Five AI Skills Every Marketer Needs to Future Proof Their Career

Marketing AI Radio, your shortcut to building smarter, AI driven marketing organizations. / Male Host AI: Hey everyone. And welcome back. You know, AI is everywhere these days, right?

And I bet you're thinking about what it means for us marketers. Female Host AI: Absolutely. Male Host AI: Yeah. So today we're going to dive deep into an article called five skills every marketer needs in the age of AI.

Female Host AI: Sounds good. Male Host AI: It's from a site called marketingfrontier. ai, which right away, I thought that's interesting. Female Host AI: Yeah.

Male Host AI: They're kind of positioning themselves as like the experts on AI for marketing. So let's see what they have to say. Female Host AI: Yeah, let's do it. Male Host AI: Okay, so they start off by talking about this huge shift that's happening in the job market.

Female Host AI: Right. Male Host AI: The World Economic Forum predicts there are going to be something like 78 million new jobs by 2030. Female Host AI: Yeah, that's a lot. Male Host AI: I know, it's crazy.

Female Host AI: Yeah. But Male Host AI: here's the thing. 63 percent of employers say the biggest problem they're facing is a lack of skills. Female Host AI: Oh wow, that's a big gap.

Male Host AI: It is a huge gap, and that's why they wrote this article. They want to help markers like us develop the skills we need to thrive in this new AI world. Female Host AI: So they're saying don't freak out upskill. Male Host AI: Exactly.

Don't panic. There's opportunity here if you're ready for it. I Female Host AI: like that attitude. Male Host AI: So let's jump into the first skill they talk about, which is process optimization.

Female Host AI: Okay. Male Host AI: Now when I first saw that, I thought, wait a minute. Isn't AI supposed to optimize things for me? Female Host AI: Yeah, I had the same thought.

Male Host AI: But they make a really good point. AI can only optimize what's already there. Female Host AI: Right, it's like garbage in and garbage out. Male Host AI: Exactly, you can't just throw AI at a broken process and expect miracles.

It's Female Host AI: like trying to build a house on a foundation of sand. Male Host AI: Ooh, I like that analogy. Female Host AI: You need a strong foundation first, and then you can use AI to build something amazing. Male Host AI: So how do we build that strong foundation?

Female Host AI: Well, the article talks about process mapping. Male Host AI: Okay, process mapping, I've heard of that. Female Host AI: It's basically about taking a step back and looking at how things actually work in your business. Male Host AI: Like from start to finish?

Female Host AI: Exactly, from getting a lead to closing a sale, launching a product, whatever your process is. Male Host AI: And then what? Female Host AI: Then you use tools like Lucidchart or Miro to visually represent that workflow. Male Host AI: Ah, so you can see the whole thing laid out in front of you.

Female Host AI: Exactly, and that helps you identify bottlenecks, redundancies, all the things that are slowing you down. Male Host AI: Okay, so it's kind of like decluttering your house before you have guests over. Female Host AI: That's a great way to put it. AI is the guest, and you want to make sure everything is running smoothly before it arrives.

Male Host AI: I love that. So once you have that clear visual map of your process, then you can start thinking about where AI can really add value. Female Host AI: Right. It might be automating certain tasks, analyzing data to predict outcomes, or personalizing customer interactions, but you need that solid foundation first.

Male Host AI: Got it. So process optimization, it's not about letting AI do all the work. It's about setting ourselves up for success. Female Host AI: Exactly.

It's about working smarter, not harder. Male Host AI: All right. On to skill number two. And this one had me a little nervous.

Female Host AI: Oh yeah, that one caught my eye too. I Male Host AI: mean, I'm a marketer, not a developer. Do I really need to learn how to code now? Female Host AI: Don't worry, you don't need to become a full blown software engineer.

Male Host AI: Okay, good, because that's not happening. Female Host AI: But the article makes a case that even a basic understanding of coding logic can be hugely beneficial in this era. Male Host AI: Okay, I'm listening. But what about all those no code tools everyone's talking about?

