Small Business Marketing Automation 05: Can AI Turn Research into a Useful Marketing Plan?
Market, customer, and competitor research can produce a large amount of information. It can reveal what frustrates customers, how competitors price and position their offers, and what changes are emerging in the market. But organizing research does not create a marketing plan. A business still needs to decide what to prioritize, which customers to target, what value to offer, which channels to use, and how success will be measured. AI can help automate much of the work involved in connecting research findings to business goals, customer problems, channels, messages, campaigns, and performance metrics. However, AI should not set the business goal or make the final decisions. The business owner or responsible manager must decide and approve the goals, positioning, budget, and scope of execution. Research Findings and Marketing Plans Are Not the Same Research findings provide evidence for understanding the current situation. This may include identifying recurring complaints in cust...