Digital Marketing Archives | Dilate Digital

How AI and SEO are changing search (And how smart brands are getting ahead)

Kieron Sandu — Tue, 13 May 2025 08:55:39 +0000

Search is changing. Not in a “robots have taken over” kind of way. But quietly, steadily, and in ways that are starting to mess with your rankings.
And no, it’s not just because Google hit the big red update button again. It’s because artificial intelligence, particularly large language models like GPT and Gemini, are now helping search engines understand content more like a person would.
For marketers, that shift is a big deal. It’s changing how your content gets read, ranked, and either rewarded… or completely ignored.
So let’s break down what’s actually going on, why it matters, and how brands can keep showing up in search without panicking or publishing 37 new blog posts by Friday.

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AI won’t replace you-but another marketer who knows how to use it might

Kieron Sandu — Fri, 11 Apr 2025 09:44:38 +0000

AI isn’t here to take over marketing. But it is changing it—fast.

Too many businesses still see AI as either a gimmick or a threat. Some think it’s a shortcut to instant results. Others fear it’ll make human marketers redundant. Both are wrong.

The reality? AI isn’t replacing marketers. It’s making them more effective. It’s eliminating the grunt work, improving decision-making, and helping businesses move faster. But the best results still come from people who know how to use it.

If you’re not thinking about AI strategically—or worse, if you’re not using it at all—you’re already behind.

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AI tools your marketing team needs in 2025 – and how to use them to solve real problems

Kieron Sandu — Thu, 10 Apr 2025 09:22:01 +0000

Look, we all use ChatGPT. It's practically part of the team at this point—brainstorming ideas, cranking out content, and making us feel smarter than we are. But if ChatGPT is the only AI tool in your stack, you're coasting while everyone else is lapping you.

AI in 2025 isn't just about automating the boring stuff—it's about elevating marketing teams, helping them work smarter, faster, and more strategically. The best tools don't replace marketers; they make them unstoppable.

Here's your AI toolkit for 2025—not just a list of apps, but how to actually use them to improve your marketing, your workflows, and your results.

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Personalisation at scale: How AI delivers customised experiences

Kieron Sandu — Fri, 04 Apr 2025 04:37:40 +0000

AI-driven personalisation isn’t some futuristic concept—it’s happening now. The brands that get it right see higher conversions, better retention, and customers who actually feel like the brand “gets” them. The ones that don’t? They’re still scratching their heads, wondering why their email open rates are lower than a gym in December.

But let’s be honest—scaling personalisation is hard. You can’t manually tailor content, offers, and messaging for thousands (or millions) of customers without running your marketing team into the ground. That’s where AI comes in.

And no, we’re not just talking about slapping a chatbot onto your website. AI-driven personalisation isn’t about automation—it’s about intelligence. It predicts customer needs before they act, adapts messaging in real-time, and customises entire customer journeys without missing a beat.

And the best part? This isn’t just for tech giants anymore. AI is now accessible to businesses of all sizes, making smart, personalised marketing possible—without the big-budget tech stack.

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The ultimate guide to creating creative that actually works

John Wallace — Mon, 17 Mar 2025 09:58:23 +0000

Great creative is the lifeblood of impactful marketing. It’s the difference between a campaign that makes people pause and one that fades into the background faster than you can say, “Skip Ad.” But let’s get one thing straight—good creative isn’t just about looking nice. It’s about strategy, precision, and, most importantly, making people feel something.

In this guide, we’ll cover everything you need to know about mastering the art (and science) of creative. From nailing the technical details to creating emotional connections, this isn’t fluff—this is your roadmap to creative that actually works.

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Building better customer personas that actually work for your marketing

Tanya Dharmapala — Thu, 20 Feb 2025 09:27:04 +0000

Most buyer persona advice is marketing fluff. There, I said it. Too often, businesses treat creating personas as a checkbox task—design a fictional “customer,” slap a name on it, and forget about it by next quarter. But this lazy approach leaves immense potential untapped. Done right, customer personas are the backbone of your marketing—a living, breathing guide that shapes your strategy and supercharges your results.

We don’t just tick boxes at Dilate. We’ve redefined what it means to truly understand your audience. So, if you’re looking for the ultimate guide to building personas that don’t just sit in a dusty file but drive every decision, you’re in the right place. Let’s get into it.

