Artificial intelligence (AI) is making waves in digital marketing worldwide, and Portugal is no exception. Companies here are using AI not just to automate routine tasks but also to build more personalised connections with their customers. This shift is due to be a central theme at the Portugal Digital Summit 2024, where industry experts are scheduled to share insights on how AI is reshaping marketing in an increasingly digital landscape (Source: Portugal Digital Summit).
Personalisation is becoming crucial for brands to stand out in today’s crowded marketplace. AI can help businesses understand customer preferences—sometimes even before customers do. Beyond simply adding someone’s name to an email, AI can analyse browsing habits, purchase history, and online behaviour, giving marketers the tools to deliver relevant content and offers. Bruno Oliveira from SUMOL+COMPAL is scheduled to speak at the summit about how his team uses AI to tailor campaigns, resulting in significantly better engagement and performance (Source: Portugal Digital Summit).
Marketing, as many know, can be time-consuming, especially when it involves managing campaigns, handling customer queries, or optimising ads. Increasingly, businesses in Portugal are adopting AI to automate these repetitive tasks, from email sequences to chatbot-driven customer support. This frees up time for marketers to focus on creativity and strategy. For instance, at Platinum78, we’ve reduced the workload for our team by using AI to streamline workflows and manage content scheduling.
AI has also made its mark on advertising. One of the biggest advantages is real-time optimisation. By adjusting ad targeting and placements based on user behaviour, AI ensures that brands reach their audience at just the right moment. At Platinum78, we leverage AI to support the workflow behind our Google and Meta ads. While AI doesn’t directly create the ads, it helps manage tasks efficiently, allowing our team to focus on crafting human-driven, impactful campaigns.
AI’s influence extends to SEO as well. It helps by processing large datasets and automating certain reporting tasks, which streamlines the SEO process. However, the strategies and creative direction still come from our experienced team of professionals.
Ultimately, AI is becoming a vital part of digital marketing strategies in Portugal and beyond. From personalising customer experiences to automating time-consuming tasks, companies that embrace this technology will be better positioned to thrive in an evolving market. While AI powers our workflows at Platinum78, the strategy and creativity that drive successful marketing campaigns remain firmly in the hands of our dedicated team; proving that finding the correct balance with technology integration can provide beneficial results in business productivity.
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