Digital marketing has changed a lot over the years. With advancements in Artificial Intelligence (AI), marketers can do amazing things in a short amount of time. But human input is still essential even with all these new tools. In this blog post, we’ll explore how mixing AI tools and insights with human creativity ensures success in paid media campaigns.
Leveraging AI: The Power of Technology
AI is like a super-brain for digital marketing. It can look at vast amounts of data quickly. Imagine reading a thousand books to find out what people like to buy. That would take a while (and most likely be outdated information by the time one finished but I digress)! But AI can do it in minutes. Here’s how AI helps in digital marketing:
Data Analysis: AI can look at data and tell us what’s working and what’s not. This helps marketers make better decisions.
Efficiency: Because AI works so fast, it saves marketers a lot of time. They can spend this extra time being creative.
Ad Placements: AI can find the best places to put ads so the right people see them in optimized places.
Targeting Strategies: AI helps determine who will likely buy a product so ads can be shown to the right people.
Personalized Marketing: AI can create personalized ads that display people’s interests at the right time.
Staying Competitive and Innovative
Using AI in marketing helps companies stay ahead of the game. It keeps them competitive because they can quickly adapt to what people want. It also sparks innovation because marketers can try new things without spending too much time on the basics.
The Drawbacks: Why Humans Are Still Needed
Even though AI is extremely useful, it can’t do everything. Here are some reasons why human involvement is still necessary:
Lack of Context: AI might not know all the details about a product. For example, if an AI creates an ad for a moisturizer, it might miss the special ingredients that make the product unique. Sure, AI prompts can help get one closer to a better end-result but a heavy human hand is still essential. Pro Tip: asking AI to help set objectives will get you one step closer to an optimized response.
Brand Nuances: Each brand has a unique voice and style. AI often does not understand these subtle differences. This is where human creativity shines. Be sure to do the pre-work of prompting audience personas, content pillars, as well as brand USPs.
Campaign Subtleties: Marketing campaigns often have subtle messages. AI might miss these, but humans can pick up on them and ensure the campaign’s success.
Real-Life Example: LATHER’s Moisturizer Ad
Let’s look at a real example that we whipped up to further our points in this post with Google’s Gemini AI tool. LATHER is a client of Revel’s and a skincare brand that uses natural ingredients. We asked Google’s AI to create an ad for their Sweet Almond Face Moisturizer against a scenic backdrop, keeping in mind their branding. The AI did poorly, missing the brand's essence and not highlighting the natural ingredients that make LATHER unique. This is where humans stepped in and adjusted the ad to reflect the brand’s true nature. Of course, being a great prompt creator is important with crafting desired outcomes from AI, but illustration below as an example without further prompts.
The Perfect Blend for Success: Leaning in to AI Capabilities
At Revel Interactive, we believe in using AI to improve our work. AI helps us analyze data, save time, and reach the right people. It keeps us competitive and innovative. But we also know that AI has its limits.
Recognizing AI’s Limits
We make sure that humans are always involved in the process. Human creativity ensures that our campaigns have the right touch. We look at the details, understand the brand, and connect with the audience on a deeper level.
The Way Forward in a Digital World
By blending AI with a human touch, we create long-term success for our clients. We embrace AI for what it does best but always keep an eye on the bigger picture. This balanced approach keeps us ahead of the curve and ensures that our marketing efforts are always top-notch.
Getting Started with AI in Marketing: Actionable Steps for Digital Marketers
Learn About AI Tools: Start by researching different AI tools available for marketers. Look for ones that fit your needs.
Analyze Your Data: Use AI to look at your marketing data. Find out what’s working and what needs improvement.
Save Time: Let AI handle repetitive tasks like data analysis and ad placements. Use the saved time to brainstorm creative ideas.
Personalize Your Campaigns: Use AI to create personalized ads that speak directly to your audience.
Monitor and Adjust: Always keep an eye on your AI-generated content. Make sure it aligns with your brand’s voice and message.
Keeping the Human Touch
Review AI Work: Always review the work done by AI. Ensure it captures your brand’s essence.
Add Creativity: Use your creativity to add a unique touch to your campaigns. Remember, people connect with stories and emotions.
Understand Your Audience: Get to know your audience on a personal level. Use this understanding to create more impactful campaigns.
Stay Informed: Keep learning about new AI developments and how they can help your marketing efforts.
Balance AI and Human Efforts: Find the right balance between AI efficiency and human creativity for the best results.
Final Thoughts
The world of digital marketing is constantly evolving. AI brings a lot of power and efficiency to the table. But it’s (for now) the human touch that ensures campaigns are brand-right, meaningful and engaging. By leveraging AI and adding human creativity, marketers can achieve great success. At Revel Interactive, we blend the best of both worlds to create lasting impact for our clients.
While we have to embrace AI, and have been leaning into automation for years now, also recognize its limits as it develops, and marry the human touch in digital marketing while things evolve.
Photo: © Blue Planet Studio