What is the future of Digital Marketing and AI?
Marketers, it’s time to panic. Just kidding…or am I? The digital marketing landscape is changing faster than we can keep up, and what worked yesterday may not work tomorrow. So where is digital marketing headed in the future? And more importantly, how do we prepare for it? Continue reading to find out!
How will AI Change Digital Marketing?
The rise of artificial intelligence (AI) is one of the most talked-about topics in business today. It’s been called a “game-changer,” and for good reason: it has the potential to transform every industry on earth. Paul Roetzer, CEO of the Marketing AI Institute recently wrote:
“There will be three types of businesses in every industry: AI Native, AI Emergent, and Obsolete.”
And this includes all of us who call ourselves marketers. Mmm hmm, it’s here to stay.
But what exactly does this mean? And how can we leverage this technology to make our digital marketing more efficient and effective?
In this post, I want to take you through some of the ways AI is already changing the way we do things and where it could go from here.
How is AI Changing Digital Marketing Today?
Let’s start with the basics. What is AI?
Artificial Intelligence is simply a computer program designed to mimic human thought processes. It’s human-like, but it doesn’t show up to work hungover on Friday morning. These programs can learn and adapt over time, allowing them to solve problems or complete tasks better than humans alone. And they accumulate PTO, so they are working 352 24/7.
Artificial Intelligence is the ability of machines to perform tasks usually associated with human thought processes. This includes everything from speech recognition to image recognition to machine learning. And these capabilities are getting smarter by the day (literally).
As an example, let’s look at speech recognition. Siri and Alexa are using AI to help them determine what you are asking and provide the best responses. They draw artificial intelligence and machine learning based on huge datasets and choose the best answer. You may have noticed that your voice assistants have improved over time. They have learned the correct responses based on feedback from you and millions (billions?) of other people and responses to similar inquiries in the past.
Ok. But Here’s the question all marketers are thinking: Will AI Replace Human Marketers?
Nope.
Marketing involves appealing to logic and emotion. And, while AI can help you to understand your customer. It hasn’t evolved to understand the feelings of your customer. Although AI programs embedded in programs like Grammarly can advise you on the tone of your writing, human marketers need to determine the emotions necessary in copywriting and other communications.
Another essential skill in marketing, storytelling, is still part of the bailiwick of human marketers. Although some AI tools have rudimentary storytelling capability today, tales of woe and triumph are best reserved for human marketers. But be prepared; as AI capabilities evolve, the role of the human marketer will also evolve. Marketing is not the only discipline evolving due to advances in AI. You’re not alone.
What Can AI Do Already?
A lot!
Here are some of the functions that are already the purview of AI in Marketing
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Automating routine and repetitive tasks and processes
- Content curation – No more searching for articles to share!
- Pay-per-click ad management – You may be kissing your Google Ads expert goodbye soon.
- Automate some email replies – Who wants less email?
- Chatbots – personally, not my fave.
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Compilation and analysis of large data sets to
- Identify patterns – How many marketers do you know that love statistical analysis?
- Create predictions – Tell me 8 Ball – What does the future hold?
- Improve customer experience by providing insights into your customers and tailoring experiences based on their preferences. – How did Amazon know I was out of TP?
- Forecast future customer behavior – Sometimes before they know it themselves!
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Develop Content
- AI Content Generation can write blogs, ads, titles, outlines and SEO copy
- AI SEO programs suggest keywords, topics, and content. They also develop writer briefs.
- AI Video and other AI creative can create captions, suggest images, create video or using AI Generated Actors based on actual humans.
What do writers think about AI Writer technology? See and read what they have to say here: Writers on AI Content Writing.
The Benefits of Using AI in Digital Marketing
The benefits of using AI in digital marketing are numerous. It is a great way to improve the user experience and increase conversions. Here are a few reasons you need to jump on board with AI and quick:
Improve User Experience with AI
One of the most important reasons people love using AI is because it improves their user’s experience. The more intuitive an interface is, the easier it is for users to navigate through it. This makes them feel comfortable with the product or service they may be using.
