Business Report The Evolving Role Of AI In Digital Marketing

BY SARA MANNIX

Artificial Intelligence is already being used daily in marketing agencies to conduct buyer persona research, data analysis, create designs and edit photography, and even build code.

As of this early stage, we have decided that while AI has its strengths, it works best when complementing the skills of a proficient marketer. I share the viewpoint of my colleague Karl Sakas, who aptly stated, “Anyone can create average work with AI. But if you want above-average work, you’ll need humans using AI.”

In the future, I envision AI playing a central role in streamlining various tasks within a marketing agency. For instance, my personal AI assistant would notify me of scheduled calls, such as an upcoming appointment I have with Alessandra in Italy. It would conduct research on Alessandra, her business, and her industry, providing me with valuable information before the call.

AI would enable real-time translation, voice mimicry, and visual alterations during the video call to ensure seamless communication. Once the call concludes, an email follow-up would be automatically generated, summarizing the meeting takeaways and next steps. These action items would also be added to my task management system and scheduled accordingly. Furthermore, I could delegate the task of writing a proposal to my AI assistant, which would send it on my behalf. Once engaged, the billing process would also be automated by AI.

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In the creative department, the collaboration between the creative director and an AI designer would expedite the process of designing logos, taglines, branding colors, messaging pillars, and website concepts, all optimized to Google’s strictest standards. With the assistance of AI, the design process could be accomplished within hours as opposed to days. Subsequently, the website engineer would work alongside a coding assistant, utilizing AI to expedite the website development process, reducing it from months to hours.

Within the marketing department, AI would serve as a valuable resource for research, analysis, media planning, and automation. Marketers would be consultants and AI tool experts, focusing on strategy and utilizing the right AI tools and solutions to execute targeted marketing campaigns. By leveraging AI’s capabilities, marketers would be able to deliver messaging to the right audience at the right time while AI handles operational, analytical, and tactical aspects.

AI will help marketers gain SEO authority for websites as well. Even Google has stated that it will not penalize websites for using AI-generated content. However, AI must remain an intermediary tool. As of today, no artificial intelligence can provide the intricate level of unique, expert knowledge that a real writer would be able to.

Before discussing the various applications of AI in marketing, it is important to acknowledge that while AI can assist in generating copy for e-newsletters, social media posts, and email responses, website copy must retain authenticity. Website content should offer a unique perspective, share first-hand experiences, and provide valuable insights; otherwise, it may be deemed low in value.

As Sarah O’Keefe from Scriptorium.com astutely points out, “AI will displace low-value content producers, such as content farms that write fake product reviews, SEO-optimized clickbait, and the like. When you are trying to game the system, speed, and cost are critical, and accuracy is irrelevant.”

Generative AI can be employed to gather information about a client’s industry, competitors, opportunities, and associations, serving as a valuable research tool.

Brainstorming sessions with AI can generate relevant questions for surveys. AI can analyze those survey results and synthesize the data into SWOT analyses.

An AI assistant can be utilized to transcribe and summarize meeting notes, thereby providing a comprehensive record of discussions, action items, and key takeaways. I personally love the Otter.ai meeting assistant.

AI is increasingly being used in website design to streamline the creative process. Artists and creatives can leverage AI to create stunning branding elements, photography, custom images, and even music without the need for traditional tools such as pens, mice, guitars, or cameras. One can save many hours of work using AI for quick, creative assets. However, regarding your brand and branding, I would not use AI; I prefer the human touch for such critical aspects of marketing.

While AI-powered website platforms that automatically create websites are available, their current limitations lie in their inability to produce SEOfriendly and ADA-compliant websites. However, many small businesses will use AI to create low-cost, lower-value websites as technology advances.

Additionally, larger and more complex website development projects can benefit from AI, as it can act as a co-pilot to enhance coding efficiency.

AI plays a crucial role in optimizing paid advertising efforts. By leveraging AI’s capabilities to crunch data and analyze audience behavior, marketers can refine their targeting strategies and achieve better results. AI can provide insights and recommendations on which strategies to implement, helping marketers drive leads and increase sales. It can also refine and adjust bids, select the best asset for the target audience, and optimize for conversions, under the guidance of a skilled paid advertising expert.

We rely on AI daily at Mannix Marketing, but we have established important principles to ensure its effective and ethical use. These principles include thoroughly fact-checking AI-generated content, involving significant human input and prompts, and recognizing that AI can assist with copy editing but that website content should ultimately be written by human experts for long-term ranking success.

As AI continues to evolve, its role in digital marketing will become increasingly significant. From research and analysis to creative design and automation, AI has the potential to revolutionize how marketing agencies operate. However, it is crucial to strike the right balance between AI and human expertise, as AI excels when it complements skilled marketers. By embracing AI and leveraging its capabilities, marketers can deliver better results and cost-effective campaign.