Not to worry, today’s chief marketing officers (CMOs) are in no danger of being replaced by AI-powered apps (we’re looking at you, Alexa and Siri). But over the past year, we couldn’t help but notice that several high-profile agencies and enterprises filled their CMO roles, not with the seasoned marketing experts you’d expect, but with data analysts immersed in machine learning and artificial intelligence (AI).
So here’s what we know. In the age of AI, CMO’s are expected to:
Connect the dots. One thing is for sure, CMOs have a ton of data, and there’s no escaping the fact that we must use data-driven insights on a day to day basis, but are you sure you’re serving insights in a sustainable, dependable, or actionable way? AI solves the conundrum of drawing insights from big data because AI engines help CMOs regain control over data streams. They can detect patterns across channels and customer profiles at a massive scale – how about targeting all contacts who like a certain song or color? They’re a must-have for new, laser-focused approaches to strategy and targeting.
Keep teams updated on relevant new AI tech. CMOs are increasingly seen as tech stack curators. As such, they need to be able to identify the latest solutions - including AI ones and determine the best potential use cases for using AI and relevant smart technology within the organization.
Guide cultural shift towards AI implementation. Fully adopting AI in marketing may require fundamental realignment of tech stacks and data architectures. Perhaps hiring new developers and analysts. It also involves a culture shift across the entire organization. Someone needs to assume thought leadership in guiding teams through the transition and work closely with the CTO and CIO in the process. Time to step up, CMOs.
In a recent Forbes survey, 84 percent of marketers said AI is important to the future of their company and five times more important than technologies like cloud computing. AI tools help reveal insights that CMOs can monitor to make decisions confidently based on reliable data. Need to justify marketing spend or strategic shifts to new channels? Now CMOs have the data to prove it.
Moreover, AI-powered marketing automation helps design better, more responsive customer journey maps based on real-time data points from millions of touch points. Instead of being stuck with a static marketing funnel, CMOs define an end goal and watch AI adjust the roadmap to get there for Lighter workloads & increased control.
How does Selligent Marketing Cloud support CMOs with AI-driven marketing?
Selligent Marketing Cloud’s AI capabilities are called Selligent Cortex. One of the few AI-engines built specifically for the needs of engagement marketers, Selligent Cortex empowers teams to leverage AI in their campaigns without help from IT support. Plus, our AI engine constantly compiles in-depth insights for analysis and optimization. Selligent Cortex lets CMOs put their data to work and does the heavy lifting in delivering laser-focused marketing segmentation (Audience AI), individual customer journeys (Journey AI), and recommendations based on behavioral marketing (Offer AI). And with self-learning and self-optimization at its core, Selligent Cortex constantly monitors success to automatically adjust course by focusing on the most impactful strategies.