Covid, Brexit, the War in Ukraine, and now a recession. Following a tough few years, it’s no wonder leaders are looking to artificial intelligence (AI) to make life easier. After all, AI-powered algorithms can analyse enormous amounts of data, automate processes, and even create content.
Recently, AI has made headway in lots of industries, revolutionising the way businesses operate. Especially when it comes to marketing!
Here we explore the role of AI in marketing. Is it time to ditch your team in favour of artificial intelligence?
AI’s Role in Marketing
AI has undoubtedly transformed marketing. 64% of B2B marketers consider AI to be valuable in their marketing strategy. And even the most experienced members of our own team have at times questioned whether they’ll need to quit their field and pursue something else.
From predictive analytics to chatbots, AI apps have significantly enhanced efficiency and effectiveness. Think AI algorithms that can analyse consumer behaviour and patterns, enabling marketers to better understand their target audience and tailor their strategies accordingly. And then AI-powered chatbots that provide real-time customer support, drastically reducing response times and improving/personalising customer experiences.
AI algorithms can optimise ad campaigns, perform A/B testing, carry out lead scoring and optimisation, and produce content at scale. The list is never ending.
AI for Marketing Analysis
AI significantly enhances the accuracy and efficiency of data analysis. It empowers businesses to make informed decisions, identify trends, and develop more targeted marketing campaigns.
In fact, AI’s unparalleled ability to process and analyse infinite amounts of data is possibly the greatest advantage it brings to the table; great news for marketers who need to report back to the board on things like customer interactions, social media, and web visits.
But that’s the crucial point…marketing will always need some human interaction. And not just someone to report back to the business on marketing efforts, but also to build real-life relations with customers.
The Human Touch in Marketing
Yes, AI excels in data analysis and automation. But there are still critical elements of marketing that require human touch.
For starters, interaction. Building genuine relationships and connecting with consumers on an emotional level is something that AI can’t replicate. Excellent marketing relies on understanding human emotions, desires, and motivations. It requires empathy and intuition – qualities that computers just don’t have.
But beyond that, there’s creativity. Creativity’s central to marketing. And something our own team excels in – developing captivating campaigns, designing visually appealing content, and crafting compelling and personalised stories. None of those are possible without creative thinking.
And while AI algorithms may be able to generate content, they lack the ability to grasp context, emotions, and cultural nuances that humans effortlessly feature in their work. Human creativity is what allows marketers to think outside the box, come up with innovative ideas, and create the most authentic brand experiences.
Adaptability and Flexibility
Another factor that differentiates human marketers from AI is adaptability.
Marketing never stands still – consumer preferences, technologies, and trends are constantly evolving. Human marketers can adapt to these changes, quickly learn new strategies, and apply their knowledge creatively. AI simply can’t. And it’s this flexibility that allows marketing teams to stay ahead of the curve and respond effectively to market shifts.
The Ideal Marketing Team Structure
While there’s no one-size-fits-all when it comes to the perfect marketing team structure, a blend of human interaction and AI is a great solution.
Make sure your structure aligns with your company goals and the expectations of a marketing function. Also consider the stage of growth your company is in.
Empower your team with AI to automate repetitive, time-consuming tasks and the in-depth data analysis it can provide. And free up marketers to focus on strategy and developing creative campaigns that support your long-term goals.
Tried and Tested Marketing AI
There’s obviously a never-ending list of AI to enhance marketing activities. But here’s just a few of our favourites.
Social media: Try out Taplio for continuous content ideas and to get you posting daily.
Video creation: Rephrase.ai creates a video from your blog in a matter of minutes, and whilst you’d need to spend time branding it, the quality is incredibly good.
Also, OpusClip will create snippets from a podcast in minutes.
And Veed helps you create professional-quality videos quickly.
The Future of AI in Marketing
We asked theLEAP’s founder and director, Nici, whether she’s worried about the future of AI in marketing. She commented, “I’m worried about our sanity as humans. I know my view is going to be slightly skewed, but short form content is frying our brains. I miss the days when you could spend three months working on a long-form piece and really savour each stage of the process.
I do see brands going back to this, focussing on quality rather than volume and noise.”
While there’s no denying the fact that AI’s transformed the marketing industry, it’s unlikely to replace marketing teams entirely. The power of AI lies in its ability to enhance our marketing activities. But human interaction, adaptability, creativity, empathy, and will always be at the core of successful marketing strategies.
Marketing specialists bring a unique perspective, understanding, and connection that AI simply can’t replicate. The future of marketing is a healthy balance of maximising AI’s capabilities and the unrivalled creativity and empathy of human marketers.
Looking for talented human marketers to enhance your business? theLEAP is the full-service marketing partner for recruitment firms and is helping companies like yours to achieve their growth goals. Get in touchto learn more about how we could help you.