Last year, I worked at a London technology start-up as a Growth Marketer. To make a long story short, growth is a data-driven approach to marketing that uses trial and error to find the best way to get new users and keep them onboard (Nelson, 2017). Growth (versus marketing) is a pretty new idea because, without the data collection and analysis software available today, it just wouldn’t be possible.
In my job, I relied heavily on some amazing technologies. For example, to manage Pay Per Click ads, I used a tool called AdEspresso. I could upload a few pieces of copy and images, select my targeting, and the programme would create hundreds of variations of PPC ads. It would then analyse how well each converts over time and automatically allocate budget according to which ads performed best.
Artificial intelligence and machine learning are really good at spotting patterns in data and responding to them. However, they’re not so good at the creative side of things. In the future, AI-based programmes may be able to write optimised copy and create images themselves, without the marketer having to do anything but approve the ad. Currently, though, this just isn’t something technology can do anywhere close to the level of humans (Ford, 2018). Many experts believe that some creative input will always be necessary, seeing automation software as more of an assistant than a replacement for humans (Kreimer, 2017).
As an assistant, however, the technology can help us optimise our creativity. MarketMuse is a start-up that helps marketers optimise their content marketing with AI. The software scours the internet for topics relevant to a business, identifies gaps they can fill with effective content marketing. It can also analyse your existing articles to see how they compare to similar ones in terms of SEO and content (“AI Marketing Tool Suite”, 2019). With the incredible volume of information on the internet, a tool like this can really put a company’s content marketing on the map. This is an incredible example of how technology can be harnessed to help us direct and optimise our very human skill of creativity.
Tools for automation of processes like bidding for PPC ad space, search engine optimisation and even optimising content are continually making marketers’ jobs more streamlined and efficient. These tools allow marketers to focus on the things that aren’t as easily automated: strategy and creativity. All competing companies will have access to more or less the same technologies, but the elements that distinguish those who get ahead are and will be human.
References:
AI Marketing Tool Suite. (2019). Retrieved from https://www.marketmuse.com/product
Ford, P. (2018). I Tried to Get an AI to Write This Story. Retrieved from https://www.bloomberg.com/businessweek
Kreimer, I. (2017). The Future of PPC Automation: 7 Experts Weigh In. Retrieved from https://blog.adstage.io/2017/07/05/future-of-ppc-automation
Nelson, R. (2017). What Is Growth Marketing?Retrieved 21 January 2019, from https://overthinkgroup.com/growth-marketing/
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