Smart marketers know that staying ahead isn’t just about keeping pace—it’s about setting the tempo. That’s where AI-driven marketing steps in, jazzing up strategies with a fresh beat of personalization and efficiency. Dive into this read to catch the rhythm of data-driven insights and customer engagement like never before.
From mapping out AI’s historical groove to forecasting its future moves, you’ll get the lowdown on creating killer campaigns. Plus, we’re dishing out real-world success stories to show you how it’s done right. So buckle up; by the end of this ride, you’ll be tuned into leveraging AI for marketing that hits all the right notes.
Table of Contents:
- Understanding AI Marketing Strategy
- The Evolution of AI in Marketing
- Key Components of an AI-Driven Marketing Strategy
- Leveraging AI for Enhanced Customer Experiences
- Ethical Considerations in AI Marketing
- Measuring the Success of AI Marketing Initiatives
- Case Studies of Successful AI Marketing Campaigns
- Overcoming Challenges in Implementing AI Marketing Strategies
- Future Trends in AI Marketing
- Tools and Platforms Powering AI Marketing Today
- FAQs in Relation to Ai Marketing Strategy
- Conclusion
Understanding AI Marketing Strategy
The realm of marketing is like a chameleon, constantly adapting to the digital landscape. At its heart now lies artificial intelligence (AI), a catalyst for precision and personalization in ways that were once pure science fiction. Let’s unwrap the layers of an AI marketing strategy and see how it turns data into gold.
The Significance of AI in Modern Marketing
Imagine having a crystal ball that not only predicts your customers’ next move but also crafts messages they want to hear. That’s what AI does for marketers today. It sifts through mountains of data to unveil insights about consumer behavior. This intel isn’t just powerful; it’s pivotal for crafting strategies that hit the mark every time.
But why should businesses care? Because with AI, campaigns become more than just shots in the dark; they turn into strategic masterpieces crafted with precision—like Michelangelo painting by numbers, but with algorithms instead of brushes.
Integrating AI Across Marketing Channels
Dive into any part of your marketing mix, and you’ll likely find opportunities ripe for an AI takeover—from social media ads fine-tuned by machine learning to chatbots providing customer service round-the-clock on websites. Companies harnessing these tools are already seeing upticks in engagement rates and conversion stats because let’s face it: consumers love feeling understood, even if it’s by robots.
A prime example is email marketing which has evolved from generic blasts to highly personalized narratives thanks to smart technologies weaving together user interests, purchase history, and optimal send times—all hallmarks of an effective use case where human touch meets algorithmic finesse.
The Tangible Benefits Of Embracing An AI Approach
Talk about ROI. Businesses leveraging artificial intelligence report higher efficiency levels since mundane tasks get automated while creative minds focus on big-picture thinking. You’ve got bots drafting reports while humans brainstorm campaign ideas—a tag team combo worthy of wrestling championships.
Think of AI as your marketing sidekick, transforming data into personalized campaigns that really speak to your customers. It’s like having a secret weapon for creating ads and emails that get results.
By embracing AI, you’re not just making smarter decisions; you’re crafting messages with the precision of an artist—boosting engagement and driving up those all-important sales numbers.
The Evolution of AI in Marketing
Marketing has always been about connecting with the audience at the right time and place. With the advent of artificial intelligence, or AI, that concept hasn’t changed—what’s evolved is how we make those connections. The marketing world has witnessed a seismic shift from guesswork to precision, largely thanks to AI’s capabilities.
Early Beginnings: Automation Meets Data
In its infancy stages, AI in marketing was like a new kid on the block—the potential was there but it needed some direction. Think back to when email became a marketing tool; it was revolutionary for automating messages but lacked personalization. Then came data analytics which allowed marketers to segment audiences and send targeted content.
As technology advanced, so did our ability to understand customer behavior through data-driven decisions. But even with these advancements, early-stage AI couldn’t quite capture human nuances—it gave us numbers without context.
Sophistication Surge: Enter Machine Learning & Predictive Analytics
Faster than you could say “algorithm,” machine learning entered the scene—and this is where things got interesting. Marketers began using machine learning not just for analyzing past behaviors but also predicting future actions of customers based on their digital footprints.
This predictive power transformed campaigns from reactive shots in the dark into proactive strategies tailored around likely outcomes—a real game-changer. It enabled personalized experiences at scale because now brands could anticipate needs before they were even expressed by consumers themselves.
