Digital marketing is vital for every business, as it enables you to remain competitive, stay on top of trends and measure the success of your efforts. Did you know that digital ads can increase brand awareness by 80%, or that after being exposed to display ads, consumers are 155% more likely to search for your brand-specific terms?
Businesses need to embrace digital marketing, but it’s equally important to recognise the dangers of AI when organising your campaigns.
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Artificial intelligence in marketing can impact SEO, leading to lower rankings and copy that doesn’t reflect your brand – nothing can replace human intervention when it comes to something as important as promoting your business.
What’s digital marketing?
Marketing is an effective means of connecting with your audience at the right time and place. As the popularity of the internet increases, businesses can connect more easily with consumers.
Digital marketing includes every marketing effort that uses the internet. It can include a wide range of online channels including search engines, websites, email, social media and more. All these means can be utilised to connect with existing and prospective customers.
Consumers’ screen time is at an all-time high, with the average person being online for six hours and 58 minutes daily – so the most productive place for connecting with customers is the internet!
Digital marketing benefits
With multiple benefits for businesses of all sizes, in every sector, digital marketing offers global reach at a low cost. While traditional marketing can be restricted by location, every business can achieve a global reach. It can also enhance local visibility, with regionally targeted ads and local SEO providing benefits.
It’s much quicker to place digital ads, rather than printing off and distributing paper flyers. This makes digital marketing a cost-effective means of advertising, whether promoting your business internationally or locally.
Smaller companies can compete with large ones by using effective strategies.
Digital marketing helps increase brand recognition and awareness, helping to attract new customers. It will provide data that can be used to determine what appeals to your target audience and optimise your marketing campaign around their requirements.
You can analyse the changing behaviour of consumers and gear up your campaign to remain relevant. Digital marketing offers the chance to use different strategies for B2B and B2C businesses – assess your tactics periodically to see what’s working.
Dangers of using AI
The dangers of using AI for digital marketing are clear, especially due to the potential impact on SEO.
Search engines, including Google, have always emphasised they will prioritise content of high quality, even if it’s sourced through AI. However, while the resulting copy might appear to be perfectly reasonable, SEO algorithms may not agree it is good enough and this can lead to lower SEO rankings.
The use of AI still needs human intervention. It must be filtered and cross-checked by a person to look for issues, even if it looks okay at first sight.
AI marketing can leave your ads lacking authenticity, and it will commonly use Americanisms. This makes your company look unprofessional and less relevant if you’re based in the UK and writing for a British audience.
Transform your digital marketing
If you’re looking at ways to transform your digital marketing campaign, Page 1’s professional digital marketing services will include achieving a proper understanding of the brand and audience you want to target.
Never leave anything to chance by putting your important campaigns in the hands of artificial intelligence!
