The digital marketing landscape is becoming increasingly complex, with marketers having access to multiple sources of data. However, the question arises – does having access to multiple data sources necessarily make attribution easier? The answer is not straightforward.
While data can provide valuable insights, the lack of the right talent to maximize the use of AI in interpreting and utilizing this data is akin to having a Ferrari and not knowing how to drive, as Hiren Desai, head of digital marketing, ASEAN and South Asia, Standard Chartered Bank, aptly puts it.
The Digital Marketing Institute (DMI) has responded to the high demand from marketers by introducing its initial Artificial Intelligence (AI) in Digital Marketing course, which offers Digital Marketing Certification.
According to the 2023 Membership Survey conducted by DMI, the decision to introduce the course was made as AI was identified as the most desired skill for members to enhance within the next year.
The AI knowledge gap for marketers will be bridged by the course, catering to all levels from junior to CMO. By providing hands-on practical lessons, toolkits, and real-world examples, students will acquire the skills to effectively use AI technologies for gaining insights and enhancing campaigns.
The AI skills gap in the digital marketing industry is a pressing issue. AI holds immense promise for both marketers and customers, offering the potential for personalized marketing goals, improved customer retention, and novel ways of engaging consumers. However, without the necessary AI skills, these benefits remain largely untapped.
Details of the New AI in Digital Marketing Course
The program is designed to provide a comprehensive understanding of how AI can be effectively utilized in digital marketing. The course content is meticulously structured, covering a wide range of topics from understanding the customer journey to leveraging technology for industry-specific needs.
The main objective of this course is to improve digital marketing skills by delving into AI-based marketing techniques, enabling students to effectively utilize tools such as ChatGPT and Stability AI for research purposes. Additionally, it aims to equip students with a thorough understanding of AI data-driven marketing strategies.
Learners will also gain the ability to utilize AI tools in order to aid in tasks such as creating content, making decisions based on data, and designing creatively.
The course is available online and consists of four interactive modules, with a total of 5.5 hours of self-paced learning material.
- The first module focuses on the use of AI in digital marketing.
- The second module delves into the implementation of AI-driven digital marketing strategies.
- The third module covers various AI tools such as ChatGPT, Stability AI, and other intelligent tools that are useful for marketing purposes.
- The fourth module highlights the essential skills that marketers need in an AI-driven world.
The Future of AI in Digital Marketing
The launch of the AI in Digital Marketing course is a significant step towards addressing the AI skills gap in the digital marketing industry. However, the journey doesn’t end here. As the digital marketing landscape continues to evolve, so too will the role of AI in this industry.
According to Ken Fitzpatrick, the CEO of Digital Marketing Institute, AI is considered as the most significant trend to impact the marketing field in over 10 years. With the continuous release of new tools and the constant growth of AI’s potential in improving marketing strategies, this course has been specifically created to equip marketers with the necessary tools and knowledge to take advantage of the potential offered by this technology.
One of the advantages of the Digital Marketing course’s AI component is its practicality, as the techniques taught can be quickly and seamlessly put into practice. This allows marketers to utilize their newly acquired knowledge to enhance their work the very next day. We are eagerly anticipating the response of the marketing community to this course and observing how our students utilize their newfound skills.
From delivering a superior customer experience to hitting the target with account-based marketing, AI can play a crucial role. The use of AI-powered chatbots and virtual assistants to solve problems before customers even know they exist, or proactively making suggestions to prevent potential issues, will be key in retaining long-term customers.
Moreover, the rise of AI in digital marketing is not just about technology; it’s about transforming the way marketers think and operate. It’s about fostering a culture of innovation and collaboration, where marketers are not just users of AI, but active participants in shaping its development and application.
According to DMI’s Corporate Skills Gap Survey of 2023, 75% of employers stated that they are more inclined to hire candidates who possess a DMI certification on their resume. Additionally, 79% of DMI graduates reported receiving a promotion within six months of completing a DMI course, as per the DMI Graduate Survey of 2022.