The Current State: Real-Time Decisions & Hyper-Personalization
We’re currently riding an incredible wave of hyper-personalized experiences powered by real-time decision-making capabilities of modern-day AIs. Chatbots have gone from simple scripted responses to sophisticated conversational agents that learn as they interact more with users, like IBM’s Watson Assistant.
- No longer are recommendations merely ‘based’ on your browsing history—they’re crafted uniquely for you as if curated by a close friend who knows your taste inside out.
- Campaigns adjust dynamically—not only can they change content based on user engagement mid-flight but also optimize delivery channels instantaneously.
- Analyzing sentiment isn’t just about positive or negative anymore; nuance detection allows companies like Microsoft Azure Text Analytics to gauge emotions behind words people use online.
It’s not science fiction—it’s here now.
So buckle up, because if you’re ready to dive in, we’re about to embark on a journey that’ll take your understanding to the next level. Let’s get started.
AI in marketing has gone from simple automation to crafting hyper-personalized experiences, with machine learning and real-time analytics transforming how we connect with customers.
Key Components of an AI-Driven Marketing Strategy
Peering into the engine room of today’s marketing strategies, you’ll find artificial intelligence (AI) humming at the core. It’s not just a fancy add-on; it’s now essential to steer through the competitive digital seascape effectively. So what gears need meshing to craft an AI-powered marketing marvel? Let’s unfold this enigma.
Data-Driven Decision Making
A treasure trove of data is only as good as its analysis, and that’s where AI shines like polished gold. By harnessing machine learning algorithms, businesses can sift through mountains of customer information in real time, unearthing valuable insights on buying habits and preferences like never before. This intel becomes your compass—guiding campaigns with precision targeting that speaks directly to consumers’ desires.
Diving deeper, predictive analytics take center stage by forecasting future trends from current patterns. The crystal ball myth has turned reality—a well-calibrated AI predicts consumer behavior better than any soothsayer could ever claim.
Personalization at Scale
In a world echoing with “Hey look here.” messages, personal touch wins hearts—and clicks. And wouldn’t you know it? Personalization is akin to baking cookies everyone loves; they must feel special yet familiarly delightful each time. Enter: smart content curation tools using personalized recommendations powered by AI, dishing out user-specific content menus based on their unique taste buds for digital experiences.
Gone are days when one-size-fits-all ruled; we’re talking hyper-personalized emails and product suggestions turning browsers into buyers faster than saying ‘artificial intelligence.’
Omnichannel Orchestration
The modern consumer hops across channels smoother than a parkour athlete traverses cityscapes. Thus brands must also be agile acrobats—seamlessly connecting interactions from social media threads all the way to email chains without missing a beat or duplicating steps.
To do this elegantly requires sophisticated marketing orchestration platforms, wielding powerful algorithms capable of keeping tabs on every move customers make while offering them cohesive brand stories no matter where they land next.
In summing up these key components—the data rudder steering decisions swiftly towards favorable winds, personalized sails catching every gusty preference possible along the journey plus omnichannel rigging tying together multi-channel efforts seamlessly—one thing stands clear: mastery over these elements isn’t just nice-to-have but downright necessary for anyone serious about sailing ahead in today’s tempestuous marketing ocean.
With such sophistication comes responsibility though—to use these powers ethically and sustainably because trust lost is hard to regain. We need to handle this technology with care, making sure we’re transparent and responsible in its application.
AI-driven marketing isn’t just trendy; it’s essential. By analyzing data in real time, AI helps pinpoint what customers want and when they want it. It enables personalization at scale, transforming generic messages into personalized interactions that drive sales. Plus, with omnichannel orchestration, businesses can deliver a seamless experience across all platforms.
Leveraging AI for Enhanced Customer Experiences
Imagine walking into a store where the salesperson knows your taste so well, they’ve already picked out what you need. This isn’t just a brick-and-mortar fantasy—AI is making it happen online every day. By analyzing heaps of data, artificial intelligence helps brands deliver that personal touch on a massive scale.
Tailoring to Taste: Companies are using AI like Salesforce Einstein not just to understand past purchases but also to predict future needs with uncanny accuracy. You browse an online shop and bam. There’s that perfect jacket in your size and favorite color, almost as if it read your mind.
