Technology like AI still needs human touch, say regional marketing experts

Marketing in the age of AI and other technological advances can seem overwhelming. But spreading the word about businesses and services on a consistent basis is still paramount for growing a successful organization, say regional experts.

Whether that’s done digitally or traditionally, the key sometimes is just to dive right in.

That’s the approach that worked for Temmoria Faye Bradley, owner of Simply Blessed Scents in Merrillville. She custom crafts candles and relies on word of mouth even though her business is online only.

“All of my candles are created by me; so, it was important that I go out, personally meet people, and have conversations,” Bradley said. “Of course, I have a Facebook page and a professional website and online shop to sell my products. But, I needed different ways to let people know about my passion for candles and help them embrace and enjoy their simple pleasures and scents.”

She also sought promotional help and direction from Chelsea Whittington of C WHITT PR, which has offices in Gary and at the Hammond Development Corp. That advice led to hosting pop-up events throughout the area.

“It takes a lot of time and energy, but it was successful for me,” Bradley said. “I displayed at the Black Women’s Expo in Chicago and gained so much exposure when I was interviewed by Chicago’s ABC7 television.”

She said face-to-face marketing is invaluable for building her clientele.

“Getting involved in events, passing out my business cards, and displaying my products in person has really made a difference in reaching new customers,” she said.

Joseph Skibbie, director of JRS Mar/Com, agrees that “personal relationships will always fuel connections, connections lead to referrals, and referrals lead to business relationships.”

He said some business owners are always on the lookout for the latest technology to solve their branding problems, but the basics still apply.

“Personal relationships will always be what fuels success,” he said. “Technology, however, can be used to build relationships as well.”

Patience is a virtue

Whittington notes there are several ways a business can build customers and sales, and yes, it takes time, dedication and repetition.

“The top three tactics I recommend for businesses to stand out are email marketing, an informative website and a greater use of the live feature in social media,” she said.

Whittington’s career in public relations and communications has spanned 25 years. Since 2015, she has operated her own public relations consulting firm. Her specialty is presenting workshops and training about social media and public speaking. In 2019, she made the big leap into full-time entrepreneurship.

She recommends that businesses develop a database of their customers and to stay in touch with them via regular emails.

“Of course, don’t bombard them, as they can unsubscribe, but a regular presence means they won’t forget you,” Whittington said. “Then when you see them in person, give them a key chain, a calendar or whatever works for you with a promotional item that includes your logo and information.”

Whittington also reinforced the importance of a website.

“It’s a constant online presence and is selling your product or services while you sleep,” she said. “I believe that you should assume nothing and do everything to promote your business.”

Special events are a rare commodity, and Whittington strongly believes in them.

“Any business can broadcast live via Facebook and make a splash,” she said. “Learn that Facebook Live feature and use it whenever you can. People buy from people, so make it special.”

The Forbes Communications Council in a story from earlier this year named 15 key marketing trends to watch for in 2024. Several stood out that easily could be used by businesses, including employees as essential influencers; quality over quantity; intentionality; and focus on branding and brand awareness.

And yet, there were cautions that rose to the top, too, such as heightened unpredictability, consumer marketing fatigue, and an unfortunate influx of impersonal contact.

Chamber connections

Becoming a member of a local chamber of commerce is one way to heed those warnings.

The many chambers throughout Northwest Indiana are committed to supporting local businesses, government, education and nonprofits. Together they are a strong team, and each is tailored to its particular community’s needs.

Through membership, every chamber highlights ways to put a spotlight on their member businesses. In turn, members can choose to participate in any or all events to suit their goals.

“If you are a chamber member, we have all kinds of opportunities to help businesses thrive,” said Deann Patena, president and CEO of the Crossroads Regional Chamber of Commerce in Merrillville.

“As a chamber, we recently rebranded to entirely focus on promoting our members.”

With over 500 members and over 50 events a year, the Crossroads Chamber offers several opportunities for businesses to ramp up their visibility.

“It can be as simple as attending a coffee or networking event; a lunch or dinner; and sponsoring a hole at our golf outing to a number of high- and mid-level partnerships and a la carte sponsorships of events,” Patena said.

