An over-reliance on data can stifle creativity and innovation. It's easy to forget that as we enter the romantic era of A.I., data pools, and chatbots. Remember that other technologies were thought to be the key to success just a moment ago. Today, balance is power.
Relying strictly on A.I. is a dangerous siren call for three reasons. First, because of the sheer amount of data organization needed, even the leading A.I.-based platforms are running several months behind. Imagine creating business projections with your latest information being from last year. We've become awfully dependent on a future-casing model that, ironically, has old information.
Second, building around only data removes us from the current zeitgeist. You're already dealing with a degree of separation from your potential or current customer. Being data-myopic means adding another barrier to understanding.
Third, leaning just on plain' data means falling in line with your competitors. You know how consumers began glazing over social media ads in the past decade, or how print campaigns lost their luster because everyone was doing them? We can expect the same from AI-built messaging to do that to your customers in the near future, if not already. As we said recently:
[S]ince many companies and their direct competitors are relying strictly on AI, then any branding insight, marketing strategy, or content derived from it will be flat, monotonous, and bland. It will be harder to stand out from the ever-growing competition both online and offline.
Instead, wisdom is in a two-prong approach: Data-driven insights paired with human-centered strategies.'
Here at Onside, we provide both through two complementary indices, based on current audience engagement and strong audience curiosity, alongside curated content and call to actions priming your potential and current audience to connect with you more.'
Otherwise, you're building your long-term strategy based on a short-term fad.
Ready to upgrade your content marketing? Onside Content is your bridge between data-led insights and the untapped audience you seek. Using our proprietary technology, we can help you find, create, and lead the smartest conversations in your space with a bespoke content strategy. We'd love to support you! Drop us an email at info@onsidecontent.com.