What is a buyer persona (and why are most missing the point)?

Let’s start with the basics (but not the boring kind). A buyer persona is more than a list of demographics with a trendy name like “Techie Tom” or “Eco Ellie.” A real buyer persona digs deep. It uncovers what drives your audience, what keeps them up at night, and what makes them hit “Buy Now” without a second thought.

The problem? Most personas barely scratch the surface. They tell you that your target customer is 35, works in tech, and likes coffee. Great. But how does that help you write an ad, craft an email, or build a product? It doesn’t.

At Dilate, we think of personas as strategic tools. They’re not static profiles but dynamic, actionable insights that connect every part of your marketing—from the first touchpoint to the final conversion.

Why your marketing needs a spine (AKA why personas matter)

Buyer personas give your marketing strategy its backbone. With a clear picture of your ideal customers, your efforts become structured, targeted, and far more effective. Instead of drifting aimlessly, you’ll move with purpose—attracting the right audience and making a real impact.

When you know exactly who you’re talking to, everything changes. Suddenly, you’re not just broadcasting messages into the void—you’re having a conversation. You’re solving real problems, addressing real fears, and showing up where your audience actually is.

Think about this:

Have you ever written an ad that flopped because it didn’t connect?
Spent thousands targeting the wrong audience?
Launched a product, only to realise it wasn’t what your customers needed?

Buyer personas fix all of that. They help you understand not just who your audience is but how they think, what they value, and how to meet them exactly where they are.

The step-by-step process to building personas that work

Creating a buyer persona means digging deep, asking the right questions, and uncovering the insights that elevate your marketing. Here’s how we do it.

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Creative is the foundation of modern marketing

John Wallace — Fri, 07 Feb 2025 10:41:33 +0000

Marketing is always evolving. A decade ago, data, targeting, and algorithms were so powerful that people wanted to rename the whole category “digital” marketing. They’re table stakes now—an assumed part of a proper modern marketing strategy. But maybe more importantly, they’re also far less effective. When few marketers were highly skilled at getting the most from complex platforms, it was easy to outperform the competition through technical ability alone. So what’s the key to success today? Creative.

Creative is what separates the good from the great, and the memorable from the forgettable. A statement that harkens back to the golden age of advertising, when the difference was in the execution. In a crowded marketplace, where audiences are bombarded with messages, creative isn’t just a factor—it’s the driving force behind campaigns that truly stand out, connect, and deliver measurable results.

This guide dives headfirst into the undeniable re-emergence of creative as the foundation of effective marketing. You’ll discover why it’s (once again) no longer optional, how it’s shaping the future, and how leading global brands are doubling down on messaging, meaning and creativity to drive growth.

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Performance vs creative: Why you can’t win without both

John Wallace — Tue, 28 Jan 2025 07:32:53 +0000

Once, I’d have told you that performance was the key to growing a business, and creativity was just a ‘nice-to-have’—an extra flourish if the budget allowed. Now, my position has changed completely—and so has Dilate. Today, creativity isn’t optional; it’s the spark that transforms placements into persuasion and campaigns into connections. For years, marketers leaned heavily on one side: performance-driven pros obsessed over data, while creative thinkers focused on storytelling and aesthetics. The truth? You need both.

If you want to drive long-term, sustainable growth for your brand and business, you need to find the intersection of performance marketing and creative content. Performance provides the foundation that keeps your campaigns running efficiently, while creative elevates them, forging deeper connections with your audience. Businesses can no longer afford to prioritise one at the expense of the other—the right combination is what drives results that truly matter.

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What is a customer journey map and buyer persona?

Tanya Dharmapala — Tue, 10 Sep 2024 09:00:56 +0000

Cracking the code on successful digital marketing starts with truly knowing your customers. Two essential tools to help you do this are customer journey maps and buyer personas. Let's break down what they are and why they matter.

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A lesson in decoding digital marketing terms

Tanya Dharmapala — Tue, 03 Sep 2024 09:00:38 +0000

Digital marketing can be overwhelming, especially for newcomers. There’s a bajillion new terms and acronyms, and it's easy to feel lost. So let me break down some of the most common digital marketing jargon, so it’s a little easier for you to navigate the digital world.

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