Of the different technologies that have made headway in the last few years, artificial intelligence is perhaps one of the most prominent. It sounds like the stuff of sci-fi, but we have found ways to complete all sorts of tasks using AI, from the mundane to the mind-blowing. Web3 marketing experts, like all marketing experts these days, are finding themselves employing AI in various aspects of their work.
But making the most of AI in Web3 marketing is a tricky affair, and it’s important to know the aspects in which it should be applied and how it should not.
How AI is Being Used
AI, specifically generative AI, can be used in virtually every aspect of marketing, from the idea creation stage to the development of creative elements. Some of the most common ways that AI is used include:
- Developing marketing plans
- Writing marketing text
- Creating images and videos for campaigns
- Giving feedback on campaigns
- Analyzing performance
Given that AI spend is increasing every year, it is safe to assume that more marketers will turn to it. But how can you maximize benefit while protecting yourself and your clients?
How to Use AI in Web3 Marketing
While there is debate about the merits of AI, it is undeniably useful for several functions, some of which are as follows:
Idea Consultation
What to do:
Say you want to develop a web3 marketing campaign for a new cryptocurrency. You can turn to a generative AI tool to offer feedback on your existing plan. It could identify gaps in your plan, such as platforms you’ve overlooked, unrealistic budget or expectations, and other factors you might not have considered. By giving as much information as possible, you can get as much feedback as possible, and this works to your advantage. Similarly, you might simply ask the AI to come up with a Web3 marketing plan based on the information you feed it about the project. After receiving this plan, you should review, tweak it, and have it review the tweaked plan.
What not to do:
The worst thing you can do is completely outsource the idea creation process to AI without any critical review. Even if the AI creates the plan for you, it’s unwise to apply it without a thorough review. Always remember that an AI is not a person and certainly not a member of your team. As such, it can make mistakes and create plans that lack nuance. It should work as an assistant and not a way to completely outsource the mental aspect of web3 marketing.
Creative Asset Creation
What to do:
Web3 marketing campaigns typically require some type of creative assets, whether it is images, sounds, videos, text, and so on. AI can be a helpful tool to save time and effort, as well as get around limitations. One of the best ways to use AI in this context would be to first get ideas for creative assets. If you’re stuck regarding what tone to take in the text, what type of colours would look best, or what type of pictures should be used, then AI would be a great help. In some cases, AI can help you to create the assets in question. While AI-generated art has proven contentious in the past, it can be a way to visualize non-tangible products, such as a crypto coin. This is if you don’t have the budget or time to develop real-life creative assets, as not every audience will react well to AI.
What not to do:
If you can, don’t completely outsource the development of creative assets to AI. Some customers have a negative perception of companies that use AI assets in campaigns, so use it sparingly to avoid criticism. If there is the option to use stock images, hire a human graphic designer, etc, it would be best to use it.
Campaign Deployment
What to do:
After the campaign has been designed, you have to actually deploy the campaign on whatever platform you’re using. AI can be helpful by helping you review your settings for things like age demographics, keyword usage, length of campaign, and much more. Before and after you deploy, you can tell the AI the settings you intend to use, and it can give you ideas on how to tweak them to maximize impact. You might realize that the age range you have chosen is too narrow or that the location you’re targeting is unsuitable. Apply these, and you should be fine.
What not to do:
The mistake that a lot of people make is assuming that AI can fully deploy the web3 marketing campaign for them. This typically cannot be done with AI, as you have to log in to your dedicated dashboard, and most AI cannot be authorized to act that way on your behalf. Even if it could, you might not want to give an AI tool the power to make campaign and spending decisions on your behalf, which they can do using your dashboard.
Tracking Metrics
What to do: As we’ve said in previous blog posts, a web3 marketing campaign has to be reviewed after it is completed to allow for better and more informed decision-making. AI is extremely useful in this regard as it can often notice patterns in data that a human might miss and interpret them for you. Many digital platforms now come with built-in AI tools that can offer insights into campaign performances and help you make better choices.
What not to do: As much as AI insights can be helpful, it is up to you to give them context within your unique situation. AI can translate a campaign as ineffective due to a lack of clicks, but your goal might have been visibility, in which case, it has succeeded.
Conclusion
Web3 marketing can be made much easier when AI tools are deployed. From the beginning to the end of the campaign cycle, the power of technology comes in handy. But as we’ve broken down here, there are ways to effectively use AI at every stage, as well as practices you should avoid
