AI IN MARKETING: Using Artificial Intelligence to ENHANCE Your Marketing, not do it for You

We are living in the fastest growing era in history, technology-wise that is. Not even 20 years ago, the first iPhone was developed and now we are in a time where programs can create web pages, develop business reports, and even craft images just by us giving them one sentence commands. AI, or artificial intelligence, is growing rapidly, and many people and businesses are using it to become more and more efficient.

There are real drawbacks to this rapid growth, however. Artificial Intelligence, while it can do a lot, is not as effective when it comes to creativity. Have you ever tried to have AI generate an image for you, and suddenly, a person has 8 fingers? There are still many things that AI cannot do, and taking over your marketing team is one of them.

This blog will discuss how AI should be used to enhance your marketing, not do all of it for you. I will take you through why the human aspect of marketing that AI cannot replicate matters and then dive into how you can effectively utilize artificial intelligence to strengthen your brand’s identity.

Why The Human Aspect Matters

Many people in marketing are concerned about the idea that AI is going to take their jobs. I’m here to provide some encouragement for those that are in that boat: while AI can do a lot, they can’t replicate the human aspect of the content you produce.

One of the biggest trends today that brands are adapting into their marketing is storytelling. People now more than ever are attaching themselves to certain brands, and the question comes up of who can win the attention of the consumer? This is where storytelling comes in, and where the human aspect of it plays a big role. As a marketer, you need to think in the mind of the consumer. There is a term in marketing known as “Golden Circle” rule, which is the idea that people don’t buy WHAT your company does, they buy WHY you do it. In order for people to buy what you are selling, they need to be able to believe in your company’s story, which is something that AI cannot replicate.

People love authenticity, which is why influencers and UGC (user-generated content) are so popular nowadays for brands to latch onto. They take real consumers and have THEM tell the story of their journey with the product, which in turn creates a community of other consumers telling about their journey with the same product, and it keeps driving more and more engagement and awareness to the product and the brand. People long for community, and, just as I mentioned before, artificial intelligence cannot replicate this.

Using AI to HELP With Your Work

When used correctly, artificial intelligence can be a game changer in helping your marketing efforts. When you are planning your marketing content, it’s important to get ahead with what is being produced. However, sometimes that can be difficult to plan so far in advance, especially if you are in the middle of a creative block. One thing that I have found useful though is using AI to help plan content more efficiently and effectively than on my own. Once the content is mapped out, I then go ahead and make the content myself so that I can add the personalization and authenticity that I mentioned before.

Aside from the content side of marketing, AI can also be used to help in analytics and insights. AI can help analyze campaign performance and suggest ways to improve your efforts all within a matter of seconds. From there, it can help in tracking KPIs and forecast any market trends so that you can fully see what your audience’s trends are. From there, you can strategize how to effectively market to your customer base.

Conclusion

Artificial Intelligence is here to stay, but so are you and your careers in marketing. By learning best practices and delivering to your customer base, you can use AI to optimize your business and reach your goals today.

Written by IMEC Marketing Specialist Joshua Falco .