Female Host AI: No code is definitely a big trend and it's making technology more accessible, which is awesome. Male Host AI: Yeah, for sure. Female Host AI: But here's the thing. Understanding the underlying logic of code helps you use those tools better.

Male Host AI: How so? Female Host AI: Well, you can unlock more powerful features, customize things to your specific needs, and troubleshoot when things go wrong. It's like knowing how to change a tire. Male Host AI: Okay, I get that.

Female Host AI: You could call roadside assistance, but being able to do it yourself gives you more control and independence. Male Host AI: So it's about being more self sufficient. In this new tech landscape. Female Host AI: Exactly.

And it also helps you communicate better with developers and data scientists. Male Host AI: That's a good point. I've definitely had conversations where I felt like I was speaking a different language. Female Host AI: Right.

Well, even just understanding basic terms like API, JSON, and data schema can help bridge that gap. Male Host AI: Okay, so APIs, those are like the messengers that allow different software systems to talk to each other. Female Host AI: Exactly. Like when you book a flight online and it checks prices across multiple airlines, that's an API doing its thing behind the scenes.

Male Host AI: Cool. And JSON, that's how computers understand and share data, right? Female Host AI: You got it. It's like a universal language for data.

And then data schema, that's basically a blueprint that defines how your data is structured. Male Host AI: Like a set of rules. Female Host AI: Exactly. Like a spreadsheet with clearly labeled columns that's kind of like a data schema.

Male Host AI: Got it. So it's not about becoming a coding whiz, it's about gaining enough technical fluency to collaborate effectively and make informed decisions. Female Host AI: Exactly. And the article suggests building a glossary of key terms, taking some free online courses, or even just playing around with low code platforms like Zapier or Bubble.

Male Host AI: Okay, that sounds manageable. Female Host AI: The point is to start somewhere and build from there. You don't have to learn everything at once. Male Host AI: Uh, that makes me feel better.

Female Host AI: Yeah. Male Host AI: So what happens if I just ignore this whole coding thing? Female Host AI: Well, the risk is that you become increasingly irrelevant as AI becomes more integrated into marketing. Oh, it's Male Host AI: not Female Host AI: good.

Right. Those who understand the basics of code will be the ones driving strategy and innovation. They'll be leading the conversations, making the decisions, and reaping the rewards. Male Host AI: Okay.

I definitely don't want to be left behind. So coding basics. It's on my to do list. Female Host AI: Good to hear.

Let's move on to skill number three, data fluency. Male Host AI: Data fluency. Okay, I've heard that term a lot, but honestly it's always seemed a bit abstract to me. Female Host AI: Yeah, I get that it can seem kind of vague.

Male Host AI: Like, what does it actually mean to be data fluent? Female Host AI: It's more than just crunching numbers in a spreadsheet. It's about understanding what the data is telling you, spotting trends, identifying opportunities, and making smart decisions based on that information. Male Host AI: Right, because data is the fuel that powers AI.

Female Host AI: Right, exactly. Garbage in, garbage out, as they say. If you're feeding your AI systems bad data, you're going to get bad results. Male Host AI: The article gave this example of a company with a messy customer database, and they were trying to use AI for targeted advertising.

I know, but because their data was all over the place, they ended up targeting the wrong people with the wrong messages. Female Host AI: What a waste. Male Host AI: I know, right? Talk about a marketing fail.

Female Host AI: Yeah, that's why data fluency is so important. It's not just about having the right data. It's also about understanding what it means. Male Host AI: So it's like being able to tell a story with the data.

Female Host AI: Exactly. You need to be able to extract meaningful insights from the data and communicate those insights effectively. Male Host AI: Okay, so how can someone like me, who's not a data scientist, actually become more data fluent? Female Host AI: Well, the good news is there are tons of resources available these days.

The article suggests learning data visualization tools like Tableau or Google Data Studio. Male Host AI: I love those tools. They make data so much easier to understand. Female Host AI: Right, they can help you turn raw data into compelling visuals that tell a story.