Predictive Powers: Then there’s customer service that anticipates issues before they even pop up—a sort of digital crystal ball powered by algorithms from platforms like IBM Watson. It can foresee logistical snags or product shortages and lets businesses act fast, turning potential frowns upside down.
Crafting Conversations That Count
No one likes talking to robots unless those robots are smart enough to feel human. Chatbots have evolved from clunky auto-responders into smooth conversationalists thanks to natural language processing. They’re not only handling simple queries; these bots get complex tasks done faster than you can say “customer support.”
A case in point is how chatbots integrated within messaging apps keep the convo going 24/7 without breaking a sweat—or ever needing coffee breaks.
Serving Up Standout Service
The cherry on top? When AI turns complaints into compliments by fixing problems pronto. Tools such as Google Cloud Contact Center AI let companies dive deep into feedback for quick fixes that make customers feel heard—and valued.
This tech doesn’t stop at damage control though; it actively improves products through relentless learning loops because good service means always getting better.
Beyond Browsing: Predictive Personalization
You thought personalized ads were impressive? Hold onto your hats because predictive personalization takes targeting to new heights—soaring way beyond mere browsing history or clicks.
Innovative marketers harness tools like Adobe Sensei’s AI and machine learning capabilities which delve deeper, understanding consumer behavior patterns over time across various channels for hyper-personalized experiences even before users realize their own desires.To wrap things up neatly (but remember we’re not concluding anything here), think of leveraging AI in marketing much like having an ace detective sidekick who’s great at solving mysteries—the mystery being what
AI transforms online shopping into a mind-reading experience, predicting your next buy. It turns customer service into a proactive powerhouse that fixes issues before you even spot them.
Chatbots are now smooth talkers handling complex tasks 24/7. And with AI’s continuous learning, companies keep improving their products and services to make sure customers feel like VIPs.
Predictive personalization is the new frontier in marketing—think of it as having an ace detective sidekick who knows what you want before you do.
Ethical Considerations in AI Marketing
When we peel back the curtain on AI marketing, ethical considerations are as central to strategy as algorithms and data sets. It’s like juggling fire; done right, it can dazzle your audience but one slip could burn down the show. In a world where consumer trust is both currency and armor, ensuring that your AI doesn’t cross into dark arts territory is paramount.
The Tightrope of Personalization and Privacy
Navigating between personalization perks and privacy pitfalls requires finesse. Companies use AI to tailor experiences, but they must do so without trespassing on customer privacy. The secret sauce? Transparency—like telling someone you’ll save their favorite dessert without snooping through their fridge.
Consider this: You’ve got an algorithm that knows Jane loves sci-fi novels because she browsed them online last week. Now imagine bombarding her with book ads while ignoring her clear preference for no email spam—it’s like offering ice cream to someone searching for gym memberships—a quick way to lose trust.
Fairness in Algorithmic Decision-Making
Algorithms don’t have biases, people programming them might—and here lies another tight spot. Bias can creep into AI unnoticed like a typo in an important report—you miss it until someone points it out embarrassingly at a meeting.
To combat bias, companies need robust testing protocols. This ensures decisions made by machine learning aren’t unfairly skewed against certain demographics—an essential step akin to making sure all runners have the same starting line in a race.
Honesty is Still the Best Policy
In deploying chatbots or virtual assistants, clarity about who—or what—customers are interacting with remains crucial. Nobody likes being deceived; finding out you’ve been chatting with a bot when you thought it was human feels just as bad as realizing those ‘hand-cut’ fries were pre-packaged.
An honest approach helps maintain integrity within your digital landscape—it’s similar to having nutrition labels on food packaging; consumers know exactly what they’re getting into before taking that first bite (or click).
Ensuring ethical practices aligns not only with maintaining brand reputation but also respects basic human rights.
Remembering these pillars of ethical engagement isn’t merely good karma; think of them more as guideposts along the path toward building enduring relationships with customers grounded in respect—and isn’t that really what business should be about?
When using AI in marketing, always juggle personalization and privacy with care. Be transparent like saving someone’s favorite dessert—without invading their space. Fight bias by testing your algorithms thoroughly, just as you’d proofread an important report. And remember: honesty wins loyalty, much like clear labels on food packages build trust.
