If we are becoming frustrated with AI, why would we want to continue our involvement as marketers? Last week I opened my Gmail inbox and had to exit out of AI assistant notifications. I opened a Google doc and had to do the same. I’m making Google searches and intentionally opting out of their AI results. I’m frustrated that the work we’ve put into thoughtful, informative articles to boost our client’s SEO is no longer leading to website clicks as it used to. I don’t mind adapting, but I do mind AI results that are inaccurate and not helpful.
What does the future of marketing look like if AI is taking over, but not in the way most people think? AI isn’t replacing our work – the thoughtful, strategic efforts that lead to emotional responses and action. However, the work we do becomes more challenging with each Google or Meta update.
To me, the answer lies in what these platforms hope to improve, which usually makes things more complicated for advertisers: the user experience. The success of TikTok happened largely because of authenticity and the ability to truly connect with others. The user experience is real people connecting with real people. AI can’t replicate that.
So how do you stand out from the crowd and build a community with your target audiences – especially when advertising is becoming expensive and tiring to audiences? Here are a few ideas:
- Use real faces in your social media. Your employees are also the people in your community. Do you want to appear as an AI-generated business that locals can’t trust? Invest in the time to record video content. An example: ask your team what their favorite winter activity is. Your marketing team can make edits and do the rest. The result? Brand familiarity, helpful evergreen content for your local community, and an opportunity to build a network with other local businesses. Another tip: Meta is in hot water with younger generations, and those audiences will have an easier time disconnecting from Facebook than from Instagram and Reels.
- Craft an email strategy. My favorite eblast comes from a Colorado company that produces cycling clothing. The email design is pretty much non-existent – no frills, and they feel personal. Another I love is from a company that includes music playlists their employees have created and interesting articles about artists they liked that month. Sure, they also try to sell me things, but I don’t feel like I’m being sold to – I’m invited to their community and I learn about new music and artists.
- Build a reputation. When many of R2R’s clients first come to us, their main source of revenue is repeat business and referrals. Word of mouth will always be one of the best marketing tools, and you should use it in your organic strategy. The method with the best ROI is always to gather feedback from your customers, lean into reviews, encourage customers to share your story, and stay active on social media.
Remember, focus on the user experience. AI can do tasks for you all day, but it can’t build the real connections your potential customers crave. Now more than ever, authenticity will help you stand out from the crowd.
Don’t know where to start? Contact R2R Marketing, and tell us your story.
