Artificial Intelligence (AI) is on the cusp of revolutionising many industries and marketing is no exception. With its ability to analyse vast amounts of data, identify patterns, and automate processes, AI has become an invaluable tool for anyone working in advertising.
As marketers, we know what makes a difference is the human touch, and the creative flair – the wackiness that AI could never replicate (well certainly not yet). That said it does have elements which are useful particularly in environments where wackiness isn’t always the done thing – for example consider when writing your CV; telling a prospective employer how ‘kerrrazzzy’ you are isn’t probably going to get you very far, but listing facts about yourself in a logical and straightforward way is. This is where AI comes in to its own.
In the space of just a few months, every second post on LinkedIn is from an AI ‘expert’ explaining how another seemingly laborious task can be automated, so what’s worth exploring and what are its limitations? Here’s 5 things AI can assist with right now…
1. Optimising your SEO strategy. AI plays a crucial role in enhancing search engine optimization (SEO) efforts. AI-powered tools can analyse search trends, keywords, and user intent to help marketers optimise their website content and improve their search rankings. By understanding how AI algorithms evaluate and rank content, marketers can create SEO-friendly content that resonates with both search engines and users.
2. Producing sales and marketing copy Tools like ChatGPT are a great starting point for copywriting. Writing effective sales and marketing copy involves understanding the product or service being promoted, identifying the target audience, and crafting persuasive messaging that captures their attention and motivates them to take action. AI is capable of hitting all these cues but it’s unlikely to understand the full nuances of your brand or product, so will often need sub-editing.
3. Assisting with research. Generative AI is the perfect shortcut for researching a subject in detail. It’s also worth asking your chosen platform for sources and links to help you provide evidence, but bear in mind that there are limitations in terms of the data. Ask ChatGPT for the current cut-off point for data – right now it’s September 2021, so if you’re looking for more recent data, you’ll have to do that the old-fashioned way!
4. Audience personas: Advertisers can use AI to develop detailed audience personas. By providing demographic information, interests, and preferences, AI can assist in creating fictional but representative personas that help advertisers better understand their target audience. This insight can guide advertising strategies and messaging to effectively reach and engage potential customers.
5. Language Localisation: AI can assist advertisers in localising their advertising content for different markets or regions. Advertisers can provide the base content, and AI can help with language translation, cultural adaptation, and ensuring the messaging aligns with the local audience’s preferences and nuances.
AI is a powerful tool for marketers, enabling them to harness the power of data, enhance the customer experience, and optimise their strategies, but it can’t replace human expertise. While AI enhances efficiency and automates certain tasks, human creativity, strategic thinking, and empathy are still essential in crafting compelling marketing strategies and content.