DIGITAL MARKETING: AI ENABLES EXPANDED ROLES FOR MARKETERS
Successful marketing depends on delivering the appropriate information at just the right moment to move the user to the next step in their journey. However, agile digital marketing requires orchestrating messages across diverse systems, not all of which are controlled by marketers. Digital marketers must therefore become knowledge enablers, champions of data quality, architects of digital systems, and keepers of the ontology that powers it all.
Artificial intelligence (AI) is a powerful tool for leveraging these complex elements because it enables scaling up at the same time as it allows more granular analysis of data. So not only must marketers understand and work within their new digital roles, they must also master at least the concepts if not the practices entailed in using AI to empower the enterprise.
This is a tall order, but taking it step by step will get you there.
MARKETER AS KNOWLEDGE ENABLER
The only way to ensure good quality data is to establish a solid governance program.
Being a knowledge enabler covers a wide range of potential actions in an organization. It may mean exposing the knowledge and expertise of engineers in a B2B organization, or it may mean enabling customers to have the insights they need to choose your product in a B2C context.
Many AI programs attempt to deal with unstructured information and replicate how humans perform certain tasks,
