Anirudh Singh

As technological and social advancements sweep the globe, the digital marketing industry is expanding rapidly. Every day new developments in the industry appear, and artificial intelligence is no exception. AI has revolutionised the path for digital marketers; by leveraging AI in digital marketing, professionals can employ data-driven strategies, enhanced personalisation and customer targeting, improved efficiency, and cost-effectiveness, gaining real-time data insights for campaigns. Therefore, understanding the role of AI in digital marketing has become incredibly significant not only for marketing professionals but also for firms to gain a competitive edge.

Artificial Intelligence: A Background

Before delving into the application of AI in digital marketing, it is first important to highlight its history. Putting it in very colloquial terminology as many know, AI is a form of technology that has the potential to think and act like humans and complete assigned tasks in mere seconds– those which humans may take hours to complete. The evolution of AI in digital marketing is not an earth-shattering development; the phenomenon can be dated back to the 1950s when researchers applied linear programming and game theory concepts to predict consumer trends, transforming into neural networks in the 1970s. In the late 1990s and early 2000s, the boom of the Internet and E-Commerce opened the door for online marketing and advertising. From 2010 onwards, the advancement of machine learning, big data, the Internet of Things, and SAAS have changed digital marketing algorithms completely; now, marketers can leverage AI such as Chat GPT, Copilot, and many other AI-driven tools to complete tasks that would previously require many hours of labour.

Impact of AI in Digital Marketing

The impact of AI in digital marketing is very profound and visible in nearly every corner of the industry. For instance, AI has impacted the process of social listening and target marketing, especially using software like Emplify where marketers garner insights and data under one roof to streamline data management. Similarly, for search engine optimisation and content creation, AI can extract metrics from search engine databases in turn helping in the creation of content for target audiences. To enhance effectivity, AI also has a profound impact on email marketing and paid Google, Meta, Instagram and LinkedIn advertisements by formulating crafted content to audiences via optimisation of ad bidding strategies based on factors like behaviour, device type, and location. 

Benefits of Using AI in Digital Marketing

Before discussing the challenges and ethical considerations of the technology, it’s important to discuss the benefits of using AI in digital marketing. As much of the industry is aware, AI has many benefits for digital marketing; some of the most significant, however, are as follows. All of these benefits need to be properly acknowledged before a deeper discussion on the topic moves forward.

Prediction of Client Behaviour

For any business to grow, it is incredibly important to understand the behaviour of its client. Here, AI plays a vital role by making these efforts simpler and more cost-effective for marketers. AI tools can use statistical decision trees to understand customer behaviour, review past data, and suggest the best marketing strategy for marketers to better understand current and potential consumer patterns .

Customer Engagement

Understanding customer engagement is a challenging task for any marketer or agency;  it is frequently said that customer acquisition cost is far more than retention cost. Using AI-driven tools, marketers can scope out which customer segments they have to target to get the maximum acquisition. AI can also help them to track what each customer wants based on behavioural patterns, thus providing a blueprint for effective engagement that appeals to emotions.

Target Audiences

Selling a good or service to an unknown consumer is a very challenging and frustrating task. Traditional marketing saw the analysis of data and consumer preferences manually to target customers and sell their products; however, with the advancement of AI targeting customers and strategically segmenting them has become less time-consuming and more cost effective. Seemingly, all marketers need to do is feed their consumer data into AI which in turn generates tailored content, preferences and strategies to target the different segments who are interested in buying the product, thus broadening possibilities for marketers to strategise. 

Automation of Repetitive Tasks 

AI not only helps marketers and companies to engage the customer and target audiences but also helps to automate repetitive tasks. Through AI, marketers now automate pay-per-click (PPC), content for email marketing, search engine optimisation (SEO) and potentially social media content, which could have been traditionally laboursome and repetitive prior to AI’s initiation.

