Will AI chatbots replace marketing experts? Given the potential (and real) impact on our marketing agency it’s fair to say I am personally interested. I’ve been thinking of Generative AI as a possible tool in the toolbox. I had Chat-GPT generate an article from my question: Why hire a boutique marketing agency?
What I received back was passable at best and misleading in some ways. It brought to my mind that generative AI in a creative sense will deliver mediocre and boring content. Not to mention occasional inaccuracies. Under each paragraph (which is verbatim generated AI-created), are my thoughts on what makes the AI claims inaccurate and a bit boring. I don’t believe any of our clients past, present, and future. should find AI generated content to be ‘good enough’. You might notice that the AI copy is stilted and colorless. Even as AI generated content improves, it can’t ever be human. And when the humanity is absent from creativity, it can no longer BE creative. And if you think humans probably won’t notice you are mistaken. There’s real danger in assuming people are somewhat dumb.
Here’s what I got:
Why hire a boutique marketing agency?
AI: A boutique marketing agency is a specialized firm that offers tailored marketing solutions to meet the unique needs of your business. Here are a few reasons why you should consider hiring a boutique marketing agency for your marketing efforts:
Personalized attention: Boutique agencies typically work with a smaller number of clients, allowing them to provide more personalized attention and dedicated resources to your business. They take the time to understand your brand, target audience, and goals, and develop customized marketing strategies to help you stand out in the market.
Mark: While this is true overall and providing more personalized attention and dedicated resources appears to be a no-brainer, there’s no mention of how and in what ways the client will need to participate in the process. How much time will it take? It really doesn’t ‘say’ anything at all.
AI: Niche expertise: Boutique agencies often specialize in specific industries or market segments. This means they have in-depth knowledge and experience in your particular field, enabling them to bring valuable insights and industry-specific expertise to your marketing campaigns. Their specialized knowledge can help you stay ahead of the competition and make informed decisions.
Mark: This is true but so broad. While it might sound ok, in the real-world good marketers must be research hounds. Even if an agency is armed with category knowledge, most assignments that require deep understanding of the client’s place in the category and boutique agencies are by nature not equipped to have done and seen everything in all categories.
AI: Flexibility and agility: Boutique agencies are known for their flexibility and agility in adapting to changing market trends and client needs. They are not bound by rigid structures or bureaucratic processes, allowing them to quickly adjust their strategies and tactics to deliver effective results. This level of flexibility can be especially valuable in fast-paced industries where staying ahead requires constant innovation and adaptation.
Mark: BORING! But this is in general, true. Many engagements require time (months into years) for an agency to understand the nuances and challenges of a particular field and then as those challenges pertain to the client’s business. That knowledge must continue to evolve.
AI: Creative approach: Boutique agencies often foster a culture of creativity and innovation. With a smaller team, they can nurture a collaborative environment that encourages fresh ideas and unique approaches to marketing challenges. Their creative thinking can help your brand stand out and make a lasting impression on your target audience.
Mark: This is a nice feature and a nice thing to offer but the benefit to the client is only realized when measurable marketing success is achieved.
AI: Cost-effective solutions: Contrary to popular belief, boutique agencies can offer cost-effective solutions for your marketing needs. Since they operate with a smaller team and lower overhead costs compared to larger agencies, they can often provide high-quality services at a more affordable price. This can be particularly beneficial for small and medium-sized businesses with limited marketing budgets.
Mark: This is the most accurate of the statements. Yet often the competition is not with other marketing agencies in which high-quality services are delivered. We find that often it’s from within the company itself, and a desire to make try to make do with internal resources. That includes even hiring a student who went to art school and has a knack for ‘making things look good’. Bringing in a marketing partner can be less costly, and it can be tested on a project basis. We see it happen that going the internal route results in ‘you get what you paid for’ output. Most importantly is that there always needs to be a mutual understanding of what the goals are and what is the time frame for success measurement.
AI: Strong client relationships: With a focus on personalized attention, boutique agencies prioritize building strong client relationships. They strive to understand your business goals, communicate transparently, and keep you informed throughout the marketing process. This level of collaboration and partnership can lead to a deeper understanding of your brand and better alignment of marketing strategies with your overall business objectives.
Mark: The value in having agencies and clients maintain long and strong relationships is multi-fold. Deeper understanding is important only if it’s leveraged into reaching success more quickly. And, with a great deal less hassle since the agency understands the business and its challenges. This allows the client to focus on other aspects of its business.
AI: In summary, hiring a boutique marketing agency can offer you personalized attention, niche expertise, flexibility, creative thinking, cost-effective solutions, and strong client relationships. Consider these advantages when deciding on the right marketing partner for your business.
There you have it. A chatbot written article that might be the springboard to something better with a great deal of spit and polish still yet to be done.
Using chatbots to create content is something marketers should consider only as a potential starting point. Can it perform the job of driving reader and consumer interest without the use of a professional’s creative approach? Well, try that at your own risk. We and our fellow marketing agency partners will take your call whenever you are finished trying everything else.