Male Host AI: But it's more than just making pretty charts and graphs, right? Female Host AI: Right. You also need to understand data governance. Male Host AI: Data governance!

Female Host AI: It's all about making sure your data is accurate, consistent, and secure. It's like housekeeping for your data. You need to clean it, organize it, and make sure it's stored properly. Male Host AI: So it's about having good data, not just a lot of data.

Female Host AI: Exactly. Quality over quantity. And it's also about being able to communicate effectively with your data teams. I have Male Host AI: to admit, I get a little intimidated talking to data scientists.

They always seem to be speaking a different language. Female Host AI: I get it. But the more you understand their world, the better equipped you'll be to leverage data effectively in your own work. Male Host AI: So don't be afraid to ask questions and learn some of their lingo.

Female Host AI: Exactly. The more you can speak their language, the better you'll be able to collaborate with them. Male Host AI: Okay. I'm starting to see how all these pieces fit together.

It's not just about learning isolated skills. It's about developing a more holistic understanding of how AI data and technology are transforming the marketing landscape. Okay. Female Host AI: Exactly.

It's about becoming a more well rounded marketer who can thrive in this new world. Male Host AI: I like the sound of that. All right, that was a lot to take in. We've covered process optimization, coding basics, and data fluency.

Let's take a quick break, and when we come back, we'll dive into the final two skills, experimentation, and AI powered decision making. Stay tuned. / Need help upskilling your teams? Want AI integration support, including use cases, training, change management, and process optimization?

Go to marketingfrontier. ai to discover how we can help. Male Host AI: Welcome back, everyone. We're talking AI for marketing.

Okay, so the next skill they talk about in this article is experimentation. Female Host AI: Ah, yes, this is a good one. Male Host AI: Yeah, this is where things start to get really interesting, but also a little scary. Female Host AI: I get it, change can be scary, but in this case I think it's more exciting than scary.

Male Host AI: Okay, tell me more, why exciting? Female Host AI: AI gives us the ability to experiment faster, cheaper, and on a larger scale than ever before. Hmm. Male Host AI: Okay.

I see where you're going with this. Yeah, but honestly, I think a lot of marketers, myself included, can get stuck in our ways. Female Host AI: It's natural to be hesitant to change, especially when things are working, but that's where AI can really help us break out of our comfort zones. Male Host AI: So instead of just sticking with what we know, AI can help us explore new possibilities and find even better solutions.

Female Host AI: Exactly. It's like having a digital assistant that can help us run all sorts of experiments and analyze the results so we can learn what works best. Male Host AI: The article actually highlighted this case study from ClickMechanic, a car repair company. Female Host AI: Oh yeah, what did they do?

Male Host AI: They used AI driven testing to increase their revenue by 60 percent in just two months. Female Host AI: Wow, 60%. That's impressive. Male Host AI: It is right.

And they did it by constantly experimenting with different approaches, using AI to analyze the data and make adjustments along the way. Female Host AI: So it's not just about having AI, it's about using it to drive a culture of experimentation within your organization. Male Host AI: Right, it's about being willing to try new things. Fail fast and learn from your mistakes.

Female Host AI: And AI can help us do all of that more efficiently and effectively than ever before. Male Host AI: So how do we actually get started with AI powered experimentation? Any tips? Female Host AI: Yeah, a good starting point is to create a testing culture within your team.

Encourage everyone to brainstorm ideas, try new things, and don't be afraid to fail. Male Host AI: Easier said than done sometimes though, right? Female Host AI: It can be, but it's important to remember that failure is just a data point. It's an opportunity to learn and improve.

Male Host AI: I like that perspective failure is just data. Female Host AI: Exactly. So, don't be afraid to experiment and see what happens. Male Host AI: But where do the ideas for experiments even come from?

Can AI help us with that too? Female Host AI: Absolutely. There are AI tools out there like ChatGPT that can help you brainstorm different approaches, analyze data to identify patterns, and even predict potential outcomes. Male Host AI: So we can use AI to come up with ideas and test them.

