AI and Digital Marketing

Name: Lilia Dikova

Position: Head of Digital

Company: Bionic

Industries: FMCG, Travel, Publishing, Utilities and Finance

Biggest passion in my life: Digital Marketing

Second biggest passion in my life: History

A bit about me...

● Who is this talk targeting?

● What is the objective of this talk?

● What is the current digital landscape and the connection with AI?

● Myths and realities

● Connect on LinkedIn to receive the slides

A bit about this talk….

What is digital marketing?

Digital marketing is driving £££ through PPC, SEO, Prog Display, YT, FB,

IG, Native, LI, using content at a decent CPL and CPA.

What is digital marketing?

Digital marketing is driving £££ through PPC, SEO, Prog Display, YT, FB,

IG, Native, LI, using content at a decent CPL and CPA.

What is marketing?

What is marketing?

What is marketing?

What is digital marketing?

Achieving marketing objectives through applying digital technologies and media.

1990 First search-engine launched - Archie

1998 Google was born and MSM

2008 First mobile phone purchase

2018 AI introduces the first personalised

journey

2020 Digital is part of the marketing strategy

for nearly 90% of businesses

Dave Chaffey, founder of Smart Insights

Brief history of events

2020

Traditional and digital media landscape usage

Traditional and digital media landscape usage

Traditional and digital media landscape usage

30% of the adults consume

more than 3 different media in any half hour

Consumer touch points today

Where do we see AI in digital marketing?

Audiences

AnalysisAssets

Automation

Assets

Copywriting & content Images

Can you guess...

Can you guess...

Human copy AI copy

Analysis

Attribution Forecasting

Audiences

Personas & segmentation Customisation

Lookalikes Target Market

Target Market

Data management platforms - how it works

Dynamic Website

Normalise DataSegmentation and Targeting

Attribution | Tracking | Research

CRMSales Display SearchSocial Email

Analytics - Behaviour

Online channels Email automation

Digital OOH

Automation

Cross-selling Nurture

AI and digital marketing - shaping opinions

Myths Realities

1. Creating your AI strategy with marketing

and one and done

2. AI best to be left to the data scientists

3. AI to replace marketers

1. We can automate many specific tasks

2. Creativity still comes from humans

3. Empathy and story-telling is still key for

an ad to resonate

Don’t ignore the future!

Lilia Dikova

Sharing is caring! Keep connecting. Keep sharing.

@DikovaLilia