How AI is Shaping the Future of Marketing with Angela Frank

Angela Frank: 00:00:00

The fundamentals of marketing have not changed

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since marketing became a thing.

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It's still all about talking to the

right people, sharing the value that

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your offer creates for the prospect, and

then bringing people into your systems.

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Brett: Mm, that's good.

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And welcome to a new episode of

Digital Coffee Marketing Brew,

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and I'm your host, Brett Deser.

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You could please subscribe to this

podcast on all your favorite podcasting

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apps like this, help with the rankings,

and let me know how I am doing.

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This week we're gonna be talking about the

future or just future trends of marketing

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because I think it's actually a really

good thing to talk about the next decade.

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Since we're still in the midst of

ai, we really don't know what's

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gonna be going on with that, and

everything else has been going on.

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I have Angela Frank with me, and she's

a fractional CMO with a decade long

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track record of generating multimillion

dollar marketing revenue for clients.

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She is the founder of the Growth

Directive, a marketing consult

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consultancy, helping brands create

sustainable marketing program,

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your marketing ecosystem, how

brands can market less and sell

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more, helps business founders.

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Owners and corporate leaders

create straightforward and

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profitable marketing strategies.

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But welcome to the show, Angela.

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Angela Frank: Thank you

so much for having me.

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I'm excited to be here.

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Brett: Yes.

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And the first question is,

all my guest is, are you a.

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Angela Frank: I'm a little bit of both.

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I love to have one really good

high quality cup of coffee in

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the morning, usually specialty.

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And I do a pour over with my V

60 and then the rest of the day

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because coffee's a little too

strong for me after that it's tea.

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Brett: And I actually understood all of

that, even the V 60 part, 'cause I was a.

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Former, my former life or when I was

younger, but also for those listeners

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that don't know, V 60 is basically

a system to pour over your coffee.

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There's just different types of

brands, different types of, pour

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over systems to use and use the V 60.

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Angela Frank: Yep.

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Brett: All right.

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And I gave a brief your expertise.

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Can you give our listeners a

little bit more about what you do?

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Angela Frank: Yeah, so at the most

basic level, I help small businesses

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with their marketing strategy.

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Part of being a small business

owner is your hands are in

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so many different projects.

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And so my job is to come in,

create a streamlined and profitable

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marketing strategy for your, set

you up for success in the long run.

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Brett: Got you.

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So what are the top three marketing

trends you foresee dominating in

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the next decade, and why do you

believe they'll be significant?

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Angela Frank: Yeah, so you teased

one at the beginning and that is ai.

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I think that the a, the way AI

will impact future is multi-fold.

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One of the things that I'm keeping

a close eye on is how Google

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and other search engines are

implementing AI in search results.

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I think that when somebody goes to

Google, for example, and searches

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for something, they're gonna get

everything they need right there on the.

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Page, which will have a huge impact

on organic traffic in the future.

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And so I'm encouraging clients

and people that I'm just advising

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to build out a comprehensive

social strategy to combat that.

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The other thing that AI will do

to impact marketing is create.

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Make what you are doing a lot easier.

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So one of the tools in the podcasting

world, Brett, I don't know if

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you're using it, is D script.

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And it's a great way to take your

content and create social posts

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and a bunch of different assets

from your long form content.

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And while there's still right

now a little bit of cleanup.

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Nice.

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This is a really good example of how

AI is creating a system for marketers

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to tap into, to create multiple assets

from something that you've made once.

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The third thing is to be determined how

AI will implement, infrastructure and

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provides you more comprehensive insights.

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There are some tools that are just coming

to the market right now that will be

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able to assist you with that, but I'm

really excited for the opportunities

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coming down the pipeline for AI to help

you take your data and make sense of it.

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From a small business owner perspective,

that's one of the biggest pain points.

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Aside from doing all of your marketing

activities is now you have all

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this data, what do you do with it?

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I think AI will be really

useful for that in the future.

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Brett: By the way, spoiler squad

cast is part of the script, so yes,

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I actually use the script because

they're part of one subscription now.

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So yeah, I don't really use it for that.

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I usually marsh the filler words

because it does a really good

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job of getting rid of those.

