But for all the tech, the fundamentals still matter.  Without a solid strategy, AI is just an expensive gimmick.

1. Know your audience: until you know their pain, your pitch won’t land

No matter how engaging your content is, a call to action is wasted on the wrong person.  Maybe your campaign is too broad, built on vague assumptions instead of real insight into who your audience truly is. 

AI tools have pushed aside outdated demographic data, replacing it with analytics that dig into behaviours, interests and even intent. 

The key is understanding what’s keeping your ideal customer up at night.  If you’re the solution to that problem, you’ve found your buyer.  If not, you’re throwing time and money at the wrong crowd.

2. Stay on track: this is no guessing game

Metrics vary depending on what you’re tracking: open rates for emails, reach and shares for social, cost per click for ads, or drop-off points in your sales funnels.

Thanks to tools like Google Analytics, CRM tags, and UTM links, real-time data is now easy to track.  Pinpoint which email led to a sale or which ad brought in a lead – and adjust fast to boost performance.

Make sure your tracking is on point before beginning any campaigns, as it can be difficult to back-track results, and data may become lost or confused with other data.

3. Don’t let AI take the reins: you’re the boss

Overreliance on AI can lead to bland, forgettable content that fails to reflect your brand.

Your strategy should steer the way, based on insights, goals, and a clear calendar.  AI is there to support, not lead.  The same goes for chatbots: used well, they guide users through your funnel.  But one off-key response, and your prospect clicks away.

Right now, human connection still builds trust in a way that AI can’t. If you combine the two, however, this is where you can really create some magic.

4. Know your numbers: look beyond campaign cost

Don’t obsess over how much a campaign costs. Your cost per sale and what each customer is worth to you after that first sale – your backend profit – is what needs factoring in. So even if you’re losing money on the front end on a potentially high cost per lead, it’s about generating high enough quality leads that become buyers (repeat buyers are key).

Extra purchases, upgrades, subscriptions, or repeat business is what builds long-term growth: what a customer might bring across 6-12 months, or what percentage return – and what they buy next.

Campaigns that look expensive upfront might prove to be your most profitable channels over time. 

5. It’s full time – but the whistle hasn’t blown

You’ve run a challenge, promo or event – congrats.  But what’s your next move? 

This post-campaign window is your golden ticket.  Whilst you have the attention of potential buyers use it well.

• Host a live Q&A, offer a time-sensitive bonus, send a recap, or repackage your campaign collateral into blog posts, videos or social media highlights
• Send a thank you to everyone, personalising where you can to strengthen the relationship
• Segment your audience. Those that clicked, signed up or engaged should get a clear next step.  For those that didn’t, create a re-engagement funnel to bring them back in

Campaigns don’t end when the timer runs out – keep going, keep showing up. Learn from mistakes and the data that proves what does and doesn’t work in your campaigns.

Digital marketing isn’t a race – it’s a relay.  Don’t drop the baton!