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Design+ Generative AI’s impact on digital marketing

Table 1. Social media marketing campaigns
Campaign step Traditional approach One‑person approach with artificial intelligence (AI)
Goal setting Involves collaboration between multiple team members to A single individual sets campaign goals, utilizing AI tools to
define clear campaign objectives. analyze market trends and competitor strategies.
Audience research Conducted by a research team using surveys, focus groups, AI-powered tools like Hootsuite streamline audience research by
and data analytics. analyzing social media interactions and demographics.
Content planning A content team creates a detailed calendar, often involving One person uses AI tools such as Canva for design and ChatGPT
graphic designers, writers, and marketers. for content creation, with AI assisting in scheduling.
Content creation Requires collaboration between writers, designers, and A single creator can produce and edit content using AI tools that
videographers. automate design, video editing, and copywriting.
Execution Managed by social media managers who publish content and AI tools assist in scheduling posts and automating responses,
engage with the audience. enabling one person to manage multiple platforms.
Performance analysis Analytics teams evaluate the success of the campaign using AI-driven analytics platforms provide real-time data, allowing a
various tools. single person to assess and optimize the campaign.

clearly defined. These objectives might include increasing enables faster, more responsive marketing efforts that can
brand awareness, driving traffic to a website, or boosting easily pivot based on real-time data.
sales. Once the goals are established, the next step is In this scenario, we are roleplaying as a small business
audience research, where marketers gather insights about owner who has recently launched an limited liability
the target demographic, including their preferences, company specializing in bespoke grooming services for
behaviors, and the platforms they use most frequently. high-end clients who own purebred dogs. The business is
With the target audience in mind, the campaign moves focused on offering in-home grooming services that feature
into the content planning phase. This involves creating a creative styles and vibrant hair dye coloring tailored to the
content calendar that outlines what will be posted, when, preferences of discerning pet owners. Despite the owner’s
and on which platforms. Content can range from images lack of background in content creation, they are determined
and videos to blog posts and infographics, all designed to to build a strong online presence to attract and engage their
resonate with the target audience. This is followed by the target market. The goal is to leverage AI tools, in this instance
content creation phase, where these materials are produced, ChatGPT-4, to create and manage a compelling social media
often requiring skills in graphic design, copywriting, and marketing campaign that effectively showcases the uniqueness
video editing. and luxury of their services, ultimately driving customer
Once the content is ready, the campaign enters the engagement and growth in this niche market. Please note that
execution phase, where posts are published according to the paid models are multi-model with the ability to output
the schedule. During this phase, it is crucial to engage with text, images, code, and more; therefore, creators cannot use
the audience by responding to comments and messages most free versions to obtain the same results.
promptly. Finally, after the campaign concludes, the The first step in this process would be to define the
performance analysis phase involves reviewing metrics brand and audience – inputting the description of the type
such as engagement rates, click-throughs, and conversions of business the person has, what services they provide, and
to assess the campaign’s success and gather insights for asking who might be the best target audience. The response
future efforts. from ChatGPT-4 was:
In traditional settings, executing this process would “As the business owner, the first step is to clearly
require a full team of specialists. However, advancements in define the brand’s identity and the target audience.
AI have significantly reduced the need for large teams. Today, The brand is positioned as a luxury service provider,
a single individual equipped with the right tools can manage emphasizing exclusivity, creativity, and personalized
the entire campaign. For instance, AI tools like ChatGPT care. The target audience includes high-net-worth
can handle copywriting, while platforms like Canva allow individuals who are passionate about their pets and
non-designers to create professional-quality graphics. This willing to invest in unique grooming experiences that
trend toward smaller, more agile teams means that the skills go beyond the ordinary.”
most valued in digital marketing now include proficiency in Having defined the brand and audience, one can move
AI tools, data analysis, and an ability to quickly adapt to new on to leveraging the tools for content creation. First, a
technologies. This shift democratizes content creation and name for this luxury bespoke pet grooming business was

Volume 1 Issue 1 (2024) 6 doi: 10.36922/dp.4776