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But I use, I've used Opus Clips and

I've used, I now use Man vo, I don't

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know, I got it through App Sumo,

so it was a lifetime subscription,

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but that's what I use now.

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But I get what you're saying about the

con, the event using AI is very helpful.

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Angela Frank: Yeah, I think that's

really where I want to encourage people

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to start thinking about using ai.

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A lot of the things that people

have used AI for when it started,

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when Chat GPT started to get really

big was the content creation and I.

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From a marketing perspective is create

a connection with your prospects.

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You're trying to create a human

connection and build that trust.

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And if you're using chat, GPT or

another AI language model to write

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your copy your social posts, that

sort of thing, you're really taking

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that human element out of it.

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And you can tell that you're

using AI to write these

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things, and so you're actually.

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Creating a negative element when

it comes to trust you're ruining

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that trust with your brand.

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Brett: Yeah, that makes sense.

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But from a one person marketing

perspective, it does get a little,

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like switch gears and everything.

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So as a one person myself, it's

easier to let it, I'll still skim

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it and see if it's actually good or

not, but it's still a little easier

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just to let it do it itself because.

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If I'm trying to do seven

different talk things, I only

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have so much brainpower to do.

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So many.

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Angela Frank: Yes, I totally understand.

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I have been a solo

entrepreneur for over a year.

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My husband now just joined the

team to help support some of that,

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the content needs that we have.

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And the way that I'm using AI is to

help with brainstorming and also.

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Typing something up and I'm

not sure how to put a nice bow

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on it for the final sentence.

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I use AI to support my workflow that way.

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I definitely understand from the

solo entrepreneur perspective of

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wanting to use ai, and when I first

launched my website, it was a lot

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of copywriting that I had to do.

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I did use.

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But I'd encourage anyone who has gone

and done a lot of their things in AI to

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go back every once in a while, look it

over, make sure it's still accurate, and

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try and add the human element as you're

going, a lot of the things that we're

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doing in small business as a solo entrepr.

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Creating done things that

are better done than perfect.

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And I totally get that.

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You just wanna make sure that you're

continuing to keep it updated over time.

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Brett: And then, moving on to like

more of, because we talked about, you

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talked about data a little bit, data

privacy since yesterday we had the big

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announcement that basic United States'

social Security number addresses.

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Everything was stolen.

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So how are we gonna keep

all that data and privacy?

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Basically protected because it seems

like everything everywhere is being

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hacked and you have no control over

how you can lock your things down.

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So how do you actually like care about

the data, figure out what to use it and

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but also protect it at the same time.

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Angela Frank: One of the things

as a marketer is the onus is

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on you to make sure that your

customer data is being protected.

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And I think that the important thing

if you are bringing that AI tool in to

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support your data, is to take the personal

identifying information that PII out of

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the equation, make sure you're removing

names, emails, phone numbers, all of

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that before you feed it in and make

sure that you're using AI as a way to.

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Find trends in the data, not to share

information with an algorithm that you

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don't understand how it's ultimately

going to use that information.

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And so the way that I think that AI will

help in that data processing is it will

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plug into your existing dashboarding tools

that will already have that PII removed.

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And so you won't necessarily.

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And then that way it can help interpret

the data and give you the takeaways.

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I do not see a world where you just take

all of your customer an export of all

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your customer data and give it to an AI

program and say, okay, now tell me who my

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best customer is, or something like that.

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That's not what I'm suggesting here.

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Brett: Current models may not be

able to do that, but we may be able

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to do that in the distant future.

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Angela Frank: Yeah.

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I think that there's quite a few

tools who are trying to actively

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figure out a way where they can

provide those insights for you.

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That's why it was a future prediction.

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Brett: Alright.

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You talked a little bit about content, but

what do you see for the future of content?

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Is it more use of ai?

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Personally, I would like to see frame

generations for video editing, so

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the jump cuts don't happen anymore.

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They already have that in gaming

with predicting games, future

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frame generation basically.

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So a little bit more in video editing

because that will just help with.

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Cutting up things that you may

actually wanna leave out and then

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just making it look seamless.

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But what do you see the future

of content evolution happening?

