In the rapidly evolving world of digital marketing, Artificial Intelligence (AI) plays an increasing role. In our latest blog post, we chat with Adam Pinter, the Lead Digital Marketing Specialist at CLIQ, about the role of Artificial Intelligence (AI) in digital marketing. With a passion for cutting-edge technologies to craft impactful campaigns that enhance conversion rates, he has been with CLIQ for over four years. His expertise lies in using Artificial Intelligence (AI), machine learning, and automation to refine campaigns and amplify ROI. Continuously delving into the newest marketing trends and keeping abreast of industry advancements, he ensures the delivery of top-tier results.

Adam shares his insights on how AI is changing the game. He highlights the opportunities AI offers for innovation and staying ahead in a competitive market and explains the impact of technology on marketing strategies, offering practical insights for professionals in the field. With a look at the present and an eye on the future, Adam gives us his take on where digital marketing is headed with the help of AI. Not only interesting for our industry but also for many others!

How do you see AI-driven technologies creating new opportunities for innovation and competitive advantage in digital marketing?

There are tons of exciting new tech solutions today which offer all kinds of services from looking at data, copywriting, making banners and generating videos. If you get good at telling (Generative) AI exactly what you want (prompt engineering), you could lead the way and get ahead of the competition in digital advertising.

For example, we’ve been heavily experimenting with Google Ads with a campaign type called Performance Max. This kind of advertising campaign uses videos, text, and images, and AI mixes them up to show ads to people who are more likely to be interested. This campaign uses Google’s most advanced AI models; Gemini and Imagen 2. We have been learning the best ways to work with AI-powered Google campaigns and keep improving by switching up the assets we use. I’m glad to say that my team is pushing boundaries with AI-powered campaigns, and we are lucky to have the backing from CLIQ which supports creative and innovative approaches.

As AI becomes more integrated into digital marketing, what skills do you believe are essential for future marketers to possess?

Indeed, AI has become a more and more integrated part of our everyday work life! Firstly, one skill that will become even more important than today is to be able to analyse and understand data. It’s not just about making things look pretty and nice; it’s about ensuring they work well for the business and attract customers. Marketers need to fully grasp who they’re trying to reach with their messages.

Creativity is also vital. The digital world is crowded, and the competition is strong, so standing out with fresh and engaging ideas can make a big difference. We need to be proactive and look for new ways to capture our audience’s attention.

Good communication is another important skill. It’s not enough to have great ideas, we also need to be able to explain and sell these ideas to others in our team or organisation. This means being clear, convincing, and ready to back up our proposals with solid reasoning. But communication does not stop here, we also need to become masters in communicating with AI models and tools, therefore learning prompt engineering is a must.

It’s crucial for marketers, and everyone to be aware of the safe and responsible use of AI as well. This means being vigilant about not sharing confidential information or sensitive data. This is also very important to CLIQ, and we make sure that we brief our employees and educate them properly. As AI models become more sophisticated, the potential for misuse or accidental exposure of private data increases.