SMM Specialist or Artificial Intelligence: the peculiarities of using technology in business
Due to the emergence of automation services, requirements for specialists working in the field of SMM have increased. The employee is no longer just a good writer with mobile shooting skills. Now the creator must be able to create selling banners, work with LOMs and set up advertising campaigns. Artificial intelligence has evolved along with humans.
What AI can do
Modern marketing automation services monitor the interests of the audience, optimizing advertising for each user. The systems use analytical algorithms that are guided by consumer behaviour, psychological and demographic factors.
Artificial intelligence now uses a modern form of targeting. In social media, a marketing automation service analyses audience behaviour. Copywriting services are available to the business owner without the help of an SMM specialist.
Automation in creative production
The emergence of smart technology does not take away the work of SMM specialists, but makes their services more in demand in the market. A professional now needs to be able to work with design programmes. Mastering Premiere or Photoshop has increased an employee’s rate.
Artificial intelligence is useful where there is a lot of routine work. For example, when creating template videos or generic banners. Adobe Express and Crello help to fill social networks with advertising images created from blanks. The result has been a reduction in uniqueness in favour of sales efficiency and speed.
Flashtalking, Smartly Io and Bannerflow suggest removing humans from the entire production chain. Automated systems work according to a preset algorithm. They know how to create creative elements and run ad campaigns.
Robots make selling video ads for social media. For example, Invideo and Supa have fully automated the editing processes. There are more than a million templates in the database to help create a video in a minute. In addition to designers, AI solutions have emerged in the market that offer messaging for advertising messages.
Which is better: expert or AI
The SMM management profession will remain relevant for many years to come. For an automated marketing service to work, it’s important to set it up properly. Without an expert, AI doesn’t work yet.
Typical advertising solutions are not suitable for companies that want to stand out from the competition. Large companies need unique banners from human designers, and commercials from professional studios. Market research will be commissioned from marketing departments.
“Handmade” work will suit companies with a small advertising budget. More often than not, it is a creative business that wants to promote itself on social networks. The option is great for state-owned businesses whose news can only be found on social media.
Automated solutions are useful for small and medium-sized companies, as well as firms with a large range of products. The service allows for quick results at a fixed cost. AI is suitable for start-ups during MVP launches and for marketing departments to test theories.