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Angela Frank: Yeah, so from a high

level, like I mentioned, the way that

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organic search will change will really.

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That we will create and

use content in the future.

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And so the way that I see it

most immediately is that organic

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traffic will contribute to your

content strategy less and less.

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And so what you need to do is

build out a social content strategy

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and then a blogging strategy

that supports the content you're.

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Instead of traffic coming through Google,

maybe you're a pool installer and you

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have a great blog post talking about all

of the different things that you need

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to keep in mind when you're going to

get a pool installed in your backyard.

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Now you can take that information

and clip it up into different social

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assets and drive people through

social organically or through.

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To that post instead.

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So you are still getting people to your

website and engaging with that content.

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You may just be able to rely less on

organic search traffic in the future.

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Brett: And what do you see the

role of influencers happening?

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I know it, I know when influencer

marketing first came out, it

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was, try to get the biggest ones.

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Maybe have some big ones but not.

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Everybody should be your big ones.

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'cause that gets expensive.

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Do you see more of that evolving

with more, I guess looking for more

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niched groups so you can hit that

targeted marketing focus instead

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of just the millions of followers

and maybe you get that 1% of.

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Angela Frank: Definitely.

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I love this example of influencer

marketing because something that

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I teach a lot about is that the

fundamentals of marketing have not

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changed since marketing became a thing.

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It's still all about talking to

the right people, sharing the

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value that your offer creates.

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Prospect and then bringing

people into your systems, you

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can convert them into a customer.

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And so taking this knowledge to influencer

marketing, we are going to be able to

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use influencers as a tool very much

like we do now to get people to the

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right people to learn about our product.

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The offer.

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That our offer solves and then

getting them into our system.

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And I think you were spot on when

you said that tapping into niche

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markets will be an increasingly

valuable way for marketers to do that.

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I think especially as we've seen some

of the slowing in the economy current.

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ERs are looking for more cost effective

ways to do those three things.

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And so by using a more niche marketer,

not only will your influencer marketing

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dollars go a lot further because

you can maybe tap into in two or

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three influencers where previously

you would get one or really big one.

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So have a improved ROI because you're

talking to the right people who care

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about the offer that you can provide.

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Brett: Yeah, it's also probably

looking at other content

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besides social, like podcasting.

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From the numbers, it looks like it's

more attractive than even TV ads Now

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mean TV ads aren't that great anyways,

but if, but there's also some stats

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saying that pod load, which is basically

having too many ads, is also a downside.

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So there is a give and take.

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Should marketers start to even

look more towards podcasting?

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Because podcasting as a medium, it's

gonna keep on growing for a while.

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There is no sign of slowdown.

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Plus social at times is also

cheaper than anything else I.

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Angela Frank: Definitely as a

podcaster myself, and I know Brett,

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like you can relate, we definitely

want to continue to promote.

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Podcasting is a great way

to advertise your products.

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When I'm working with small and

medium sized businesses, what I

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always encourage is that you start.

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MVPA minimum viable product, and

you take that and apply it to

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what you're doing in marketing.

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And so it's possible that podcasting could

be a huge growth lover for your brand,

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but you won't know until you test it.

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And so what I would recommend is

starting with a testing budget, make

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sure you're giving enough money to.

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But you're not throwing all of your

advertising budget in one basket.

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And so that advice for podcasting

ads is the same advice I have for

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launching any new marketing channel.

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I do think that podcasters have great

trust with their audience, and so it's

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definitely something I would encourage

testing into and to say that it will

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work for every brand or every business.

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Brett: Yeah, that's fair.

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Not every channel's br for every industry.

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You have to pick and choose which ones.

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But if businesses are looking at

podcasting, I always recommend about

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six to a years month of budget for

it because podcasts, slower pace of

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people eventually going over to you.

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It's not gonna be quick.

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It's not gonna be easy.

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It's gonna be a slow building of they

keep on hearing your ad on that one

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podcast or a few podcasts or whatever.

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Angela Frank: Definitely.

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I think what you were saying about

that repetition is really key.

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The other thing is when they're

listening to a podcast I'm usually

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working out, some people are commuting,

and so when you are thinking about

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creating that ad, try and think about

something that would be so juicy that

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they would stop what they're doing.

