MATT BUCHAN

In today's digtal age, where consumers spend the majority of their time online, the role of a digital leader is more crucial than ever. Matt is tech-savvy professional responsible for crafting and executing strategies that connect businesses with their target audiences across various online channels. With extensive experience in managing global teams, multi-million dollar budgets, and driving online sales and other conversion metrics, Matt is a visionary leader passionate about Artificial Intelligence and digital transformation. He excels in navigating organizational change and leading teams through periods of growth and restructuring...

Core Competencies

Artificial Intelligence  - Strategic Planning - Team Leadership - Customer Acquisition - Product Marketing/Management - Business Development - Web Design - Lead Generation - Social Media - SEO - Marketing Automation - Global Digital Marketing & Sales Team Leadership - Demand Generation - Content Marketing - Reputation Management - Underwriting & Online Compliance

Artificial Intelligence

Having worked on major AI website content projects for a social media giant and aircraft manufacturer, I know the ins, outs, pros and cons of using AI. Don't be scared of using it to help you create meaningful and engaging digital content. 

Artificial intelligence, commonly known as AI involves machines mimicking intelligence processes within computer systems. These processes encompass learning, problem solving, reasoning, perception and language comprehension. 

AI advancements empower machines to execute activities that traditionally demand intellect like recognising visuals, understanding speech, making decisions and translating languages. AI is typically classified into AI for tasks and general AI capable of handling diverse intellectual challenges akin, to humans.

AI and your Digital Marketing...

AI has applications in marketing that can enhance the customer experience, improve campaign efficiency, personalise content and boost marketing effectiveness. Some common uses of AI in marketing include;

Segmenting Customers - By analysing customer data, AI algorithms can identify patterns and group customers based on their behavior, preferences and demographics. This allows marketers to create campaigns tailored to specific customer groups.

Predicting Trends - AI can forecast trends and customer behavior by analysing data. Marketers can leverage analytics to predict sales trends, spot potential leads and optimise marketing strategies for successful outcomes.

Utilising Chatbots and Virtual Assistants - Chatbots and virtual assistants powered by AI technology offer customer support by addressing queries and guiding customers through the sales process. These tools improve the customer experience by providing round the clock assistance.

Optimising Content -  Not only is AI capable of creating uniquie and engaging website content e.g. Crafting product descriptions or even engaging sales emails, AI tools also evaluate your digital content performance metrics and optimise website content for search engine like Google, Bing and Duckduckgo.

Targeting and Improvements - AI programs are able to examine customer information to enhance the targeting of advertisements, refine ad positioning and adjust budgets based on performance. This enables marketers to connect with the audience with tailored messages at the suitable times and multiple locations.

Streamlined Marketing Processes - AI can handle marketing duties, such as managing email campaigns, scheduling social media posts and nurturing leads. AI Marketing automation simplifies workflows, saves time and ensures timely communication with clients.

Overall, AI empowers marketers to base decisions on data insights  and customise interactions with their customers customers, automate routine tasks and refine marketing tactics for better outcomes. Through the use of AI technologies, marketers can elevate their campaigns all new levels and boost customer engagement levels and propel business expansion.

Can I use AI to create and write my social media marketing?

Sure you can definitely leverage AI to assist in creating content for your social media posts. AI powered tools offer support in tasks like suggesting post ideas, crafting captivating captions and even composing posts based on your preferences and input data.

Here are a few ways AI can enhance social media content creation:

Idea Generation - AI algorithms analyse topics, audience interests and engagement metrics to propose content concepts for your social media posts.

Caption Crafting - AI tools can create engaging captions, hashtags and compelling calls to action to boost interaction and engagement with your audience.

Personalised Content - AI enables the customisation of social media content according to user data, behaviors and preferences. This helps tailor posts to audience groups for increased engagement.

Content Aggregation -  AI driven tools gather content from sources like articles, images and videos to share on your social media profiles. This aids in maintaining a posting schedule and keeping your audience engaged.

Automated Scheduling - Social media management platforms powered by AI can analyse audience behavior to determine the times for posting and schedule content to maximise user interaction.

While AI is a tool for creating social media content it's important to ensure that the content reflects your brand voice messaging and overarching social media strategy. At the moment, human supervision is essential to review and adjust AI generated content to maintain authenticity and relevance, for your audience. By utilising AI in social media content development you can simplify your posting routine, boost engagement and allocate time to responsibilities.

Using AI for my creative on my website?

AI has the ability to produce visuals, for marketing using a technique called networks (GANs). GANs, a form of intelligence can create content like images by understanding patterns from existing data.

Tools powered by AI are utilised in marketing to craft images in ways;

Image Creation - AI programs can produce images of products, designs or scenes based on input criteria. These images find utility in advertising, product display and content development.

Image Enhancement - AI applications streamline tasks like editing images by handling tasks such as removing backgrounds adjusting colors and enhancing objects. This automation saves time and effort for marketers involved in visual content creation.

Tailored Visuals - AI has the capacity to personalise images according to user information, preferences or actions. Personalised visuals can boost user interaction. Offer customers a tailored experience.

Visual Discovery - Visual search tools powered by AI can scrutinise images to recognise products, similar items or associated content. This enhances the shopping journey for customers. Aids marketers, in showcasing products effectively.

Creative Interpretation - AI programs have the ability to change photos into styles or produce attractive designs, for marketing purposes. This can bring a flair to marketing materials. Catch the eye of potential customers.

Although AI generated images are beneficial for marketing it's crucial to guarantee that the images quality and relevance align, with the brands expectations and resonate with the intended audience. Marketing professionals can utilise AI technologies to simplify image creation procedures explore options and elevate the visual allure of their marketing initiatives.

Where and how do I start using AI in my marketing?

When incorporating AI into your marketing strategies follow these steps;

Establish Your Objectives - Clearly outline your marketing goals. Consider how AI can support their achievement. Whether you aim to refine customer targeting boost personalisation efforts optimise advertising campaigns or streamline tasks defining your objectives is key, to shaping your AI integration approach.

Evaluate Your Data - Data forms the foundation of AI driven decision making. Assess the quality, quantity and diversity of data accessible for AI analysis. The cleanliness and relevance of data play a role in the effectiveness of AI led marketing endeavors.

Choose Appropriate AI Solutions - Explore AI tools and platforms that align with your marketing objectives. Select tools equipped with functionalities like analytics, customer segmentation capabilities, personalised recommendations or automation features tailored to meet your requirements.

Incorporate AI into Your Marketing Toolkit - Integrate chosen AI solutions into your arsenal of marketing technologies. Ensure data exchange between systems to harness insights from AI effectively and elevate your marketing strategies.

Educate Your Team - Provide training for your marketing team, on utilising AI tools. Make sure they grasp the abilities of AI how to interpret insights generated by AI and how to include strategies driven by AI into their marketing campaigns.

Begin Gradually - Start by incorporating AI into an aspect of your marketing plan like email campaigns, personalised content or targeted ads. Keep an eye, on how AI initiativesre performing and slowly expand the use of AI across various marketing platforms.

Track and Improve - Monitor performance indicators (KPIs) to gauge the impact of AI on your marketing endeavors. Use insights provided by AI tools to enhance your campaigns refine targeting methods and boost customer interaction.

Stay Informed - The field of AI is always progressing. Stay up to date on the trends in AI technology tools available and best practices in marketing to ensure you are utilising cutting edge capabilities for your business.

By adhering to these guidelines you can seamlessly integrate AI into your marketing tactics achieve outcomes and maintain an edge, in the dynamic marketing industry.

Does AI Generated Content Effect SEO?

Click here for your answer!