SEO & Digital Marketing

The Big Guide to Organic Social Media Marketing – TopRank® Marketing

Published

4 weeks ago

August 21, 2024

Do you want to be the Dollar Shave Club of B2B marketing on social media? In a market filled with countless razor companies, the brand found a way to stand out, building a strong online community and achieving significant growth without relying primarily on paid advertising.

Notice how I said “without relying primarily on paid advertising.” That’s because, while paid is a practical option, it should be used primarily to complement your organic strategy.

If you’re a savvy marketer, you’ve likely noticed how the majority of social platforms have become increasingly pay-to-play, reducing the reach of posts without the backing of funds. That doesn’t mean you need to jump straight into unloading your ad dollars. Instead, you should consider taking an approach similar to the B2C brand above, and create a strategy that’s data-driven, innovative, and most importantly, differentiated.

What is organic social media marketing and why is it important?

Organic social media marketing uses unpaid strategies to build and engage with an audience on social media platforms. Simply put, you’re leveraging social media platforms to interact with and reach your audience without spending any money.

Anyone can advertise on social media (have you seen these wacky ads on X?), but not everyone will find success – at least not in the long-term, and not without a well thought out plan of action for organic social media.

This plan should focus on creating authentic interactions and meaningful engagement, and showcasing your brand’s unique perspective. If you invest time in building the foundation of your organic strategy, your brand will flourish and reach its KPIs (key performance indicators).

How to build an organic social media strategy

1. Define your goals and objectives

What do you want to achieve on social media? Your social media objectives should match up with your business goals.

For example, if you want to increase brand awareness, your social media goal might be to increase followers and increase reach and engagement. Be sure to get specific with the goals you want your social media effort to help you achieve, like improving brand loyalty, generating leads, or increasing the number of users who visit your website.

Once you’ve defined your goals, you’ll want to decide how you’re going to measure them. We recommend using the SMART framework: (Specific, Measurable, Achievable, Relevant, and Time-bound). Adhering to these criteria will ensure clarity, focus, and measurable outcomes, which will in turn improve accountability and resource allocation.

2. Identify and understand your target audience

Who is your target audience? We’re talking about the folks who are most likely interested in your products or services.

For example, a company like Ben and Jerry’s is likely targeting those who identify as sweet tooth enthusiasts over highly cost-conscious consumers (let it be known that I’m a fan of Americone Dream). But they don’t just know who to target by chance; no, they’ve most certainly done their research. According to HubSpot, 82% of marketers say having high-quality data on their target audience is important to succeeding.

Getting your audience data likely won’t be too much different than how these northeastern purveyors of ice cream get theirs. Conduct your research by utilizing tools like Google Analytics, social media insights, surveys, and industry reports. (Unfortunately, you likely won’t be doing any taste testing.)

To take your audience analysis a step further, you can create personas based on demographics, interests, and pain points. Having this information will help you further down the road when it’s time to create content and engagement strategies. As Gary Vaynerchuk said: “Content is king, but context is God. If you don’t understand your audience, you can’t create the right context for your content to be relevant and impactful.” Keep this in mind as you develop your strategy.

3. Choose the right platforms

How you choose your social media platforms will depend on one question: which ones do your audience use the most?

You’re unlikely to see Fruit by the Foot advertising on LinkedIn or Lockheed Martin on TikTok because their audiences aren’t there – or at least not with a contextually relevant mindset. To ensure you’re reaching your audience where they are, you can analyze your competition’s social activity. But don’t just leave it up to that. You’re going to want to use GA4 to track referral traffic from different platforms, employ social listening tools to monitor industry conversation and brand mentions, and dig into engagement metrics to determine where your content performs the best.

While every brand is going to have a different approach, we would be remiss if we didn’t recommend LinkedIn for most B2B brands. We’re not alone in this assessment, either. A recent survey from Content Marketing Institute found that 84% of marketers said the platform delivered the best value for their organization.