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They would pull over on the side of

the highway and take action on your ad.

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I think that's a great way to get a

little bit more of an immediate return

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on your advertising dollars, but there's

huge benefit just in that repetition

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and that brand awareness and building

that recognition over time as well.

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So there's really two great ways that you

can utilize podcast ads for your business

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Brett: and.

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Marketing.

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It's always evolving.

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This industry just evolves all the time.

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So how can marketers cultivate

a mindset of just cultivating

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and staying ahead of the curve?

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Because AI right now is nice to

know, but eventually it's gonna be a

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demand to stay ahead of that because.

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AI is here to stay.

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It's not going anywhere.

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Angela Frank: Definitely.

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I think one of the things that has always

helped me is to watch for a couple of

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months how the landscape is evolving to

see where the big changes are happening.

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Of course, if Google puts out a new.

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Learn how that's going

to impact your traffic.

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However, if there's a new tool or

something that's a little bit more

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novel that comes onto the scene,

wait to see if it is being adapted.

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And the reason I recommend this

again, is mostly because I work with

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small and medium-sized businesses,

and so they are already focused.

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Areas.

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And so if you're a marketer, make sure

that you're focusing on the things that

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are driving growth for your business.

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Wait to see if something looks promising,

and then once you see a couple of

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businesses talking about it, you can still

be in that group of early adopters and

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start testing into that channel or that.

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That MVP concept that I was talking about.

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And so in this way, you are focusing

on what's making the best returns for

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your business, but you're also staying

on that cutting edge and making sure

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that you are not falling behind in your

marketing career or in your business

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is growth when it comes to marketing.

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Brett: What emerging marketing tags

do you believe will become mainstream

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in the next five to 10 years?

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Angela Frank: Yeah, I think that

what is really most important is

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that anything new that comes onto the

scene, you're making sure that you are

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bringing your core message, your core

offer, and talking to the right people.

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I.

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While we might see that, for example,

organic search changes in the future,

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we wanna make sure that anything new

that we're doing, we're bringing the

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core elements of marketing into that.

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I think one of the things in addition

to AI, is going to be the rise of the

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personal brand and how we're able to tap.

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These brands that are maybe bigger

than the influencer themselves, but

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it will be a great marketing tool

for businesses, I think it is now,

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but even more so in the near future.

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But again, what's going to be most

important is how you are positioning

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yourself with these new tools.

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Brett: Between traditional and digital

marketing will evolve in the next

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10 years because we're starting to,

even email marketing, which I always

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call the dinosaur of marketing for

digital, is still very viable today.

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And still like getting those,

placing those ads on your

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doors or in the mail can still.

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Revenue, TV ads still generate revenue.

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So how do you see the, melding

or evolving of the two combined?

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Angela Frank: Yeah.

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I think something really cool

that has happened in just the last

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couple of years is the ability

to track offline advertising.

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The way that you can track

them in the digital world.

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So things like tracking phone numbers on

your direct mail QR codes, where you can

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track how many times that was scanned,

unique website URLs that you have only

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on your tv TV ads or your direct mail.

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Those sort of things

will help you determine.

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On that in a way that you maybe

couldn't have a few years ago.

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And so I think that different businesses

will have different marketing channel

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mixes that work best for them.

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Meaning some, you're still gonna kill

it in direct mail, whereas others direct

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mail will not work for you at all.

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And you are finding that

digital ads are really.

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I think the most important thing is that

at the end of the day, you are tracking

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everything that you are doing online and

off to make sure that you can attribute

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success to the marketing dollars that

you are attributing to each channel.

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Brett: And so that's like through

promo codes and QR codes, if it's

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: 00:20:11

the physical part of your marketing.

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: 00:20:15

Obviously you can probably use the same

thing, but some way of tracking it.

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'cause physical, unless you have a

QR code or like a coupon code, it's

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hard to track if it's actually worked.

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: 00:20:26

Angela Frank: Yes, definitely.

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And I think that's been one

of the largest pain points in

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that more traditional market.

