Many marketing tools are simple UI wrappers over data sets for minimally complex tasks. CMO Amanda Cole argues that conversational AI can now perform these functions, eliminating the need for paid, single-purpose software. Marketers should cut these 'lightweight' tools to save budget.
Traditional loyalty programs often attract one-time discount buyers, not true brand advocates. A 'disloyalty' program identifies and excludes these unprofitable segments from advertising. This saves significant ad spend, improves conversion rates, and helps focus efforts on truly loyal customers.
Before increasing headcount, marketing leaders should first explore how AI can automate repetitive functions. When a new hire is necessary, Amanda Cole advises prioritizing candidates who think differently and challenge existing frameworks ('weird people') over those with traditional skill sets.
Staying ahead in AI-driven marketing requires targeted information consumption. Bloomreach's CMO follows specific AI influencers (like Allie Miller on Instagram) and reads focused newsletters (like MKT1) to find conceptual ideas and practical tips, rather than relying on general industry sources.