However, every brand is different; you must let your research be your guiding star for deciding which platforms to use and which ones to keep in mind for a later date. At this time, the “big five” are all viable options:

LinkedIn: Connect with other businesses, industry leaders, and professionals. LinkedIn is responsible for 80% of B2B leads generated through social media.
Twitter/X: Share industry news, engage with thought leaders, and participate in relevant hashtags and discussions. 66% of brands are on Twitter/X.
Facebook: Useful for building brand awareness and engaging with a broader audience. Business decision-makers spend 74% more time on the platform than average users.
YouTube: Demonstrate products, share expertise, and engage with potential clients through tutorials, case studies, and more. 93% of brands gained a new customer due to a video on social media.
Instagram: Showcase culture and products through images and stories. Instagram has about 2 billion monthly users and is the preferred platform of younger audiences.

Be sure to choose your channel or channels wisely if your budget and resources are limited. According to TopRank’s Josh Nite, “It’s best to post more fitting content to fewer channels than to spread yourself too thin posting everywhere.”

4. Develop a content strategy & create engaging content

Now that you know who your audience is and where they are, it’s time to figure out what type of content you’ll be sharing and how often.

To be frank, you can’t create and publish just anything at any given time and expect positive results. Much like anything else, you need a content plan. As our friend and author, Jay Baer put it, “Content is fire, social media is gasoline. A well-crafted social media content strategy accelerates your message, amplifies your reach, and ignites deeper engagement.” You put a lot of work into building your fire, so keep it aflame by putting the same amount of effort into your master social plan.

Start your content strategy by going back to the data you pulled earlier as these insights can guide your approach. Use this information to create a content calendar, making sure to balance it with different content such as videos, infographics, third-party news, and so on. You’ll want to ensure your posting schedule is consistent, and that your content is valuable and thematic. The value will help people recall why they’re returning, and the thematic recurring content will train them when to return.

Regardless of your choice of social media sites, you’ll need to utilize one or more of the many available tools to assist in getting your content published and seen. And while LinkedIn, Later, Sprout Social, and Sprinklr are all fantastic solutions, your choice should be made based on your budget, goals, and amount of resources.

5. Engage with your audience

Imagine this: You’re at a social networking event and you’re just standing there blurting out the occasional remark like, “I’m a really great guy,” “I tell the best stories,” “Please buy my book!,” etc. You’re not actually conversing with anyone, and they’ve noticed you, but they’re not interested. In fact, they’re leaving to hang out with Ted, the cool new guy from accounting.

This is, effectively, what many brands are doing on social media. They have an audience but they’re not effectively engaging with them, which isn’t great for how they’re perceived. Customers can take this as a sign to unfollow or never attempt to engage with the brand again. You need to talk to your audience, not at them.

Interacting with your audience isn’t just meant for customer service inquiries; it’s a tactic for fostering a sense of community, improving brand loyalty and brand reputation, boosting conversion rates, and increasing your follower count. To put it simply, engaging with your audience drives … engagement.

According to a report by Social Media Examiner, brands that reply to comments on their social media posts see a 40% increase in engagement compared to those that don’t. That alone would be enough for most brands to ensure audience engagement is a part of their organic social efforts.

6. Report and optimize for best results

Is your brand succeeding on social media? Think of it like your health. Just as you go to the doctor for a status report on your body and mind, you should regularly check your social accounts using the tools above for a social “health check.”

The benchmarks set early on in your social program are like baselines set by your primary care provider. Use these benchmarks to track progress, identify what’s working, and eliminate ineffective strategies to shape your program into a high-performance machine. Sprinklr recommends tracking the following categories of social media metrics:

Social media marketing metrics
Social media engagement metrics
Social media conversion metrics
Social media customer service metrics
Social media ROI metrics

Determine how often to report on these KPIs: weekly, monthly, quarterly, and annually are all popular timeframes to gather data, but your choice will depend on several factors including, campaign goals, content volume, and algorithm updates, just to name a few.

