AI-Powered Marketing: Bridging the Gap Between Data and Art with Branden Cobb

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In this episode of Seek Go Create, host Tim Winders sits down with marketing expert Branden Cobb, an innovative business educator. They dive into the fascinating world of artificial intelligence and its impact on various industries, particularly marketing. From the fear of job replacement to the power of AI in content creation, Branden shares valuable insights and thought-provoking perspectives. Discover how AI is reshaping the marketing landscape, the importance of adaptability, and the possibilities for creating personalized ads. Join us as we explore the captivating intersection of AI and marketing on Seek Go Create with Tim Winders and Branden Cobb.

"Marketing could be one of the biggest beneficiaries of AI, just because of the generative portion of creating content. The human is still the pilot and AI is the co-pilot, but you're still giving instructions and it's just speeding up the process, maybe eliminating the need for some specialist positions." - Branden Cobb

Access all show and episode resources HERE

About Our Guest:

Branden Cobb is a passionate advocate for companies that make a positive impact on the world. His mission is to support these businesses in their growth and profitability so that they can continue to add value on a larger scale. While many might associate value with charitable endeavors, Branden believes it extends beyond that. Whether it's a product, service, efficiency, or convenience, if it contributes positively to society, he is eager to assist these companies in improving and expanding their reach. Through his expertise and guidance, Branden empowers these organizations to keep scaling their valuable offerings.

Reasons to Listen:

• Decipher the influential role of AI in rewriting the rules of the marketing industry.
• Peer into the job market of the future, particularly in the sphere of marketing.
• Recognize the compelling necessity to engrain technology in today's marketing practices.
• Navigate the often perplexing road to quantify the returns on marketing initiatives.
• Become conversant with the harmonious blend of creativity and analytical thinking in devising marketing strategies.

Episode Highlights:

00:00:00 - Introduction

The host introduces the podcast and the guest, Branden Cobb, a marketing and profit driving executive. They discuss the focus of the podcast on challenging conventional definitions of success and exploring stories of transformation in leadership, business, and ministry.

00:02:41 - Coolest Gig: Not Impossible Labs

Branden shares his experience working with Not Impossible Labs, a company that seeks to solve medical problems with cheap and easy hacks. They created innovative solutions like eye-tracking glasses for a paralyzed artist and a vibration system for deaf people to experience music. The company also partnered with big brands to highlight their positive impact on the world.

00:07:42 - AI in Marketing

Branden discusses the impact of AI on the marketing industry, particularly in content creation and personalization. AI can generate ads tailored to specific customer personas and create thousands of variations for display ads. While some jobs like graphic design and copywriting may be at risk, new jobs will be created to oversee and direct AI.

00:11:56 - Future of Work in Marketing

Branden addresses concerns about job displacement due to AI. He explains that while certain jobs may be replaced, new jobs will emerge in managing AI systems. Graphic designers, copywriters, and even actors in Hollywood are at risk, but the shift in job skills will likely create more thoughtful and creative roles.

00:15:22 - Final Thoughts

The conversation about AI concludes with a reminder that technology has always replaced jobs but also created new opportunities.

00:15:17 - The Impact of Social Media on Content Creation,

The guest discusses the ease of creating content on social media platforms and wonders if the influx of content will affect the marketing arena. He emphasizes the importance of grabbing people's attention in a saturated content environment and suggests that attention-grabbing information that challenges people's beliefs can be effective in marketing.

00:18:29 - Background and Journey to Marketing Expertise,

The host asks the guest about his background and how he became an expert in marketing. The guest shares that he has always had a passion for storytelling, video creation, and the creative space. He also mentions his skills in math and numbers, which have been helpful in the marketing field. The guest believes that marketing skills can be applied across industries to bring fresh perspectives.

00:21:11 - The Confidence of Being Good at Marketing,

The guest recounts instances where he received positive feedback and recognition for his marketing skills, such as being awarded Corporate Employee of the Month and being appointed as a keynote speaker. However, he also acknowledges that there have been times of doubt when he couldn't convince others to believe in his ideas.

00:23:19 - The Challenge of Convincing Others in Marketing,

The guest reveals that he sometimes struggles to gain trust and convince CEOs or CFOs to approve his marketing campaigns. He emphasizes the need to present data and projections to back up marketing strategies. The guest acknowledges that there are different ways to achieve marketing goals and highlights the importance of collaboration and alignment.

00:29:48 - The Value of Marketing and the Intersection of Art and Science,

The conversation begins with a discussion about a digital billboard in downtown Atlanta and the value of advertising for companies like Miller beer. They explore the balance between the science and art of marketing, estimating that around 50% can be supported by data while the rest relies on creativity and intuition.

00:32:35 - The Challenge of Predicting Marketing Outcomes,

The conversation delves into the difficulty of predicting marketing outcomes, comparing it to trying to predict stock market movements. While data can explain a certain percentage, there will always be a significant portion that remains unknown. The goal is to continuously improve and find ways to justify artistic choices in marketing.

