How AI Dependency Could Be Stunting Your Growth as a Digital Marketer

(We are back 💃🏽💃🏽💃🏽)

Oct 31, 2024

Welcome to another edition of the Dear Digital Marketing Newbie newsletter! I missed you all last week—unfortunately, we had a little hiccup when Substack mistakenly flagged the newsletter as spam. But we’re back, and I’m thrilled to reconnect!

Now for some exciting news! Starting this November, we’re launching a special 5-week series: Career Advice from 5 Top Marketers Worldwide. Get ready for expert insights, stories, and actionable advice from some of the industry’s finest—this is a series you won’t want to miss!

So, let’s get right into today’s thoughts…

I've had this topic sitting in my drafts for a while, especially after seeing countless AI-generated social posts, blogs, and more. But when someone recently reached out for help in a marketing community I'm part of, I realized this issue was becoming more widespread. That was my sign—it’s time to discuss it. (And yes, I got their permission to use the screenshot!)

As digital marketers, the rise of AI technologies has undeniably transformed our industry. Tools that can automate content generation, analyze consumer data, and even suggest campaign strategies are now at our fingertips. They can streamline processes, boost productivity, and deliver insights that were once unimaginable. It’s easy to see why many of us have been excited about the possibilities AI brings.

But as a beginner in the field, it’s crucial to approach AI with a balanced mindset. Relying solely on AI can give you quick wins, but it can also lead to a superficial understanding of marketing. What I’ve seen—and I call them “half-baked” professionals—are those who depend too heavily on AI and miss out on the deeper learning that’s essential for long-term success.

Now, you might be surprised by this perspective, but hear me out.

AI should never replace your critical thinking or your ability to plan and create content that genuinely resonates with people. When AI tools first came onto the scene, there was widespread panic among writers and marketers—fears that people’s jobs might become obsolete, that machines would take over the creative process. But time has proven otherwise. The true winners in this AI era are those who leverage these technologies as a support tool, not as a crutch, while keeping their core skills sharp.

Think about it: crafting a great campaign involves more than just data analysis and automation. It’s about understanding your audience, feeling the pulse of the market, and creating messaging that truly connects. AI can help with content ideas and automation, but it won’t always capture the human touch, the nuances of storytelling, or the subtle shifts in culture that make a campaign unforgettable.

So, how do you ensure that you become a well-rounded, proficient marketer in the age of AI?

Learn the Basics: Dive deep into copywriting, storytelling, and understanding consumer psychology. Master the art of writing headlines, engaging your readers, and structuring your content. These skills will serve you far beyond what any AI tool can replicate.
Use AI as a Sidekick, Not the Hero: Let AI assist with repetitive tasks, like drafting initial content outlines or analyzing audience trends. But always take the time to review, refine, and add your personal touch. It’s your voice that will make the content stand out.
Stay Curious: Even if AI is handling the data, make it a habit to understand the metrics yourself. Ask why certain trends are occurring, explore what might be driving changes, and think about how you could apply these insights creatively.
Balance Automation with Creativity: Use automation to free up your time, but invest that time back into creative brainstorming. The goal is to let AI handle the busy work, so you can focus on coming up with big, bold ideas that will really move the needle.
Stay Updated: The digital marketing landscape evolves rapidly, especially with AI constantly changing the game. Follow industry blogs, join communities, and attend webinars to keep up with both the tech and the human side of marketing.

If you do this right, you’ll find that AI is less of a threat and more of an ally. It can speed up your processes and give you new insights, but only if you have a solid foundation to build upon.

At the ongoing Semrush Spotlight event, the Semrush CMO shared insights on how our core ideas should stem from a truly authentic perspective.

As a beginner, the best thing you can do is take the time to grow your skills and use AI as a tool to amplify, not replace, your expertise.

By keeping that balance, you’ll avoid the trap of becoming a “half-baked” marketer and instead, become someone who understands the full scope of digital marketing—someone who can adapt, innovate, and truly thrive.

Keep an eye out for an upcoming newsletter where, in addition to our special series, I'll be sharing my journey on learning to write and honing my skills over time. Trust me, you won’t want to miss this—it’s all about those small, consistent steps that lead to big results.

I love to see comments and likes. Let’s do that for the tribe.

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Jobs For The Week

Role: Social Media Manager at LearnlyApp Edtech
Employment Type: Remote
Email: thelearnlyapp@gmail.com
Role: Social Media Manager at Tezza Business Solutions LLC
Location: Lagos
Employment Type: Full Time (Hybrid)
Years of Experience: 2- 3 Years
Salary: 250,000 - 300,000 Naira (gross)

See You Next Thursday at 1:00 WAT

Best,

Success Lawal

Your Digital Marketing Buddy.