What is AI Powered Digital Marketing in Brand Building?

The introduction of change in any industry is always confusing and costly. It is even worse and scary in the tech industry, where technology has always been intimidating and disruptive.  That is why there should be a process for introducing any tech tools, especially those that affect the business landscape, where brand building is a long-term process and needs a strategic approach to avoid disruption, distraction, and confusion in already established systems.

So, in digital marketing, especially content marketing, fear, and confusion might be whether SEO has flipped for Google's SGE [Search Generative Experience] optimization or whether these two frequently misunderstood content creation strategies have become synonymous in AI-powered Digital Marketing. Before diving in, you might wonder what AI-powered digital marketing is now.

What is AI Powered?

The term looks scary, especially if one still has the hangover scares of ChatGPT and its hype in the market. Then, find out later that Chat GPT and chatbots were not as scary as most people seem to have taken them to be and not as groundbreaking as most tech enthusiasts wanted people to believe. It is just like any tech tool like any other tool in the tech industry that is mostly likely to fade and be used like any other simplest tool in any industry.

In the digitalized world, if you know, you know. And reality should strike when you know that power means easing the use of anything as an agent of power. In this case, AI tools and Machine Learning are the agents of power. You have already heard about the agentic power of future models of AI tools like ChatGPT and Gemini. All tech tools are, therefore, created to power business operations and processes. 

So, there is nothing to be scared of. But to adopt, adapt, and transition with the changes.  Remember, business is business. The game might have changed and constantly changed. But the rules of branding and marketing for brand building haven’t changed. They need adaptability and innovation to thrive in digital marketing. So, how can you best understand AI-powered digital marketing? Here are the aspects that involve AI-powered Digital Marketing.

SGE Optimization

It is not a digitized creature like a robot or chatbot. It is an AI-powered search engine. That stands for Search Generative Experience. Therefore, your content should be relevant enough to answer search queries on recently established AI overviews. Just like Search Engine Optimization, your content should be human-centric. Whether for paid ads or organic reach, your target audience is human, not algorithmic.

Though it steals the user experience of surfing, browsing, and skimming for intensive reading, it is probably here to stay and changing the whole experience of organic search and brand reach that professional digital marketers and SEO professionals were used to as online advertisers.  The central survival strategy is to understand the SGE concept and its implications for content creation in the context of traditional SEO to avoid confusion in your content creation strategy.

Its focus is generating ideas and content faster and more accurately than retrieving information from various highlighted page rankings. One might want to also look at the flip side that, of course, it could be faster and more accurate, but doesn’t it make researchers lazy and short-change the high standard in intensive reading that promotes mental strength for analyzing and evaluating for appropriacy and relevance by the researcher like me?

I feel guilty of being spoon-fed information. It takes away that excitement of digging deep into big data for more relevant information. The bottom line is to make sure your content is more human and consumer-centric for brand search, discoverability, and reach. That will boost conversion for solid brand building.

Personalization

It is an AI marketing strategy based on consumer data collection. As sensitive as it has become with the new rules on privacy policies and regulations of data collection. You cannot run away from it as it has become the most reliable strategy for targeting relevant users in advertising campaigns for sales conversions and high ROI. Just like the context of traditional SEO, the AI-powered Generative Search also means you need to bring in the element of human approach to satisfy user intent queries. 

You need to create helpful, insightful, and engaging content for your target audience. Forget algorithms and think of persona and their problems and solutions that they are seeking on the internet. AI-powered search does not mean your business website is a right off. Craft content that answers questions and solutions that will promote credibility and loyalty from your readers and users.

When we say personalization, it is not about the names of your clients but knowledge of their problems and solutions that suit them and help them solve their problems for transformation and progress and their journeys in life and business. That is how it should be for solid brand building in the digital economy.

Omni Channel

In the AI gold rush, relying on a single channel might compromise your digital marketing efforts. All platforms seem to have adopted and are transitioning into fully fledged AI-powered platforms wherever appropriate and applicable for boosting brand search, discoverability, and reach. Still, content creation remains the foundation for meaningfully channeling your branding and marketing messages based on the purpose and value of your business venture.

That makes it easy to choose channels with clear and relevant brand messages. That is when you might need to exercise some caution with AI-powered content creation from ChatGPT or Gemini. Remember, these tools are not human enough to understand and perceive the context of your brand, especially its purpose and value, and how best you can present it on different platforms to fit different audiences.

It is helpful to use a variety of channels to enable brand reach and access to your offers. If the power of social media is well tapped, it can successfully integrate your marketing efforts for brand, message cohesion, and consistency. AI-powered or not, content creation on any platform should be purpose and value-based to provide solutions that your creative venture is about. That is branding and marketing for solid brand building.

Dances and gyrating on Tik-Tok are for entertainment and socializing. For branding and marketing, LinkedIn or Instagram can help you create that air of being unique and credible for impact and influence in the business world. Your AI-powered branding and marketing efforts should focus on brand building. That will make your brand easy to identify, search, discover, and reach for visibility and presence online.

Automation

Automation is as good as consistency, systematic, and efficient. If it is AI-powered, it becomes faster and better, perhaps with efficient human data input. So, it is about data input, systems, processes operations, and reviews to see whether it is working in providing solutions for the benefit of all concerned. Most Marketers who have embraced AI in measurement, automation, and personalization find it valuable and predict it will transform marketing by 2030.

So, be ready to embrace any AI-powered tools and apps in marketing. However, you should not panic. Traditional automated tools have been there but are now AI-powered on CRM platforms with automated workflows for project management. Monday.com is a typical example that has since been using tech-powered management systems, processes, and operations.

Right now, every competitor wants to be more than Monday.com by injecting AI power for efficiency and perhaps faster than traditional CRM platforms like HubSpot. I have always wondered why HubSpot doesn’t advertise its brand on YouTube Videos as often as Monday.com and Grammarly do. Maybe they are more organic than paid advertising. You can also experience the effect of AI automation in personalized data collection, where its impact on targeting qualified leads on ad campaigns has been impressive.

However, people have become sensitive to AI-powered data collection. In digital marketing, personal data collection has long been a gold currency by pioneers like Amazon, which broke through the market through consumer and user data collection. The strategy improves user intent identification, satisfaction, and loyalty for high sales conversions. That boosts brand building for longevity and thriving in the market.

Monitor

Mastering measurement in marketing has always been a challenge. The impact of marketing is a complex subject. That is why AI is said to be changing the game with the ability to enhance audience segmentation and targeting, predictive analytics, and optimization of ad spend and content.  It’s not about numbers but transformative solutions for achievement in what you do and offer in the market. That is why monitoring is more practical and easier to measure marketing impact in brand building.

You can do that through data analysis and customer feedback. Review results that matter from your marketing goals and your KIPs from various integrated channels. AI-powered data insights help make informed decisions to avoid decision paralysis that comes with constant disruptive tech tools and apps, with promoters and marketers flooding them to be used even in their experimental stages.

AI tools and apps, especially those meant to churn fast conversions, need careful examination and monitoring to see whether they are what the promoters say they are and whether they are doing the job as reflected in the unique value proposition and brand promise. Most hardly think of such consideration when they take their products out into the market. Remember, it’s a fast and furiously competitive tech world. Everyone wants their product to make it big in the world.

 It is even more valid to be well guaranteed with a lengthy free use to see whether the AI-powered tools or app is producing results as promised. Your monitoring should focus on three basic analyses based on whether the tool, app, or idea is transformative to what you have already been doing and if it is a solution for profound achievement from what you do and offer in the market.