Marketing principles on AI, Automation and Paid Media.

Marketing as a discipline revolves around making good and services that meet customer needs, and then ensuring that the products are the sold to the customers, allowing for the company to make a profit. At the core, this makes a lot of sense in an environment that has a lot of buzzwords being thrown around and the need for brands to be digital, have AI, automate, and have robots that are working in the background.

With all these advances with technology, it is easy to find ourselves overwhelmed by the demand on us to know all these things. Although these are important in ensuring that there is better customer experience, the reality is that principles of marketing still outweigh all understanding on new platforms.

On understanding paid vs earned media

The reality here is that these sound like good terms, but at the core, content that performs really well is content that is relevant to the audience. The principle here is that create content that is relevant to the needs of your customer, then worry about whether it’s paid or earned.

On understanding AI

Artificial intelligence can sometimes feel like being in a start wars movie, where you need to be beamed into the space ship. Although this exercise of beaming sounds cool, the reality is that you can’t start beaming if you are not clear where you are going. Sort out the fundamentals of clarity before trying AI.

On understanding automation

Automation sounds like that movie by Will Smith where he has parts of him robot and part human. In that future, it is normal to be in the car while on autopilot. The principle here is that we must seek to automate the items that happen often (i.e. driving) that will add value to our customers. The core of automation is that it is repeat tasks that can be made to happen a bit better than current circumstance.