• Sat. Jul 13th, 2024

A Strategic Framework For Growth

Chase is the CEO of ProAI, an AI-powered platform providing customized tools and advisory to help businesses start, fund and scale.

In today’s hypercompetitive business landscape, marketing success depends on agility, consumer insights and data-driven marketing strategies.

Yet crafting insightful plans often remains cumbersome. Fortunately, AI tools can now help marketing leaders transform their planning with unprecedented speed, comprehensiveness and precision.

As someone who leads a company providing AI-driven solutions for businesses, I’ve seen how intelligently applied AI marketing strategy systems can help ingest vast amounts of data, rapidly analyze competitive dynamics, identify growth opportunities and synthesize key findings into actionable strategic frameworks.

I believe that leaders who embrace AI marketing planning early stand to gain a sustainable competitive edge.

Market Research

A strong AI marketing plan begins with an incisive analysis of the current business environment used in your marketing strategy. AI is a great tool to mine volumes of data on customers, competitors, channels and macroeconomic forces.

Large language model (LLM) tools, with ChatGPT being one of the most ubiquitous, can use various techniques to analyze markets, consumer sentiment and other indications of market opportunities. Reliability is a large problem in the space of LLMs, though, which is why I recommend that you use your own marketing research and/or third-party market research data integration via APIs.

Meanwhile, competitive intelligence marketing systems can be used to collect data to share with LLMs either directly through tools within existing software such as Ahrefs or through APIs available via SEMRush and other sources. Leaders can combine AI-generated competitor, customer and channel insights to create strengths, weaknesses, opportunities and threats (SWOT) analyses, growth-share matrices and other frameworks that can help detect vulnerabilities, opportunities and ideal go-to-market strategies.

Marketing Strategy

Once research is complete, outside tools, or ChatGPT Enterprise and Google Duet, if you already have your own frameworks and structures, can rapidly synthesize findings, scenarios and recommendations into polished, strategically structured marketing plans. You can then generate outlines, drafts and visuals based on inputs and templates.

This allows the production of a comprehensive AI marketing strategy that is exponentially faster. It’s important to recognize, though, that people remain critical in this for providing strategic direction, company/industry context and review. Overall, however, relieving marketers of manual busywork allows more high-level thinking and tailoring campaigns.

Monitoring Execution

To operationalize rollout, productivity management platforms such as Monday.com and Clickup can incorporate AI tools for more granular marketing strategy, workflow automation, personalized recommendations and predictive analytics. I believe it’s important for marketers to be able to break down strategy into segmented objectives, assign tasks algorithmically and track KPIs in real time.

Intelligent assistants act as collaborative co-pilots. They automate administrative work while allowing humans to remain hands-on in directing processes. This hybrid approach balances efficiency with quality control, transparency and oversight and is increasingly being incorporated natively into operating systems such as Microsoft 365 and other AI Marketing tools.

Focus Areas To Apply AI

While beneficial across marketing, I find that AI marketing strategies make the biggest strategic impact on three key functions.

1. Market insights. Gather market research using these tools to digest vast data on purchaser journeys, segment audiences, predict trends and conduct competitive analysis.

2. Strategy development. These tools can give you the ability to use your existing marketing plan or create a new marketing plan from scratch, leveraging this information.

3. Performance analytics. Look to connect tactics to ROI with unified data, quantifying impact and dynamically optimizing spend/resource allocation.

Key Considerations For Implementation

While AI unlocks immense potential for your marketing strategy, success depends on thoughtful execution. Leaders should keep these best practices in mind.

• Ensure high-quality data inputs. Inaccurate or biased data will lead to unreliable outputs. Invest in cleaning processes and oversight for integrity.

• Maintain human involvement. AI should empower, not replace, staff. Provide ample training and upskilling with clear communication to properly augment capabilities.

• Retain active oversight throughout. Marketing leaders must stay hands-on in providing strategic guidance, governance and final approval over all AI-generated plans and content.

• Foster an agile culture. Success requires a learning mindset, comfort with experimentation and transparency about both AI wins and failures to drive continuous improvement.

By keeping humans firmly at the helm directing strategy while leveraging AI marketing strengths in scale and automation, marketing organizations can unlock this powerful combination of strengths. The future belongs to those who judiciously shape algorithms to amplify creativity and connections in service of customers and growth.

Risks To Mitigate

Further considerations involve potential risks, especially when relying solely on AI marketing. Marketers should retain active involvement to:

• Ensure relevance, accuracy and brand alignment in generated strategic plans and content.

• Provide creative direction, contextual understanding, and audience insights that algorithms lack.

• Continuously verify data points, catch anomalies and identify biases.

• Govern ethical AI use, security and transparency for consumer trust.

Case Study: Phased AI Marketing Adoption For A Midsize Retailer

As an example, consider a midsize home goods retailer seeking to gain a competitive edge through an AI marketing strategy. They could take a phased approach across three horizons.

Horizon 1 (0-6 Months): Focus On Consumer Insights

• Implement AI-powered social listening and web scraping to analyze customer sentiment, journey patterns and churn drivers.

• Use outputs to guide marketing teams with email, digital ad targeting and messaging optimization.

Horizon 2 (6-18 Months): Develop An AI Marketing Strategy

• Use AI tools to create a comprehensive marketing strategy based on research findings.

• Collaborate and refine this strategic plan internally in coordination with the team.

Horizon 3 (18-36 Months): Monitor Performance Using Analytics Tools

• Establish a set of KPIs and objectives to monitor campaign effectiveness.

• Gain visibility into these insights using AI marketing tools and other analytics software.

• Apply these learned insights to continue or adjust their marketing efforts.

The Way Forward With AI Marketing Strategy

Marketing has reached an inflection point where AI-enabled solutions can enhance nearly every planning and execution function exponentially. Leaders now face a pressing imperative to formulate comprehensive strategies for maximizing these AI tools’ benefits while mitigating risks through governance, oversight and change management.


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