI writing tools to do this research (Jasper.ai, Frase.io).
This post caught my eye - a few ideas on how to use ChatGPT for SEO research (and more).
Supplement your writing process
This Substack post by Peter Yang on five AI prompts for writing stuck out to me in the sea of ChatGPT hype - and echoes some of my own suggestions in a more succinct way.
Use the tools you already have
The marketing technology you are subscribed to is using AI algorithms right now. HubSpot has been using machine learning for some time to provide insights around data, and has new AI tools available as well. Zapier is another popular tool that uses AI for automation and efficiency.
We all have an obligation to ethics and responsibility
This is not a new issue - even before the recent AI buzz - there are many things we have to keep in mind when it comes to using marketing technology from a legal and ethical perspective. Including but not limited to: data privacy, email spam laws, false advertising.
Morgan DeBaun, CEO and Founder of Blavity, raised a relevant issue on LinkedIn recently:
We all want our ventures to be successful but we also all have values that we bring into our work. The use of technology in business should reflect those values, including how we want to treat our customers and community - and how we want to show up in the world.
Marketing technology round-up
So to sum up! Some ideas to consider:
Keep your marketing technology stack simple
Align your marketing tools with your strategy and measure effectiveness + use
Three ways to leverage AI tech with marketing include: research, writing assistance, using the tools you already have to work more efficiently
Be aware of potential negative outcomes and use technology responsibly