8 Essential Skills Marketers Must Master to Efficiently Utilize AI
The emergence of artificial intelligence (AI) is a double-edged sword for marketers. On one hand, it presents an array of exciting opportunities to revolutionize business strategies. On the other, it brings forth apprehensions regarding its implications.
Digital marketing has certainly benefited from AI, from automating tedious tasks to enhancing personalization and offering deep customer insights. However, potential drawbacks like security vulnerabilities, ethical dilemmas, and notably, the displacement of jobs cannot be ignored.
In order to flourish in the era of AI, marketers must either acquire the skills to work alongside AI technologies or identify areas AI cannot address.
12 Ways Digital Marketers Can Use ChatGPT
FACT: A survey of our 200k+ LinkedIn audience revealed that 62% believe AI in marketing skills will dominate the 2024 trend scene.
Here are eight essential skills for marketers to succeed in the AI era, along with advice on how to enhance these competencies.
- Understanding ChatGPT
- Creative Content Development
- Analytical Data Interpretation
- Streamlining Through Marketing Automation
- Familiarity with AI Tools and Services
- Search Engine Optimization Techniques
- Interpersonal and Soft Skills
- Data Privacy and AI Ethics
1. Understanding ChatGPT
ChatGPT has fast become a cornerstone of modern AI applications, despite only gaining mainstream attention in November 2022. It leverages a generative language model to streamline conversations, derive insights, and facilitate task automation.
“The responses from ChatGPT might seem uninspiring today, but by tomorrow, expect a significant improvement. It evolves at an astonishing pace,”
Jim Leckinski, Kellogg School of Management
ChatGPT serves as a foundational technology for future AI innovations, such as the image-generating DALL-E 3, simplifying previous complexities for marketers. Familiarizing oneself with ChatGPT is a key stepping stone in maximizing the potential of generative AI technologies.
Discover more: Dive into our ChatGPT introductory video and download our ChatGPT Prompting Guide to elevate your digital marketing strategies.
2. Creative Content Development
The prospect of AI-generated content might unsettle content creators and designers due to its efficiency in producing text and images from simple prompts. However, true creativity involves more than regurgitating existing content; it requires human insight, innovation, and collaborative ingenuity.
Innovative AI technologies offer support throughout the content creation process, from ideation to keyword selection, and even initial drafting. While AI streamlines time-intensive tasks, it unlocks opportunities for more creative pursuits.
By 2024, leveraging generative AI across various content formats will be instrumental:
- Blog and sales copywriting
- Social media and email marketing
- Visual and video content production
Integrating AI into your content strategy not only improves efficiency but also competitiveness in securing advancements or opportunities.
“Employing AI for its cost-efficiency and scalability is common. However, without a foundation in creativity and data-driven insights, it’s merely a shot in the dark,”
Mischa McInerney, CMO of the Digital Marketing Institute
3. Analytical Data Interpretation
Every enterprise aims to leverage its data more effectively. Despite this, a study by Pecan AI indicates that 84% of marketing leaders find making data-driven decisions challenging, likening their predictive analytics capabilities to mere guesswork.
Truly understanding your data enables you to gain insights that improve customer engagement and campaign effectiveness. AI’s power lies in its capacity to analyze data comprehensively and rapidly, offering predictive customer insights.
Developing your data analysis skills is vital for implementing AI successfully, encompassing data collection, visualization, management, and ethical considerations.
4. Streamlining Through Marketing Automation
AI is intrinsically linked with automation, providing sophisticated tools to identify optimal marketing channels, automate engagements, and personalize content at scale.
Automation enriches a plethora of marketing functions, from email campaigns and lead generation to social media management and content ideation, underpinned by accurate performance metrics.
97% of global workers surveyed by Salesforce advocate for businesses to prioritize AI in their employee development strategies.
5. Familiarity with AI Tools & Services
Understanding the array of AI tools and platforms is essential for marketers. These tools can simplify daily tasks, from audience analysis and customer journey mapping to sales automation and content generation.
“To grasp the essence of AI, dedicating time daily for learning is crucial. Engage with new information through various mediums and discussions to stay ahead of the curve,”
Jim Leckinski
6. Search Engine Optimization Techniques
SEO remains a staple in digital marketing, where knowledge of consumer search behavior enables brands to create relevant content and rank effectively in search results. AI enhances SEO strategies through improved algorithms for a more tailored and accurate search experience.
Google’s experimental Search Generative Experience (SGE) already hints at changes in SEO dynamics, offering “snapshots” for more comprehensive search insights.
AI-supporting tools such as MarketMuse, Ahrefs, and SEMrush offer valuable aid for SEO, assisting in identifying keywords and predicting trends.
“As Google refines its answers to complex searches, expect changes in search patterns towards more specific, long-tail inquiries,”
Nikki Lam, Senior Director, SEO at Neil Patel Digital
7. Interpersonal and Soft Skills
In addition to technical prowess, the importance of soft skills has been increasingly highlighted by employers. The demand for professional skills that complement digital expertise has never been higher.
Soft skills, ranging from communication and leadership to creative thinking, are crucial for success in an AI-driven marketing landscape.
Among these soft skills, strategic thinking, creativity, adaptability, teamwork, and a continuous learning attitude stand out as particularly valuable.
Top tip: Leveraging AI to spark creativity involves a solid understanding of underlying algorithms, opening doors to innovation while mitigating risks.
8. Data Privacy & the Ethics of AI
The advent of AI introduces concerns around misinformation, bias, and invasion of privacy. As AI’s role in industries and litigation against its proponents grows, so does the need for ethical considerations and data security skills.
Marketers, who often handle vast amounts of consumer data, must ensure their AI-driven activities are transparent, secure, and ethical.
“I anticipate that 2024 will see a transition from hype to meaningful projects in generative AI, significantly impacting our lives,”
Sean Falconer, Skyflow
How to Upskill in the Age of AI
The advancement of AI may intimidate those concerned about job security, but staying informed and proactive can protect and advance your career.
Embrace new developments in AI through consistent learning, take action by integrating new knowledge, and apply AI practically, akin to mastering social media marketing. Engage directly with AI tools to truly understand their potential and limitations.
Updated 2024
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