Digital Marketing TV: ‘AI will not replace the creative process’

The average marketer today has to deal with a growing number of channels, increasing the complexity of monitoring and optimizing campaigns and budget. Due to the growth in the number of tools and dashboards, it is difficult – partly due to tracking and attribution challenges – to provide an accurate picture of the performance delivered.

In addition, a large part of the data provided is incomplete, incorrect or simply too complex for a human to analyze and understand in a short time.

Artificial intelligence seems to be the word of the year, but for many people still sci-fi, when it just isn’t, says Mitch Voskuilen of Billy Grace at Emerce Digital Marketing TV.

AI tools are turning the online marketing world upside down. Think of creating strong SEO-proof content faster, with which you can easily distinguish yourself from the competition.

Billy Grace is a SaaS service that focuses on cross-channel budget and bidding optimizations. This concerns advertising purchases on digital platforms such as Facebook and Google. In addition, the company provides insights and forecasts about related matters such as stocks and product prices.

A self-developed automation process takes care of budget management and bids via relevant channels. The underlying analysis system knows the entrepreneur’s goals and adjusts his bidding behavior accordingly. Where a person would bid higher or drop out sooner, the computer can decide differently on the basis of historical data and current market figures.

Akkin Pennin is a co-owner of IWB, a Digital Growth Agency founded in 2013. The company has a strong focus on attribution and on-page optimization. He once played professional online poker for a while. “I do see parallels,” says Pennin. “In poker you have to make decisions within 30 to 60 seconds, which is what AI also does with data.”

According to Pennin, the role of the marketer is increasingly evolving into roles such as ‘Growth consultant’, ‘Growth enhancer’ and ‘Change coach’. That does not alter the fact that there will still be deeper specialisms within the field; the extent to which you can connect a specialism with a more integrated approach to value addition that is growing.

According to Voskuilen, it is not the case that AI just works out of the box. “Just look at ChatGPT, which also does not always give the desired results.” As a rule, the more data that is analyzed, the better the system works.

Pennin doesn’t think AI will replace humans. “AI can make work easy. AI cannot replace the creative process. For the marketer, this means that he or she has to worry less about operational matters and more about strategy.

The presentation The digital marketer’s AI cockpit in 2030 can be viewed for free after registration.

Source: Nieuws – Emerce by

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