How can AI improve your digital marketing?
HOLLY LOCASTRO - JANUARY 25, 2025
TheriseofAIhasbeenbuildingforawhilenow,andit’simpossibleto ignore Ifyou’vebeenanywherenearsocialmediainthepast18 months,you'velikelyseenanoverwhelmingamountofAI-generated imagesandstrangeChatGPTprompts oodingyourfeeds Butbeyond providingexperimentalfodderforpeople’sLinkedInposts,the practicaluseofAIforcontentcreationstillfeelslikeit’syettofully takeshape.
Naturally,there’stheusualback-and-forthaboutitspotentialto automaterepetitivetasks,makingourjobseasier,versustheriskofit displacingworkers Andwecan’tforgettheconcerningissues surroundingdeepfakevideosandaudio,nottomentionAI’spotential tofuelthespreadofmisinformation.
Forthemostpart,sofarit’sbeenkindafunny,ifnotfascinating
JoshShiaman
@JoshShiaman Follow
TriedusingText-to-VideoAItogeneratea@BlueJays commercialandit...um...didnotgowell....
10:19AM·Jun8,2023 10.3K Reply
Unsettlingasitmaybe,thetruthisthatAI’sroleinmarketingisn’t exactlygroundbreaking However,itsrangeofapplicationsappearsto beexpandingrapidly,andit’scertainlybecomingmoreattentiongrabbing
Wherearethekeygrowth areasforAI?
ThelaunchofChatGPTbyOpenAInearlybroketheinternet AInowhas theabilitytowritearticles,briefsandproductdescriptionsquickly–albeitwithvaryingsuccess–withinsetparameters.It’saserious player,andwillonlyimproveovertime Chatbotsarealsobecoming moreprevalentincustomerservice,accountingforthemajorityof initialcustomerinteractions
Whileconsumersmightarguethatthisprocessfeelsimpersonal,it’s incrediblyvaluableforbusinessesasawayto lterandprioritise customerinquiries Interestingly,AIisalsogainingpopularityasatool forpersonalisation
AI-powered marketingcould reducecustomer acquisitioncostsby upto50%
AI-powered customerservice automationis projectedtogrowat acompoundannual
Effective personalisationcan leadto20%higher customer satisfactionanda
WatchonX
growthrateof 58.5% 10-15%increasein salesconversions
Sources:MarketinginAsia,REVEChat,McKinsey
AIisalsoshapinguptobeagame-changerforSEO Microsoft’sAIpowered(andoftencriticised)Bingsearchenginenowoffers personalisedtargetingforadvertisers.Insteadofageneralsearch query,itturnsthesearchprocessintoaconversation,offeringfar moreprecisionandinsight
Atthesametime,someAIcreativeplatformsaredisruptingthe industrybyenablingbusinessestocreatehigh-qualitysocialmedia creativeatafractionofthecostandwithoutthetimeneededfor locationphotoshoots
Fornow,thebigquestionis:HowcanyouleverageAIforyourbrand’s digitalmarketing?
HowcanAIimproveyour marketingefforts?
Thebiggeststrengthofarti cialintelligenceinitscurrentformisits abilitytoprocessandmanagedatafasterthanhumans.Itcanpullvast amountsofinfofromeverycornerofthewebinmoments–analysing, organising,andapplyingittoalgorithms,potentiallysavinghoursof manualresearch
Anothersigni cantupsideisinautomation AIisnaturallymorewilling thanmostofustocarryoutmonotonoustasks,overandover.This helpsinstreamliningrepetitivetasksfreeingupresourcesformore strategicandcreativeendeavours OtherareaswhereAIexcels include:
PersonalisedCustomerExperiences:AIcananalysecustomerdata suchasbrowsinghabits,purchasetrends,andsocialmediaactivityto craftpersonalisedmarketingmessages Bysendinghyper-targeted contenttotherightcrowdattherightmoment,businessescanboost engagementandconversionrates
PredictiveAnalytics:AIhasthesmartstopredictcustomerbehavior byanalysingpastdataandtrends.Thisgivesbusinessestheedgeto makeinformeddecisions,forecastwhat’scomingnext,andadjust theirstrategiestostayaheadofthepack
AutomationofRepetitiveTasks:AIcantakecareofrepetitivework, likedataanalysis,postingonsocialmedia,andevenhandlinginitial customerquestionswithchatbots Thisletsmarketersfocusonthe fun,creativebitswhileAIhandlesthedailygrind
EnhancedCustomerInsights:AItoolscansiftthroughhugeamounts ofcustomerdata,givingbusinessesdeeperinsightsintowhattheir customerslike,whatgrindstheirgears,andhowtheybehave This meansbusinessescangettoknowtheiraudiencebetterandcraft
smartermarketingstrategies ToolslikeContented.aicanuse recordedcustomerworkshopsandmeetingsandturnthemintokey insights,analysisof keythemesandriskanalysis,allofwhichcan supporttheworkdevelopedbymarketingteamsandagencies.
