In the evolving landscape of marketing and technology convergence, the role of CRM marketing is crucial. AI, particularly generative AI, proves valuable in managing data overload, empowering marketers to navigate the expansive world of data more efficiently. The imperative for a bridge between marketing and technology becomes clear, urging professionals to adapt their roles to this transformative moment.
Key takeaways:
Even with real-time data integration into marketing execution, marketers still need a human conductor for a perfect man-machine blend.
For marketers, the key is to leverage AI to enhance our existing capabilities rather than total reliance on it.
Generative AI can help in presenting and analyzing data and assist in determining the best approach to engage with individual customers.
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Marketing and technology used to be two separate worlds. Now, like peanut butter and chocolate, they have been melding into a powerful real-time marketing engine. Even with real-time data integration into marketing execution, marketers still need a human conductor for that perfect blend. I am that person at Entain – as the Head of CRM Engagement. My aim is that this post gives insight into how that role has evolved as technology has surged forward and offers insight into what lies ahead.
Our Marketing-Technology History
I used to be on the marketing side. However, my role was more specialized and involved working closely with the marketing teams to enhance their capabilities. When Entain introduced Optimove almost a decade ago, there wasn’t a deep understanding of what it meant. It required a significant educational effort within the company to bring everyone up to speed on the importance of data and segmentation and how to apply them to our marketing processes. Over time, we overcame this initial hurdle and made significant progress. We brought in the right people and adapted to the changing technological landscape.
The goal was to enable marketers to operate efficiently without the constant need for technical support or data access. Most of us achieved that goal.
The Role of AI (Artificial Intelligence) in Marketing
With that as a backdrop, technology continues to surge forward. Artificial intelligence, including Generative AI like ChatGPT-3, burst onto the scene.
This past year, there was initially a lot of excitement about its potential to revolutionize the world. While it’s true that AI has transformative potential, the actual implementation and impact may not match the initial enthusiasm. From a marketing perspective, the key is to leverage AI to enhance our existing capabilities rather than relying entirely on it.
AI Generating Copy and Content
Additionally, when it comes to generating content and copy, AI, such as GPT-3, offers tremendous potential. It can work with multiple languages, reference specific events or trends, and create content quickly and efficiently.
AI Helping Manage Data Overload
At present, marketers continue to grapple with the challenges posed by the sheer volume and diversity of data they receive. The data landscape keeps expanding with new data sets and models that need to be integrated into our complex marketing campaigns. It can become overwhelming. However, I see two essential ways in which AI, especially generative AI, can assist in this context.
First, it can help in presenting and analyzing data in ways that are relevant to specific customers or groups of customers. Second, it can assist in determining the best approach to engage with individual customers. This includes tailoring content and selecting the appropriate communication channels.
I don’t envision AI taking over the world but rather serving as a valuable tool that helps marketers better understand their customers and communicate with them more effectively. It streamlines access to data, eliminating the need for extensive reporting and analysis by specialized teams.
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In essence, AI allows us to manage data more effectively, shifting the balance from data managing marketing to empowering marketing with data. It’s about enhancing our capabilities and enabling marketers to navigate the ever-expanding world of data more efficiently. This way, we can stay attuned to individual customer needs and preferences and ensure that data is an asset rather than an obstacle.
So, as AI and more advances occur in marketing technology, the need for a bridge between marketing and technology is crucial. The question we all face is ensuring we evolve our roles to meet the moment.
Something to think about the next time you enjoy a Reese’s Peanut Butter Cup.
Kyriacos Wrigley is the Head of CRM Engagement for Entain with 12 years of experience working in the Sports and Gaming Entertainment Industry.
He specialises in working across Data, BI, Marketing and Product functions in connecting Martech and customer data to the needs of marketing teams.
As part of Entain, he has supported marketing, technology, and product teams to grow Entain's CRM capability over the last decade.