Perhaps it goes without saying, but this data must be taken from your reporting platform, organized, and saved for future reference. There’s no telling if the data will always be available, and you never know if a client will ask about a campaign from when Obama was still in office.

Tips for organic social media reach and engagement

Consider the advice below to supercharge your organic social media efforts:

- Switch up your content by platform: 69% of B2B marketers say that tailoring content to specific social media platforms results in better engagement and ROI.
- Engage with your employees: Employees who share company content on social media can increase the reach of that content by up to 561%.
- Share user generated content: Customer engagement is 28% higher when using UGC compared to content that was professionally created by experts.

Make video part of your strategy: Viewers can retain up to 95% of the information conveyed through video.

- Don’t forget your hashtags: 72% of marketers agree. Using trending hashtags makes an impact on content reach.
- Stay active and consistent: Companies that post weekly on LinkedIn, for example, see a 2x lift in engagement with their content.

Don’t be afraid to ask for engagement: Ask questions and be human!

Tag your “friends”: This will signal the algorithms to boost your post. Also, a way to bring in new audiences. Partnering with influencers can help you do this in an authentic, targeted way.

What’s next for your organic social strategy?

Are you ready to advance your organic social efforts? Assess the three B’s with your team: bandwidth, budget, and business goals. Ensure you have a strategic vision with clear objectives to achieve positive results.

Creating and maintaining your brand’s digital footprint requires more work than many realize. It’s no wonder many organizations make the strategic decision to outsource certain marketing functions to scale their efforts without incurring the costs of an in-house team.

Could your organization use a helping hand? Contact us today about our marketing strategy and planning solutions.

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SEO & Digital Marketing

Elevating Your Digital Brand Through Strategic Visual Storytelling

Published

6 hours ago

September 16, 2024

Josh Kuku

In today’s digital age, where attention spans are shorter than ever, the ability to tell a compelling story is crucial for brands looking to stand out online. Storytelling has been ingrained in human culture for centuries, and now, it’s taking center stage in digital branding.

So, what exactly is strategic visual storytelling, and why does it matter? Well, think of it as the art of using visuals—such as images, videos, and infographics—to convey a brand’s message in a way that resonates with its audience. It’s about more than just pretty pictures; it’s about creating a narrative that captures attention, evokes emotion, and ultimately drives action.

But why is storytelling so important in digital branding? Research shows that stories are up to 22 times more memorable than facts alone. By tapping into the power of storytelling, brands can create a deeper connection with their audience, fostering loyalty and trust over time.

Significance of Visual Storytelling

Visual storytelling uses images, videos, and other visual elements to convey a narrative. It’s about more than just showcasing products or services; it’s about telling a story that resonates with your audience and creates an emotional connection.

But why does storytelling, in general, resonate so strongly with audiences? Well, it all comes down to psychology. Research has shown that stories activate parts of the brain that are associated with empathy and understanding. When we hear a story, our brains release oxytocin, which promotes bonding and trust. This makes us more receptive to the message being conveyed.

So, how do visuals enhance storytelling effectiveness? For starters, visuals can evoke emotion in a way that words alone cannot. Visuals can capture attention and create a lasting impression, whether a striking image or a compelling video.

Key Elements of Compelling Narratives

When crafting compelling narratives for your brand, several key elements must be considered. Let’s break them down:

