The technology known as AI is rapidly evolving from creating rough approximations of human content to an everyday tool that has the potential to transform the way creative industries do business. Kate Farrell, Head of Design at digital marketing agency Sherbet Donkey, explains how AI is changing the practice of digital marketing.
As digital marketers, we’re always looking for new ways to achieve our KPIs and make our jobs easier. Many agree that AI can achieve both, so you’re probably familiar with large-scale language models (LLMs) like ChatGPT and Copilot that are busy taking care of time-consuming tasks like keyword research, copy writing, and brainstorming.
It's one thing to let AI do the tasks we normally do, but what about the bigger, more exciting opportunities that AI brings to digital marketing? What gets really exciting is when AI starts doing things that we don't know how to do.
AI and Data Analytics for Advertising
It's easy to look at a few weeks' worth of campaign data, spot a few trends or concerns that you need to follow up on, and feel like you've had a productive, vigilant day. But when you hand that data to an AI (for example, the social media algorithms that determine what you see in your feed), the AI processes it, finds patterns, and makes decisions — all in a fraction of a second. AI can process vast amounts of data in the time it takes to click a mouse.
Imagine a website that remembers your past purchases and suggests products to match them. AI analyzes your browsing history and past interactions to predict your interests and personalize content recommendations. This can range from suggesting a new book series based on your favorite author to recommending the perfect headphones to go with your new smartphone.
Laser-Focused Ad Targeting
Gone are the days of irrelevant ads cluttering your screen. AI can analyze demographics, online behavior, and even social media activity to target ads with pinpoint precision. Imagine researching a trail online and then seeing an ad for a pair of hiking boots you've had your eye on. That's the power of AI-powered ad targeting. However, these methods need to keep up with users' increasing awareness of data privacy.
At the same time, by automating repetitive tasks, AI becomes the ultimate time-saver, allowing marketers to shift their focus to more strategic areas such as developing long-term marketing plans, analyzing marketing data to identify trends and opportunities, building stronger relationships with customers, and staying abreast of the latest marketing trends.
Enhance CX
Remember, AI is a tool used alongside human creativity and strategic thinking for a future-proof marketing approach. Some aspects of business will always require a human touch – like customer experience (CX) – but AI tools can offer different ways to reach customers faster and with personalized messages.
AI-powered chatbots can also answer frequently asked questions, resolve basic issues, and direct customers to the right resources. This not only increases customer satisfaction but also frees up your human customer service team to handle more complex inquiries. AI also provides sentiment analysis, helping you understand how your customers feel. AI can analyze customer feedback such as social media comments, reviews, and email inquiries to gauge overall sentiment.
AI helps businesses deliver more personalized and responsive customer experiences by providing 24/7 support and valuable insights into customer sentiment. From personalized content and automated tasks to enhanced customer experiences, AI offers a powerful upgrade for digital marketers. Leveraging AI strategically and ethically, businesses can create targeted campaigns, gain valuable customer insights, and ultimately deliver real results.
