Marketing Execs: 3 Recommendations for the Crossroads Between AI Deployment and Traditional Business

AI is one of the biggest new trends in marketing and has allowed for unprecedented success in both small and large businesses. As a junior integrated marketing and communications student at Northwestern University the importance of this technology on the future of marketing is clear. Today we will look at two articles showing the importance of AI and how it is one of the most important developing technologies.

Roberta Kwok of Nature.com In her article, Junior AI Researchers are in Demand by Universities and Industry, points out how industries are beginning to emphasize the importance of AI technology. Over the past year doctoral graduates who have added AI expertise to their Linkedin has increased by a staggering 66%. This shows just how important understanding AI is to the modern business landscape. The article then profiles professionals who make it very clear that everyone should do what they can to be mentored in the future of AI technology.

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David Roe of  CMS Wire emphasizes the importance of human capital when deploying AI for a business in his article, AI Deployment Depends On Human Skill Too. The article also makes note of the importance of people to use AI morally and encourages that to be at the forefront of AI thought. This is a very human perspective and requires real people to think about when and how it is ethical and moral to use AI in business. The article concludes by describing real human skills, such as Understanding peoples strengths, to be able to more successfully deploy AI.  

Based upon my understanding of the two articles and what i have learned through IMC at Northwestern I recommend these 3 actions to ensure you are making the most out of the potential AI can bring.  

• AI is Revolutionary -  AI is rapidly expanding so new AI trends can revolutionize a company and grow its profits immensely.

• Stay Cutting Edge - Keep up with the cutting edge of technological development as it can give you that edge in business.

• AI is people driven - With all the technology that is being emphasized remember that real people are at the heart of any business.

The next time you are looking at revising your market strategies, think about how better integrating AI can allow more efficient business functions.  

My name is Jesse Meyler and I am a junior at Northwestern University studying Psychology with a minor in International Studies and pursuing an Integrated Marketing and Communications Certificate. I am a member of the football program at northwestern which has allowed me to explore my passion through marketing within the athletic space. However, I am looking to branch out and pursue different marketing areas in my future career. You can contact me through Twitter or Linkedin.

Consultants: 3 Action Items on How to Incorporate Digital Strategy in Client Projects

As a consultant, it is becoming increasingly important to be well-versed on digital strategy. As a student at Northwestern University studying Learning and Organizational Change and Integrated Marketing Communications, I have found two articles on creating digital strategies that you will find interesting and informative.

In the LinkedIn article, “How to win the digital race by coming in second, and other (often surprising) ways to reinvent for the digital world,” McKinsey & Company consultant Jacques Bughin discusses how digital disruption has impacted incumbent companies. Bughin explains that new companies entering the industry have business models that go against those of incumbents, giving these younger companies advantage in the market. In order to stay competitive, Bughin suggests that these long-standing companies revamp their digital strategies to meet and exceed the success of their younger counterparts. Their new approaches should center on proactivity, seeking to lead advances in digital, instead of following current trends. Furthermore, it is critical to invest in the resources to spearhead these digital developments, so companies need to allocate talent and tools to these advances. 

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In his Accenture Strategy article, "What is a digital strategy?” consultant Mark McDonald emphasizes the importance of understanding the direction in which digital strategy is moving. McDonald explains that following past and current digital trends is not a guaranteed recipe for success, so it is important for companies to constantly search for new functionality to reinvent their digital strategy. With this knowledge, companies can change their digital approaches before their competitors, in order to have first mover advantage in the eyes of consumers. McDonald also explains that digital strategy must be the core of the larger business strategy, in order to stay relevant for consumes and translate into revenue.

Based on my review of these two articles and my studies in marketing and organizational development at Northwestern, I have created three action items that you should consider when building a digital strategy for your clients:

• Be digitally offensive - You need to be proactive, not reactive, with digital strategies, in order to have first mover advantage in the industry.

• Invest for success - You must invest in tools and employee training programs to improve digital capabilities within a company.

• Expand traditional playbook - You must go beyond your current digital strategy by expanding the company’s current approach to include new functions and processes.

When working on your next project, make sure to consider these ways to enhance the digital strategies you are recommending to your client.

About the Author: Hello, I’m McKenna Kulish. I am currently pursuing a Bachelor of Science degree in Learning and Organizational Change with a certificate in Integrated Marketing Communications at Northwestern University, and I am graduating in June 2017. You can follow me on Twitter @McKenna_Kulish or find me on LinkedIn.