As 2020 rolls on, automation and A.I. are hot topics on the mind of nearly every business. From local start-ups to multinational enterprises, scaling up is the way to reach more customers, and the prevailing logic is that automation—in everything—is the best way to scale.
But there is one notable area of marketing where automation technology has yet to match the effectiveness of a good old-fashioned human touch: copywriting.
And combined with the trend of the growing importance of creating personalized customer experiences, copywriters are going to continue to be valuable well into the 2020s.
Automation: Good Where It’s Useful
Automation, powered by A.I., is extremely useful in several business cases. It is especially good at identifying and surfacing insights within a set of data that human analysts might miss.
This is because A.I. looks at every set of data with fresh eyes. And while that’s extremely helpful for quantitative processes like engineering, it is much less effective at qualitative skills. Like copywriting, for example.
As the A.I. experts at Zendrive explain:
“A.I. learns by trial and error. It is given an ‘objective’ and a huge pile of data, and then told to complete its objective by using the data. That objective may be ‘find a driving route that minimizes accidents,’ or it may be ‘find me a movie to watch.’ Human brains reference past experience to make certain time-saving assumptions.
However, A.I. does not have this luxury or ability. Instead, it must rely only on the data set given to it, and massive amounts of trial and error, to determine what information is meaningful and what leads to a dead end.
Therefore, artificial intelligence requires an enormous amount of data to complete tasks as simple as editing text. It isn’t as ‘smart’ as a human being, but it can ‘think’ much faster.”
Essentially, language varies so much by context, audience, and message that it is nearly impossible for A.I. to discern, select, and employ the best language for the job—especially in a way that feels contextually “natural,” let alone “not too sales-y” or “conversational.”
To do that quickly, effectively, and skillfully, you need copywriters.There is one notable area of marketing where automation technology has yet to match the effectiveness of a good old-fashioned human touch: copywriting. Click To Tweet
Personalized Experiences, Real Copywriters
One of the biggest trends in marketing today, and on into the 2020s, will be creating personalized customer experiences. And the statistics for it are compelling.
- 36 percent of customers believe brands should offer more personalization in their marketing.
- 72 percent of consumers only engage with marketing messages that are customized to their specific interests.
- 80 percent of customers are more likely to purchase a product or service from a brand that provides personalized experiences.
In fact, this is the very theory behind account-based marketing (ABM). As we here at Wordsmithie wrote about ABM and personalization earlier this year:
“Account-based marketing (ABM) is based on the absolutely true principle that marketing is much more effective when efforts are directed towards the quality of each individual outreach, rather than the raw quantity of those outreaches. Instead of casting a wider marketing net, ABM uses a precision-targeted strategy.”
And to create those high-quality, specific, targeted outreaches, you need copy personalized to the needs, goals, and context of each unique customer. You need an expert, human marketer and wordsmith with experience clearly, concisely, and effectively communicating those things in writing.
You need a copywriter. And as the trend towards experience personalization grows into the 2020s, you will likely need more.
Expert Copywriters, at Your Service
Ready to start creating personalized customer experiences that truly build your brand and win more business?
Contact us today, and let’s get started!