Using AI to Complement Professional Marketing Services
AI has increasingly made inroads into marketing and advertising over the last five years, with a number of companies promising a turn-key, hands-free way to market any business, including a law practice. Meta promises a fully AI-driven ad platform by 2026, allowing users to do nothing more than enter their business’s URL in the tool, with Meta’s algorithms then taking over and generating unique messaging targeted to specific users.
Of course, it begs a lot of questions…can AI really craft effective and distinctive advertising that generates business for you? What can a marketing professional offer that you won’t find in an AI tool? What’s the best use of AI in your law firm’s overall marketing strategy?
What AI-Generated Advertising and Marketing Promises
The overarching promise of virtually all AI-generated content, including advertising and marketing, is simplicity and accessibility. The tools are designed to require minimal input and involvement by users. In addition, they don’t require any special knowledge or intelligence…the AI will take care of that for you. The only prerequisite with AI-generated advertising is the ability to pay for it. Furthermore, by making the process easier, AI ideally also makes it easier to spend, increasing ad revenues.
Why AI-Generated Advertising Can Never Fully Replace Marketing Professionals
Though there are ways that AI can be useful in a marketing campaign (as we will discuss later), there are fundamental shortcomings to using AI to generate truly individualized messaging, making human involvement in the process critical.
First, it’s important to understand that any AI tool is only as good as its algorithm and can only access its input. Unlike humans, who take in information through at least five different senses, and may absorb important information either consciously or subconsciously, an AI tool has only one way to take in information. As a consequence, users of AI often find that they need to be more specific in the input provided and that effectively using AI often requires more effort, rather than less. Look at a lot of the AI-generated content, which commonly requires substantial editing to ensure accuracy and minimize the risk of incoherent copy.
Additionally, the reasoning functions that AI tools employ are necessarily based on human reasoning. While AI continues to become more sophisticated, it’s still learning to reason and make decisions like humans do.
Furthermore, any good marketer will tell you that a significant factor in most purchase decisions is emotion. AI makes decisions based on data, which can be useful, but it can’t determine the potential extent that emotion plays in most effective advertising.
The Importance of the Human Factor
Life…and business…can be unpredictable, often full of nuance and subtlety. Humans understand these things, but machines generally do not. In the practice of law, for example, trends may change virtually immediately, with consumers suddenly looking for specific types of representation. An experienced and knowledgeable marketing professional can proactively recognize factors that may affect your practice and take almost immediate steps to adapt. If you’re relying too heavily on AI for your exposure, you’ll need to reprogram the tool to adjust your marketing strategy. In addition, AI may not be able to adjust very easily to the seasonal changes in your practice or changes in personnel. The flexibility offered by a human marketing consultant can help accelerate any necessary changes to your advertising and marketing campaign and can minimize the risk that you’ll spend critical ad dollars on yesterday’s strategy.
How AI May Be Useful in Your Digital Marketing
While we believe that an experienced professional is essential to the success of your marketing campaign, we also know that there are ways that AI can positively contribute to the effectiveness of your advertising.
- AI can help with keyword research and optimization—AI can help your marketing professional determine the most effective language to use in your advertising
- AI can help with the logistics of digital advertising, ensuring that your ads are seen by the right audience at the best time
- AI can process a lot of data, offering both analysis and predictive analytics
- AI can handle repetitive tasks, such as email marketing, data entry and the scheduling of ads
The Changing Role of Social Media Marketing Professionals in the Age of AI
If you’re wondering why you should pay a digital marketing professional when AI can supposedly do all the work for you, here’s our take on it. To have the most effective online presence, you need a living, breathing human being overseeing your campaign. At Internet Guru Girl, we will
- Continually monitor your online presence and your marketing strategy
- Regularly analyze critical data to ensure that we are providing the best return for your advertising dollars
- Work closely with you to design and implement a comprehensive campaign that provides visibility at many different stages of the process
- Maximize quality control and assurance throughout your advertising
We consider AI to be a tool in your overall marketing strategy. When AI can help us better understand your demographic and more quickly and accurately respond to changing needs and trends, we will embrace it. But we will always be in the driver’s seat, using our years of experience to maximize your return on investment.
Contact Internet Guru Girl for Individualized Attention
Let us create and manage a unique marketing campaign to build your law practice. Contact us online or call our offices at 214-415-4547 to learn more.
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