Marshall and Arian began their discussion with the topic of how the COVID-19 pandemic has changed the career and business landscape. “It has accelerated a change that has already started,” said Arian. The companies that have done well during the pandemic are the technology companies who were already positioned to operate successfully in a remote manner.
Arian also went into depth on how companies appeal to millennials. She referenced a few key metrics that companies can use to evaluate their approaches to marketing such as offering an abundance of choices, marketing to a group that is technologically aware, and the value of peer opinions.
“What have you seen are the biggest shifts in the way companies need to be marketing?” asked Marshall. Arian explained the necessity of developing useful content with valuable thought leadership. She advised that publishing in-depth knowledge and educational content is a viable strategy to get business as it demonstrates expertise and does not necessarily encourage potential customers to attempt to perform marketing themselves. “Your goal as a marketer is not to try and sell your product. Your goal is to create intrigue and get people to spend time with your brand.”
Arian also spoke to one of her most passionate topics; artificial intelligence and machine learning. She discussed the role of technology and the evolution of human ingenuity throughout history. In particular, Arian expanded upon the outsourcing of cognitive abilities to machines in the digital revolution and how this is leading to a dramatic acceleration in the development of artificial intelligence.