Are you using AI for marketing? How is it working?
Many people are asking what will happen to marketing agencies with AI's ability to do so many things. We are seeing a plethora of new ads launched by the likes of Meta and Google, and there is no doubt that AI is moving at lightning speed.
Meta's and Google in the AI marketplace
These two giants are busy trying to persuade you to automate more of your marketing, from ad copy to campaign optimisation. Their aim is to handle 'every part of creating an ad' with very little human involvement. Now, that might sound great to some of you, but be aware that it is not going to be plain sailing. Google's AI Max system wants to control bids, creative and search targeting – but how much do they know about your business? How much will you let them control?
AI is powerful – and there is much to commend it BUT you need to know how it works.
So, will you still need a marketing agency?
Let's look at articles. ChatGpt can write some of these well, but are those articles going to attract the right customers to your website? Are they going to rank in search engines?
If Meta is writing and creating your ads, will the copy Meta writes resonate with your clients? The same can be said of Google. Google AI can optimise your bids, but will this increase your profit margins?
Whatever AI handles won't replace years of experience, strategy, or judgment that you will get from a marketing agency.
Are Google, Meta, and other platforms making it easier?
It sounds like they are, but there are some essential things to consider.
- You are giving up control
- You will not always see what is being produced and delivered
- Will the platforms consider your unique selling proposition?
- Will the ads be 'on brand'?
- Are they reaching the audience you want to sell to?
- Will you still have a USP?
- Why are Meta and Google rushing to control ads?
- A fully optimised campaign sounds great, BUT that doesn't mean you will maximise your return on ad spend (ROAS).
If everything is controlled by AI, it will be more difficult to find out what has made the difference when traffic drops when an algorithm update or a new policy kicks in.
Control your marketing
What should small businesses be looking at?
- Create your own content.
- Build and maintain your own email list.
- Ensure you collect first-party data.
- Develop direct-response offers that are not entirely reliant on paid advertising.
Every business needs to own their assets – this way, you will retain control no matter how the ad platforms evolve.
A marketing agency can provide real value by helping companies build their systems and assets.
Think of your marketing as an investment.
You wouldn't put all your shares in one company, so why would you rely on a single platform or two? Diversify and ensure you have SEO, paid ads, social media, traditional media, networking, email campaigns and more – don't leave your business exposed to risk by concentrating on one route. Use multiple channels and decide what works best for your business.
Competitive Advantage
AI will not give you a competitive advantage. You have a unique business, so you need to be smart and use it wisely.
Using a marketing consultant or an agency you trust will be ever more important. They will help you:
- Discover marketing opportunities that competitors may have overlooked.
- They can advise you on the best way to use AI tools for your business.
- They will help you with 'shiny object syndrome' as they have good human judgement and creative acumen.
Some businesses will undoubtedly work with AI tools in-house, but bear in mind that you are using the same tools as everyone else. Expert advice and marketing experience can make the use of AI even better, especially with creativity and a results-driven smart strategy.
Ultimately, marketing hasn't changed.
The core principles of marketing remain the same, and it is important to adapt and learn. Customers will remain the same. They will want to buy from businesses they trust. They will need solutions to their problems, and they will look for good offers that benefit them.
Businesses will need to stay competitive, and you will need to attract the right customers to your website. Most business owners will not have the time, experience or knowledge to use these AI tools effectively. AI will help in some respects, but you need to have a clear plan and be able to track your results. Your website has become more critical than ever. Just think – you may leave everything to AI on Google or Meta and not invest in updating your website, prices, services, etc.
Relationships with your customers are important, especially as you will need to maximise revenue from each customer and measure results to know what is working.
We are heading towards an interesting time with the online giants recognising their fortunes will rapidly increase as busy businesses compete in a market they don't understand.
It is likely that more companies will fail as they begin to rely on full automation. Marketing experts will still be required to provide more education, coaching, and strategy and simplify complex reports into clear data for business owners to understand.
This is a time when real marketing expertise will provide a clear advantage.
Confused? Concerned? Just call us on 01273 803120 or use our contact form.
