Use of Artificial Intelligence in Digital Marketing

Auothred by Neha Bajaj, Managing Director, Scroll Mantra

“AI will replace me at my job!” I’ve witnessed frantic conversations like these too many times in the last two years. Well, If I am being honest, I still don’t fully understand the capabilities of AI but I strongly believe that the goal is not replacement but automation and ease of operation. Human ingenuity is unique and irreplaceable. What I believe is that AI can do what humans have already been doing, but it cannot do what has never been done. And that is why to thrive in any industry, it is critical to upskill and use AI to your advantage.

As a marketer, Artificial intelligence and more specifically generative AI has been transformative. Digital marketing for instance has so many facets and a substantial chunk of it depends on content.One prominent advantage of using AI is its ability to analyse relevance from this ocean of data and extract invaluable insights in fraction of the time a human would. Support with such scut work enables digital marketers to focus on what is really important. It frees up time thereby empowering marketers to get creative with strategy and focus on execution.

Every digital marketer lives by the golden rule of understanding the target audience deeply and creating personalised marketing initiatives that resonate with their intended audience. Research shows that over 40% of clients have changed brands due to a lack of personalisation. Using AI to help create business models, digital marketing agencies can optimise marketing campaigns by directing resources to create impactful strategies that feel more personal. Tailoring campaigns in real-time and responding to customer needs immediately is no longer difficult or time-consuming. And this is the kind of flexibility traditional marketing had only dreamt of at one point.

Automation is the current buzzword in the digital realm, and for good reason. AI helps by streamlining and optimising marketing campaigns across various channels, from automatic advertisement to content generation. A good example would be how AI personalises automated emails and reaches out to customers on social media through powered ad targeting. This not only saves time and resources but also ensures that marketing tactics are highly targeted and effective. As one can predict, first-party data will become even more valuable as time progresses, and marketers will be eager to knead out benefits as much as possible to improve performance marketing. Should this prediction be correct, it holds much potential for generative AI to shine through.

Incorporating AI in operations isn't just about speed; it's also about adaptability and continuous improvement. For example - AI-powered algorithms don't reinvent affiliate marketing by crunching data and numbers randomly; they learn and evolve with each input we provide. By incorporating feedback and new data, the algorithms become sharper, helping us fine-tune our strategies. Essentially it allows us to put in just the right amount of effort and get maximum results.

However, keeping aside all this excitement about AI and its capabilities, we must remember that maintaining brand authenticity is what makes businesses successful. While AI can whip up content and strategies at lightning speed, ensuring that they align with the brand's voice and personality is of the utmost importance. After all, no amount of automation can replace the human touch when it comes to establishing genuine connections with customers.

We must respect the role of human creativity and empathy in the marketing industry. While AI can provide data-driven insights, it's the human touch that gives life to stories and fosters emotional connections. Customers love authenticity and meaningful experiences, the very areas in which human marketers excel. In essence, AI is a game-changer in the marketing world, offering unparalleled insights, automation, and optimization. Yet, the synergy between AI's capabilities and human ingenuity is what drives ROI and truly pushes marketing efforts towards betterment. As AI continues to evolve, marketers can expect more innovative ways to leverage its power while staying true to the essence of authentic and impactful storytelling.

DISCLAIMER: The views expressed are solely of the author and Adgully.com does not necessarily subscribe to it.