Increase Conversions with AI
When you have a good user experience, you also get better conversions. You can create a seamless flow between the two by ensuring no friction when customers interact with your products or services.
Reduce Human Error with AI
When humans make mistakes, they tend to do so repeatedly. With AI, however, you don’t need to worry about human error as much. You don’t have to give AI a verbal warning for messing up too many times!
Create Better Customer Experiences with AI interactive websites
You can tell whether visitors are interested in something on your website and then show them relevant content.
Automate Marketing Processes
Marketing automation is one of the most significant advantages of AI. When you automate processes, you save time and money. Time and money are about all we have. Who doesn’t need their own personal minion to automate their tasks?
You can start small with basic tasks like email campaigns and eventually expand into more extensive content creation and customer support projects.
The time saved can be redirected to higher-level marketing activities such as creative thinking and planning. To make more time and more money and then, well, I think you get the point.
The Challenges of Using AI in Digital Marketing
First, don’t be afraid. AI’s your friend. It’s a fantastic technology that has been around for decades but this technology is different. Instead of always being behind the technology learning curve, AI is going to let you catch up! AI is already here; there is no turning back the clock. It’s wise to invest time learning as much as you can about the tools and how AI might help you do more and be more effective. Knowledge is power.
Second, AI’s not all that. Make sure that you understand the limitations of AI. There are many different types of AI, each with its strengths and weaknesses. For instance, bias (gender, racial, ageism, you name it) can creep into AI. Know how to spot it and keep it from invading your marketing. And AI won’t allow you to sit back on your laurels and just push buttons. AI is not going to do your work for you. Like your loyal labradoodle, you need to train it how to sit and fetch and get you a beer (wine) out of the fridge. And once you have it trained and understand how to best work with it, you will get the best results. It will take some trial and error, but in the end, you will come to love your big fluffy AI.
AI can help you identify potential customers, but it won’t choose a content strategy for you. You are still 100% in control of your strategy, goals, and tactics. You are the great and powerful Oz! And, AI is your trusted assistant. It will provide you with input and possible ideas on strategy and tactics, but it will not do it all for you.
Measurement is critical. If you can’t measure it, then how do you know if it’s actually helping? Determine upfront how to measure the impact of your AI-powered campaigns. Never choose an AI technology and then force-fit it into your process. This is Bass Ackwards! First, determine the best areas where automation and AI could potentially improve your results, and then go out and look for AI solutions.
What Does the Future Hold for AI and Digital Marketing?
Who knows? But here’s what I think…
We are just on the cusp of all of the possibilities for AI and Marketing. The future is limitless. Monotonous, repetitive tasks will disappear. Your AI technology will help you determine the best ways to attract and retain customers and improve your brand.
Those companies that fully embrace AI now will have a distinct competitive advantage over those that do not.
Writers and creatives that use AI technologies such as AI Writer tools and new AI art/media platforms coming from DALL-E , AI-powered art, and other technologies make you better and faster and get you greater success.
Marketing executives like CMOs and Marketing Technologists will have dashboards powered by AI that will allow them to make adjustments to plans and strategies in an agile manner that can be expediently implemented throughout the organization to lead by data and predictive technologies. Leaders will lead with data and can share the all-important answer to the question, Why?
Marketers will reach new levels of sophistication and responsiveness to customer demand by receiving real-time data using analysis of large data sets to help determine the best possible strategies for effective marketing campaigns. And marketers will have the ability to adjust those campaigns in real-time to optimize success.
So marketers, is it time to panic? Never! You’ve got this. The future is now. And the future of Digital Marketing is AI.
What do writers think about AI Writer technology? See and read what they have to say here: Writers on AI Content Writing.
References:
https://rockcontent.com/blog/will-ai-replace-digital-marketers/
Image by PublicDomainPictures from Pixabay
