Piyush, a seasoned CMO for a D2C wellness brand, was in for a shock. Weeks after winning a multi-agency pitch, his vendor partner was unable to deliver campaigns that would convert, leave alone build a community. A particular situation that stood out was when for a new product launch, ROAS was 36% down despite detailed […]
Piyush, a seasoned CMO for a D2C wellness brand, was in for a shock. Weeks after winning a multi-agency pitch, his vendor partner was unable to deliver campaigns that would convert, leave alone build a community. A particular situation that stood out was when for a new product launch, ROAS was 36% down despite detailed targeting and AI-assisted personalized creatives.
While multiple reasons came to the surface when he dug deeper (bias just being one of them), here’s what Piyush, shared with us as his big learning – several professionals are relying on just two or three AI tools to make up for perform highly diverse and nuanced marketing tasks. In their obsession to speed up traditional workflows, they are also trusting AI’s (lack of) judgment calls. Lastly, they aren’t training it in the same vein as they would for anyone new on their team.
The good news is Piyush’s realization isn’t a one-off. A growing number of marketers are course correcting the future of AI in marketing.
Effective marketers are quick to acknowledge that AI isn’t a to marketing’s complex challenges. Instead, it is an opportunity to transform efficiency, capabilities, output, and most of all, Customer Experience.
This is how they are using AI tools in marketing:
Marketing is a job. Right from insighting to creative production, and campaign optimization to measuring impact, it involves aligning multiple jobs to a common goal. AI-savvy marketers are using relevant AI tools to build workflows for each of these tasks. Unlike with martech, they aren’t just taking AI live; they are continuously tracking and improvising workflows as needed.
If you think your top competitors have bigger teams or better AI tools which adds to their success at AI in marketing, you could not be further from the truth.
Here’s the thing – what they have a clear sense of their limitations when it comes to managing AI. They are building a team of AI agents to co-own and scale on every aspect of marketing. This allows them to closely monitor and train AI to perform better with every day.
The marketers who truly win at AI are the ones who consider its potential in the realm of Customer Experience. They are bold in using AI to convey the brand story creatively and powerfully.
Value-conscious marketers don’t let social media-fuelled anxieties get to them. Instead, they stay rooted in confidence and hands-on knowledge. Just in case you missed them, here are the top AI myths you should look past:
#Myth 1: marketing will replace
marketers
Why: Any AI tool is only as powerful as you train it to be. Even the most sophisticated AI agent can only manage patterns. And as we know, the human customer remains an instinctive, unpredictable subject in the uncontrolled environment that is our world.
#Myth 2: Top AI tools for marketers are
Why: High-efficacy AI tools in marketing aren’t always free. Having said that, there are tonnes of open source AI tools that you can explore to generate results across the marketing value chain. Test, scale, and shift as newer tech and business possibilities emerge.
#Myth 3: AI is all about
Why: This is definitely the most damaging myth impacting AI in marketing! AI isn’t a shortcut to scale minus the hard work. It is about adding super powers to the heroism that marketing demands in today’s environment. To reiterate, the marketers who ace AI are bold in its application across marketing operations and customer touchpoints.
Now that we’ve got the basics covered, let’s get down to actionables. These are top, proven areas to start integrating AI into your marketing operations:
Reduce your campaign risk and transform real-time efficacy. Savvy marketers across industries are using, rather building their own AI-powered bots to build and update customer segmentation strategy without investing hours.
With customer journeys emerging as loops, nudging customers become a business imperative over a one-off conversion technique. Instead of losing time to guess work and experimentation, impact-focused marketers are using dedicated AI platforms for personalized nudges that catch the cue in real time.
As AI transform how customers search and interact with businesses, your top competitors are leveraging AI tools to drive high-engagement. Think multi-lingual, multi-format chats and true-to-life video interactions; AI allows you to bring alive content that sparks an immediate connect with customers.
While Piyush learnt his lesson the hard way, no marketer with high stakes should have to do so. This is where having the right marketing partner becomes important. For example, at Asymmetrique, the Asym Way ensures that human professionals are always accountable for outcomes, even when they deploy AI to drive results for your business.
Our pro AI culture ensures we are constantly learning from each other on improving guardrails, prompts, and how we leverage AI to design and manage campaigns, content, and customer journeys that thrill.
Keen to understand how we work with clients in your industry to accelerate results with AI? Let’s catch up over coffee and a challenging brief.
AI marketing refers to integrated the tech in various aspects of your marketing and no, it isn’t rocket science. It is the revolutionizing nature of the tech that can make it seem complex and overwhelming. In essence, AI in marketing refers to building your stack of artificial intelligence tools and workflows to transform your team’s capabilities. AI in marketing includes but isn’t limited to automation, personalization, customer insights, and predictive analytics.
That is a myth. No. AI is assisting marketers by handling pattern-based tasks, but creative application, strategy, and emotional intelligence remain human strengths.
By enabling better targeting, automating tasks, and optimizing campaigns in real-time, AI can significantly reduce costs and increase engagement and conversions.
Some top tools marketers rely on include Jasper for campaign creation, HubSpot AI for marketing automation, and Segment for customer data platforms management.
Start small by outsourcing the most repetitive aspect of your strategy, evaluate results, and scale with a complete workflow. More importantly, build a culture that encourages everyone on the team to leverage AI in alignment with defined guidelines and ethics.
We are on a mission to be the leading solutions partner to growth-focused marketers such as yourself.
We accomplish our mission by crafting unique, high-value solutions that leverage good tech, great talent, and timeless marketing fundamentals.
Are you ready to relicalibrate in an industry that’s lost to chasing trends?