The integration of AI is reshaping the digital marketing environment, promising a transformative shift in how businesses engage with their audiences and deliver compelling messages.
Players in the digital marketing space says that key trends such as AI-driven personalisation and immersive technologies are set to shape the future of digital marketing.
Suss Digital Africa Founder and Managing Partner Dennis Maina, says that AI-powered organizations are skillfully riding the data wave, strategically deploying AI to gain a competitive edge, constantly innovating, and enhancing customer experiences.
“We have strategically positioned ourselves by investing in AI technologies, collaborating with like-minded entities in the tech space, and utilizing data-driven solutions to our campaigns. Adapting to these changes requires a proactive approach, and we aim to lead rather than follow in embracing the evolving landscape of digital marketing,” said Maina.
A global survey in 2022 found that roughly 90 per cent of marketers across 35 different countries use AI in some way in their digital marketing strategies.
Recent findings by Google show that that looking ahead, the future of digital marketing hinges on an astute combination of AI-driven insights and robust privacy frameworks.
This new horizon demands marketers to pivot towards strategies that respect consumer privacy while harnessing the power of AI to deliver personalised, impactful advertising experiences.
“Harnessing data lies at the heart of our campaigns. We utilize advanced analytics to comprehend audience behaviours, gauge campaign effectiveness, and fine-tune targeting. This data-driven approach not only facilitates the tailoring of campaigns but also empowers real-time adaptation and optimization, enhancing overall campaign performance and delivering tangible, measurable results,” adds Maina
According to experts, the continent's diverse, mobile-first consumer base presents unique opportunities for AI to revolutionise how brands engage with audiences.
AI's financial impact is currently estimated at an impressive $100 billion. Projections by experts suggest that by 2030, this figure will skyrocket to an astonishing $2 trillion.
However, it's not just about the numbers; this investment represents a significant level of trust, belief, and a shared vision for a future where AI takes center stage.
As per Gartner, 37 per cent of organizations have implemented AI in some form. The percentage of enterprises employing AI grew 270 percent over the past four years.