Marketers once spent significant time on keyword research, audience segmentation, then drafting of the contents, analysing the campaigns, making strategies for ad variations, and then reporting. Now, all of these tasks were actually quite time consuming as well as occupied a lot of mental creation in the head. AI in digital marketing does many of these tasks within minutes.
This would make one wonder what the role of marketers is if AI does all of this. So, the important question here is not if AI would replace the marketers but it is how marketers will use AI differently to compete with those who don't use it.
AI in digital marketing actually personalises user content at a huge scale using data to make fast trendy choices. It tailor-makes the personal content and even looks into the generation of the same. Artificial intelligence in marketing saves time on routine work and cuts out the wasted time. It studies user habits and targets ads with high accuracy to generate more potential leads.
The role of AI has moved beyond just generating a social caption for Instagram, or creating the mind map for blogs or maybe writing a professional e-mail. It now increasingly supports the entire marketing workflow. Earlier, humans used to research, then create, launch and post the launch, analyse the things. With AI in digital marketing, the data collected gives AI assisted insight which also helps you to formulate strategies. Then the AI assisted execution will go ahead with the launch and post that, the only work that would remain human is the evaluation and analysis of the launch.
Artificial intelligence marketing is becoming an augmentation layer in all corporate sectors. It's not just another marketing tool. It does not eliminate any of the marketing functions, but it changes the speed, scale, personalization, decision making powers and experimentation in the field of digital marketing strategy.
AI can process the trends easily. It studies large amounts of customer behaviour, analyses the website interactions and campaign performances as well. This in turn also leads them to research about the search pattern behaviours and engagement patterns of the customers making the study of their purchase history quite easy. AI in digital marketing can help marketers to identify which audiences are the most valuable ones, which campaigns are underperforming, which content will attract the most engagement, and where do customers drop off.
So the question remains where is the human role here?
The thing is AI can identify patterns but the marketers still need to decide what does this data actually mean for the brand. Humans provide context, business understanding and brand judgement. And in this way, AI in digital marketing can provide predictive analysis, customer data, audience insight, and data-driven marketing strategy; and yet it still cannot give the best of the judgements that only stem from experience.
Is AI in Content Creation Killing Creativity?
AI kills creativity.
This is one of the most hot, trendy topics amongst people right now. Everyone believes that with AI doing so much in the field of content creation, it ultimately is going to replace human creativity. Now AI can assist with topic ideation or content brief. It can provide you outlines, the first draft, and even do content repurposing. Maybe it can provide you headline variations or social media variations or prepare certain emails and give you personalised content.
But, more content does not mean better marketing. AI in digital marketing definitely helps you to generate 50 articles a day. And generic content is very easy to produce and it is even more easier to ignore. But the competitive advantage here is always towards the generation of original ideas. It's when the brand sticks to its original brand voice, even while using artificial intelligence marketing, it keeps the brand voice consistent and uses its expertise of storytelling in its content; that is where the creativity lies. When you share strong opinions and useful insights that are human, because it's easy to identify human and AI, then you get the creative edge. AI increases production but it is branding that gives meaning to the content and branding is a very human thing.
AI SEO and Business visibility
Priorly, marketers focused heavily on usage of keywords, backlinks, rankings and technical optimization. Well, all of these things still matter, but the search behaviour is changing and hence AI SEO is in place.People increasingly expect search engines and AI SEO systems to understand the intent, summarise the information, answer the questions, compare options and provide recommendations. AI SEO can help brands with this content so that it is more useful. It is authoritative, structured, relevant and easy for the systems to understand. Basically, AI SEO isn't simply putting an AI generated concept on your website. Instead it is about involving and optimising content for an increasingly AI driven search ecosystem.
AI SEO can automatically group thousands of search queries by intent and its relevance, thus creating a cluster of the keywords. It also optimises the content in real time by analysing the competitor pages to improve the keyword usage, its readability and its depth. Not just that AI SEO is continuously automated. It also catches broken links that slow the pages and ensure that it boosts the AI search visibility so as to make sure that you can get potential leads.
Personalisation & AI Advertising - A New Marketing Standard
AI Advertising helps to identify target audience, predict their behaviour and based on that it can also generate ad variations by adapting different visual strategies. It can also then analyse the performance of these ads and help to make informed decisions regarding how to relocate budget.
AI advertising also helps to personalise messages for different audiences by optimising metrics it is given. AI can help to tailor experiences based on behaviour, previous interactions, purchase history, and the stage a consumer experiences in his journey. However, when using AI in digital marketing marketers need to ensure that personalisation doesn't become uncomfortable. AI in digital marketing doesn’t automatically understand the way in which these things would shape the brand reputation, cultural contexts, emotional bonds and long-term customer relationships. Hence, AI advertising can optimise campaigns but it is humans who need to define what success means in these terms.
AI & Social Media Marketing
AI in digital marketing helps with a range of things starting from trend identification and content ideation as well as analysis to audience and performance analysis. Actually, AI can tell you what is happening but a marketer still needs to understand why it matters. For branding led artificial intelligence marketing, AI should only help with efficiency whereas the brand still maintains its personality, tone, value and visual identity.
AI marketing vs Human Marketing
AI marketing actually struggles to understand human empathy and it cannot foresee how people genuinely feel. It cannot actually decide what a business should not do strategically and neither can it create something which is truly human and distinctive. AI marketing can only recombine existing patterns and hence it would never be able to know what a brand should stand for or how to build a trust base with customers.
Yet, the future is not AI marketing vs Human marketing, it is AI + Human marketing. The future of digital marketing is all about how to integrate AI into workflow from the beginning. The future of digital marketing will be based on the various fast experimentations wherein brands would have to optimise for questions and intent rather than just using isolated keywords. Human quirks and originality would become more competitively advantageous and brand trust would play an even more critical role in the future of digital marketing.
Foreseeing the next
Artificial intelligence marketing is already a part of the present. The businesses and brands who succeed won’t be the ones who only use AI in digital marketing, but those who understand what AI can create effectively and where human expertise would create differentiation, and how both can work together. The future of digital marketing to give creative strategies and human insights to make more room for creating the branding impact.