Customer Relations

Customer Relationships are all about loyalty and customer support, and AI has proven itself a strong candidate in maintaining these relationships. With AI assistance companies can gauge customer relationships that would require human capital traditionally. For instance, many companies have employed AI as the preliminary feature for aiding consumer queries in a format similar to texting. Although beneficial for cutting costs in many regards, employing AI for managing customer relations must be dealt with in a conscientious manner, as consumers often prefer human contact and possess queries that go beyond the scope of artificial means.

Overcoming Challenges and Ethical Considerations

One of the biggest challenges with AI’s use in marketing is the issue of transparency. In 2018, Amazon came under backlash when its AI recruitment platform collected the details of male and female candidates and favoured male candidates. Later on, Amazon relinquished that particular AI tool, but its use raises questions about transparency and bias in recruitment. If companies are using AI to collect data, they should remain transparent and inform people well ahead in advance about the purpose and application of their data collection.

Another challenge of using AI is privacy. Before collecting data to be used by AI, customers have the right to know how their data will be used and if they want to step out from this data collection. For instance, in 2020 Google was under attack when it collected the details of children under the age of 13 from YouTube without their parental consent and was fined 170 million dollars from the Federal Trade Commission. For marketers to employ AI, they must do so in a way that promotes accountability and ethical practices.

Bias is another common limitation to artificial intelligence. For instance, AI can be biassed if a marketer feeds the biassed data into it, which in turn yields untrue results which may be employed in a misconstrued way. Additionally, creators of AI software may possess inherent biases which in turn is implemented into the behaviour of their platform. For instance, AI’s use in creating photographs has perpetuated stereotypes, as seen in advertisements from EPIC museum in Dublin. Fact hallucination, reasoning errors, and use in creative sectors less driven by numeric data are all considerations that must be addressed and accounted for by marketers employing AI effectively. As such, knowledge of the technology’s limitations at the same level of its strengths is paramount to leveraging its use in marketing successfully. 

Future Trends and Challenges of AI in Digital Marketing

To conceptualise the future for AI and digital marketing, one can turn to the words of a key researcher in its field. “When it comes to how AI is shaping the future of digital marketing we need to understand its current role in digital marketing. AI not only helps us to understand consumer behaviour or enables tailored content, it’s also a great tool that enables marketers like us to anticipate future trends and needs.  But challenges are always there and will always remain there such as data privacy and biases and therefore to strike a balance between them and to ensure we remain on the right path is the hour of need for every digital marketer”, says Dr. Eamonn O’ Raghallaigh, PhD and Digital Strategist at Trinity College Dublin. As such, employing AI in a way that keeps the consumer at the heart of operations in an ethical manner can be extremely beneficial for garnering a competitive edge in the evolving marketing landscape. By employing its usage in relevant and ethical spheres while acknowledging and diverting its disadvantages, marketers can improve ROIs, provide valuable insights, and better target their consumers.

Ayesha Ahmed & Michael D. Mooney 

The recent Business Breakfast hosted by TCD Foresight Business Group featured speaker Carolan Lennon, Country Leader at Salesforce Ireland. Ms. Lennon, known for her trailblazing efforts in the tech industry, shared her insights on the transformative power of education, the values that drive Salesforce, and the importance of diversity, equity and inclusion within her speech. Additionally, the breakfast provided a space for getting to know professional Trinity alums who are excelling in their field and were open and ready to help current students with their questions concerning business, the job market and politics. 

In her address to the breakfast attendees, Lennon shared her experiences as a woman in a historically male-dominated field, and the significance of her work in shaping the future of business in Ireland. For those who couldn’t attend, here were Lennon’s main talking points:

Education as a Game Changer

Ms. Lennon emphasised the pivotal role of education as a game changer in her professional journey. Having studied computer science at University College Dublin (UCD) in the 1980s, Ms. Lennon recognised the need to broaden her knowledge base and pursued an MBA at Trinity College Dublin. This proved to be an invaluable decision, equipping her with the skills and mindset necessary for success in the ever-evolving tech industry.

