This is how AI is used by a Marketing Strategist in an AI Agency - Kirsten Van Rooyen

Описание: What does a marketing strategist actually do and why do most creatives struggle with strategy? In this conversation, we break down AI research, creative leadership, ROI, and how to stop producing generic work.

Learn how to structure a real marketing strategy, use AI without hallucinations, and think like a creative leader instead of just an executor.

Kirsten Van Rooyen Links:
  / kirsten-van-rooyen-65263115  

Emmanuel Cantón Links:
https://emmanuelcanton.com/

00:01:32 - Meeting Kirsten and what a Director of Marketing Strategy does
00:02:41 - How I spot generic strategy and push thinking further
00:03:50 - What my strategy team actually covers at Superside
00:04:39 - How we staff projects and keep customer continuity
00:06:17 - The strategy workflow: audience first, competitors next, your brand last
00:07:49 - How to do research fast without relying on AI first
00:09:02 - Culture research: TikTok, YouTube, Reddit, and patterns
00:10:20 - How to ask AI better questions for research
00:11:32 - What to trust and how to verify AI with sources
00:13:15 - Finding insights that trigger real creativity
00:14:31 - Turning research into recommendations and story structure
00:16:27 - Production roadmap and handing strategy to creatives
00:17:37 - Why small businesses avoid strategy and what they miss
00:19:42 - When strategy matters most: pivots, launches, performance drops
00:22:58 - A real ROI story: selling 4,500 cars before they arrived
00:25:45 - Measuring ROI for services: CAC vs lifetime value
00:28:38 - Kirsten’s path from music composition to strategy leadership
00:36:37 - Learning through curiosity, mentorship, and asking “stupid” questions
00:40:28 - How I convince skeptical clients: strategy can be a conversation
00:43:04 - Confidence in ambiguity and earning trust on calls
00:46:45 - How creatives can work with experts and grow faster
00:49:32 - Where AI has the biggest impact: ideation and speed
00:51:25 - AI UGC: when it performs and when it fails
00:54:05 - The biggest friction between creatives and strategists: communication
00:55:31 - Closing and why we need a second episode