That's pretty amazing. Female Host AI: It is, and there are also platforms specifically designed for running experiments like OptiMove and Optimizely. Oh Male Host AI: yeah, I've heard of those. Female Host AI: They allow you to set up A B tests.

Personalize content and track results, all while leveraging AI to analyze the data and optimize your campaigns in real time. Male Host AI: Okay, so we need to be comfortable with data, understand the basics of code, and embrace a culture of experimentation. It's like a whole new way of thinking about marketing. Female Host AI: It is.

It's about becoming more agile, data driven, and adaptable in a world that's constantly changing. Male Host AI: And AI is the key to unlocking all of that. Female Host AI: Yeah. Exactly.

It's the tool that can help us navigate this new landscape and thrive in the age of AI. Male Host AI: Alright, we've covered four skills so far. Process optimization, coding basics, data fluency, and experimentation. Let's move on to the fifth and final skill, AI powered decision making.

This one feels like the culmination of everything we've talked about so far. Female Host AI: It is in a way. It's about bringing all those skills together and using them to make smarter decisions faster. Male Host AI: You know, in the past it felt like so many marketing decisions were based on gut feeling or whoever had the loudest voice in the room.

Female Host AI: Oh yeah, I've been in those meetings. It Male Host AI: can be frustrating. Female Host AI: Yeah. Male Host AI: Right.

But with AI, we can actually take the emotion out of decision making and base our choices on hard data. Female Host AI: That's right. We can analyze historical data forecast, ROI, and make decisions that are backed by evidence, not just intuition. Male Host AI: They mentioned this study by Accenture that found a US retailer unlocked $300 million in value, right?

By using AI to power their decision making Female Host AI: $300 million. That's serious money. Male Host AI: Yeah. It's a powerful example of what's possible.

When you combine human expertise with the power of A. I. Female Host AI: It's about using A. I.

to augment our own abilities, not to replace them. Male Host AI: Right. It's about finding that balance between human intuition and data driven insights. Female Host AI: Exactly.

And that's where those five skills we've been discussing become so crucial. Male Host AI: So by developing our skills in those areas, we can become better partners with A. I., using it to enhance our own decision making capabilities.

Female Host AI: That's the goal. It's about working with AI, not against it. Male Host AI: Alright, I think I'm starting to get the bigger picture here. This isn't just about learning a bunch of new technical skills.

It's about developing a whole new mindset. Female Host AI: It is. It's about embracing a mindset of continuous learning adaptability and collaboration. Male Host AI: And maybe even a little bit of courage to try new things and step outside our comfort zones.

Female Host AI: Absolutely. Male Host AI: Well, you know, at the beginning of this deep dive, I was feeling a little overwhelmed by all this talk of AI, but now I'm actually pretty excited about the possibilities. Me Female Host AI: too. It's an incredible time to be a marketer.

Male Host AI: Yeah. Female Host AI: There's so much potential for innovation and growth. Male Host AI: So what's the one piece of advice you would give to marketers who are listening to this and thinking, Okay, where do I even start? Female Host AI: I would say, don't overthink it.

Just pick one skill that interests you and start learning. There are so many resources available online, free courses, articles, videos, you name it. Male Host AI: Yeah, the key is to take action. Female Host AI: Yeah.

Male Host AI: Don't just sit there and wait for the AI revolution to happen. Be a part of it. Female Host AI: Exactly. The future of marketing is being shaped right now, and you have the opportunity to be a part of it.

Yeah. So go out there, learn, experiment, and have fun. Male Host AI: That's a great note to end on. So that's it for today's deep dive into five skills every marketer needs in the age of AI.

We hope you found it helpful and inspiring, and most importantly, we hope it motivates you to take action. Kai: Thanks for listening to the show today. Be sure to subscribe so you never miss an episode. Visit us at marketingfrontier.

ai for more resources, tools, and expert advice. And until next time, keep pushing the boundaries of what AI can do for you.