Marketing in the AI Era

00:00 In a world where you can build anything, distribution is king. Alibaba and the internet opened up the world of physical production. How goods are made and who makes them was democratized and thousands of brands have emerged over the last few years from it. Now AI has done the same thing for software. Just my team alone has shifted one major app and multiple smaller apps in the last few months. The barriers are now taste, distribution, and attention. The

00:23 business world is massively changing. Marketing has become the end- all skill that is the most desired and the most hired right now. So today we are going to talk about all of marketing. This is a complete multi-hour course with companion downloads you can install and use. If you know nothing, I'm going to define every term and how they build on each other. You'll be able to savly have a marketing conversation after this. And

00:46 if you're experienced, you're going to notice some real nuance because I'm talking about the new playbook for the AI and algorithmic era, which is marketkedly different from what we learned decades or even years ago. So, if you want to integrate your ad accounts with chat GPT, build your social mediabased brand strategies, this is going to be the cutting edge. And you'll see we cover relevant brands from the giants of luxury to agencies and services-based businesses that rely on

01:09 leads. I work on this both sides every day. Both as a content creator, a brand owner and as a partner in dark room where we basically bring in our own lead flow and we help other brands with their performance marketing. We are in the weeds of what is happening right now. We will cover all those businesses all the way to the new software and tech playbooks. This is for everyone. So after this intro, there are four core sections here. You can mainline all this

01:31 or take them one a day. We will start with lore, communications, messaging, and positioning. probably the most important thing in the modern day with tools to train LLMs to help and we will do an actual exercise to build out your brand world. I will bring the whiteboard out and we will work through it here. Then comes demand, social media, ads and the characters related to demands, creators, influencers and employees. This is the fun part for me at least.

01:54 Then comes tactics, how marketing flows to sales, leads and websites. We will teach you to make and deploy landing pages and chat GBT sites. This is the section if you want to make money in marketing or advocate for a high-paying job. This is it. And last, narrative, communicating with customers and leads, putting together campaigns, PR, and the narrative internally of explaining marketing to get what you want done. I

02:17 am going to screen share and whiteboard throughout. We aren't just going to talk about it. I'm going to show you Meta Ads Manager. I'm going to show you inside Clavio. We're going to build your chat GBT project. I want this to enable you to start now. And there will be dozens of examples from brands I've worked on to popular brands. You can actually see what's happening in the real world. As I mentioned, all the guides and skills and links from this will be in the big marketing.zip link that you will see in the description below. And thanks to my

02:40 friends at OpenAI, all of this is free. Let's lock in. To start, let's define the four types of marketing that are most typically talked about. So, first you have the most well-known brand marketing. This is all about perception, the unttracked attention, positioning, a brand's feel and purpose. This is where brands like Patagonia and their mission or Lee and their look and feel road and their

03:03 magnetic attention or in B2B someone like Ramp who does these big stunts all comes under this brand umbrella. And then we have the tactical product marketing. Product marketers own the identification of what makes the product special and how you communicate it. They go through messaging, its actual presentation, their syncing with the packaging and how this overall product road map sinks to the greater brand goals. You see a lot of standout brands

03:26 in this last era. Whether it was Graza having their sizzle and drizzle and their form factor relates a lot to product marketing. Same thing with brands like Saws who stand out on the shelf with these millennial flavors and the approach and the names that just want to make you put it in your cart. All the way to traditional someone like Debeers positioning diamonds overall the ideas of their products and their cuts and what moves over time. And then we have content marketing leveraging social

03:49 media but also dealing with collateral bigger media etc. Content marketing often comes to what sales assets does a team have to send out? What decks are being prepared? It goes more than just social media. But brands build huge notoriety for this. I think of brands like Merit and Beauty where every single piece of content they put out just speaks so perfectly to their target demographic. All the way to the champions of this category, someone like

04:11 Red Bull, whose content and media is as important as the product itself. Then demand genen actually buying media placing ads and generating sales and then working with the partners and agencies to do so. And this is where we see so many brands in this era. Hexclad, Comfort, Gruns, the myriad of supplement brands and the explosion of new brands have blown up on Tik Tok shop or with

04:34 meta advertising really use this new formula of demand genen really well. We're going to actually walk through meta ads and creator and how that works later on. And last, not entirely a core discipline, but this idea of marketing ops. I want to include it in the core four, but there are a lot of roles just around how do you tie this all together with systems and process, the back end of your Shopify, creating your LLM projects, whatever it is. Now,

04:57 previously, while I was coming up as a marketer, the CMO, chief marketing officer, would orchestrate all of this. But now, that's changing because these roles are blended. You can do so much more with the tools you have. So, younger marketing leaders are also increasingly individual contributors. someone leading teams who's also cracked at media buying or social media content and the buckets are complicated. They don't necessarily fit into one. Content

05:19 marketing and demand genen are becoming one. The product marketing happens as the content's being developed live. The brand becomes a perception out in there in the world that is so much less controllable. That's what we're going to dig in here today with because this is where there's an opportunity to be someone who understands all this, specialize in the parts of it that you like and orchestrate with a team and agents for the rest. And we'll get to all this later. First, let's get into