00:33:24 - The Limitations of AI in Marketing,

The discussion turns to the limitations of artificial intelligence in marketing. While AI can automate processes and analyze data, it cannot replicate the emotional connection that humans can make and understand. This human touch is a valuable aspect that cannot be duplicated by AI.

00:34:05 - Trends and Divisions in the Economy,

The conversation shifts to the trends and changes in the economy. Despite predictions of a recession, spending and business opportunities continue. However, there is a growing divide in wealth and skills, with those who adapt to the changing world benefiting the most. The affordability of goods and services is increasing, but the divide between those doing well and those struggling is widening.

00:44:55 - The Importance of Audience-Specific Marketing,

The guest discusses a previous engagement where a company focused on Facebook ads, even though it wasn't the right platform for their audience. He emphasizes the need to evaluate the target audience and choose the appropriate marketing strategies, such as utilizing LinkedIn. It's essential to have a well-rounded marketing generalist who can select and deploy the right strategies at the right time.

00:50:02 - How to Determine If You're Dealing with a Generalist or a Specialist,

The host asks how business owners can know if they're working with a generalist or a specialist in marketing. The guest suggests that instead of focusing on specific tactics or strategies, business leaders should focus on their goals and ask marketers how they would help achieve those goals. The marketer's answer will reveal if they are a generalist or a specialist.

00:52:19 - No One-Size-Fits-All Platform for Marketing,

The guest explains that there is no one-size-fits-all platform for marketing. The choice of platform depends on the specific audience and goals of the business. He emphasizes the importance of utilizing all that the internet has to offer for tracking and ROI purposes. Local businesses may benefit from offline marketing in their communities, while nationwide businesses need to consider different platforms based on their target demographics.

00:54:53 - Exciting Trends in Marketing and Concerns,

The guest expresses excitement about making consumer experiences more enjoyable and focusing on the consumer's journey. He believes that creating a smooth and enjoyable experience leads to loyalty

Key Lessons:

1. Embrace the opportunities of AI and automation: The guest, Branden Cobb, believes that while certain jobs may be at risk, AI will create new and better jobs. It is important to adapt our skill sets and see AI as a positive development rather than something to fear.

2. Marketing is more than just promotion: Cobb emphasizes that marketing involves product development, pricing, and choosing the right place to sell products. It is an integrated aspect of the business that extends beyond advertising and social media.

3. Agility and adaptability are key in marketing: Cobb stresses the importance of being agile and adjusting skill sets based on changing marketing needs. Having a well-rounded marketer who can select and deploy the right strategies is crucial.

4. Attribution is a challenge in marketing: Cobb's work focuses on attributing ROI to different marketing touchpoints, which can be a complex task. AI can potentially help with calculating and understanding these attributions.

5. The art side of marketing is important: While data is important, Cobb highlights that marketing is not just about numbers. The art side, including human emotion and creativity, plays a significant role in effective marketing.

6. Embrace change and continue learning: Cobb sees the current time as both scary and exciting. It is important to keep trying, learning, and adapting in order to maintain success in an ever-changing world.

7. Collaboration and alignment are crucial: The speaker emphasizes the importance of collaboration and alignment in achieving goals. Working together with others and gaining their trust and support can lead to successful marketing campaigns.

8. Apply marketing principles across industries: Cobb believes that marketing principles can be applied to different industries for fresh perspectives and insights. It is a versatile skill set that can be useful in various contexts.

9. Explore the potential of AI in content creation: AI can revolutionize content creation by generating personalized and targeted ads. While human interaction is still necessary for quality control, AI can greatly enhance the efficiency and customization of the process.

10. Stay informed about AI advancements: Cobb mentions how eBay is already using AI to display personalized ads across the web. It is important to stay informed about the latest advancements in AI technology and how they can be utilized in marketing strategies.

Resources & Action Steps:

You can find Branden at Linkedin and his website MarketingExecs.us.

Action Steps

1. Adapt and Upskill: Take the speaker's advice and embrace the opportunities that AI brings. Start by identifying areas in your profession or industry that may be at risk of automation and focus on developing new skills that complement AI technologies. Seek out online courses, workshops, or certifications that can enhance your knowledge and abilities.

2. Embrace Integrated Marketing: Recognize that marketing is not just about promotion but also about product development, pricing strategies, and choosing the right place to sell your products or services. Expand your understanding of marketing by studying the expanded "seven Ps" concept and exploring how you can integrate marketing into all aspects of your business. Consider outsourcing certain marketing tasks initially to minimize risk and gradually bring them in-house as they prove successful.

3. Utilize AI in Marketing: Take advantage of the potential of AI in marketing by exploring its applications in content creation, ad targeting, and personalization. Familiarize yourself with AI tools and platforms that can help automate and optimize your marketing campaigns. Start small and experiment with AI-generated ads or personalized customer experiences. Monitor the results, make adjustments as needed, and continue to learn and adapt to the changing landscape of AI in marketing.

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