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In the fast-paced realm of modern marketing, the intersection of AI and personalization at scale is reshaping the way businesses engage with their audiences. A recent panel discussion held at the 2023 #MICUS Morningstar Conference Social/Digital Hub featured industry experts who delved into the dynamics of this evolving landscape, offering valuable insights for navigating the road to success.
Embracing Modern Marketing with Personalization: A Paradigm Shift
The panel opened with Shawna Ohm, a former journalist turned content creator, stressing the shift towards audience-first marketing. She emphasized that modern marketing isn't just about pushing sales but about understanding the audience's perspective and crafting messages that resonate deeply. This, she noted, is the key to "making a market" – a concept akin to understanding the buyer's mindset in stock trading. In the digital age, this approach thrives on social media's two-way street of communication, providing an opportunity for deep market research and genuine connections. Client-Centered Messaging: The Core of Tech Girl Financial's Success Victor Gaxiola of Tech Girl Financial shared his firm's journey into client-centered messaging. Victor recounted how they transformed their online presence to reflect their clients' aspirations. Their tagline, "What will you do when your money works for you?" encapsulates the essence of personalized messaging. Victor highlighted the power of video in storytelling and spoke about their website's transformation into a 24/7 hub of personalized information. This client-centric approach resonates with the right audience, proving that modern marketing isn't just about reaching more people but about reaching the right people. The Evolution of Marketing: Marie Swift's Perspective Marie Swift, a thought leader in the industry, reflected on the evolution of marketing over the years. She described the shift towards digital-first strategies that prioritize authenticity and resonate with the right audience. Marie advocated for maintaining human connections despite the rise of AI and technology. She cautioned against losing the personal touch that distinguishes financial advisors and shared her insights on harnessing AI and technology thoughtfully while preserving authenticity. 2-Minute Video Excerpt: AI Insights
AI and Personalization at Scale: Enhancing Efficiency and Human Connections
As the discussion moved towards AI and personalization at scale, the experts shared their perspectives on harnessing AI tools for efficient marketing. Victor highlighted the promise of AI-generated content, emphasizing the importance of time-saving technology. The panel discussed tools like Catalyze AI and Catch Light AI, which aid in personalization at scale by identifying opportunities and providing insights into prospects' interests. However, they warned against crossing the line into over-personalization and stressed the value of balancing technology with authenticity. Strategies for a Modern Marketing Landscape: Jonny Swift's Recommendations for Using AI The discussion circled back to the importance of authenticity, personalization, and using technology strategically. Shawna urged advisors to utilize technology for scaling while preserving their personal brand's voice. Jonny Swift's insights shed light on AI tools that enable personalization, but he, along with the other panelists, encouraged advisors to customize AI-generated content to maintain authenticity. Balancing AI and Human Touch: A Path Forward In conclusion, the experts emphasized that the future of modern marketing lies in the synergy between AI and human connection. While AI offers efficient tools for personalization at scale, advisors must remember that the heart of their business is the authentic relationships they build. The key takeaway from this panel discussion is that modern marketing isn't about forsaking human touch for technology; it's about using AI thoughtfully to amplify personalized connections, ensuring that each interaction is meaningful, authentic, and tailored to the individual's needs and aspirations. Click to watch the full 30 minute panel discussion:
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