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AI Is Turning Everyone Into An Ineffective Marketer & Its Other Impacts On Digital Marketing
13th January 2024 • The Google Ads Podcast • Solutions 8
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AI is a valuable tool, but it shouldn't replace the core skills of human marketers. However, it's making everyone a marketer, but not an effective one.

Gain a fresh perspective on the role of Artificial Intelligence (AI) in the world of marketing. In this video, Ryan Deiss, Ralph Burns, and Kasim discuss the evolution of AI in marketing over the past year. They also explore its potential impact on marketers and why mastering the tool doesn't really give you an edge in digital marketing.


Ryan also emphasizes that marketers should prioritize mastering the basics of marketing, particularly messaging and amplification, instead of solely relying on AI for copywriting and messaging. Learn valuable insights into the evolving marketing landscape and how marketers can stay competitive in this changing environment, Listen to this episode now.



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0:00 AI Is Turning Everyone Into An Ineffective Marketer & Its Other Impacts On Digital Marketing

2:52 What AI did

4:45 Simplicity beyond complexity

6:58 Marketing is two things



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Transcripts

Ryan: 00:00:11

Everyone's talking about AI.

2

:

But where do you see it all

going in the next year or so?

3

:

And what can marketers expect?

4

:

I'll tell you it's wild because my

last TNC keynote was basically

5

:

in the fourth quarter of 2022.

6

:

And I'm really excited.

7

:

Trafficking conversion summit is getting

back into the first quarter it was always

8

:

a Q1 event and then COVID happened and

there was all the shuffling around of

9

:

spaces and it got moved into September,

October, there's too many other events

10

:

around that same period of time.

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:

And I always loved Traffic and

Conversion Summit being that event

12

:

that sort of kicked off the year.

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:

That's why I loved it being

in kind of January, February.

14

:

There were sometimes we were later March.

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:

Even to me, that was too long.

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:

I loved it being that event

that kicked things off.

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:

I always saw it as my job for the

opening keynote to try to set the tone

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:

for what I felt was going to matter

in , digital marketing for that next

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:

year when I think about my keynote

last year, there were plenty of things

20

:

that were just dead on bullseye, right?

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:

But one thing that was not featured

at all in my keynote was AI.

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:

I absolutely mentioned it because

people were starting to talk about

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:

it, but this was pre Chat GPT.

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:

I think Chat GPT came out maybe

three or four weeks was when

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:

the announcement was after TNC.

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:

And so when I think about all that has

happened since that last keynote, it's

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:

safe to say it's been a lot, right?

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:

It's also safe to say it

hasn't been that much, right?

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:

And I'm not trying to underplay

AI and the importance of AI.

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:

I also don't want to conflate.

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:

A lot of people do chat GPT with AI,

they act as though they're one in

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:

the same, but no, there's lots of

different AI, platforms and how it's

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:

going to impact what we're doing.

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:

There's not going to be a ton

of AI in my opening keynote at

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:

Traffic and Conversion Summit.

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:

we're gonna have plenty of sessions on A.

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:

I.

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:

T.

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:

N.

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:

C.

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Like you go A.

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:

I.

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:

Tastic.

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:

There's a whole track on it,

and it's gonna be amazing.

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:

As far as I'm concerned,

in my experience, A.

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:

I.

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:

Is a tool . The analogy that I use and

when I'm talking to all the marketers on

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:

our different teams, I'm saying, look, AI

is not going to put you out of business.

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:

What it did is it made the

great photographers even better.

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:

And what it also did is it

made it to where everybody

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:

could produce something decent.

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:

If you learned the tool right now, you

move that all the way forward into like

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:

filters in Instagram and stuff like that.

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:

And now I could take a crappy photo

on my slap some filters on it.

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:

And what do you know?

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:

I'm a freaking photographer.

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:

I do believe that AI.

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:

It's turning everybody into a marketer.

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:

The thing is, it's turning everybody

into kind of a crappy marketer.

60

:

When everybody's doing marketing,

and when everybody thinks they can

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:

do marketing, is the edge going

to come from mastering the tool?

