AI is a hot topic in the world of marketing. And why not when more than 80% of industry experts have already integrated some form of AI technology
into their marketing activities? From personalization, prediction, and efficiency to offering access to consumer insights and competitive advantage, AI has a sea of value additions.
AI has the potential to reform the marketing industry by providing marketers with new tools and capabilities to drive business growth. Therefore, everyone in marketing is eager to explore the possibilities of AI and stay ahead of the curve.
But are we set for better or bitter surprises in the future? A comparison between expectations and reality may shed some light on it.
WHAT IS ARTIFICIAL INTELLIGENCE?
Artificial intelligence, more commonly known as AI, refers to the development of computer systems that can perform tasks requiring human intelligence. It involves the development of algorithms and computer programs that can perform tasks that need human intellect, such as learning, reasoning, problem-solving, and decision-making.
AI in digital marketing refers to the use of artificial intelligence technologies and tools to automate, optimize, and improve various aspects of digital marketing activities. AI-powered tools can help businesses to better understand their target audience, create personalized content, optimize ad campaigns, analyze data, and make data-driven decisions.
WHAT’S THE TRUTH ABOUT AI IN DIGITAL MARKETING?
Many marketers expect AI to solve all their problems and generate better ROI instantly. However, the reality is that AI tools are only effective when used in conjunction with human expertise. Let’s take a closer look at five expectations vs reality of AI in digital marketing:
Expectation: AI in digital marketing generates better ROI
Reality: Only applicable when you know what you’re doing
AI can help marketers to identify trends and behaviors, optimize campaigns, and personalize content. However, AI tools are only as effective as the humans who use them. Marketers must have a deep understanding of their audience and business objectives to use AI effectively and generate better ROI.
Example: A marketer uses AI to optimize their Facebook advertising campaigns, but they don’t have a clear understanding of their target audience or business objectives. As a result, the AI tool may not be able to generate better ROI.
Expectation: AI will take care of your entire marketing tasks
Reality: AI tools are nothing without human touch
AI tools are powerful, but they still require human intervention to be effective. Allocating large budgets and expecting AI tools to carry out all your marketing tasks independently is unrealistic. They can generate results but only when they are given inputs. Marketers must use their creativity, empathy, and expertise to make the most of AI tools and drive business growth.
Example: A marketer uses an AI tool to create social media content automatically, but the tool generates irrelevant or low-quality content that doesn’t resonate with the target audience. The marketer must use their expertise to review and refine the content to make it more effective.
Expectation: AI will give results instantly
Reality: AI doesn’t bring instant results
AI can deliver exceptional results but it requires time to learn and analyze data before it can do so. Marketers must be patient and continuously review or monitor campaigns and make changes as and when required before expecting instant results from AI. Leveraging AI while being patient is key to getting the best business outcomes.
Example: A marketer uses AI to analyze customer data and identify trends. The AI tool needs time to learn and analyze the data before it can provide meaningful insights.
Expectation: Improving brand awareness is equal to increasing conversion
Reality: Applicable only if you optimize processes for conversions
Brand awareness is essential, but it doesn’t always lead to conversions. Marketers must optimize their processes for conversions, such as creating compelling content, delivering personalized experiences, and streamlining the customer journey. To be honest, you should have a solid plan to optimize conversion strategies, whether or not you use AI.
Example: A marketer invests in a social media influencer to promote their brand, but they don’t have a clear call-to-action or optimized landing page to drive conversions. As a result, the brand awareness campaign doesn’t lead to an increase in conversions.
Expectation: AI will take over all marketing tasks and replace humans
Reality: AI can only amplify human marketing efforts and not replace them
AI can automate many tasks, but it cannot replace human creativity and empathy. Marketers must embrace AI as a tool to amplify their efforts, not as a replacement for their jobs.
By using AI to automate routine chores and get insights, marketers can focus their energy on tasks that require human expertise and creativity. In this way, AI can amplify human marketing efforts and help marketers achieve better results than they could on their own.
Example: A marketer uses an AI tool to generate email marketing campaigns automatically, but the tool doesn’t understand the nuances of the brand’s voice or messaging. The marketer must review and refine the content to ensure it aligns with the brand’s values and goals.
WHAT ARE SOME COMMON CHALLENGES IN ADOPTING AI IN DIGITAL MARKETING?
- Data Quality and Integration: AI relies on large amounts of high-quality data to generate insights and make predictions. However, many organizations struggle to collect and integrate data from multiple sources, resulting in incomplete or inaccurate data sets. In addition, data privacy regulations and concerns can make it difficult to obtain the data needed to train AI models.
- Lack of Technical Expertise: Implementing AI in marketing requires specialized technical expertise, such as machine learning, natural language processing, and data science. Many organizations lack the necessary skills in-house and may struggle to find qualified candidates to fill these roles.
- Cost and Infrastructure: Implementing AI for marketing can be expensive, both in terms of acquiring the necessary technology and infrastructure and hiring and training skilled personnel. This can be a significant barrier for small and mid-sized businesses that may lack the resources of larger enterprises.
- Resistance to Change: AI can disrupt traditional marketing processes and workflows, and may require significant changes in how marketing teams operate. Some employees may be resistant to these changes, fearing that AI will replace their jobs or reduce their role in the marketing process.
- Ethical Concerns: AI can raise ethical concerns related to privacy, transparency, and bias. For example, AI-powered marketing campaigns that use customer data to make personalized recommendations may be seen as intrusive or manipulative. Organizations need to be transparent about how they use AI in marketing. It can ensure their AI models are free from bias and do not discriminate against certain groups of people.
IS THERE AN AI TOOL THAT CAN BE THE SOLUTION FOR ALL THESE PROBLEMS?
Yes! There is an all-in-one AI Marketing Automation Platform that solves the issues listed above.
Practina AI is trained with high-quality, timely, and accurate data to make optimal decisions and increase the value of the technique. It offers accurate predictions to create more value in different conditions. Practina AI can identify and provide solutions for various digital marketing problems by integrating clear objectives and relevant metrics.
Practina AI is highly efficient to drive the best outcomes. It can operate and match the information required to perform functions effectively and efficiently, reducing the need for additional skilled employees.
This AI tool has multiple features, such as designing, publishing, and content generation for social media posts, blogs, review replies, and more. The AI technology Practina uses helps businesses optimize their campaigns and target the right audiences with personalized messages.
Overall, Practina AI can help businesses save time, reduce costs, and increase their ROI relating to digital marketing.
THE FINAL THOUGHTS
By leveraging the power of AI through digital marketing tools like Practina, businesses can access real-time data insights, optimize their marketing campaigns, and improve their outcomes.
Moreover, AI tools allow businesses to automate mundane and time-consuming marketing tasks, freeing up more time to focus on creative and strategic work. By adopting AI tools, businesses can gain a competitive edge, streamline their marketing operations, and drive business growth.
So, if you haven’t already, it’s time to consider integrating AI into your marketing strategy and start reaping the benefits of this powerful technology.