Marketers' challenge for 2023 and beyond: Asking AI the right questions.

For fans of Douglas Adams' “The Hitchhiker's Guide to the Galaxy", you may have wondered why the supercomputer answered '42' to “the Ultimate Question of Life, the Universe, and Everything.”

Why is 42 the answer? Many scientists and mystics are continuing to ponder.

Regardless, perhaps the key lies in that the question itself is more important than the answer.

With the emergence of AI tools like ChatGTP, it appears that getting the answers to our major marketing questions is seemingly easy. Then, the key to your success will lie in coming up with the right questions to ask instead.

Let's get started

Here is a 'conversation' I had recently with the tool. I made some comments along the way.

MP: What do you think are the parallels between Don Quixote and Marketers in 2023?

AI: Don Quixote, the protagonist of the novel by Miguel de Cervantes, can be seen as a metaphor for the challenges and opportunities faced by marketers in 2023 in a few ways:

Both Don Quixote and marketers are constantly seeking new opportunities and ways to stand out in a crowded and competitive environment. Don Quixote sets out on a quest to become a knight, while marketers are always looking for new ways to reach and engage with their target audience.

Both Don Quixote and marketers must navigate the ever-changing landscape of their respective fields. Don Quixote faces new challenges and obstacles on his quest, while marketers must stay up-to-date with the latest trends, technologies, and regulations in the marketing industry.

Both Don Quixote and marketers need to be adaptable and flexible in order to succeed. Don Quixote must adapt to changing circumstances and come up with new strategies to overcome obstacles, while marketers must be willing to experiment and pivot their strategies in response to changing market conditions.

Both Don Quixote and marketers can be seen as idealistic, pursuing a lofty goal and high standards. Don Quixote wants to be the best knight, while marketers want to build the best brand and reach the most customers.

Both Don Quixote and marketers may sometimes be unrealistic in their expectations, Don Quixote is convinced that windmills are giants, while marketers may overestimate the impact of a certain tactic or channel.

Both Don Quixote and marketers may face disappointment and failure, Don Quixote's quest is full of disappointments and setbacks, while marketers may encounter ineffective campaigns or low conversion rates.

MP: AI makes some great points, especially the one about unrealistic expectations and reaching impossible goals! In my mind, the main reason why I asked AI the question about Don Quixote was that I felt his story teaches us that life is to be challenged. Although Don possesses a paranoid personality evidenced by his eccentric, odd behavior, I'm not suggesting that marketers are suspicious of others and our inability to take the blame for their actions. :)

Also, as much as I'm personally conflicted about the ethics surrounding the use of AI and its implications, I'm going to assume that for now, that is a new reality of our jobs being challenged by its arrival. That means we need to learn to use this technology to our advantage in hopes that it will improve our life rather than impair it.

MP: What are the main strategies marketers in tech should consider in 2023?

Marketers in technology companies should invest in a variety of strategies and tactics to stay ahead of the competition in 2023. Some areas to consider investing in include:

• Data and analytics: Investing in data and analytics tools and resources will help you gain insights into your customer's behavior and preferences, which can inform your marketing strategy.
• Content marketing: Creating high-quality, informative, and engaging content can help you establish your brand as a thought leader in your industry and attract new customers.
• Social media marketing: Investing in social media marketing can help you reach and engage with your target audience where they spend a lot of their time.
• Influencer marketing: Partnering with influencers in your industry can help you reach a new audience and gain credibility for your brand.
• Personalization: Personalization can improve customer engagement, conversion rates, and customer retention.
• Marketing Automation: Investing in marketing automation software can help you streamline and automate various marketing tasks, such as email campaigns and lead nurturing.
• SEO: Investing in SEO can help you improve your website's visibility in search results and drive more traffic to your site.

It's important to note that the best marketing strategy will vary depending on the specific goals, target audience, and budget of the company.

MP: I felt the answers needed some 'oomph' so I've asked AI to provide the rationale and research in support of the points above.

AI: Sure, here are some rationales and research sources for the points I mentioned above:

Data and analytics: Investing in data and analytics tools and resources will help you gain insights into your customer's behavior and preferences, which can inform your marketing strategy. According to a survey by Accenture, 82% of companies that outgrow their peers use data analytics to inform their business decisions. Research source.

