14/02/2025
Dangers to be aware of in 2025 - If you find it valuable, pass it on...
1. The utility of AI might disguise it's potential damage - here's an example;
If you're running a marketing effort for your business or artist, and AI 'asked you' whether you'd like to maximise your return on ad spend, would you do it?
I.e. would you like to maximise the amount of money your business earned, per dollar spent?
Chances are 99% of us would do it, because at first it seems like a no-brainer, more cash right? Ads platforms often have these kinds of settings in-built even.
However, counter-intuitively it might better for you to earn less money per dollar spent. This is where in my experience we can run into trouble with AI, we sometimes don't actually know what we want, and this applies to many elements of business where we use a tool like this.
Would you actually prefer to spend $10 and make $50 with a 5x return, than spend $1 and make $10 with 10x return? Well it depends entirely on your business setup. The second is maximising return on ad spend. The audience of users that you can get a 10x return on, maybe much smaller than those you can get a 5x return on.
This is nuanced example that obviously can be debated and considered from many angles, but I simply pose that things that seem 'obvious' can unintentionally be extremely dangerous to our business. Which is why when we use AI tools for our operations, especially in marketing efforts, we have to have a human eye and consideration to the business impact to avoid critical pitfalls (and there are many).
Use AI tools, as you likely won't be able to compete soon without at least having some of them on your side, but be extra careful this year as their adoption becomes more commonplace in your organisations that they don't unintentionally cause damage.
2. Emails are different now - Email marketing has gone through regulatory changes
Any business who sends emails will need to make sure their domains are verified and have the correct DNS settings which prove that the origins of the email is indeed from your companies domain. While this will help reduce a huge amount of spam and fraud (a good thing!) for those who are not aware and do not update their domain and mailbox settings may find their emails hitting spam & promotions folders (dangerous to your business) which can be seriously problematic. 2024 saw lots of regulatory changes, and things will continue on their current trajectory in 2025.
Also note your analytics for open rates on IOS devices may not be accurate anymore Learn More
3. Pixel data will probably become ineffective in 2025.
I've been talking about this for some time, and due to the character limit on LinkedIn, I'll need to point you to the latest article on the Transparent Digital Services website for the final few points, if you're finding this stuff helpful, share it!