Identifying your brand’s narrative: Before telling a compelling story, you must know what story you want to tell. Take some time to think about your brand’s values, mission, and unique selling points. What sets your brand apart from the competition? Once you clearly understand your brand’s narrative, you can craft a story that resonates with your audience.
The hero’s journey: One effective storytelling technique is the hero’s journey, a narrative structure popularized by Joseph Campbell. In this framework, the protagonist (or hero) embarks on a journey, faces challenges and obstacles, and ultimately undergoes personal growth and transformation. As a brand, you can apply this structure to your storytelling by positioning your product or service as the solution to your customers’ problems, guiding them on their journey to success.
Character development: Like a novel or movie, your brand should have its own personality and identity. This involves more than just having a catchy slogan or logo; it’s about creating a consistent brand voice and tone that resonates with your target audience. Think about your brand as a character in a story—what traits define it? By giving your brand personality, you can make it more relatable and memorable to your audience.
Setting the scene: To immerse your audience in your brand’s story, create a compelling setting or environment. This could be a physical space, such as a store or office, or a digital space, such as a website or social media platform. Pay attention to the design, imagery, and messaging used in these spaces, as they can help set the tone for your brand story and enhance the overall storytelling experience for your audience.

Choosing the Right Visuals

When choosing the right visuals for your brand, there are a few key factors to consider. Let’s explore them:

Types of visual content: Visual content comes in many forms, including images, videos, infographics, and more. Each type of visual has its own strengths and can convey different messages. Images are great for capturing attention quickly, while videos can tell a more in-depth story. Infographics are perfect for presenting complex information in a visually appealing way. Consider your brand’s goals and your audience’s preferences when choosing the right type of visual content.
Understanding your audience: One of the most important aspects of choosing the right visuals is understanding your audience. What types of visuals do they respond to? What are their preferences and interests? By tailoring your visuals to your audience’s preferences, you can create content that resonates with them on a deeper level. Conducting audience research and gathering feedback can help you better understand what types of visuals will be most effective for your brand.
Consistency is key: Developing a cohesive visual style is essential for building brand recognition and trust. Consistency in visual elements such as colors, fonts, and imagery helps reinforce your brand identity and make your content more recognizable. Whether creating social media posts, website graphics, or printed materials, maintaining a consistent visual style will help strengthen your brand’s presence across all channels.
The power of authenticity: In today’s digital world, authenticity is more important than ever. Using genuine visuals that reflect your brand’s real experiences and values can help you connect with your audience on a more personal level. Avoid using stock photos or generic imagery that feels staged or inauthentic. Instead, opt for real-life photos and videos that showcase the people, places, and products that make your brand unique.

Tools and Resources for Visual Storytelling

When it comes to visual storytelling, having the right tools can make all the difference. Here are some valuable tools and resources to help bring your visual storytelling to life:

Graphic design tools:
- Canva: Canva is a user-friendly graphic design platform that offers a wide range of templates, images, and design elements to create stunning visuals for social media, presentations, and more.
- Adobe Spark: Adobe Spark is another popular design tool that allows users to easily create graphics, web pages, and videos using professionally designed templates and intuitive editing tools.
Video editing software:
- Adobe Premiere Pro: Adobe Premiere Pro is a professional-grade video editing software with powerful features and tools for editing and enhancing videos.
- Final Cut Pro: Final Cut Pro is a popular video editing software for Mac users. It is known for its advanced editing capabilities and intuitive interface.
Stock photo and video websites:
- Unsplash: Unsplash offers a vast collection of high-quality, royalty-free photos that photographers contribute worldwide.
- Pexels: Pexels provides free stock photos and videos that can be used for both personal and commercial projects.
- Shutterstock: Shutterstock is a leading stock photo and video website that offers millions of high-quality images, videos, and music tracks for purchase.
Animation tools:
- Powtoon: Powtoon is a cloud-based animation platform allowing users to create animated videos and presentations easily.
- Vyond: Vyond (formerly GoAnimate) is a popular animation software that offers a wide range of customizable templates and characters for creating professional-looking animations.

Key Takeaways

Strategic visual storytelling is a powerful tool for brands looking to connect with their audience and elevate their digital presence. Experts at Mavlers say that by crafting compelling narratives and leveraging the power of visuals, brands can create authentic and memorable experiences that resonate with their audience on a deeper level. I encourage you to implement the strategies discussed in this guide and unleash the potential impact of compelling narratives on your digital brand. Remember, your story sets you apart and leaves a lasting impression on your audience.

