According to the US Digital Marketing Institute, 49% of the value of the NASDAQ and 25% of the US stock market consists of just six companies, and they’re all AI companies. So what does this mean for marketers? The truth is that in most companies nobody owns AI yet and there is a fair amount of confusion about what to do about it. Every company is of course different and has its ambition for change and resistance to that change. That is a good place to start – identify what that looks like for your company, then plan from there.
According to the experts, when choosing an AI project, marketers need to decide whether they want to optimize processes, accelerate production, or transform the business model. A big challenge for marketers will be to learn how to deal with the things that AI is NOT good at. We all know that when it comes to the technology side of things, AI has a lot of value to offer, but what about the softer skills that humans rely on to work out how to make certain things work within an organisation? Arguably this is the area where AI right now is the worst it will ever be. So learning to co-create with AI is an important first step in integrating AI into your digital marketing processes.
Another area that will be heavily affected by AI is SEO. SEO is becoming increasingly more user-intention and technology-driven, and AI and machine learning can help search engines deliver the best results based on user intent. Google’s SGE is transforming the search experience with generative AI. The goal is to provide more relevant and comprehensive information to users based on questions. SGE also provides relevant links and has a conversational mode where users can follow up with more questions – in essence, have a conversation with Google.
While it has always been important to create great content, in 2024 if you want to appear on search results, what you create needs to be ramped up. Your success is going to be tied to whether you can create content that’s much better than AI-generated content. So there is the challenge for digital marketers.
Luckily there are several tools that marketers can use to help them, below are a few of the best;
ChatGPT (for gathering and analyzing client data, tailoring marketing messages, and adapting quickly to shifting demands);
Sprout Social (for intelligent scheduling, content suggestions, and in-depth analytics);
Jasper.ai (for creating quality search-engine-optimized content);
GrowthBar (study keywords, evaluate the effectiveness of your website on search engine results pages, and track its performance);
Midjourney AI (draws on a vast dataset of photos and artistic genres to produce original graphics).
Why not make 2024 the year of finally embracing AI and all it can offer your business?
The AdMarula Team