AI in Marketing. Trends, opportunities and risks.
Marketing is an ever-evolving field, and staying on top of the latest trends and tools is crucial for success.
In 2023, marketers need to focus on creating relevant, informative, quality, authoritative, and experience-based content. The search engines reward companies for sharing such content, and brands can significantly improve their online visibility by sharing relevant content. We call it E-E-A-T model in content creation.
What is E-E-A-T?
E-E-A-T is an acronym that stands for Experience, Expertise, Authoritativeness, and Trustworthiness.
These are the quality criteria that Google uses to assess the relevance and credibility of websites and web pages. By considering these factors, Google aims to provide users with the most reliable and trustworthy information possible, which is essential for building a positive online reputation and gaining visibility in search results. Therefore, it is crucial for content creators to focus on improving the E-E-A-T of their web pages and websites to enhance their online presence and attract more traffic.
Google recently updated its quality rating rules and useful content system. The Helpful Content Update algorithm uses machine learning to improve its performance over time based on the search result data set. The algorithm works at the site level, and if a domain has too many poor quality pages. It could adversely affect the organic search performance.
In this article, we look at the most important digital marketing trends for 2023. Explore how they will affect how companies promote their products and services online. From the increased use of artificial intelligence and augmented reality to the increasing importance of quality content and customer service. These trends will have a major impact on how companies market themselves online.
Popular AI tools for marketing in 2023
AI tools can be used for research, making plans, and brainstorming while making marketing decisions or audience research. You can try them out by yourself, or give the task at your assistant or manager. Let’s take a brief look at the most popular ones.
Chat GPT3 is the ultimate toolbar GPT, which can write content for you on a particular topic. You can use it as a starting point for your own writing, which can help speed up the content creation process.
Caktus AI is another AI tool that helps businesses streamline their marketing operations by automating routine tasks. For example, scheduling social media posts, managing email campaigns, and more.
Midjourney.com is an AI-powered platform that helps businesses to optimize their website for higher conversions. With its cutting-edge technology, it can analyze user behavior on the website and suggest changes to the website design and content. As a result it will improve the user experience.
Browse.ai is an AI tool that helps businesses to create more engaging content for their target audience. It uses machine learning to analyze user behavior and preferences and suggest the most relevant content topics, keywords, and formats to improve engagement and conversions.
Synthesia.io is an AI-powered video platform that enables businesses to create personalized videos at scale. With its deep learning technology, businesses can create videos in different languages, accents, and styles, and customize them for each user. It can significantly improve engagement and conversions.
Scribehow.com is an AI tool that helps businesses to create high-quality blog posts and articles in minutes. It uses natural language processing to analyze the topic and suggest the most relevant content ideas, keywords, and formats to create engaging and informative content.
Remove.bg is an AI-powered tool that can remove the background from any image in seconds. This can be extremely useful for businesses. It helps create professional-looking images for their website, social media, and other marketing materials.
Persado is an AI-powered platform that helps businesses to create more effective marketing messages. It uses machine learning to analyze customer data and suggest the most persuasive words and phrases to use in marketing messages, which can significantly improve engagement and conversions.
The benefits of artificial intelligence for business
You can consider any of dozens of artificial intelligence tools, that are created every day to support marketing and sales of your operations. But while their purpose is to help and free up your time for most tasks, they are still not an administrative part of your team, and have no specialized knowledge of your specific customers. So be careful about the results they provide! Double check is the approach you need for them.
It’s important to note that machine learning software will not replace marketers. So don’t let your bots create all your marketing content!
Google has explicitly stated that it penalizes any AI-generated content it finds on websites because it is often spam and of lower quality.
AI Risks for Marketing and Business
In a comprehensive survey of the US-digital marketing industry, one creative advertising agency collected responses from 1,000 professionals actively engaged in various facets of digital marketing.
The main question concerned the primary risks of using AI in digital marketing. The respondents provided valuable insights into the quality and quantity of these risks. The survey can be illustrated by a chart of the most significant concerns surrounding AI in digital marketing.
- 14.9% Content not optimized for SEO
- 14.8% Legal/ethical
- 14.5% Overdependence on the tools
- 12.8% Content is too robotic
- 12.1% Content is too similar
- 11.8% Al provides incorrections
- 9.1% Lack of personalization
- 10% Other
That data highlights that AI can still be used to assist marketing work. But still it can’t be entrusted to replace any experienced professionals: copywriters, designers, marketing managers, SEO specialists.
While it’s okay to utilize AI, it’s best to entrust your business and reputation to experienced professionals.
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