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Especially with the advent of digital,

if you do a radio ad for example, it's

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still pretty difficult to attribute

success to that because you are

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requiring someone to remember you,

your unique coupon code, and then go to

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your website when they get to wherever

they're going and then put that in.

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But for things like direct

and you can use that.

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That coupon code or a QR code, you can

use a special URL that's attributed

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to your direct mail campaign.

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But also you can use this in TV ads,

things like that as well to help

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attribute success to what you're doing.

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Brett: And as the founder

of the growth cl direct.

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You see the role of marketing

consultancies changing to

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meet future business needs?

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Angela Frank: One of the reasons

why I started the growth directive

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is because I was working several

in-house, high level marketing roles

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out of growth, that sort of thing.

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And I realized that the companies

that I was working for while

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they were making between two.

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Million dollars a year.

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They really didn't need

someone full-time in that role.

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: 00:21:35

And I think as business ownership

continues to create these wealth

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: 00:21:42

opportunities in the developed world,

we will continue to see the need for.

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Consultants, fractional CMOs

to support these businesses.

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As a small business owner, you are focused

on so many different things, like I've

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mentioned, and so having somebody come

in and own that strategy for you in a

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: 00:22:04

way that grows your business without you

having to make this huge upfront finance.

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: 00:22:10

To hire someone full-time as a CMO,

for example, that's going to be

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: 00:22:15

at least a couple hundred thousand

dollars a year commitment, if not more.

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: 00:22:19

This is only going to be

more and more relevant

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: 00:22:23

Brett: as a marketing professional.

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: 00:22:24

What's one emerging trend

that you would like to see hit

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the mainstream in the future?

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Angela Frank: Like actually for

people to focus on getting the

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basics right in their business.

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: 00:22:34

I think that from me, I come from a heavy

startup background, and so people are

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: 00:22:40

always looking for the next growth hack

and things to do in their business, and

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: 00:22:43

what I've noticed is that comes at the

expense of neglecting the foundation.

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: 00:22:48

A solid marketing strategy.

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: 00:22:50

And so while there are great new tools

that are coming on the horizon, I think

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: 00:22:56

making sure that you've taken and put

first things first in your business is

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: 00:23:00

what will set you up for the long run.

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: 00:23:02

Brett: Foundations for no reason at all.

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: 00:23:04

So it's always good to

know the traditional.

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: 00:23:08

Angela Frank: Yeah,

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: 00:23:09

Brett: and so people are

listening to this podcast.

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: 00:23:11

They're wondering where can they

find you online to learn more?

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: 00:23:13

Angela Frank: Yeah, so I have

mentioned that I also host a podcast.

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: 00:23:17

It's called The Growth Pod.

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: 00:23:19

You can find that at growth pod

fm, and we chat a lot about what

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: 00:23:24

we were talking about today.

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: 00:23:24

Brett and other business building

tool, you can hear from me,

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: 00:23:28

but I also do interview style

podcasts just like this one.

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: 00:23:32

Brett: All right.

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: 00:23:32

Any final thoughts for listeners?

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: 00:23:34

Angela Frank: I think that as a

small business owner, it's okay to

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: 00:23:38

do less, and that actually produces

more results for your business.

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: 00:23:42

So if you're feeling overwhelmed,

let this be your permission to focus

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: 00:23:47

on the things that are actually

producing results in your business.

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: 00:23:51

Brett: All right.

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: 00:23:51

Thank you, Angela for joining

Digital Coffee Marketing Brew,

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: 00:23:54

and sharing your knowledge on

marketing and the future trends.

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: 00:23:57

Angela Frank: Brett, thank

you so much for having me,

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: 00:23:59

Brett: and thank you for listening.

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: 00:24:00

As always, please subscribe

to this podcast and all your

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: 00:24:03

favorite podcasting apps.

406

: 00:24:04

The five Star review really

does help with the ranking.

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: 00:24:07

I'm doing and join me next week as I

talk to another great thought leader

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: 00:24:10

in the PR and marketing industry.

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: 00:24:13

All right, guys.

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: 00:24:13

Stay safe.

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: 00:24:14

Get to understanding the traditional

side of marketing, plus the future

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: 00:24:17

trends plus ai, and don't do as much,

do less and see you next week later.