Salesforce’s Customer-Centric Approach

Ms. Lennon shed light on Salesforce’s unique approach as a customer centric company. Since its inception in 1999, Salesforce has been at the forefront of customer relationship management (CRM), revolutionising sales, marketing and commerce. The company prides itself on bringing customers and companies together by fostering trust, promoting equality and championing sustainability. Salesforce’s commitment to social impact is evident through its pledge to donate 1 percent of its profits, time and products to charitable causes, accounting for nearly $800 million USD in donations to date.

Breaking Barriers and Building Networks

Transitioning from the telecommunications industry to technology, Ms. Lennon faced the challenge of rebuilding her professional network. She emphasised the importance of owning one’s career and taking action, advocating for clear communication with superiors about career aspirations. Her experience highlights the significance of not only focusing on learning new technologies but also actively nurturing relationships and seeking opportunities beyond the confines of one’s daily work.

Diversity, Equity, and Inclusion

Ms. Lennon passionately discussed the importance of diversity, equity, and inclusion (DEI) in the workplace. Citing research and results, she underscored the positive impact of diverse teams on performance. She recounted her experience at a previous organisation where she helped in transforming the gender ratio from 9:1 to 1:1. Additionally, she acknowledged the need for greater diversity not only in terms of gender but also in terms of socioeconomic backgrounds, emphasising that true diversity extends beyond surface-level differences.

The Rise of AI and the Future of Business in Ireland

Looking ahead, Ms. Lennon identified artificial intelligence (AI) as the next major technological evolution. While acknowledging the increased interest in AI adoption among CEOs, she highlighted the importance of understanding its ethical implications and ensuring its accessibility and applicability. She also emphasised the need to address biases embedded in AI technologies, which often mirror the biases present in society. The future of business in Ireland, particularly in the tech sector, is heavily influenced by ongoing developments in AI.

Irish Women Breaking Barriers

As a woman diversifying a historically male-dominated field, Ms. Lennon encountered her share of challenges. However, she found a supportive environment at Salesforce, aligning with the company’s values of equity and inclusion. Her advice to aspiring professionals, particularly women, is to actively engage in extracurricular activities such as networking groups and to assertively communicate career aspirations to supervisors. Research on workplace dynamics and statistics on women’s experiences in Ireland can shed further light on the progress and areas for improvement.

The Referendum and the Changing Workplace Landscape

In light of the recent referendum concerning women and working from home, her insights become even more relevant. The evolving workplace landscape demands a renewed focus on equity, flexibility and inclusivity. As Ireland seeks to create a more balanced and empowered workforce, her experiences and perspectives serve as valuable touchstones for progress. 

Conclusion

Throughout the breakfast, Ms. Lennon delved deeply into her journey from telecommunications to technology, exemplifying the power of education, resilience, and a values-driven approach. Her experiences combined with the engaging conversations of Trinity alumni helped foster a sense of community, and a reassurance that yes, other people who went through the similar courses did find light at the end of the tunnel. Thank you to all participants who helped students gain an insight on how to actively pursue career opportunities, and contribute to a more inclusive and innovative future for businesses in Ireland and beyond.

Ana Clara Brevi de Moura

Dublin’s Entrepreneurial Ecosystem

Starting a startup is a dream for many, but turning that dream into reality comes with its own set of challenges. Luckily, Dublin offers a wealth of resources and opportunities to support innovators and foster an entrepreneurial ecosystem.  For aspiring entrepreneurs, February was a busy month with a highlight being the virtual edition of the Founder Weekend, attended by over 30 entrepreneurs pitching their business ventures after an intense weekend of ideation, workshops and mentoring. The programme was hosted by RDI Hub’s own Gearoid Kearney and Maeve Lyons who conducted all the activities and answered questions.

The Role of Events in Entrepreneurship

Events like these, as stated by Veronica Breene, founder of Vesta Insights, play a crucial role in igniting motivation and fostering networking opportunities. For prospective founders and students eager to delve into the entrepreneurial experience, the Founder Weekend  aims to provide an invaluable chance to meet like-minded individuals and exchange innovative ideas. The atmosphere of encouragement and support empowers attendees to take action on their aspirations by showcasing the journeys of more experienced entrepreneurs, providing mentors guidance, and introducing practical tools to translate their vision into actionable steps.