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SEO & Digital Marketing

Adapting to Google’s New Reality – TopRank® Marketing

Published

8 hours ago

September 16, 2024

Josh Kuku

In the latter half of 2023 and throughout 2024, the SEO landscape has been thrown into upheaval. Monumental updates and changes have left many small- and mid-size websites reeling, especially in niches where they once outperformed larger competitors.

The reality is, SEO results almost never happen in a vacuum. Every action you take on your site is influenced by a web of concurrent developments — algorithm updates, SERP feature shifts, and more. This makes it difficult to isolate variables and pinpoint what’s really driving disruptions in your performance.

Understanding what’s currently happening in the world of SEO is more vital than ever for informing your strategy as you plan for what’s ahead in 2025.

A timeline of SEO turbulence: Late 2023 into 2024

The last six months of 2023 saw relentless volatility in the SERPs, with one major algorithm update after another.

August 2023 Core Update: This marked the beginning of a turbulent period, shaking up rankings across the board.
September Helpful Content Update (HCU): Previously separate from core updates, this iteration has left many sites struggling to recover.
October and November Core Updates: These continued the trend of volatility, with significant impacts on rankings and traffic.
Google’s Deal with Reddit: In February of 2024, Google licensed Reddit’s content to train its AI models. At the same time, Reddit’s presence in the SERPs exploded, sparking debate about its usefulness and safety for users. While Reddit’s AI overview appearances are dwindling, its influence on search visibility remains significant.
March 2024 Core Update: This 45-day-long update aimed to reduce unhelpful content by 40%, with harsh penalties for offenders. Sites were deindexed within days, making this one of the most impactful updates in recent memory.
August 2024 Core Update: With this update, Google acknowledged that many smaller sites saw major losses during the HCU, aiming to connect people with “a range of high quality sites, including small or independent sites that are creating useful, original content, when relevant to users’ searches.” Early results show some signs of recovery for those sites.

Adding to the complexity, Google replaced the First Input Delay (FID) with Interaction to Next Paint (INP) as a Core Web Vitals (CWV) metric. While not a primary ranking factor, INP and CWV could act as tie-breakers among top-ranking pages — a crucial detail given the fierce competition on the SERP today.

The rise of AI Overviews and the impact on organic search

In May of 2024, during Google I/O, Google launched its AI Overviews (AIO), formerly known as the Search Generative Experience (SGE) following a period of beta testing. Despite the initial excitement, AIO quickly came under fire for generating hallucinated answers.

Although its visibility has decreased, AIO still significantly impacts the SERP, pushing organic results down by an average of 900 pixels. This shift affects the click-through rates of even top-ranking pages.

It’s possible to have your content cited in AIO, which is theoretically prime placement. However, trying to tell where your site is appearing in these overviews is extremely hard (a “maddening adventure,” as Search Engine Roundtable puts it). Google Search Console currently lumps those clicks and impressions into overall data.

Learn more on our blog: Age of SGE: How Will AI Affect Search Traffic in the Next Decade?

The resulting outcome: More zero-click searches

As these changes unfold, we’re seeing a rise in zero-click searches — instances where users either get the information they need directly from the SERP without clicking through to any site, or create a new search because the initial results didn’t satisfy them. For the former case, this trend ties closely to Google’s apparent goal of keeping users within its ecosystem for longer, thereby increasing ad revenue. Features like AIO contribute to this, as they deliver information-rich content that satisfies user queries without the need for external clicks.

This change has profound implications for organic search. The traditional click-through rate curve may start to change shape, with even top-ranking positions losing their prime status as SERP features push them further down the page. Higher competition and the evolution of search behavior mean that being number one might not be as valuable as it once was.

Sounds scary, I know. But rest assured, there are steps you can take to confidently navigate these challenging times in SEO.

