From Routine to Strategic: How AI Can Propel Marketing Skillsets Forward


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For marketers, doing more with less can be a good thing if done right.

In recent years, the integration of artificial intelligence (AI) and automation has ushered in a transformative shift in the workplace across industries. This change is not only redefining job roles and responsibilities but also necessitating the acquisition of new skillsets by employees.

Contrary to common thinking in Marketing, AI isn’t rendering people obsolete; rather, it can act as a powerful ally, enabling marketers to move beyond routine tasks and embrace more strategic roles. This automation of mundane tasks liberates valuable time, allowing marketers to concentrate on higher-level, strategic activities aimed at optimizing outcomes. As a result, the emphasis shifts towards qualities like creativity, adaptability, and data-driven decision-making, presenting marketers with opportunities to engage in more strategic endeavors.

The Transformative Impact of AI on Skills and Jobs

AI and automation excel in handling routine and repetitive tasks. In the marketing context, this means automated data analysis, many types of content generation using generative AI tools, email marketing and social media management. As these routines become more automated, there is a growing demand for employees who possess creative problem-solving skills, customer empathy and situational adaptability. Marketers who can effectively harness AI as a tool to gain insights and devise innovative strategies will be in high demand.

Using AI Strategically

AI-driven personalization is a crucial aspect of modern marketing. AI can process vast amounts of data quickly and accurately, providing marketers with valuable insights into customer behavior, market trends, and campaign performance — there’s no need to wait around and sift through information to make a best guess. Marketers can now harness AI algorithms to identify customer preferences, track campaign performance, and fine-tune strategies in real time.

For example, one of the most time-consuming aspects of marketing is email marketing.

It involves tasks that demand lot of attention and effort when it doesn’t always need to be that way. AI-powered email marketing tools can automate segmenting your email list based on user behavior predictions, scheduling and sending personalized email campaigns, and optimizing email subject lines and content for higher open and click-through rates. It ensures that emails are highly targeted, relevant, and delivered at the right time, ultimately boosting engagement and conversion rates while saving marketers valuable time and effort.

The same goes for lead nurturing, which involves cultivating potential customers through the sales funnel. By automatically identifying and prioritizing high value leads and delivering relevant content at each stage of the buyer’s journey, marketers can streamline lead nurturing efforts and allocate their time to more strategic activities, like refining lead generation strategies or developing new products or services.

Modern AI-driven content recommendation engines can analyze user behavior and preferences to suggest relevant content to website visitors, email recipients, or social media followers. This level of personalization not only enhances the user experience but also increases engagement and conversions. Marketers can focus on setting up right goal posts and objectives while relying on AI to ensure that it reaches the right audience.

AI-driven advertising platforms, such as programmatic advertising, also enable marketers to automate and optimize the placement of ads across various channels. These systems use real-time data and machine learning algorithms to identify the best-performing ad placements and adjust bidding strategies accordingly. Marketers can focus on crafting compelling ad creatives and defining target audiences, knowing that AI is handling the intricacies of ad placement and optimization.

By automating many such tasks, marketers can ensure that the right message reaches the right audience at the right time, all while saving significant amounts of time.

Charting a New Automated Course

AI automation grants marketers the gift of time and mental space to focus on activities that demand their creativity, strategic thinking, and innovation. Predictive analytics powered by AI helps marketers foresee market trends and customer behavior patterns. This information is invaluable for devising forward-looking marketing strategies and staying ahead of the competition. To uplevel skillsets, marketers need to learn how to interpret AI-generated insights and translate them into actionable strategies.

AI and marketing technology are constantly evolving, and ongoing learning is essential to remain proficient in interpreting AI-generated insights. A basic, foundational understanding of the AI models and algorithms being used to generate insights is a first step. This includes knowledge of machine learning, natural language processing, and data analysis techniques. Then, when reviewing AI-generated insights, marketers can ask pertinent questions: What patterns or trends are emerging from the customer data? Are there predictions that can be tested? Are there biases in data that need to be accounted for? Are the results temporary or long lasting? What are the implications for my overall marketing strategy? You don’t need to be a data scientist or software engineer, but having a grasp of the basics is essential.

Marketers who embrace modern AI technologies and acquire the necessary skills can unleash their full potential. AI allows marketers to make data-driven decisions, deliver tailor-made customer experiences, automate repetitive tasks, engage customers effectively, and forecast future trends. As a result, marketers can enhance their skillsets and significantly contribute to the strategic growth of their organizations while AI handles mundane work. The future of marketing relies on those who can integrate creativity and strategy seamlessly, harnessing the power of AI.

Manyam Mallela
Manyam is the Co-Founder & Chief AI Officer at Blueshift and was previously employee #1 at Kosmix which was acquired by Walmart to become Walmart Labs. He was also Senior Director of Engineering at Walmart Labs and is a Graduate of UT Austin & IIT Bombay.


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