Mad Men and Map Men: How AI Is Changing the Marketers of Tomorrow
The world of marketers is changing quickly. Emotionally driven advertising projects from fictional "mad men" like Don Draper have given way to more data-reliant "map men" — able to navigate a strategy using data and analytics — like Amazon founder and CEO Jeff Bezos. Now a new factor is changing the game: Artificial Intelligence (AI).
As AI integrates into marketing functions from automated CRMs to campaign analytics, the first question most people ask is: Who will AI replace? In truth, it won’t replace anyone. Just as sophisticated calculators didn’t make accountants obsolete, AI won’t replace marketers. Rather, it will help them evolve.
If "mad men" and "map men" exemplify the pinnacles of marketing over the past half-century, then the AI era heralds a unique merger of the two. The CMO — and, increasingly, Chief Marketing Tech Officer (CMTO) — of tomorrow is not reliant on either intuition or data but rather a powerful integration of both to achieve an even higher level of success.
Marketers, AI and Resourcefulness
“A man is whatever room he is in.” —Don Draper
Marketing has a history of resourcefulness, and adding AI to the mix is no exception to this assessment.
For instance, in the 1950s and 1960s, a set of distinct circumstances drove a Draper-esque creative marketing style. Factors included the rise of American consumerism (and expendable incomes), the debut of credit cards, car and TV ownership, and a sense of patriotism attached to being a consumer.
In this creative marketing environment, a Don Draper-type was an easy sell: a creative, bold man of ideas to induce people to buy more stuff. So too was his creative marketing approach.
Jumping to Bezos and his behemoth company, very little is different about his resourcefulness, just circumstances. The rise of big data — the collection of data from every device, including mobile phones, cars, etc., not to mention online browsing habits — led to a personalization movement in marketing, which Bezos was keenly aware of when building Amazon into the household name it now is.
Chaitanya Chandrasekar is the CEO and Co-Founder of QuanticMind. Prior to this role, he built and managed the traffic acquisition platform and was part of the Data Science team at NexTag. His experience in the industry and knowledge of platforms led to his co-founding of QuanticMind. He strongly believes in the power of data technology, which can help decipher Big Data to unlock new ideas and opportunities. Chaitanya earned his Master of Science in Mechanical Engineering from Stanford University.