Leveraging its benefits while embracing human expertise
AI in marketing offers a myriad of benefits that can transform your marketing efforts. Our blog will go through a few key advantages.
Marketers, marketing agencies, and sometimes individuals are starting to embrace machine learning and artificial intelligence (AI) to enhance marketing strategies and drive results as the world becomes increasingly digital, not just for large corporations but for SMEs too.
AI can revolutionise how you create, distribute, and analyse content.
However, it’s essential to understand that while AI can be a powerful tool, it cannot replace the expertise of marketing professionals or the human brain.
This blog explores the correct and beneficial ways to use AI in marketing strategies and content creation.
We will also discuss the hazards to your business of using unchecked AI in marketing content and why a marketing professional is still needed if you create AI-assisted content.
Here are a few key advantages:
AI algorithms can process vast amounts of data and extract valuable insights. Marketers can utilise data to make informed choices, spot patterns, and tailor marketing campaigns efficiently.
At Growth by Design, this is not a new tool; we have been and continue to use tools, such as SEM Rush, that analyse data, track ranking, and lead us to make informed choices on tactic recommendations.
AI can assist your marketers in further developing the delivery of personalised experiences by analysing consumer behaviour, preferences, and demographics.
This results in targeted marketing campaigns that resonate with customers, specifically in your ideal target market. We know from our marketing experience, and client results that personalisation delivers good business results.
AI-powered automation tools streamline repetitive tasks such as invoicing and email marketing schedules. This is valuable to your business because your marketer’s time is freed to focus on high-level strategies and creative initiatives.
Although automation exists for other things, such as social media post scheduling and customer support using Bots, in those instances, some care needs to be taken in their application and degree of use. We all know how annoying it is to receive a Bot response when you are trying to discuss a customer service/support issue!
AI platforms can generate certain content at scale and assist with a keyword content strategy, taking in all matters of digital marketing, from product descriptions to blog posts.
As a marketing agency, we know this has benefits and means your marketers can produce content efficiently. Still, it’s essential to maintain a balance between AI-generated content and human-created content to ensure quality and authenticity.
Any type of AI-generated content needs to be rigorously fact-checked (AI has no concept of accurate or inaccurate information), is up-to-date, and is not full of filler content with no meaning.
The hazards of unchecked AI content
While AI offers numerous benefits, it’s crucial to acknowledge the hazards of unchecked AI content. Some potential risks include:
Lack of authenticity
AI-generated content may need more than the human touch and emotional connection that resonates with audiences. Authenticity plays a significant role in building trust, and solely relying on AI content can undermine that trust.
For example, the AI bot Chat GPT occasionally experiences “hallucinations,” where it produces responses that appear convincing but are incorrect. The damage that could do to your business brand and reputation if you published that content is vast!
Bias and misinformation
AI models are trained on existing data, which can perpetuate biases and reinforce stereotypes. AI-generated content can spread misinformation and perpetuate discrimination if not carefully monitored and calibrated.
Even to a lesser degree, myths, urban legends, and common misconceptions will be played back to you in AI because it is based on the information that is already online; it can’t tell right from wrong information – only a human who is an expert and knowledgeable in that field can do that.
Maintaining brand consistency is vital for effective marketing – it’s what makes your brand unique and stand out from the competition. Otherwise, you are just another accountant, solicitor, builder, designer, chiropractor etc., and then you can only compete on price (which you don’t want to be doing!)
AI-generated content may only sometimes align with the brand voice, values, and tone, leading to inconsistencies that must be clarified, or you risk alienating your target audience.
In this fast-paced, changing world, content created needs to be factual and up to date; given how much has changed in the last year, it is one of the significant current negatives towards using AI-generated content.
The last update for content creation via CHAT GPT was September 2021; therefore, the information it pulls through will not be recent or potentially fact-based.
Why marketing professionals are essential for your business
Despite the capabilities of AI, marketing professionals will still need to play a crucial role in your business and in utilising AI’s benefits for your business. Here’s why their expertise is invaluable to you:
Strategy and creativity
Your marketing professionals (in-house or agency team) will deeply understand your target audiences, market trends, and brand positioning.
We are skilled at crafting compelling messages and strategies that resonate with customers.
AI, on its own, cannot replicate the creativity, experience and strategic thinking that marketing professionals bring.
Marketing professionals can ensure that AI-generated content adheres to ethical standards and aligns with the brand’s values.
We identify and correct biases, misinformation, and inappropriate content that AI models may produce, ensuring you are legal, ethical and providing the best customer service.
Our marketing professionals have the expertise to review and curate content, create innovative content ideas and ensure its accuracy, relevance, and effectiveness.
We add a hugely crucial human touch, inject creativity, and make critical judgments that AI models struggle with.
Our marketing professionals understand the nuances of human emotions and tailor content to evoke desired responses, from social media marketing to blogs and e-shots.
We leverage empathy, storytelling, and persuasion techniques to connect deeply with audiences.
The synergy of AI in marketing and human expertise
Recent studies have emphasised the need for a hybrid approach that combines AI capabilities with human expertise.
The collaboration between AI and marketing professionals amplifies the strengths of each, leading to more impactful marketing campaigns.
Why use Growth by Design for AI in marketing
AI is a powerful tool that can revolutionise specific tasks within marketing.
However, it’s crucial to leverage AI responsibly and strategically, acknowledging the hazards of unchecked AI content.
Marketing professionals are essential in harnessing the benefits of AI while ensuring quality, authenticity, and brand consistency.
The synergy between AI and human expertise will drive marketing success in the digital age and lead to a positive customer experience and, therefore, a good business result for you.
At Growth by Design, we understand the importance of this balance and work with our clients to implement AI-assisted marketing strategies that deliver results while maintaining the human touch.
We hope you enjoyed this blog; watch out for another informative, exciting blog soon……We’ll be back.