00:10
Amy Kessler
Hello and welcome to another episode of Mini Moves, a marketing move spinoff series where we dive into hot topic digital marketing items in ten minutes or less. I am your host for today, Amy Kessler. And today's episode is all about the world of AI and the digital marketing landscape. In this episode, we'll learn the ins and outs of how AI works and explore the three ways that AI is revolutionizing digital marketing. So buckle up, because by the end of this episode, you'll not only have a clearer understanding of the intricate workings of AI in the digital marketing realm, but you'll also be armed with practical insights on leveraging its power to elevate your marketing strategies. Now, let's start the episode with the basics by answering the question of what is AI exactly? And how it works.

00:51
Amy Kessler
AI refers to machines that are programmed to mimic human intelligence, learning from data and improving over time. This process, known as machine learning, marks a pivotal advancement in AI capabilities. It empowers machines to analyze extensive data sets, identify patterns, and dynamically refine their responses, mirroring the nature of human cognitive development. Although AI technologies have been around for more than a decade, the new generation of natural language processing tools like ChatGBT has brought AI tech into the limelight. Everyone from SEO marketers to paid media specialists to social media management teams use AI, whether it be for brainstorming creative ideas, making pay per click advertising more efficient, predicting behavior, or collecting data. Let's dive into the first and probably more well known way to use AI, which is to help brainstorm and generate creative ideas.

01:38
Amy Kessler
One of the best ways to harness the power of AI is by enhancing your creativity by using tools like ChatGPT to generate topic ideas for blogs, organic social media posts, or to suggest keywords for a paid search campaign. It is also incredibly helpful to use it to generate ad copy ideas, say, for Meta ads, which is personally one of my favorite ways to use AI. The best tip that I can provide to you is to make sure that the prompt that you input into the machine is as specific as you can be. If you provide a prompt that is too broad and not specific enough, then you'll get an output that is just as broad as your prompt.

02:12
Amy Kessler
A prompt that says, say write ten ad copy versions for an eCommerce brand will not give you the same output as write ten Meta ad copy versions under 150 characters. For a renowned knife eCommerce brand that wants to focus on the quality of their knife and the messaging. The key is the more specific that you can be about what you want, the better output that you will receive. Now have you ever been in a situation where you find the most perfect image to use for an organic social media post but something is, say, missing from it? Either the background needs more trees or the person needs to be holding a bottle of water. Well, magic edit will help you add that perfect cherry on top addition to your photo to visually enhance it.

02:52
Amy Kessler
Same with magic expand if you have a one by one ratio image that you want to turn into a say one by three ratio image, you can use magic expand to expand upon the background without having to mess up the ratios of the image. I'm sure you've seen the videos across TikTok and Instagram reels of people using AI features within Photoshop. But for the people that do not have the accessibility to Photoshop, this provides a great way to be introduced to AI features. Another platform that has started using AI is Meta ads manager. When you're in the platform and are writing up ad copy for a new piece of creative, Meta will populate various different versions of the copy based on the tone and messaging that you provided.

03:28
Amy Kessler
This can be super helpful when you're in the brainstorming phase of coming up with copy ideas, as Meta can provide variations for the ad that provides a different angle to it that you may have not thought of. These tools and others out there alike are here to help you make your job as efficient as possible. Wouldn't you want, say, 30, 60, 90 more minutes added back to your day by using AI as your personal brainstorming assistant? The second way that AI is used in digital marketing is in the world of pay per click advertising. One of the standout applications is an automated bidding where AI algorithms analyze a plethora of data points to dynamically adjust bid amounts in real time.

04:04
Amy Kessler
Smart bidding strategies like max conversions and target ROAS have been around for years and use factors such as user behavior, location, and device to adjust bids. This not only optimizes return on investment, but also predicts the likelihood of conversions beyond bidding. AI is revolutionizing how advertisers approach ad creatives. Machine learning algorithms evaluate the performance of different ad copies, constantly refining messaging to boost clickthrough rates and conversions. Dynamic ad creation, such as responsive search ads and responsive display ads takes personalization to new heights by automatically tailoring headlines, descriptions, photos, and even videos to each user. This not only enhances relevance, but also ensures that advertisers deliver timely messages that resonate with their audience. In essence, AI and pay per click advertising is a multifaceted tool, automating processes, enhancing precision, and enabling advertisers to create more engaging and personalized campaigns.

05:00
Amy Kessler
The third and final way to use AI that I will be discussing today is more focused on website experience versus marketing strategies, which is through the power of chatbots. Chatbots have emerged as indispensable tools for businesses seeking to provide seamless and responsive customer interactions. These virtual assistants leverage natural language processing and machine learning algorithms to understand user queries and deliver accurate contextaware responses. From answering frequently asked questions to guiding users through complex processes, chatbots offer immediate assistance, enhancing customer satisfaction by providing quick and efficient support. Now you know that I talked earlier about how to properly structure a ChatGPT prompt. Well, listener, you are in for a treat.

05:43
Amy Kessler
Over on our social pages, Facebook or Instagram at VividFront, I'd like to invite you to check out our ChatGPT prompt cheat sheet on how to use a platform to the best of its ability. And while you're visiting our Facebook or Instagram page, be sure to give us a follow to keep up to date on VividFront news. And if you do take a look at a ChatGPT prompt cheat sheet post, feel free to leave a comment under the post. With how many times I have said AI or ChatGPT in this episode. I am way too nervous to count already. And that's a wrap for today's mini moves episode.

06:11
Amy Kessler
Thank you for joining me on this journey into the wonderful world of AI and digital marketing, and hope you were able to take away some key points to add into your day to day. If you enjoyed today's episode, don't forget to subscribe to Marketing Moves and stay tuned for upcoming episodes where we'll continue to explore the latest trends and innovations in the world of marketing. I'm Amy Kessler signing off. Until next time.