CopyE ciencies:AIcanlendahandwithcreatingcopylikeblog postsframes,productdescriptionsandshortSEOcopy Whileitcan’t fully replacethecreativesparkofahuman,it’sahandytoolfor speedinguptheinitialdraftprocess
OptimisedAdvertising:AIcan ne-tunepaidadvertisingcampaigns byadjustingbids, ndingtherightaudience,andcraftingadsthathit themarkbasedonpastperformance Thisensuresbusinessesgetthe bestbangfortheiradvertisingbuck
SEOandKeywordAnalysis:AIcananalysesearchtrendsandhelp businesses ndthebestkeywordstotargetforSEO Itcanalsotrack websiteperformance,suggesttweaks,andevenhelpoptimiseonpageSEOtoboostrankings
ChatbotsandCustomerService:AI-poweredchatbotscanhandlethe rstroundofcustomerquestions,offeringquickresponsesand enhancingthecustomerexperience Thisletshumanagentsfocuson thetrickierissues,makingthewholesystemrunsmoother
SentimentAnalysis:AIcandetectcustomersentimentfromsocial media,reviews,andotheronlinechatter.Byunderstandinghow customersfeelaboutabrandorproduct,businessescanadjusttheir messagingorofferingstobettermeetexpectations
A/BTestingandCampaignOptimisation:AIcantestdifferent versionsofmarketingcampaignstoseewhichoneworksbest By constantlyanalysingandtweakingcampaignsinrealtime,AIcanhelp improveperformanceandreturnoninvestment
CreativityStillNeedsa HumanTouch
Marketingthattrulystandsoutisaboutmorethanjustexecutinga data-drivenstrategy Creativityplaysacrucialrole,oftenpushing beyondpurelogicorintuition.WhileAIcangenerateinsights,assist withideageneration,andstreamlinework ows,itdoesn’tyetreplicate thenuancedthinkingthatturnsagoodconceptintosomething extraordinary Forexample,itcanhelpstructureanadscriptor suggestcreativedirections,butthe naltouch theemotionaldepth andoriginalitythatmakesomethingiconic stillcomesfrompeople
AnotherareawhereAIhaslimitationsisinhumanconnection Whileit enhancese ciencyandpersonalisationatscale,themostimpactful marketingandcustomerexperiencesarebuiltongenuineemotional appealanddeepempathy AIfollowssetparameters,whichcanmake itlessadaptableinmomentsthatrequireintuitionoranunexpected creativeleap That’swhythebestmarketingstrategiesblendAI’sdatadrivenpowerwithhumaninsight,ensuringcampaignsarebothsmart andresonant
OtherAIshortcomingsinclude:
→ Biasanddiscrimination,accordingtothealgorithmsthey’re trainedon
→ Costlytoimplementandconstantlyupgrade
→ Privacyandethicalissues,relatingtocustomerdata
→ Lackofhumanity,authenticconnection
→ Di cultytounderstandcontextsuchasculturalnuances
→ HighenergyconsumptiontorunthetechnologyAIoperateson
So,canwetrustAIenoughtogiveitthekeystothecastle,orshould weproceedwithcaution?
We’restillinthetrialand errorphase
TherecentexponentialgrowthinAIhasbeensofastandunregulated thattheworldis ndingithardtokeepup It’salmostlikewe’reall guineapigsforaclinicaltrialthatweneversignedupfor It’sawild westkindofenergy,whichmakesitallthemoreimportanttohave yourwitsaboutyou,bothasaconsumerandmarketer
Aswithanynewtechnology,therewillbewinsandlosses,aswellas challengesindecipheringwhichofthemanyexistingandemerging applicationsareactuallyworthyourwhile Itremainsatimeoftrialand error,buthowwillweknowwhenitends?Andbythetimewehave su cientcon denceinthetoolsavailabletous,willtheyalreadyhave beenoutdated?
WhateveryourstanceontheuseofAI,Ithinkwecanallagreethatits peakuseremainsincoversoffamoussongsbyanimatedcharacters
WilliamGoodman
@goodmanw Follow
Computer,canIgetanAIvideoofHankHillsinging“Fast Car,”please?
WatchonX
12:35PM·Jan14,2024
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So,wheretostart?
It’sokaytohaveFOMO,orfeeloverwhelmedbyrelentlessrequeststo ‘dosomethingwithAI’ Su cetosay,it’sprobablynottimeto reall yourstaffandkickbackintheBahamaswhilerobotsrunyourbusiness foryou Butit’sworthdippingyourtoesintheshallowendofAI possibility Seewhatworksandwhatdoesn’t AnAIexperimentona fewsmallerprojects,withouttotally ippingyourbusinessonitshead, isagoodwaytostart.
Inanutshell,AItoolsshouldcontinuetobecomemoresophisticated andfreeusuptoputmoreenergytowardscreativeendeavoursand bigpicturethinking Youknow,alltheideasyouwishyouhadthe bandwidthtoexecuteandwowyourclientswith,ifonlythisdamn adminwasn’talwaysgettingintheway.
Thatis,atleastuntilthemachinesgrowtiredofdoingthegruntwork andtheuprisingbeginsinearnest Buthey,trynottothinkaboutittoo much
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