Content marketing: Creating high-quality, informative, and engaging content can help you establish your brand as a thought leader in your industry and attract new customers. According to the Content Marketing Institute, 91% of B2B marketers use content marketing as part of their marketing strategy. Research source:

Social media marketing: Investing in social media marketing can help you reach and engage with your target audience where they spend a lot of their time. According to a survey by Hootsuite, 80% of internet users are active on social media. Research source:

Influencer marketing: Partnering with influencers in your industry can help you reach a new audience and gain credibility for your brand. According to a survey by Mediakix, 49% of consumers rely on influencer recommendations. Research source:

Personalization: Personalization can improve customer engagement, conversion rates, and customer retention. According to Epsilon, personalized email campaigns have an open rate that is 29% higher than non-personalized campaigns. Research source:

Marketing Automation: Investing in marketing automation software can help you streamline and automate various marketing tasks, such as email campaigns and lead nurturing. According to a study by HubSpot, companies that use marketing automation see a 451% increase in qualified leads. Research source:

SEO: Investing in SEO can help you improve your website's visibility in search results and drive more traffic to your site. According to a survey by BrightEdge, organic search drives 51% of website traffic. Research source:

MP: As much as the above are good answers, I felt that it missed the context of what is new in 2023 hence the follow-up:

MP: Which strategies are new in 2023 with examples:

It's difficult to predict exactly which marketing strategies will be new in 2023, as the field is always evolving. However, some areas that are likely to see continued growth and innovation in the coming year include:

• Artificial Intelligence (AI) and machine learning (ML): These technologies are increasingly being used to personalize and optimize marketing campaigns, as well as to automate repetitive tasks. This may include implementing chatbots on your website to help customers find the information they need and answer their questions. Using AI-powered personalization to recommend products or content to customers based on their browsing history and interests.
• Interactive content: Interactive content such as quizzes, polls, and chatbots can help increase engagement and generate more leads. Creating quizzes or polls that encourage customers to engage with your brand and share their opinions.
• Voice and visual search optimization: As the use of virtual assistants and smart speakers continues to grow, it's important to optimize your content for voice and visual search. Examples: Optimizing your website and content for voice search by including long-tail keywords and natural language phrases. Creating visually-appealing and informative infographics or videos that can be easily understood by both search engines and users.
• Video marketing: Video content is becoming more and more popular and is expected to be a major trend in the coming years. Examples: Creating and sharing engaging product demos or customer testimonials on YouTube and other video platforms. Live streaming events or product launches to generate interest and buzz around your brand.
• Micro-moments: Understanding and targeting micro-moments, which are the intent-rich moments when a person turns to a device to act on a need, is expected to be a game-changer for brands that want to win in the mobile-first era. Examples: Creating mobile-optimized landing pages that are designed to capture customer attention and convert leads. Offering relevant and timely push notifications to customers when they are most likely to make a purchase.
• Immersive technologies: Immersive technologies such as virtual and augmented reality are becoming more accessible and could be used for marketing in new and innovative ways. Examples: Using virtual reality to create an immersive brand experience or product demonstration. Creating augmented reality filters and lenses that customers can use to try on products or explore a virtual environment.
• Human-centered design: This approach puts people at the center of everything, and it's been gaining traction in recent years. It emphasizes creating experiences that are intuitive, empathetic, and easy to use. Examples: Conduct user research to understand the needs and pain points of your customers. Conducting usability testing to ensure that your website and products are easy to use and understand. Creating a customer journey map to identify key touchpoints and opportunities for improvement

Keep in mind that the best marketing strategy will vary depending on the specific goals, target audience, and budget of the company. It's important to keep an eye on the latest trends and technologies in the field and to be willing to experiment and adapt as needed.

MP: I have to admit, I'm blown away by some of the ideas the tool generated and I'm actually thinking of implementing some in my practice.

I believe there are essential tactics for B2B tech marketers, such as ABM, that were not mentioned. However, our unique experiences as marketers allow us to test different strategies and tactics. While AI can assist with tasks that don't require much innovation, I believe the true value of human marketers lies in pushing boundaries and experimenting with new strategies. I intend to use AI to augment and enhance my own marketing efforts.

What are your thoughts?