3 Ways Algorithms Will Disrupt Your Marketing | New Home Sales and Marketing Tips 2021

A lot has been written about how consumer behavior has shifted, but very little about how A.I. has driven this shift. Algorithms will only become more central to how marketers connect with prospects and customers – and that has big implications to the structure of the modern marketing department. Over the next 3 to 5 years, advertising’s ability to interrupt people with irrelevant messages will decline significantly. The algorithms tasked with creating the best possible user experiences will not let you ruin things by spending 42 cents on an ad. Those days are numbered. Content in context of what the user needs or wants will reign supreme.

This shift will force three big changes to how marketing departments function:

• Having someone in charge, at minimum, of content curation (if not outright creation) on staff will become commonplace.

• Marketing technologists will bridge the gap between I.T., marketing, and operations by aligning all three using data and technology to accelerate learning and adoption of the latest advances. Most I.T. departments were originally designed to keep servers running – not execute on the kind of revolutionary operational changes needed over the next decade. Most marketers don’t truly understand the capability of technology or are able to clearly communicate with engineers. The marketing technologist role will shepherd the companies through the digital revolution with much greater success.

• Ownership of all advertising and data creating accounts will be non-negotiables as privacy concerns continue to grow. You will also need to become much more cautious with whom you share your data with when running ads or managing your website. Not having direct control means that at any moment you could become unable to access the data or recover it.

Algorithms will play an oversized role in marketing and sales effectiveness each year. It is time to deeply consider how marketing departments structures and deliverables will continue to evolve as a result.