On Spotlight: Relevancy of AI & Digital Marketing
Cazey Tan (Kar Can)
Digital Marketing Consultant | Manager, Campaign Delivery Team at GroupM | Founder at Advitate Digital | Certified Digital Marketer for Google, Meta & LinkedIn Ads | A Kopi-writer for Contents
Like it or not, AI in Digital Marketing is here.
My last newsletter is titled, "The Winds of Change".
Over there, I've mentioned that AI and other tools are going to change how Digital Marketing is going to behave.
Fast forward to now, I was once again proven right.
The Challenges
Netcore conducted a study and found that up to 70% of digital marketers out there are having trouble in managing their client's campaigns, from Google Ads to Meta Ads.
Most of these challenges come from digital marketers who have clients in service industry that requires generation of leads and messages.
It doesn't help when the digital scams are becoming more rampant nowadays, targeting websites lead form submission, whatsapp, social media messages and telegram.
With the rise of fake profiles on social media, which then follows your client's social media pages, it's going to be even more difficult to track and remove them.
So, when you create a content or uses a content for ads, here are the 5 common scenarios that you will encounter.
Is AI really relevant in Digital Marketing?
Which leads me to this question.
But the real question I want to ask Google or Meta is, "Why do we fix things which are not broken and effective to a supposedly better solution on paper?"
Unless you're living in a cave, Google and Meta has implemented AI tools to boost the algorithm better in their system.
Imagine this, your car engine now is installed with an AI chip which can control how fast, where to go, drive itself and transport you from A to B. Like a driverless car but more advance version.
After this implementation, is it really relevant or what has changed?
Well, as a start, you can target TOFU better as it has better reach and impressions to more people.
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But if you're creating a BOFU leads or message campaign and you wanted to use Google Ads or Meta Ads, the chances of you succeeding is getting lower.
The only exception is that the client has a stable campaign and have been running for the past 6-12 month.
If you're creating a new campaign for BOFU, be prepared to take a longer time to see the effectiveness of the campaign, maybe 3 months or more (well, if you can advise the client to expect the ROI to drop for 3 months).
The Solutions, Fix and Timeline
Unfortunately, there are no quick fixes to the current problems right now.
It's both a reality and nightmare for digital marketers and clients which are on service line of business.
You can however, try to minimize the bad effects of AI, the spams and the scams.
Here's how you can do it.
So, what can we do now?
There's nothing we, as digital marketer can do at this moment.
We can do our best using the methods above to improve, but there are even more room for AI to make our campaign less relevant.
The only way for us to improve it is to use some of the suggestions above and train the AI to think the way we want the campaign to behave.
Of course, on client end, it seems like they're going to burn their money and expect not so much of return these days, not to mention, after each changes we made, there are a learning phase of 5-14 days for the AI to learn.
It's a long, tedious and a waste of time and money for both sides.
Until Google or Meta release more updates, we will just have to bear the consequences for now.
Ciao for now!
Cazey Tan
Founder of Advitate Digital
UNEMPLOYED | Human Specialist
4 个月Hi Kar Can, to me ; it is an effort and initiative of reverse psychology. They purposely invented these technologies and technique to drive awareness that seemingly like a nightmare for you, and the rests of us as well ; so that we could start to really think with an in depth level about having a more humane approach, instead of relying them. This is the new chapter of life, the era where we Human would finally regain the gradient of control with our intellectual ability. What I entrust here, is that the previous database and algorithm having too much randomness on the possibility ; as well as other machinery scripting to drive human impact - therefore, such reliance brought up a series of threatening effect ; illustrating that some job are replacable by them. The fact is, we shall stay with faith that human will still be taking the lead unto such core value of driving future - you need not worry. I personally feels that, you are performing a healthy reaction towards these comment to the public - a good sign that we human still proactively able to identify terrifying fact and is improving it. A seperate note is that, while earning that plate of bread and rice ; we are easily lost, frustrated and thinking alot - it's normal.