Embracing AI in marketing: Getting the best out of man & machine

Can we agree that AI is now the ‘new’ big thing? AI and its many tools are becoming hard to escape in all walks of life, and it feels like it’s constantly hitting the headlines. While AI isn’t new - it’s been around for decades - it’s taken up until 2023 to establish itself in our modern society.

Ally’s trends, tips & tricks to get value out of AI in marketing

From inventing new products, to marketing them in creative ways at an impossible pace for us humans keep up with, many might say AI is in fact a genius solution to the ever-growing demands on both a marketer’s resource and creative juices. But is AI a genius solution carrying potential threats that could harm our human intelligence? Are the robots taking over, or is there room for all of us?

Jess has been on the case, working out how marketers might choose to work with – rather than against – artificial intelligence tools.

AI has the power to work hard for you, not replace you…

Having a fear of the unknown is completely normal, but it should push you to work smarter - not harder - against AI. Or here’s a thought: why not work with AI instead of against it? 

Whilst AI might have the intelligence and speed to perform certain tasks more quickly, and possibly even more competently, than a human being, it lacks emotional intelligence, creativity, and critical thinking skills which we know are must-haves in marketing. These skills are unique to humans – AI has a lot of evolutionary catching-up to do if it wants to play us at those games.

So, it’s time to start thinking how you can use AI to get results from your marketing. From the prompts and questions you ask it, to the purpose of the content you are producing, use the robot to complement what makes you and your business unique.

Turn “man versus machine” to “marketers AND our tools”

How can AI and its tools support your marketing strategy?

🪜Summarise written content for different platforms

Want to share a chunky, creative piece of content you’re proud of but on a smaller wordcount platform? Easy! Ask AI to summarise and produce a bitesize version of your content without missing the creativity you injected into the initial draft.

🗑️Banish the blank

Starting off a campaign from a blank piece of paper can be difficult, but it can be even more difficult when your brain is as blank as the piece of paper you’re staring at.

Most of us have been in this situation and sometimes all we need is a kickstart when the ideas just aren’t flowing. AI could provide that kickstart your brain needs. You’re not asking for a finished product, just a helpful prompt to get you started.

❓Questions are the new answers

AI has negative and positive traits just like us. One positive that’s relevant to our industry is that – if you ask the right questions – AI could help you take your marketing strategy and campaigns to the next level.

AI and its tools are there to help you, so use them, explore them and find out how they can bring value for you and your business.

Are you a graphic designer who needs to focus more on creativity not repetitvity? AI in graphic design is THE automation of repetitive tasks, which lets you put your focus in digital creativity and increases work productivity.

Can copywriters benefit from AI? Unless you want your writing to be a bedtime story, then stick to what you’re good at. Creative content is what AI lacks. Copywriting needs a level of creativity and emotional intelligence which comes as a gift to humans, so don’t disregard it.  

Ally gets it 

As a marketing agency we empathise with fellow marketers when it comes to AI. There’s an anxiety around ‘are they going to take our jobs?’ and ‘is marketing going to be dumbed down?’, but take it from us - a small marketing agency in Leigh - AI can never and will never replace human marketers.

‘But what do we do that AI could never replace?’:

• Work with clients to understand their business, their sector and what makes their customers tick
• Build relationships alongside clients as their business’s marketing partner
• Combine our small team’s skills to get big results, with smart marketing thinking that’s always focused on the target audience
• Create marketing assets that have real meaning, marketing impact and get the results our clients are looking for
• Work with clients to create unique brands that appeal to their target audiences, from brand visuals to the messages that matter

Marketing is a people-to-people sector that requires innovative and unique thinking. So, when you start to feel that AI anxiety creeping in, just take a read back over this piece and remind yourself what a great human marketer you are.

Not embracing AI when your competitors do – not just in marketing, but in any sector – is a big risk. As more and more companies embed AI in their marketing and other business processes, those who don’t will start to fall behind in terms of efficiency, accuracy and customer experience which could result in losing market share to competitors.

Now that’s more likely to put your business at risk than AI replacing you. So, use AI mindfully to help you and your busy team achieve more.

Powerful Marketing Partnerships with Ally Marketing, Leigh

Ally is a full-service marketing and creative agency in Leigh, Greater Manchester established in 2009. Looking after everything a business needs to get the outcomes it’s looking for, the agency’s online and offline marketing services Define, Develop and Grow brands to achieve real results.

Work including branding, web development, graphic design, copywriting, content marketing, SEO and PPC is delivered for local, national and international brands as a marketing partner committed to the success of client organisations.

Find out more: https://www.allymarketing.co.uk/what-we-do/