Being smart in business means knowing what’s just around the corner. It means thinking ahead and preparing for inevitable changes that will impact the way business is conducted. This is what allows a business to be resilient and to thrive in a changing environment. Digital marketing is no different.
In fact, in his book The Personal MBA, author Josh Kaufman discusses the value of counterfactual simulation. This means imagining future possibilities and then preparing for them.
Let’s say that you have a big business that is doing well in a specific niche. Maybe you have a company that sells a whey protein shake. The mistake that some big businesses make is to assume that they’re too big to fail and to coast along as they are.
But what would happen if another company came along and released a better protein shake for a fraction of the price? What if a new source of protein were to be discovered? What if a study revealed that whey protein was bad for us? Any of these things could happen, and could completely shake up even the most established business.
The smart company though will already have considered these eventualities and prepared for them. THIS is counterfactual simulation: it’s thinking about what’s just around the corner and then preparing for those possibilities.
As digital marketers, that means thinking about things that could impact on the face of marketing. And one of the things that could have the biggest impact of all? Artificial intelligence.
AI and machine learning have the potential to completely change the face of internet marketing, rendering many older strategies obsolete even. Only by preparing for those changes, can you ensure that your websites manage to hold their position in the SERPs, that your advertising campaigns remain profitable, and that your services remain relevant.
And a lot of this stuff isn’t just speculation: it’s happening right now. AI is already making huge waves even though you might not realize it yet.
It’s affecting the way that SEO works, the tools, and software we use, and the way that ads are displayed. AI is able to think faster and smarter than any human, and that’s especially true when it comes to internet marketing which is a data-driven pursuit. An AI marketer can create endless amounts of content in a second – doing the work of hundreds of humans. A
ll of that content will be perfectly catered toward the target demographic.
AI will run Google. It will manage entire business models. It will run AdWords. And it will run new tools we haven’t even dreamed up yet. The digital marketing singularity is just around the corner.