The chamber’s website is the portal for helping members connect with customers. The chamber offers media packages to businesses that might not have access to marketing services.

“We do all the work with a photo shoot and coordinate all of the details,” she said. “It’s a great economical way to reach fellow Northwest Indiana businesses on a regular basis.”

A chamber membership is a valuable tactic for a marketing reach, but it’s also just one of many other strategies any business should consider.

“I love that in Northwest Indiana we still do a lot of in-person networking through chamber meetings, banquets, pop-ups, panels and more to increase brand recognition,” Whittington said.

AI conundrum

As for artificial intelligence, experts are mixed on its usefulness. But all agree the technology still needs a human touch.

Michelle Andres, president of Group7even in Valparaiso, has over 20 years of experience in marketing.

“AI can be a great tool to formulate thoughts to start things like blogs,” she said. “And it’s also a good tool for small businesses that can’t afford an agency to help them get ideas and learn how to market their products.”

Skibbie agrees that “AI is revolutionizing how ideas are generated.” But using the right prompts for brainstorming is key. The return can be more than worth it; AI can have results in a mere 30 seconds.

According to a Salesforce survey of thousands of marketing leaders, “71% of marketers plan to use both predictive and generative AI within the next 18 months.”

But Andres cautions that AI is not a good tool alone.

“Its writing is oftentimes repetitive and impersonal in a way that doesn’t resonate with customers,” she said. “It lacks human emotion, and emotion is often what sells a product.”

She said young people in her office particularly are on board with AI.

“We have young people and interns that work for us, and they are so excited about AI, thinking it is the holy grail,” she said. “They soon learn that nothing can replace the human touch regarding emotional selling and relatability.”

Andres started her agency 11 years ago but also has experience at leading advertising agencies in Chicago. While at FCB Draft in Chicago, she received numerous awards, including the firm’s most prestigious award for creative and strategic excellence.

She has seen advances in technology that stick — and some that did not.

“AI is just not there yet,” she said. “But again, it’s a great tool to help get people started as long as they don’t rely on it to finish the job.”

Whittington has a similar outlook on AI.

“There is indeed value in AI for idea generation and uses as a sounding board for accuracy in various writing styles and technique,” Whittington said. “Overall, I still believe in the old-fashioned approach of developing original ideas, rewriting drafts and perfecting the tone of my clients.”

Boots on social ground

Andres said there are a number of ways companies can differentiate themselves.

New strategies that have become regular tools in the marketing toolkit include blogs, digital advertising campaigns and the help of social media influencers, she said.

“The combination of using digital to create top-of-mind awareness and salespeople to pull the customer through the sales funnel is a great strategic maneuver,” Andres said. “The traditional sense of boots on the ground is not as important as it once was. But the world of influencers, third-party customer reviews and commercials become today’s boots on the ground.”

Skibbie said QR codes are one technological advance that makes it easy for customers to find products and services online. But videos are still the best way to keep them engaged.

“Video is still the highest retention/engagement, but audio (think podcasts) is a great way to build relationships and advocate for skills and knowledge,” Skibbie said. “When you layer blogs, paid ads, podcasts, press release distribution and social media promo, you start to create campaigns that resonate, with measurable improvements in site traffic, social engagement and conversion actions, such as purchases, scheduled appointments, calls and clicks.”

Skibbie has been helping businesses for about 20 years. His company JRS Mar/Com has offices in Crown Point and Arlington Heights, Illinois. He has been grounded in traditional communications but understands the power of how integrating a digital marketing strategy can expand a campaign’s reach.

He notes that, while measurements and tools have changed, there is no magic pill.

“The answer in getting a campaign’s specific singular message out is frequency, reach and duration,” he said. “Repetition of your message helps you compete, whether you are using Google ads, social media, videos, as well as your website, or traditional PR in trade journals and other digital channels.”

Mostly, regional marketing experts say businesses should let their marketing approaches use technology in ways that mirror the goals and mission of their businesses and that will positively resonate with customers.

Read more stories from the current issue of Northwest Indiana Business Magazine.