If you are in the marketing industry, you must be familiar with Artificial Intelligence (AI). AI is not only used but is also useful for many things, and you may have already started to implement it into your day-to-day tasks. Although there are many controversial opinions surrounding AI, and continuous discussions about its advantages and disadvantages, one thing is for certain… AI is not a passing trend; it’s a permanent fixture, and businesses need a forward-thinking strategy to remain competitive.
How to Approach AI
By deepening our understanding of AI, we can redefine our strategy to boost campaign performance. Traditional marketing has struggled to keep up with the demand for more projects. The growing competition also spreads attention and resources too thinly, leading to delayed campaign launches and less favourable outcomes. Embracing agile principles with AI support can lead to a higher ROI and increased team satisfaction.
An agile marketing approach involves continuously using data and analytics to identify promising opportunities or solutions in real time. This includes swiftly conducting tests, evaluating results, and iterating rapidly. It’s not just an organisational principle; it’s a mindset. At scale, a well-functioning agile marketing team can efficiently manage numerous campaigns simultaneously, regularly introducing multiple new ideas.
Transformative Future
As AI advances, workers can enhance their performance significantly on a broader scale, allowing them to handle multiple tasks concurrently and expedite processes that once required days, now on a much larger scale. The widespread integration of AI is unfolding across diverse sectors simultaneously. Professionals in the field anticipate its ubiquity to be fuelled by the excitement surrounding generative AI and the decreasing costs of AI technologies. This evolution is expected to drive adoption across various industries.
Experts also highlight the broad spectrum of potential AI transformations within businesses. Anticipated areas of adoption include coding, customer support, general productivity, and marketing.
The risk of unsanctioned AI use, known as Shadow AI, poses a challenge for businesses reluctant to embrace test-and-learn approaches, potentially leading to adoption outside official channels.
What Does This Mean for Digital Marketing?
AI has opened up unforeseen and immense potential for Digital Marketers. This technology makes everything faster and more available, but it also requires a greater degree of thoughtfulness.
In 2024, AI marketing needs to be bold, collaborative, and responsible. With AI, it’s easier — and faster — to optimise marketing campaigns. Unwanted side effects that may have previously unfolded over the years can manifest much quicker. When setting KPIs, consider the impact on your bottom line and wider society too.
People expect AI tools to be utilised in marketing, for example, to personalise communications, but they’re also worried about what happens to their data. That’s why it is important to be transparent and communicate how user data is informing AI tools to be more helpful and to improve marketing messages and site experiences.
Lastly, generative AI enables marketers to speed up copy and visual creation – however, this does not mean sitting back and letting a computer do all the work… It’s the combination of human input and technology that’s powering this new age of creativity. Marketers are the ones in the driver’s seat and must ensure that assets are safe to use from a legal and copyright perspective and represent the tone of your brand.
