My hypothesis is that immediate, easy and instant access to AI by all the actors competing in a market will take competition to a stage of abundance, and therefore complexity. Teams will be more productive and faster, but if we measure what they do by the type of AI they use to have fewer people at the lowest possible cost, we will all converge towards the same type of proposals and statements, thus betraying one of the fundamental dogmas of marketing: differentiation.
The importance of questions in marketing strategy
But, thanks to understanding this challenge and training in the Master in Digital Marketing from ESIC Business & Marketing School , professionals will be able to achieve a new balance between two fundamental attributes: acting and asking. The asking will be the ability to formulate unique exploratory questions that open new dimensions and lines of horizon. Little united states of america number data by little, we will be worth more for our questions than for our answers. Simply because in the answers there will be a protagonist: AI. But the space of questions is an unknown territory that has historically driven the spirit of improvement in art, sport, science, technology, ... and also in digital marketing.
Competition in a market of abundance
It is difficult to face this paradigm shift when we live obsessed by qualifications that will no longer be valid, experiences from past realities or by work standards that are being redesigned without being able to visualize the goal they are aimed at. But it is important to understand the logic of the root cause of value. I want to continue thinking that digital marketing will always be an investment in intangibles capable of producing multiplicative results in the game of competition in which companies are immersed in the markets. How to enter that territory? That is the fundamental question of all this. If I had to make a suggestion, I would lean towards cultivating critical thinking, logic, taxonomies, mental maps, creativity, .... And at the bottom of it all, doubt. Embrace doubt as a constant concern for questioning. There will be no company more competitive than one that has brilliant, restless minds in its digital marketing department capable of formulating unique questions. Theirs will be the blue oceans yet to be discovered. For professionals who are entrenched in the fascination for quick answers to hackneyed questions, I fear there will be the thickness of red oceans.