In what seems like no time at all, AI has evolved from a futuristic science-fiction dream to an everyday tool that’s very likely to be installed in most households over the next ten years. Here, Kate Farrell, Head of Design at Sherbet Donkey, an award-winning digital marketing agency, explains how AI is transforming digital marketing practices.
As digital marketers, we’re always looking for new ways to hit our KPIs and for things that will make our job easier. Many agree AI could be both of those things, so you’re probably familiar with the Large-Language-Models (LLMs) such as ChatGPT and Copilot, that have been busy picking up time-intensive work like keyword research, copy drafting or brainstorming.
Asking AI to do the work we normally do is one thing, but what about the bigger, more exciting opportunities that AI brings to digital marketing? The real excitement comes when it starts to do things that you wouldn’t know how to do.
AI & Data Analysis for Ads
Looking at a couple of weeks of campaign data is easy and allows us to spot a couple of trends or concerns that need following up, leaving us feeling like we’ve had a productive and vigilant day. However, when you give data to AI (for example, the social media algorithm that decides what you see in your feed) it processes, looks for patterns and makes decisions – all in a fraction of a second. AI can digest huge amounts of data in the time it would take you to click your mouse.
As AI gets better at analysing data (which it will do, very quickly), advertising platforms will get better at finding future customers. They want you to be happy, so a good ROI for you is in everybody’s interests. AI allows machine learning to ensure that every penny of ad spend is used to get in front of the right people.
Personalisation in digital marketing
Remember that feeling of walking into a store and seeing exactly what you were looking for displayed prominently? AI in marketing can replicate that online experience, creating a sense of “creepy how well they know me” magic. Here’s how…
Tailored Content and Recommendations
Imagine a website that remembers your past purchases and suggests complementary items. AI analyses your browsing history and past interactions to predict your interests and personalise content recommendations. This can be anything from suggesting a new book series based on your favourite author to recommending that perfect pair of headphones to go with your new phone.
Laser-Focused Ad Targeting
Gone are the days of irrelevant ads cluttering your screen. AI can analyse demographics, online behaviour, and even social media activity to target ads with pinpoint accuracy. Imagine seeing an ad for the hiking boots you’ve been eyeing after researching trails online – that’s the power of AI-powered ad targeting in action. However, these methods do have to keep up with user’s growing awareness of data privacy.
The advantages of personalisation are undeniable, but it’s important to use it responsibly and ethically. Striking the right balance between personalisation and privacy is key to building lasting customer relationships.
Freeing Up Time for the Big Picture
By automating repetitive tasks, AI becomes your marketing time-saver superhero. This allows marketers to shift focus to more strategic areas, such as:
- Developing long-term marketing plans
- Analysing marketing data to identify trends and opportunities
- Building stronger relationships with customers
- Staying ahead of the latest marketing trends
CX Enhancement: AI, Your 24/7 Customer Service Hero
Customer experience (CX) is king in today’s marketing landscape. And guess who’s here to help you deliver exceptional CX? AI, of course.
Chatbots: The service rep that never sleeps: Imagine having a customer service representative available 24/7, 365 days a year. AI-powered chatbots can answer frequently asked questions, troubleshoot basic issues, and even direct customers to the right resources. This not only improves customer satisfaction but also frees up human customer service teams to handle more complex inquiries.
Sentiment Analysis: Understanding what your customers feel, AI can analyse customer feedback, including social media comments, reviews, and email inquiries, to gauge overall sentiment. This allows you to identify areas for improvement and proactively address customer concerns before they escalate.
By providing 24/7 support and offering valuable insights into customer sentiment, AI empowers businesses to deliver a more personalised and responsive customer experience.
Whether we like it or not, the digital marketing landscape is undergoing a significant transformation, fuelled by AI. From personalised content and automated tasks to enhanced customer experience, AI offers a powerful upgrade for digital marketers. By leveraging AI strategically and ethically, businesses can create targeted campaigns, gain valuable customer insights, and ultimately drive real results.
Remember, AI is a tool to be used alongside human creativity and strategic thinking for a future-proof marketing approach.
Here’s our top 3 key skills marketers will need to develop to master the blend of AI and digital marketing:
- Strategic Thinking: AI automates tasks, but humans are still needed to develop overall marketing strategies and leverage AI effectively.
- Creativity and Storytelling: AI can’t replace the human touch when it comes to crafting compelling marketing messages.
- Ethical Considerations: Understanding and addressing the ethical implications of AI in marketing, such as data privacy concerns, will be crucial.
