Marketing technology is progressing at such an accelerated pace that it’s hard to keep up and easy to let the tech do the driving. We now have machine learning and AI driving much of our marketing platforms.
Whether it’s letting Google or Facebook make our ad decisions for us or asking ChatGPT to write all our content (a very bad idea), AI is making our job easier. Or is it?
It depends. Are you getting the results you want? Are you safe using AI-generated content? Are you in danger of losing your voice and jeopardizing your client engagement online? Are you being honest?
In this case, honesty means being human, genuine and transparent. And listening to the most important computer in marketing today — the one between your ears.
The machinery of modern marketing
In the early days of the web, we were mostly experimenting and trying to figure things out. Even today, with all these tools, many marketers are still not getting the clarity and visibility they need.
We have a saying here at Wellspring Digital, “Rule number one, don’t trust the tools.” Distrust but verify. For example:
Marketing automation
Platforms like HubSpot, Constant Contact, Marketo and others have opened all sorts of possibilities for marketers. We can now automate most of our marketing efforts.
We can automate our email campaigns and set up automated drip campaigns using workflows that send messages based on a user’s activity, amount of time elapsed or other factors. We can use AI-driven chatbots to...
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Published by: Book Club