How to respond: Re-establishing your SEO strategy in 2025

Given the current landscape, it’s important to re-establish your baselines and goals. Don’t hyperfocus on year-over-year losses, especially if your site has been hit by updates like the September Helpful Content Update. In some cases, recovery might not be the right goal — stability could be the new success.

Here’s what you can do to adapt:

Prioritize Quality Traffic: Not all traffic is created equal. Focus on creating content designed to convert, following Google’s guidelines for helpful content as well as the Search Quality Evaluator Guidelines. Write for humans, not search engines!
Solidify Your Technical Foundation: Crawlability is key — Google needs to access your content easily. Core Web Vitals may not be everything, but as mentioned, they can break a tie when all else is equal. Audit your site’s technical state and incorporate elements like schema markup to help search engines quickly understand your content.
Emphasize Content Freshness: Google now considers multiple dates when crawling your content — byline date, syntactic date, and semantic date. Consistency across these signals is key. Avoid URL dates if possible, as they’re harder to update.
Bolster E-E-A-T: Expertise, Experience, Authority, and Trustworthiness should be the pillars of your content strategy. Author bylines, bios and expert quotes will help build credibility, while structured data helps communicate your industry niche and relationships to other organizations.
Optimize for Conversion: With organic traffic potentially dropping, optimizing for conversion becomes critical. Understand your user funnel and tailor CTAs to guide users further down the path. This way, any losses in traffic will have less impact on your bottom line.
Prioritize Your Efforts: When planning your action items, use a chart to outline resource intensity and estimated impact. This will help you prioritize tasks wisely.

Staying agile in an ever-changing world of SEO

SEO is inherently dynamic, but the strategies outlined here are evergreen. As the landscape continues to evolve, staying informed and adaptable is key. Focus on creating high-quality content, maintaining a strong technical foundation, and optimizing for user experience.

Working with an expert partner in all things SEO will help you stay in front of the curve, and your competitors.

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SEO & Digital Marketing

AI vs Marketing Agencies: Threats & Gains

Published

9 hours ago

September 16, 2024

Josh Kuku

AI is popping up everywhere in marketing these days leading us to think about the ultimate clash: AI vs marketing agencies. Sure, AI can handle data and trends, but what about the creativity and the human touch that agencies are known for? Maybe it’s not about one replacing the other but finding a way for both to work side by side.

Does it sound surreal? I don’t think so. We’re standing right at the edge of this big shift.

Even before the rise of the use of AI in digital marketing, marketing professionals agreed as Vineet Mehra said in Think with Google’s 2019 YouTube video:

We’re in an era where creativity, technology, and data will become the foothold of marketing culture.

From the pre-ai-xciting years of marketing, it has been expected that convergent and divergent thinking will work together to produce great creativity in the future, as affirmed by Nick Farnhill. In Think with Google’s video, the estimated date was 2030.

And in 2024, some things are crystal clear:

AI handles tasks like PPC optimization but still needs human strategy and creativity.
AI drafts content but lacks the emotional intuition that only marketers provide.
AI spots trends, but human insight is key to understanding them.
AI frees marketers for storytelling by automating repetitive tasks.
AI can boost global productivity by up to $4.4 trillion, with a major impact on marketing.
AI-driven personalization can lift campaign performance, like Michaels Stores’ 25% click-through rate increase.
Up to 90% of online content could soon be AI-generated, but human creativity remains essential.
Ethical concerns like algorithmic bias make human oversight crucial.

But there’s a lot more to unpack. Off to explore!

Want to jump?

Can We Really Jam Together?

What if AI could be your next creative partner? Not a replacement, but a collaborator.

There’s a lot of talk about AI vs. marketing agencies, but maybe it’s less about one winning out and more about how they can support each other.

AI is already changing how marketers work, and agency leaders are noticing it. In a video by Think with Google, they discuss how tools like Google’s Performance Max are streamlining ad placements.

