Using AI in Marketing E-Book

Mercury Learning and Information

• Herausgeber: Packt Publishing
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 176

Veröffentlichungsjahr: 2025

Beschreibung

Explore how to leverage AI in marketing for analytics, personalization, and team workflow enhancement while addressing ethical and strategic challenges.

Key Features

• Comprehensive insights into integrating AI in marketing strategies
• Real-world examples showcasing AI's impact on customer personalization
• Step-by-step guides for adopting AI while addressing ethical considerations

Book Description

Artificial Intelligence is reshaping the marketing landscape. This book begins with a foundational overview of AI and its history, establishing the importance of AI in modern marketing practices. Readers will gain insights into the integration of AI with marketing fundamentals, paving the way for strategic advancements.
Delving deeper, the book explores current applications of AI, from data analytics to campaign automation, and personalized customer experiences. With chapters dedicated to generative AI, prompt optimization, and team augmentation, the book provides actionable insights and case studies to guide readers through real-world usage.
As the journey concludes, readers are equipped with an understanding of AI's transformative impact, ethical considerations, and strategies for adoption. This book ensures that marketers are ready to embrace AI, optimize their workflows, and make informed investment decisions for future growth.

What you will learn

• Discover AI's role in enhancing marketing performance
• Leverage generative AI to improve customer engagement
• Optimize workflows using AI-driven automation strategies
• Identify ethical challenges in implementing AI solutions
• Analyze marketing data for actionable business insights
• Develop AI strategies tailored to business requirements

Who this book is for

Ideal for marketing professionals, business strategists, and data analysts seeking to integrate AI into marketing strategies. Readers should have a basic understanding of marketing concepts and data analytics.

Leseprobe

USING AIIN MARKETING

LICENSE, DISCLAIMER OF LIABILITY, AND LIMITED WARRANTY

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USING AIIN MARKETING

An Introduction

By Greg Kihlström

MERCURY LEARNINGAND INFORMATION

Boston, Massachusetts

Copyright ©2024 by MERCURY LEARNING AND INFORMATION . All rights reserved. An Imprint of DeGruyter Inc.

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Greg Kihlström. Using AI in Marketing: An Introduction.

ISBN: 978-150152-279-6

The publisher recognizes and respects all marks used by companies, manufacturers, and developers as a means to distinguish their products. All brand names and product names mentioned in this book are trademarks or service marks of their respective companies. Any omission or misuse (of any kind) of service marks or trademarks, etc. is not an attempt to infringe on the property of others.

Library of Congress Control Number: 2024937983242526321 This book is printed on acid-free paper in the United States of America.

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To Lindsey,my partner in agility.

CONTENTS

Acknowledgments

About the Author

Foreword

Introduction

Part I: Exploring AI and Marketing

Chapter 1: A Brief History of AI

What’s the Difference Between Machine Learning and Artificial Intelligence?

What About Algorithms?

