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The rise of AI in digital marketing: what small businesses and charities need to know

Author

James Holloway

Date Published

Data management

Artificial intelligence (AI) is no longer a futuristic concept, it’s transforming digital marketing right now. From content creation to personalised customer experiences, AI is helping small businesses and charities compete with larger organisations. But how can you use it effectively without getting lost in the hype? Here’s what you need to know.

AI-powered content creation

AI tools like ChatGPT and Jasper can generate blog posts, social media captions, and email marketing copy in seconds. While AI can’t replace human creativity, it can speed up content production and provide inspiration.

How to use it:

  • Generate content ideas and draft outlines for blog posts.
  • Automate routine writing tasks like social media updates.
  • Edit and refine AI-generated content to maintain authenticity.

AI is great for brainstorming, but always add a human touch to keep your brand voice authentic.

Personalisation at scale

AI analyses user behaviour to deliver highly targeted content and recommendations. This means you can send the right message to the right audience at the right time.

How to use it:

  • Email marketing platforms like Mailchimp use AI to suggest optimal send times and subject lines.
  • AI-driven chatbots provide instant customer support and engagement.
  • Personalised product or donation recommendations increase conversions.

AI-powered segmentation ensures your marketing feels personal, even with thousands of customers.

Smarter social media strategies

AI-driven analytics tools can predict which content will perform best and when to post for maximum engagement. Platforms like Meta’s AI-powered ad targeting help businesses and charities reach the right audience without wasting budget.

How to use it:

  • Use AI scheduling tools like Buffer or Hootsuite to post at optimal times.
  • Let AI analyse engagement trends to refine your content strategy.
  • Automate responses to common questions using AI chatbots.

AI can identify patterns in engagement, helping you fine-tune your social media approach.

AI-optimised paid advertising

Paid ads are more effective when AI handles targeting and bidding. Google Ads and Facebook Ads use machine learning to optimise campaigns for better results.

How to use it:

  • Leverage AI-powered audience targeting to reach users most likely to convert.
  • Use automated bidding to get the best ROI on ad spend.
  • Analyse AI-driven insights to improve future ad performance.

AI helps small businesses compete with big brands by making ad budgets go further.

AI for data-driven decision making

AI takes the guesswork out of marketing by providing real-time insights into customer behaviour and campaign performance.

How to use it:

  • Google Analytics’ AI insights highlight key trends in website traffic.
  • AI-powered sentiment analysis helps understand audience reactions.
  • Predictive analytics forecast future marketing trends.

AI makes it easier to test and refine marketing strategies based on actual data, not assumptions.

Final thoughts: AI as your marketing assistant, not replacement

AI is a powerful tool that can help SMBs and charities work smarter, but it’s not a magic bullet. The best approach? Use AI to enhance your marketing, not replace the human creativity and connection that make your brand unique.

Next step: Try incorporating AI into one area of your marketing, whether it’s content, social media, or analytics, and see how it improves efficiency.

AI isn’t the future. It’s happening now, make it work for you!

Photo: Lisa from Pexels