What do you do if your digital strategy lacks the leverage of artificial intelligence and automation?

La Inteligencia Artificial es una tecnología que puede resolver una amplia gama de problemas, por lo que el proceso más importante es analizar los procesos de nuestra compa?ía, entender qué puede hacer la IA, y en base a eso decidir dónde queremos implementarla. Analizar ?? Pensar ?? Ejecutar

If a digital strategy lacks the leverage of artificial intelligence (AI) and automation, it may be missing out on significant opportunities to enhance efficiency, personalize experiences, and drive better outcomes. leveraging artificial intelligence and automation in a digital strategy can unlock significant benefits, including improved personalization, predictive analytics, marketing efficiency, customer service, content optimization, data analysis, supply chain optimization, and security. By embracing these technologies, businesses can stay competitive, drive innovation, and achieve their strategic objectives more effectively in today's digital landscape.

Assessing needs is perhaps the first and the most critical steps of all. Roughly, there are 5 aspects of utilising AI in digital marketing & strategy (1) Research topics/ ideas/ outlines (2) Creatives (image & video generation) (3) Copy (e.g. blogs, emails, landing pages, ADs) (4) Personalisation &/or lookalike audience creation (5) Media purchasing &/or attribution logic Depending on the stage of the company &/or marketing needs, one or more of the above could be taken up. This could either be achieved via out-of-the-box AI solutions or be achieved via customised/ more sophisticated AI systems.

If your digital strategy lacks AI and automation, focus on optimizing what you have. Refine audience targeting, improve ad creatives, and analyze data for insights. Consider outsourcing tasks or investing in tools for efficiency. Your expertise can drive strategy without relying on AI, maximizing ROI through thoughtful execution.

Once the needs are clearly identified, develop a strategic plan for integrating AI and automation technologies. Begin with pilot projects in areas with the highest potential impact and the lowest risk to learn and adjust your approach. Prioritize initiatives based on their expected ROI and feasibility. Ensure that there is a clear roadmap for scaling successful pilots into broader implementations. Additionally, invest in upskilling your team to handle new technologies and establish partnerships with AI vendors or consultants to fill expertise gaps.

AI-powered algorithms can analyze vast amounts of data to understand customer preferences, behaviors, and patterns. This enables businesses to deliver personalized experiences, such as product recommendations, content suggestions and targeted marketing messages, which can improve customer satisfaction and drive conversions and it can analyze historical data to predict future trends, behaviors, and outcomes. This helps businesses anticipate customer needs, identify potential opportunities and risks, and make data-driven decisions to optimize their digital strategy to streamline and optimize various marketing activities, including email marketing, social media advertising, and lead nurturing.

Choosing the right tool for YOUR specific needs/client needs is key. With the right tool, you can produce efficient workflows and high return digital strategy. More often than not, I talk to brands or agencies onboarding multiple tools and platforms. With tools like Brandwatch you can get the all in one. Beyond social media management, incorporate social listening for real-time audience insights, consumer trend analysis to understand your market, competitive benchmarking to see what works for others, and even influencer marketing tools to identify brand advocates. This AI-powered approach equips you to make data-driven decisions and elevate your social media presence to a whole new level.

There are numerous tools available for implementing AI and automation across various aspects of business operations like, Google Cloud AI Platform, Amazon SageMaker, Microsoft Azure Machine Learning, IBM Watson Studio, TensorFlow, PyTorch, H2O.ai, UiPath, Automation Anywhere, Blue Prism, Zapier, IFTTT (If This Then That), Kissflow, Salesforce Einstein, Dialogflow. Depending on your specific needs and requirements, you may choose to use one or more of these tools to streamline processes, improve efficiency, and drive innovation within your organization.

The following is a list of AI tools that I have used & tested in my marketing strategy work. The process of concluding on a particular tool depends on the adaptability of existing data infrastructure, the specific marketing needs and the tech-readiness of personnel. (1) Research topics/ ideas/ outlines - ChatGPT, Right Blogger, Clearscope (SEO optimisation) (2) Creatives (image & video generation) - Dall.e 3, Midjourney, Descript (3) Copy (e.g. blogs, emails, landing pages, ADs) - Canva (social media), ContentShake (4) Personalisation &/or lookalike audience creation - Marketo, SFMC (+Einstein), Seventh Sense (5) Media purchasing &/or attribution logic - DV360, Appsflyer, Self designed marketing attribution models

While it's important to train your team on how to implement AI into their workflow, it's equally important to foster a culture of continuous learning. Requiring AI webinar attendance is an effective way to transmit AI knowledge, but cultivating a work environment where employees are eager to learn about AI on their own and share those insights with their team is even more valuable. The more team members proactively add to their knowledge banks, the better their individual and collaborative work will become.

Sharing a brief experience on using self designed marketing attribution model: Objective - This model was built to improve marketing ROAS Method - By optimising resource allocation to marketing channels (owned, paid, earned) for specific marketing & business objectives (e.g. PPM, CTR, CAC, LTV) using AI Test - A/B/n testing by comparing results between (among) universal control group vs test group(s) Iteration - Combined feedback from A/B/n tests & from senior marketing leadership to further increase model applicability & resultant ROAS

Do not forget to consider the ability of an AI tool to combat the growing threat of online fraud and cyberattacks perpetuated through the abuse of AI. It's still good to fight fire with fire.