Measuring the Success of AI Marketing Initiatives
So, you’ve launched your AI marketing campaign. The ads are rolling out and the algorithms are churning data. But how do we tell if our digital maestro is hitting the right notes? It’s not about claps or encores here; it’s cold hard metrics that narrate the story of success—or caution us with tales of missed beats.
The Metrics Symphony: Tuning into KPIs
To gauge whether our AI conductor deserves a standing ovation, we look at key performance indicators (KPIs) like conversion rates, click-through rates (CTR), and customer engagement levels. These numbers don’t just whisper sweet nothings; they shout insights about user behavior and campaign effectiveness according to Forbes Tech Council. For instance, a spike in CTR might mean your content resonates well—your audience finds it as tempting as a slice of warm apple pie.
A high conversion rate can be more satisfying than hearing your favorite jam on repeat—it means people aren’t just passing by; they’re stopping to dance. And let’s not forget customer retention—a number that tells you if folks enjoy the party enough to stick around for more songs.
Predictive Analytics: The Crystal Ball of Marketing Data
Beyond present tunes lies predictive analytics—the crystal ball telling us who is likely to buy concert tickets next season. By analyzing past consumer behaviors and patterns through machine learning models, businesses can forecast future trends with precision that would make Nostradamus green with envy as per Gartner research.
This foresight lets marketers tweak their strategies in real-time because waiting for quarterly reports is akin to listening to radio hits when you could stream any song at will—you need those insights fresh.
Social Sentiment Analysis: Applause or Boos?
Last but certainly loud in volume comes social sentiment analysis—an applause meter gauging brand reputation across social platforms where modern-day conversations thrive. This tool listens intently—not for cheers or jeers—but for positive or negative mentions resembling praise from adoring fans or rants from critics after an off-key performance Sprout Social explains this further.
If tweets sing praises louder than an encore chant, then pat yourself on the back—you’ve got fandom. But spotting boo birds early helps fix issues before they become reputational stage fright nightmares.
Measure your AI marketing’s success by tracking KPIs like conversion and click-through rates, customer engagement, and retention. Use predictive analytics for future insights and social sentiment analysis to gauge brand reputation—this way you’ll know if you’re hitting the right notes or missing beats.
Case Studies of Successful AI Marketing Campaigns
The Powerhouse: Netflix’s Predictive Algorithms
Imagine if someone could read your mind and suggest the perfect movie for your mood. That’s what Netflix does with its predictive algorithms, turning casual viewers into binge-watchers. By analyzing terabytes of data on viewing preferences, their system recommends shows you’re likely to enjoy. It’s a game-changer that keeps subscribers glued to their screens, leading to increased watch time and retention rates.
Revolutionizing Customer Service: Amtrak’s Ask Julie
Talking to an AI might sound like sci-fi, but Amtrak made it a reality with Ask Julie, their virtual assistant. This savvy bot handles 5 million requests yearly, providing instant answers round-the-clock which has led to over 30% increase in bookings – talk about efficiency. Check out how Ask Julie revolutionizes customer service, proving that bots can be both helpful and personable.
Leveraging Chatbots for Sales: Sephora’s Virtual Artist
Sephora took beauty tech up a notch with its Virtual Artist chatbot using augmented reality so customers can try before they buy without leaving home. With this nifty tool driving engagement through personalized product recommendations, sales soared as shoppers found their perfect shades—without ever stepping foot in store.
This blend of personalization and convenience has not only boosted sales but also solidified Sephora’s reputation as an innovative leader in beauty retail; evidence is seen through the significant uplift in mobile app usage where the Virtual Artist lives.
Influencer Marketing Meets AI: Under Armour’s Curry Brand Launch
Athletic wear giant Under Armour capitalized on machine learning by targeting potential customers via social media when launching Stephen Curry’s shoe line—a slam dunk move. Their sophisticated algorithms sifted through vast amounts of social data to identify key influencers who resonated best with their target audience.
The result? A massively successful launch campaign tailored precisely for maximum impact within niche communities passionate about basketball—and style too.
Elevating Email Personalization: Starbucks’ Flavor Recommendations
Your morning coffee run just got smarter thanks to Starbucks’ email marketing strategy powered by artificial intelligence. The brand uses purchase history analysis ensuring each cup feels like it was crafted just for you—even if there are millions being served daily worldwide. Their emails aren’t generic blasts; they’re personalized invitations enticing patrons back into stores based on past behavior patterns—now that hits the sweet spot between thoughtful service and clever marketing tactics.
