The other side of the marketing pendulum

In the post "The dangerous promise of performance marketing and AI" I warned about over-indexing on performance marketing and AI at the expense of customer experience and brand building.
So, let's see what happens when the pendulum swings too far the other way?
- "Why are our marketing costs rising while results remain low and unpredictable?"
- "Could we be wasting budget on initiatives that don't work?"
- "Why do we keep losing customers to brands with seemingly inferior products?"
- "Are we really connecting with our audience, or just hoping we are?"
You might have been hesitant to embrace performance marketing and AI. Perhaps you believe these tools might make your brand feel too impersonal, less authentic.
The real cost of not measuring:
- You're flying blind on customer experience: While you're crafting what you think is the perfect message, your competitors are using data to understand exactly what resonates with their audience and what they expect from a great customer experience.
- You're leaving money on the table: Without proper tracking and optimization, you're likely spending too much on channels that don't perform and too little on those that do.
- Your marketing team is drowning in manual tasks: While they could be focusing on strategy and creativity, they're stuck with repetitive tasks that automation could handle.
And last but not least
- You're missing personalization opportunities: Your customers expect relevant, timely communications - something that's impossible to scale without smart technology.
In trying to protect your brand and customer experience, you might actually be undermining both. Without the insights that come from performance marketing and the scalability that AI offers, you're risking brand relevance in a fast evolving marketing era.