Through big data analytics, machine learning, natural language processing and other advanced technologies, AI is set to revolutionise the digital marketing space you’re in.

So – what should you actually use AI for?

Artificial intelligence (AI) has been transforming the way businesses from various industries accomplish tasks and communicate with their audiences.

There’s no denying it.

On a basic level, it automates processes that were once performed fully by humans, promising to:

• minimise errors
• boost productivity
• save costs

That all sounds really positive!
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However, with all the conversations surrounding AI and ChatGPT today, you might also be wondering about the role AI should play in your business’ digital marketing.

There are so many different opinions about AI

Some organisations think AI will soon replace their entire digital marketing strategy, while others see AI as a support tool for their marketing operations.

There are also businesses that plan to optimise AI to ramp up their marketing campaigns, as well as a few organisations that view AI as a threat and refuse to use it all.

Regardless of which camp you’re in, what you need to keep in mind is this:

ChatGPT and other AI platforms can enhance your digital marketing activities ONLY when you know how and when to use them right.

I thought I could lead the conversation here, so let me give you some insights as to where AI can fit into your overall digital marketing and where it’s best left to the humans!

First, let’s recognise that AI has a place in your digital marketing.

Like any other piece of new tech, it’s not something to be feared but to be embraced in a way that will meet the unique requirements of your business.

AI, after all, offers speed, efficiency and accuracy that can take your digital marketing to the next level.

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But where does AI sit in your digital marketing process?

Let’s discuss things step by step, according to our approach to Digital Marketing Strategy.
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1. Should you use AI for developing digital marketing strategies or plans?

My answer: NO.

AI isn’t built to fully comprehend your operations and your business’ unique complexities, so it’s not going to be effective in coming up with digital marketing strategies and plans that are bespoke to your organisation.

You need a human to be able to delve, appreciate and understand your unique business before building a digital marketing strategy from this.

At Ask Marketing, we equip service-based businesses like yours with a digital marketing strategy blueprint that’s customised according to your goals, needs and customers.

As your human marketers, we conduct a strategic workshop with you and your team to deeply understand your commercialisation model, business objectives and priority services.
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2. Should you use AI instead of resourcing marketing people?

My answer: NO.

AI can support your marketing team, but it can never completely replace them.

To get great results, you still need the support of digital marketing professionals who can turn your strategies into action, while being agile and forward-thinking.

Through our Hiring An Ask Marketer service, you can even outsource your marketing function to let the experts manage all of your marketing needs for you. We serve as your dedicated digital marketing team that’s virtually next door, so you can focus on what you do best as a business.
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3. Should you use AI for generating ideas?

My answer: YES.

In fact, this is exactly where AI can help best! If you know your subject area but are struggling to think of ideas that get the juices flowing, AI is perfect.

AI platforms like ChatGPT can generate suggestions, giving you the building blocks for content that you can then further explore to inform and engage audiences.

AI equips your team with inspiration, so you’ll have the head start you need to create relevant digital content. So, use it for inspiration!
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4. Should you use AI for data and fact research?

My answer: YES.

Research takes so much time and can be really tedious. So, put the AI to work here!

ChatGPT and other AI content-generating platforms can support you in researching and cross-checking information that you can then build upon when creating content for your digital marketing. These AI platforms can provide statistics and other data in an instant, allowing you to save more time and energy.

Just keep in mind, though, that you are the subject matter expert of your business. You are still the only one who can provide the most value to your audiences - AI just backs you up with the relevant data you need.

Which brings me to my next point…
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5. Should you use AI for content creation?

My answer: NO.

One of the best ways to win in digital marketing is to become a key opinion leader. But you won’t be able to do this if you’re using AI to form your opinion.

This is especially true now that audiences have become more observant than ever. They can easily distinguish which posts lack authenticity, seeing the fine line between content that’s uniquely created by digital marketers and the homogenous ones that are produced by AI.

So, if you want your brand to stand out, you need content that’s written or created by humans for humans.
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6. Should you use AI for splitting content into snippets?

My answer: YES.

While I don’t recommend that you rely on AI when you write content, you can still use it to dissect and repurpose your long-form content pieces – for sure!

In fact, after fuelling the AI platform with your thought-leadership content derived from you, you can then ask it to generate summary snippets that can be all optimised for social media and search engines.

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AI is a tool that’s ideal for supporting digital marketing processes, not a complete replacement to run an entire digital marketing function.

Understanding both the capabilities and limitations of AI will enable you to get the most out of it when it comes to digital marketing.
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Do you want to learn more about how to effectively adapt AI in digital marketing?

Check out this Podcast Video I featured in recently, where I discuss the implications of AI in digital marketing and beyond.
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How to harness the true power of digital marketing today

In the end, if you want to get the most out of creating more demand for your business with digital marketing, you want to use more than just AI.

You need to guide your business’ digital direction with a Decisive Strategy + Effective Execution that’s tailored uniquely for your goals and customers.

Fortunately, our team at Ask Marketing can provide you with both!

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Do you need help with your business’ marketing?

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All you have to do is Ask!

At Ask Digital Marketing, we combine decisive digital strategy and managed marketing execution to help B2B service-based businesses build demand, establish thought leadership and own their industry through digital business marketing.

Stop waiting. Start building. Experience success.

Just get in touch with us and we can discuss your business to help you navigate the digital marketing landscape towards success.

Let’s harness the power of digital marketing today!

For more great marketing content, connect with our company leaders, Alexandra King and Stephanie King, or follow our Ask Marketing LinkedIn page.