Imagine you were entrusted with ensuring a planeload of people lands smoothly and safely. Then on top of that, imagine you are also responsible for their comfort and responding to their every need to make their journey fantastic.
As a marketer, you are.
Today, you can microsegment based on customer preferences. Essentially, all those “like-minded people” are on the same buying journey. For example, some may be looking to buy a wedding dress, others garden equipment, and still others a new printer for a home office. These segments of “like-minded” customers are all on the same plane ride.
At the same time, every individual has preferences based on price, brand and more. As a marketer, you must cater to their individual needs – just like a flight attendant.
As a marketer, you are, in essence, an air traffic controller, pilot and flight attendant. You want every customer to have a great journey with a personalized experience.
Today, simultaneously managing the preferences of hundreds of thousands, or even millions, of consumers as they interact with a brand is akin to being the head of air traffic control at Hartsfield-Jackson Atlanta International Airport, the busiest airport in the world. An air traffic controller must safely land thousands of flights carrying over 107 million passengers. A human mind alone cannot effectively analyze and execute intricate flight patterns, considering variables like weather and more, without the assistance of AI.
Similarly, as a marketer, you cannot predict each consumer’s journey or trip. How will the decision-making process unfold as they approach a purchase? It involves a blend of rational, emotional, and analytical factors.
Much like an air traffic controller, marketers are now turning to AI-led solutions in customer-led marketing to help guide them through each person’s intricate journey and deliver a personalized experience.
And as a marketer, you must be able to do everything all at once. Until now, it was impossible. But with GenAI and other AI-led marketing tools, marketing can now move at the speed of a consumer’s interaction with the brand.
The question for you as a marketer is this – are you taking advantage of today’s tools? You need to be able to segment customers by journey, orchestrate the journey of the customer group and serve every person’s individual needs — and personalize their journey.
The airline example is a depiction of what you must do. For the marketers, you need to be a data analyst, writer, graphic artist, email marketer, social media marketer and customer service person all at once.
In traditional marketing, individuals often specialize in specific roles, leading to siloed functions such as brand management, content creation and digital marketing. However, the modern digital landscape has birthed the position-less marketer, characterized by the following:
1. Versatility: Position-less marketers possess a diverse skill set, enabling them to execute tasks across various marketing functions and channels, from data analysis to content creation.
2. Integration and collaboration: These marketers prioritize collaboration, working across disciplines and leveraging cross-functional teams to create cohesive campaigns.
3. Adaptability to change: Position-less marketers pivot quickly to adjust strategies in response to rapid market trends, consumer behaviors, and technological advancements.
4. Data-driven decision making: They rely on data-driven insights to inform their strategies and optimize campaign performance, using analytics tools to track effectiveness and adjust tactics accordingly.
5. Customer-centric focus: Understanding and meeting consumer needs is paramount for position-less marketers who craft personalized messaging that resonates across various touchpoints.
Think back to three years ago, before generative AI like ChatGPT. If you were not adept at copywriting, perhaps — even for simple copy — you asked a skilled professional. But now, you may do it yourself using AI. Does this make you position-less? The answer is yes, in select circumstances.
These AI-based marketers are position-less marketers. They embody adaptability, innovation, analytics and creativity. They readily embrace AI, leverage data-driven insights and welcome change to remain at the forefront of marketing evolution.
The bottom line is that today you can be empowered to take each customer on a great journey that is highly personalized and doesn’t only lead them to a new purchase, but makes them a customer for life. Are you leveraging today’s tech to realize your superpowers? Or are you at risk of taking them on a bad trip?