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:

I think that a basic understanding

of the tool is going to be essential.

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:

But I don't believe the edge

any longer is going to come.

64

:

I think if you ignore the tools and

don't use them, you'll be left behind.

65

:

. I'm not saying that, but I don't believe

that mastery of all the tools is going

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:

to be the thing that gives you an edge,

because I think at the end of the day,

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:

that's going to be a rush to the bottom.

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:

Everybody's going to have this.

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:

The tools will get better and

you'll get, you'll be good at them.

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:

Just out of the box in the

same way that, everybody and

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:

their dog is good at Instagram.

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:

You select your thing.

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:

It's fine.

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:

You don't have to know how to.

75

:

What the contrasts and the shadows and

the filters and all that, you don't

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:

have to know that it does it for you.

77

:

AI is going to be the same way.

78

:

It's going to be built into

all the tools that we're using.

79

:

Tool mastery is going to give

you some slight edges now,

80

:

and I think you need to do it.

81

:

Your team needs to do it.

82

:

But I don't believe that's

where it's going to come from.

83

:

So when the world gets more complicated,

there's two types of people.

84

:

There's one type of person who sees

complexity and flees towards it.

85

:

And they want to seek to

understand an unraveled complexity.

86

:

And in doing so, they tend to

make things more complicated.

87

:

And these are the people who are

always the first on all of the trends.

88

:

And then there's people who see

complexity and they flee to simplicity.

89

:

, I've known a lot of people over the past

couple of decades of working in marketing

90

:

and working with business owners.

91

:

And in my experience.

92

:

The people that flee to simplicity are

the people who build great companies.

93

:

They're the people who do big things.

94

:

The people that flee to understanding

all of the complexity and creating their

95

:

own complexity, they're the ones that

get a slight edge and look really smart

96

:

for a season and then they blow out.

97

:

And to me, the ultimate

example of this is Jeff Bezos.

98

:

He did an interview and he said,

the question that we're always

99

:

asking at Amazon, Is not what's

going to change the question.

100

:

We're always asking is what won't

change and how do we get better

101

:

at the things that won't change.

102

:

And so as I'm thinking about marketing

and as I'm talking and advising the

103

:

marketers across all of our different

portfolio companies, I'm inviting

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:

them to ask that question and saying,

let's double down on those things.

105

:

And so a lot of what we talked about

at the beginning, what were we saying?

106

:

Like getting back to some basics.

107

:

Re evaluating the things that used to

work because as big as AI is, I think an

108

:

even bigger change that's taking place

right now is the macroeconomic change.

109

:

People have been doing

marketing for the last 10 years.

110

:

, only the last 10 years, you've literally

only ever marketed during a bull cycle.

111

:

That's such important point that

all of us are going to get such

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:

a rude awakening so very soon.

113

:

It helps to be old, I launched

my first business in:

114

:

The first, two recessions

ago, the dot com bust, right?

115

:

1999 was when I launched my first

business, and I saw that happen.

116

:

And I watched the run up until 2008,

:

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:

I watched it all come back down again.

118

:

And so to me, looking at what's happening

right now, it's not the same as those.

119

:

It rhymes a bit.

120

:

But I think that's the

bigger impact than AI.

121

:

And I think marketers understanding

how to market during this time,

122

:

it's going to come down to not

mastering the latest tools.

123

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It's going to come down to

getting the basics really right.

124

:

So that's the question I ask is okay,

let's get it down to first principles.

125

:

What is marketing?

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:

And to me, ultimately marketing

is two things, messaging

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:

and it is amplification.

128

:

That's all marketing ever is.

129

:

It's, I need to have a message

that I'm putting out to the market

130

:

and I need to amplify that market.

131

:

Every aspect of marketing is going to

filter into one of those two categories.

132

:

Messaging is obviously copywriting,

but it's also offer structure.

133

:

Pricing is messaging.

134

:

Funnel design to a large

extent is messaging.

135

:

What is the sequence of

offers that I'm going to make?

