If your email inbox is like ours, you get more than a dozen pitches weekly from different “martech” solutions. We do explore some of them. Meanwhile, we wonder how technology is trying to make us unlearn (and relearn) how we approach marketing.
We all have to unlearn the cozy concept of status quo. Marketing is a big playground for technological advancement and disruption.
A recent article in MarTech.org explored the potential for AI to take over 95% of work currently done by agencies, strategists and specialists. It could happen within five years, “give or take,” according to the founder of OpenAI, Sam Altman.
What?
Of course, Altman is promoting AI as THE solution. Those of us in A/E/C marketing know better. There is no single solution to a great marketing strategy. It is multi-layered and multi-channeled and it must appeal to humans. For that reason, someone has to drive the bus.
”AI will take over 95% of work currently done by agencies…
When talking to Ingenuity’s clients about martech adoption, I know that one of the challenges for A/E/C marketers is finding time to learn more about what’s ahead. They want to explore technology tools and how to use them, but they also need to stay organized, creative and relatively sane. It’s just a lot, right?
Do this. Connect with your tribe of marketers and business developers. Reach out, whether you work on a big team or alone at your firm.
At Ingenuity, we’re always available to help you sift through overwhelming martech options and what actually matters for your firm. There are also many educational events through the Society for Marketing Professional Services.
For now, we suggest this:
- Avoid the hype.
- Clarify your business and marketing goals.
- Identify the roadblocks to efficiency, collaboration or creativity.
- Do the demos that make sense.
- Understand how selected martech will integrate (and how long that will take!)
- Bring real use cases to leadership for approval.
- Continue to learn and refine and evolve. You got this!
It may be the era of AI, but you can make it work for you by staying calm and strategic. Let us know how we can help!
Hot Takes
We just created this video about branding strategy for A/E/C firms. Check it out!
Christine Nelson is speaking to SMPS-TC on September 11 about how to tame the research beast. Members and non-members are welcome to attend this hybrid event. Register here.
