“A big barrier today is awareness: many people still don’t know that they can leverage AI without knowledge of coding.”
#SuperchargeMarketing returns to London on October 29th when we’ll be opening up the doors of the chic Zetland House to more than 100 innovators from the city’s diverse marketing community. Alongside opportunities to network with your peers and trial Datasine’s AI marketing platform, we’ll be featuring a series of insightful talks from some of the industry’s key movers and shakers.
Mitch Platt, UK Country Manager at Growth Tribe, Europe’s first ‘growth academy’, will be one of the innovators taking to the stage to share his extensive experiences and tips for growth marketing . We sat down with him ahead of his presentation to talk about growth marketing and AI democratisation and adoption.
Tell us a bit about yourself and your work?
Originally from London, I spent my formative years in Northamptonshire and then studied in Liverpool (a city I couldn’t recommend more!).
I head up the UK office of Growth Tribe, a five-year-old Dutch company that’s focused on helping people, teams and businesses build their skills in growth marketing and AI. I joined about 12 months ago and at the moment we’re a small team in London– when I joined it was just me and now there’s five of us – so the role is really varied. I can be doing anything from marketing to sales to event management and even a bit of consultancy – whatever needs doing.
How did you get into marketing?
By accident! I originally wanted to become a lawyer, but I took a year off between school and university to go backpacking. I was all set up to work in the local Sainsbury’s for six months when I stumbled (quite literally) across my neighbour in the local pub who ran his own small business and needed help in the marketing end of things. I quickly fell in love with the variety and creativity the role demanded, and I’ve never looked back.
What marketing tools could you not live without?
I love automation and data so I couldn’t live without Hubspot. After that it’s probably (sadly) Google Sheets.
How do you see AI and machine learning affecting marketing?
Three years ago, for a business to be using AI in whatever capacity it needed a strong team of data analysts, engineers and scientists – that was a prerequisite. Fast forward to today and there’s a load of tools available that are democratising access to AI technology. You guys at Datasine are a great example. I can use your Connect tool to get access to smart prediction models rather than using ‘finger in the air’ guesswork. There’s also many powerful AI analytics tools out there to support your marketing efforts. All of this means you don’t have to be an expert anymore; these tools have been built with the end user in mind, making them incredibly accessible.
“Three years ago, for a business to be using AI in whatever capacity it needed a strong team of data analysts, engineers and scientists – that was a prerequisite.”
To draw a parallel, ten years ago if I wanted to build a landing page I’d have to hire a developer. Today if I bothered a developer with that, I’d deserve to be fired because there’s so many tools out there that help us build landing pages with ease. It’s going to be the same for AI in the years to come, with the technology is becoming more democratised, mainstream and available for marketers.
To reach this point, the next stage of AI adoption is education. A big barrier today is awareness: many people still don’t know that they can leverage AI without knowledge of coding. But once people understand how accessible the technology is, the world is your oyster! It’s just a case of getting more data-citizens in strategy/decision-making roles, that’s when AI’s impact will really be felt.
Do you have any tips for how marketers can implement personalisation without coming across intrusive?
No one size fits all so you need to experiment to find what works. My recommendation here is always focus on the value exchange. People are happy to get up close and personal with brands/products/services if it’s done in a way that adds value to their life.
What are you going to be talking about at the event?
I’m going to explain what growth marketing is, beyond the buzz. My goal is to demystify the approach, and explain what an accessible way it is to work – showing that any person in any size organisation can utilise rapid experimentation
Sign up for the free event now while limited spaces still last – and we’ll see you there.