Netflix nails customer retention by suggesting movies with mind-reading precision, while Amtrak’s Ask Julie bot boosts bookings by 30% through instant support.
Sephora’s Virtual Artist chatbot spikes sales without shoppers stepping in-store and Under Armour scores big targeting influencers for its Curry brand launch using AI.
Starbucks heats up personalized email marketing, making every coffee feel tailor-made, proving AI’s power to transform a simple cup into a repeat purchase magnet.
Overcoming Challenges in Implementing AI Marketing Strategies
Adopting AI marketing strategies can feel like navigating a maze blindfolded. You know there’s an exit, but the twists and turns can throw you off course. One major hurdle is data integration. Many businesses struggle to blend their existing customer information with new AI systems. But let me tell you, it’s not all doom and gloom.
The trick lies in starting small – focusing on one data point that matters most to your customers and then scaling up from there (Forbes). Another common snag? A skills gap within teams. The world of AI often seems reserved for tech wizards donning hoodies in Silicon Valley basements; however, through online courses or hiring fresh talent versed in machine learning algorithms Coursera, even smaller enterprises can cast powerful spells over their marketing metrics.
Budget constraints also loom large when implementing cutting-edge tech solutions – because let’s face it, not everyone has pockets as deep as Bezos’. Creative financing options such as SaaS subscriptions for marketing automation tools make these technologies more accessible without needing a Scrooge McDuck-style money bin Gartner Research.
Tackling Tech Compatibility Issues Head-On
Finding harmony between new software and legacy systems is akin to blending oil with water at times – they just seem determined not to mix. Businesses need platforms flexible enough to adapt seamlessly into current ecosystems without causing digital indigestion MarTech Series. When choosing vendors, look beyond flashy features; consider how well their solution plays with others already on your team.
Likewise, never underestimate the power of clean coding practices when developing bespoke integrations—this makes future updates less likely to unravel faster than a cheap sweater caught on a fence nail.
Navigating Regulatory Compliance Confidently
A world where privacy concerns didn’t exist would surely be simpler for marketers but much scarier for consumers. As regulations tighten globally — think GDPR or CCPA — companies must tread carefully so that big brother isn’t peering over their shoulder too closely while respecting consumer rightsGDPR.EU Tag: GDPR. Incorporate compliance checks into every step of strategy implementation rather than viewing them as an afterthought (and potential lawsuit waiting to happen).
Ensuring transparency around how customer data gets used will help maintain trust—a currency more valuable than Bitcoin ever was.
Evolving With Changing Consumer Behavior Patterns
In today’s fast-paced market landscape shaped by the pandemic, businesses have had to adapt quickly. This sudden shift has brought on new challenges and opportunities alike. Companies are finding innovative ways to stay competitive and meet evolving consumer needs.
Start small with AI by focusing on key customer data points, then scale up. Bridge the skills gap with online learning or new hires. Creative financing can help meet budget challenges.
Tackle tech compatibility head-on; pick flexible platforms and code cleanly for smooth integration. Stay compliant with regulations to maintain consumer trust in your marketing strategy.
Adapt swiftly to changing consumer behaviors—innovate and stay competitive by meeting new customer needs as they arise.
Future Trends in AI Marketing
The horizon of AI marketing gleams with trends that promise to not just nudge the needle but to jam it forward. We’re on the brink of an era where predictive analytics will seem like child’s play compared to what’s coming next. Let’s talk about hyper-personalization—it’s like your favorite barista knowing your order, but now imagine if every digital interaction felt that familiar.
Conversational AI Becomes Your New Best Friend
Gone are the days when chatbots delivered canned responses. Soon, they’ll know you better than you know yourself—creepy yet convenient? These digital conversationalists will gauge mood from text and tone, switching gears from a joke-cracking sidekick to a compassionate confidante as needed.
We’ve seen these changes begin already; however, the future brings sophistication beyond our wildest dreams or perhaps nightmares. But fear not. With this comes unparalleled customer service experiences tailored so finely they feel bespoke.
Voice Search Optimization: Talk That Talk
Siri and Alexa have set up camp in our homes—and marketers are taking notes. The buzz around voice search optimization is getting louder because let’s face it: talking is easier than typing. Brands will soon optimize their content for those who ask out loud rather than type silently into search bars.
