This ongoing debate of marketer vs machines seems to be a little skewed to me. The idea of machines, as we know it comes from our knowledge based on popular culture. Movies like 2001: A Space Odyssey, Westworld, Alien, etc. have shown us what machines and AI can do. Needless to say, the portrayal of machines in popular culture shows what people think of them in reality. These serve as cautionary tales in case we actually start putting our faith in machines.
But, we humans have always had a tendency to be afraid of things that we can’t truly understand or things that can be better than us. It is an inherent trait that we all have to live with. And, this is where this feud of marketer vs machines emerges from. But how justified is it? That is what I am going to discuss.
Marketing Today
Marketing has changed beyond recognition. Thanks to the advancement in technology, it has evolved like anything. Tools that we used just a few years back have now become obsolete. However, the basic structure or the backbone of a marketing department, and how it functions remains the same more or less.
Of course, consumers too have evolved with the help of technology. As a marketer, if we need to sell our products to consumers, we need to evolve as well. The evolution has been more of a need rather than a choice.
Big Data is King
Consumer data is a huge thing nowadays. Big data as people call it is filled with insights about consumer behavior. The amount of information that is present in such data is tremendous. If a marketer can actually take control of that data and use it in their campaigns that would revolutionize marketing forever.
For example, take a look at Nike’s Nike+ series of personal fitness products. These products have sensor technology embedded in them that tracks running routes, times, feedback, everything. Users, in turn, receive personalized messages and coaching programs to help them be better at their sport.
And, how is all of this possible? Machines.
Humans cannot absorb and comprehend so much data manually. Our only solution is taking the help of a machine. These machines are thus gaining so much popularity. And, as a result, we are thinking about marketers vs machines and if machines will actually replace us in the future.
Also Read: Are You A Data-Driven Marketer?
The Truth About Machines
Machines are ultimately man-made objects that run on data. You feed them data, they provide you with results. Of course, they have AI or artificial intelligence modules that help them make decisions. But, they will never be as good as humans. There, I said it. (I hope machines never learn to read and comprehend emotions!)
Machines are best for doing grunt work that a marketer cannot do manually. The entire talk about marketers vs. machines is truly pointless because they are different and exist for different purposes. While it is true that machines are doing a marketer’s work, that does not mean they have become the new marketers. Absolutely not.
Marketer & Machines rather than Marketer vs. Machine
Marketers are saving a lot of time and energy thanks to machines. They are tweaking their campaigns, brainstorming new ideas, and doing innovative work in that time.
Marketers are doing things that they dreamt of doing. And, now they can truly be free in their pursuits. What we need to understand is that marketers and machines can exist side-by-side doing great work. What machines lack is the human touch. Marketers have it.
A machine can personalize a message. But a machine won’t know how to do it or what to write. That is where the marketer comes in.
It will be a truly glorious day when marketers and machines start working side-by-side. The best thing about such an arrangement is that both are doing what they are good at. The true winner will be the one who can make the most out of this arrangement. And, hopefully, you will too!
Also Read: Will Marketing Automation Take Away Jobs?