AI can help sketch out ideas or show what a future ad might look like. But in the end, it takes human judgment to decide if those ideas fit the brand’s message. Sunil Naryani pointed out that AI is a tool that’s already crucial in today’s marketing plans.

The point is, it’s not about finding the “right” tool but figuring out how to use both effectively. Laurent Thevenet suggests that creatives should explore different AI tools, learning how to push boundaries while keeping that human touch.

So, it doesn’t have to be about choosing one over the other. You can rather find the sweet spot where AI supports agencies in delivering their best work. In this balance, we might see the rise of AI marketing agencies that mix data power with human creativity, keeping marketers effective in an ever-changing landscape.

Based on insights from McKinsey’s report, AI has the potential to streamline many marketing tasks, freeing up time for marketers to focus on the bigger picture.

Take content creation, for example. AI can quickly draft blog posts, social media captions, or product descriptions. This helps marketers keep up with the constant demand for fresh content across platforms.

AI handles the initial drafts, while marketers refine them to fit the brand’s voice. Instead of writing each piece from scratch, they can now focus on:

editing,
adding real-world examples,
and conducting deeper research to include reliable sources to make the content truly valuable.

Human creativity goes beyond what AI can do. For example, say you’re launching a campaign for a new product. An AI tool might suggest using certain lines, but an agency will think about how to tell a story that connects with people.

Then there’s data analysis. For example, AI can show which social media posts are getting traction or point out if a product suddenly becomes popular. This kind of insight allows marketers to make quick changes. If AI highlights that younger audiences prefer short videos, an agency can then shift focus to meet that demand. But here’s the thing: while AI can spot patterns, it doesn’t understand the “why” behind them. That’s where human intuition comes in.

The same goes for AI in SEO. AI can help:

flag broken links,
suggest internal links,
and even predict how website changes might impact rankings.

It’s like having an extra set of eyes on your site. But knowing which keywords to target and crafting content that connects with people? That’s all human.

AI is also changing how we approach ad campaigns. It watches ad performance around the clock, adjusting bids to get the best results. Instead of marketers constantly tweaking budgets, AI moves funds where they’ll have the most impact. This saves time, sure, but it’s still up to the marketer to set the strategy and decide on the direction.

Even in customer service, AI-powered chatbots are stepping in to handle basic questions, leaving human agents to deal with the more complex stuff. These chatbots learn from interactions and get better at giving personalized answers. But when the conversation becomes tricky, it’s the human team that takes over.

Ethical Considerations about AI: Where to Draw the Line

AI has changed how we collect and use data, but with that power comes big responsibilities. In a dynamic algorithmic model, predictions can happen faster than our ability to make decisions or even understand them, creating a time-lapse that isn’t easy to manage.

This leads to the ethical challenge: AI is an extension of human thinking, and if biases are built into the algorithms, they get digitally amplified. That becomes a problem when the limitations of a person or group become standardized, as exemplified by Sasha Luccioni:

As marketers, it’s on us to use data in a way that’s ethical and clear to our audience. We need to be transparent about AI-driven decisions and avoid bias while keeping the human element in our campaigns. It’s a tricky balance, but it’s key if we want to maintain trust in the industry.

What do experts think about AI and ethics?

Jason Furman, a professor at Harvard, talks about the need for understanding and regulation. He suggests that while having specialized AI groups is useful, the best approach might be to let industry-specific professionals take the lead. They know their fields and can handle AI in a way that fits with real-world applications.

Then there’s Michael Sandel, who raises concerns about how big tech companies use AI in digital marketing. He points out a problem many business leaders face: they can’t ignore the negative side effects of AI while also resisting government rules. You can’t have it both ways.

We’re at a turning point in digital marketing, where AI and human creativity come together to offer new possibilities. But this future isn’t just about fancy tech or piles of data—it’s about the stories we create and the connections we build.

As we move forward, the next chapter in digital marketing is yours to shape, if you are ready.

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