This isn’t sci-fi; it’s imminent evolution—the kind that has businesses scrambling for a piece of spoken word pie by crafting content that aligns seamlessly with natural speech patterns and common verbal queries.
Ethics Take Center Stage in AI Adoption
A bold prediction—but here goes nothing—ethics won’t be an afterthought much longer in AI marketing strategies; instead, they’ll lead decision-making processes because consumers demand transparency now more than ever before (and also because we’d all prefer avoiding some dystopian catastrophe).
Get ready for AI that’s like your favorite barista, knowing you so well every digital move feels personal. Chatbots are leveling up to read moods and talk back just right.
Voice search is the next big thing—marketers are tuning in fast because we’d rather chat than type any day. And don’t sleep on ethics; it’s front row now, steering the AI ship clear of trouble.
Tools and Platforms Powering AI Marketing Today
Imagine if you had a crystal ball that could reveal your customers’ next moves. That’s essentially what today’s AI marketing tools are offering businesses—a chance to peek into the future of consumer behavior. These sophisticated platforms aren’t just fancy algorithms; they’re like personal assistants who know your audience better than they know themselves.
The Analytics Alchemists: Transforming Data Into Gold
Data is plentiful, but insights? They’re as rare as hens’ teeth unless you have the right tools to sift through the digital chaff. Platforms like Google Analytics, with its ability to track and report website traffic, or Mixpanel, which analyzes user interactions on websites and mobile apps, empower marketers to turn raw data into actionable strategies.
These analytics wizards help see patterns in customer behavior—like magic spells turning leaden visitor stats into golden opportunities for engagement and conversion.
Automation Architects: Building Self-Running Campaigns
If time is money, then automation is the mint where it’s printed. Tools such as HubSpot’s Marketing Automation platform let businesses streamline their marketing efforts by automating repetitive tasks—from email campaigns that nurture leads while you sleep, to social media posts timed perfectly for when your audience is most attentive.
This isn’t about robots replacing humans; it’s about using machines so we can focus more on creative strategy rather than mundane mechanics.
The Personalization Pioneers: Crafting Tailored Customer Journeys
In a world where everyone wants to feel special, personalized marketing stands out like a diamond in a sea of cubic zirconia. By leveraging AI-driven platforms such as Salesforce Personalization, companies can deliver content uniquely suited for each individual consumer based on their preferences and behaviors—creating experiences that resonate deeply because they fit snugly with consumers’ desires at any given moment.
Say goodbye to one-size-fits-all tactics; these trailblazers make sure every message feels like it was crafted just for ‘you.’
Cognitive Computing Companions: Sharpening Decision Making With Deep Learning
“With great power comes great responsibility,” said someone not thinking about cognitive computing—but it applies here nonetheless. Take IBM Watson Marketing Insights, which employs deep learning techniques. It helps understand unstructured data from various sources—including social media sentiments—to predict trends before they become mainstream news stories.
Today’s AI marketing tools are like crystal balls for customer behavior, turning data into gold and crafting campaigns that run themselves. They help create personalized experiences and make sharp decisions using deep learning.
FAQs in Relation to Ai Marketing Strategy
What is the best example of AI in marketing?
Netflix’s personalized recommendations use AI to analyze viewing habits, nailing what you’ll binge next.
Can AI write a marketing plan?
AI can draft plans by sifting through data and spotting trends, but human savvy gives it real punch.
How do I promote my business with AI?
Leverage chatbots for customer service and employ predictive analytics to target ads more effectively.
How can AI be used for marketing content?
Create tailor-fit content suggestions using AI that learns from user interactions on your digital platforms.
Conclusion
So, you’ve danced through the details of AI marketing strategy. You’ve seen how it sharpens personalization and amps up customer engagement.
Remember this: data-driven insights are your spotlight. They guide where to step next, ensuring each move resonates with your audience.
Think on those case studies; they’re not just stories but blueprints for success. Let them inspire ways to weave AI into your own campaigns.
Tackle challenges head-on because now you know the hurdles and how to leap over them with grace and agility.
You’re ready to tune into tomorrow’s trends today—anticipate changes, adapt swiftly, stay ahead in the game. Your AI marketing strategy is a live performance that never stops improving.