Whats Keeping Modern Marketers Up at Night
Great morning earlier today opening the Vibe Marketing Tech Fest in Manc discussing “What’s Keeping Modern Marketers Up at Night?”
3(Reflections):
1/ The Trust Gap is often an execution failure
The consumer trust gap mostly doesn’t happen because our messaging is bad; it often happens because brands have actually become reasonably good at marketing yet mediocre at consistently delivering to the customer promise.
Especially in B2B; trust is often built on “unglamorous” (yet critical) execution: being easy to find > great to deal with, accurate stock availability, transparent pricing, excellent product range, on time delivery, rapid problem solving of customer problems, seamless reordering, etc. Get these wrong and your NPS > CR% will ‘educate’ you.
2/ AI Vs Human Superpowers
Are marketing jobs at risk? The core thesis we discussed focused on anchoring careers into Four Human Superpowers that AI cannot easily replicate:
A/ Emotional Intelligence (EI/ EQ): Building real empathy and human trust
B/ Creative & Strategic Vision: Macrolevel thinking & cultural positioning
C/ Physical Dexterity: Operating seamlessly in unpredictable physical environments
D/ Ethical Judgement: Accountability, moral guardrails & legal nuance
3/ Where AI Genuinely Moves the Needle
AI’s real value right now is often in unglamorous operational WoW.
We discussed wins coming from Brilliant BAU & POCs such as: automated bid optimisation linked directly to real time stock & profitability, SEO optimisation across large product ranges, smarter forecasting for customer reorder behaviour, enhanced lifecycle Comms triggers, better onsite search experiences, etc.
A huge thank you to David Hicks for moderation, my awesome co-panelists + to all those in attendance.