Leveraging Technology for Startups

Dublin stands out as one of Europe’s top Tech Hubs, offering unparalleled opportunities for entrepreneurs. In today’s business landscape, where technology is pivotal, acquiring digital literacy is crucial for entrepreneurs aiming to optimize operations and develop a Minimum Viable Product (MVP). An MVP, which includes just the essential features, is launched to capture early adopters and collect valuable feedback for ongoing refinement. Advancements in technology now simplify the launch of MVPs to the market and facilitate the collection and analysis of user feedback more efficiently than before.

During the “Prototyping with no-code” workshop, André Balico, NDRC Senior Program Associate, drew attention to the availability of several no-code and low-code resources for entrepreneurs without  programming expertise seeking to test their ideas. Recognizing the high demand for technological skill development, Balico introduced platforms like Stacker and Glide – stressing the importance of entrepreneurs familiarizing themselves with these kinds of tools and prioritizing features wisely, cautioning against the common tendency to overload prototypes with unnecessary functionalities. Echoing this sentiment, Gearoid Kearney, Regional Lead at NDRC and Programmes Associate at RDI Hub, emphasized the significance of reflecting on the functionalities that address the pain points of the target audience. This process of prioritization, Kearney points up, is essential for founders to effectively validate their ideas and streamline their product development process.

The Importance of Market Validation

A central goal of these events is to hone and validate business ideas, which is vital seeing as a significant cause of startup failures is offering solutions with no market demand. CB Insights reports that this issue leads to 42% of startup failures, with insufficient funds at 29% and not having the appropriate team at 23%.

To prevent this common error, the Founder Weekend provided the attendees several tools and advice on discerning the genuine needs of the market they sought to enter, laying a firmer groundwork for the next steps of founding a new venture.

Setting Goals Post-Validation

Breene advises founders who have recently validated their idea to focus on one critical goal that can significantly impact the growth of their business. Whether it’s securing funding or finding a co-founder, the focus should be on setting tangible goals and taking consistent action to achieve them.

Ireland hosts a variety of organizations dedicated to nurturing emerging entrepreneurs within its startup ecosystem. With an abundance of pre-accelerator programs and similar initiatives, these entities offer the essential guidance, networking, and support required for turning innovative visions into successful businesses.

Embracing Diversity in Entrepreneurship

Another noteworthy aspect of the recent Founder Weekend was its ability to bring together a diverse range of individuals, marking an important stride towards inclusivity. The virtual format of the event allowed for successful engagement with participants from across Ireland’s counties and from abroad, bringing together diverse talents. This online approach enabled wider participation than traditional in-person events, reaching an audience that might have been unreachable otherwise.

Breene stresses the critical need for incubators to acknowledge and champion diversity, aiming to elevate groups traditionally marginalized in the entrepreneurial sphere. She argues that such a commitment can cultivate a more inclusive and vibrant startup ecosystem, one where innovation flourishes irrespective of an individual’s background or identity.

Moreover,  these initiatives have a special opportunity to advocate for diversity and inclusiveness, guaranteeing that the upcoming wave of businesses mirrors Ireland’s diverse pool of talent. This approach is key to building a stronger, more adaptable entrepreneurial ecosystem.

Conclusion

The Founder Weekend’s virtual edition exemplifies the vibrant entrepreneurial landscape in Ireland, where innovation knows no bounds. The event not only provided a platform for startups to pitch their ideas but also fostered a community of support and collaboration which is essential for a thriving entrepreneurial ecosystem. Aspiring entrepreneurs were empowered with invaluable insights, practical tools, and networking opportunities to propel their ventures forward. Moreover, the event’s achievement in terms of diversity and inclusivity reflects the necessary commitment to building a more dynamic and resilient startup ecosystem open to all. Ultimately, initiatives like Founder Weekend will continue to play a pivotal role in shaping the future of entrepreneurship in Ireland, driving innovation and fostering success for generations to come.