136

:

The sequence of messages that

I'm going to make, and then

137

:

how do I amplify those things?

138

:

Prior to, and really for the last

15 years, most of the gains and

139

:

most of the wins happen through

being really good at amplification.

140

:

And the reason I can say that is

think about the title of the show.

141

:

What are we talking about?

142

:

Perpetual traffic, Kossum,

, what are you amazing at?

143

:

Google ads like traffic,

Ralph, same Facebook.

144

:

You're talking about Facebook ads.

145

:

And I'm not saying that you guys

have grown as complete marketers

146

:

and you get the messaging and the

funnel side of it as well, too.

147

:

That's why you built companies because

you got all of that, but there are a

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:

lot of marketers who the only thing

they understand is amplification.

149

:

And I'm here to tell you, if you

amplify a turd, it's still a turd.

150

:

But there was a lot of money to be made.

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:

In all cases from just the pure

amplification side, the gains happen

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:

from learning the new channels,

figuring out the algorithms, all

153

:

the gains were from the messaging.

154

:

What's the world we're in right now?

155

:

Targeting.

156

:

I'm not saying it's

dead, but man, come on.

157

:

Compared to what we used to be able to do.

158

:

Give me a fricking break.

159

:

It doesn't matter as much SEO.

160

:

I'm not, again, I'm not

saying you can't do it.

161

:

You can, but I remember when

SEO was just stuffing a bunch of

162

:

keywords in the bottom of the web

page, , same color as the background

163

:

. It's changed.

164

:

So if that's not where the gains happen,

I think the gains are going to happen.

165

:

On the messaging side and so unpack that

a little bit more if we're really going

166

:

to split out the messaging component.

167

:

I think there's the messaging

is in the actual words, but I

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:

think there's also the funnel.

169

:

, if I were to think about what

is marketing today and what is

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the job of marketers, the job of

marketers, get buyers from scratch.

171

:

. Go out and get some friggin buyers.

172

:

Whether you call those buyers, customers,

clients, patients, get the buyers even,

173

:

might say, Oh, I need to get leads.

174

:

That's Okay, but you're getting

leads maybe to hand off to a sales

175

:

team, so you're getting buyers.

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:

There's just an extra step there, right?

177

:

So if we're going to say that, like

as marketers, we need to get buyers,

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okay, what do we need to master?

179

:

What are the three things we need?

180

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You got to have channel mastery

still, although I don't think

181

:

that's where the gains are.

182

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You got to have message mastery

and you got to have funnel mastery.

183

:

And if you got those three

things then I believe you win.

184

:

And I think in the past, we've had

people geeking out about channels.

185

:

I think we've had people

geeking out about funnels.

186

:

You look at all the stuff that Russell's

done to really own that concept,

187

:

which I think is still critical.

188

:

That's the economic side of how

does marketing work, is the funnel.

189

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The one that has been

ignored is messaging.

190

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And it's the one that's continuing to

get ignored because now people believe

191

:

they don't have to do that anymore.

192

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Because AI is going to do it for me.

193

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They're taking the one advantage that

we actually have, and they're abdicating

194

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the responsibility of what I believe

is the one advantage of marketing to

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:

a computer that has been trained on

all the knowledge of the internet.

196

:

And the collective knowledge, the

collective abilities of the internet

197

:

when it comes to copywriting

is pretty freaking crappy.

198

:

Think about it.

199

:

It's been trained on all the websites

on the internet, which we know most

200

:

copy And so if we're going to say

that channels, while critical, Isn't

201

:

the advantage if we're gonna say that

funnels, while essential, we generally

202

:

know what works and what doesn't.

203

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There's a in the trenches blocking

and tackling and testing that

204

:

needs to happen to get that right.

205

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Where is the area of opportunity?

206

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What's the thing that won't change?

207

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I think it's messaging, and

it's the one thing that all

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marketers want to advocate to AI.

209

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And I think that if it's the

biggest mistake, and I think the

210

:

winners moving forward are gonna

be those that remaster messaging.

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Use the tools, yes, but don't abdicate.

212

:

So there's my rant.

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