Conclusion

Chapter 2: Understanding AI and Marketing

AI Is Great at What Humans Are Not

AI Can Serve as a Great Starting Point

AI Isn’t Scary; It’s Job Security

Conclusion

Chapter 3: The Current Use of AI in Marketing

Search

How Search Is Used

Recommendations, Personalization, and Prediction

How Recommendations and Personalization Are Used

Workflow Automation

How RPA Is Used

Conclusion

Part II: Growth Areas for Marketing and AI

First, Let’s Address the Hype

Now, the Real Opportunity

Chapter 4: Generative AI

AI-Based Platforms

Text Generation

Image Generation

Video Generation

Marketing Assistants

Enterprise-Ready Platforms

Existing Platforms with Added Generative AI Capabilities

Adobe

Canva

Salesforce

Hubspot

How Generative AI Can Be Used in Marketing

Generative AI in the Enterprise

Assessment

Chapter 5: Personalized Customer Experience

Some Examples of AI-Augmented Customer Experiences

Personalized Content, Offers, and Experiences

Conversational AI

Journey Orchestration

Next Best Action

How Greater Personalization Is Changing Marketing

Marketing Approach

The Customer Perspective

Assessment

Chapter 6: Team and Workflow Augmentation

Some Examples of Process Automation in Marketing

Automated Workflows

Personalization

Reporting and Analytics

How It Is Changing Marketing

Strategic Marketing Approach

Streamlining Workflows

Automating Repetitive Tasks

Improving the Customer Experience

Assessment

Chapter 7: Data Analysis, Measurement, and Optimization

Some Examples of AI Used in Data Analysis, Measurement, and Optimization

Predictive Analytics

Audience Segment Optimization

Propensity

How AI Is Changing Marketing

Mixing AI-Based Data Analysis with Generative AI

Assessment

Part III: Practical Examples

Chapter 8: Improving Prompt Writing

Be Specific and Clear

Use Simple Language

Simple Language Prompt

Complex, Jargony Prompt

Provide Context

Break Down Complex Tasks

Use Positive Language

Provide Specific Examples

Use a Consistent Tone and Style

Test and Refine

Use a Combination of Prompts and Input Variables

Conclusion

Chapter 9: Generative AI Cases and Examples

Generating Marketing and Advertising Content

Strategies and Approaches

Advertising Copy

Blog Post

Web Site Copy

Promotional Video Script

Social Media Organic and Advertising Posts

Data Analysis

Research

Customer Retention Strategies

Conclusion

Part IV: Integration and Optimization of AI and Marketing

Chapter 10: The AI Adoption Mindset

Augmentation, Not Replacement

Starting, Not Finishing

Curation, Not Summarization

Analysis, Not Strategy

Chapter 11: How AI Changes Your Marketing Approach

How AI Changes Your Marketing Teams

How AI Changes Your Marketing Processes

How AI Changes Your Marketing Platforms

Conclusion

Chapter 12: When and Where to Invest in AI

Is It Saving Time While Maintaining or Increasing Quality?

Is It Improving the Customer Experience?

Is It Improving the Employee Experience?

Is It Expanding Your Insights?

Conclusion

Chapter 13: Challenges of AI

What People Should and Shouldn’t Expect from AI

Augmentation, Not Replacement, Revisited

Bias and AI

What to Watch Out For

Transparency

What to Do About Bias and AI?

It’s Time to Reskill and Upskill

Conclusion

Epilogue

Index

ACKNOWLEDGMENTS

As with any book, countless people had a hand in the thoughts and ideas contained within this volume. I will endeavor to name at least a few of them, but a full list would comprise its own book, so please excuse this abbreviated list.

First, I want to thank Carlos Manalo, Cofounder and Co-CEO of The Office of Experience for contributing the foreword for this book. Additionally, there are many people I have worked with on AI-based projects, presentations, and initiatives over the past several months, some of which I am able to name, and others I may need to keep confidential. For the sake of brevity, I will simply say a huge “thank you” to everyone I’ve worked with on consulting engagements and other projects and initiatives.

Thanks to James Walsh and the Mercury Learning team for being so great to work with on the publishing of this book.

Thanks to my parents, including my mother who has always encouraged me to reach for new and bigger opportunities; my father, who although he isn’t here to read this book, is always a source of inspiration; as well as my sister Janelle and her family. Thanks also to my wife Lindsey, who always supports me, no matter how many books I write during a year (this year, it will be a few). She is forever an inspiration, and I’m thankful to have such a great partner in all things.

Finally, thanks to everyone reading this book, anyone who has listened to my podcast, read an article or blog post, and supported me in any way over the past several years. I hope that the thoughts and ideas shared by myself, and others have been helpful in your work.

Let’s move forward and create great things together!

ABOUT THE AUTHOR

Greg Kihlström is a best-selling author, speaker, and entrepreneur, and serves as an advisor and consultant to top companies on marketing technology, marketing operations, customer experience, and digital transformation initiatives. He has worked with some of the world’s top brands, including Adidas, Coca-Cola, FedEx, HP, Marriott, Nationwide, Victoria’s Secret, and Toyota.

He is a multiple-time cofounder and C-level leader, leading his digital experience agency to be acquired by the largest independent marketing agency in the Washington DC region in 2017, successfully exited an HR technology platform provider he cofounded in 2020, and led a SaaS start-up to be acquired by a leading-edge computing company in 2021. He currently advises and sits on the board of a marketing technology start-up.

In addition to his experience as an entrepreneur and leader, he earned his MBA, is currently a doctoral candidate for a DBA in Business Intelligence and teaches several courses and workshops as a member of the School of Marketing faculty at the Association of National Advertisers. He has served on the Virginia Tech Pamplin College of Business Marketing Mentorship Advisory Board, the University of Richmond’s CX Advisory Board, and was the founding chair of the American Advertising Federation’s National Innovation Committee. Greg is Lean Six Sigma black belt certified, is an Agile Certified Coach (ICP-ACC) and holds a certification in Business Agility (ICP-BAF).

Greg has had multiple best-selling books, including his ten-part Agile Brand Guides series on marketing technology platforms and practices. His most recent book, the best-selling House of the Customer (2023) discusses the 1:1 personalized customer experience of the future, and how brands can organize the people, processes, and platforms that enable it. His award-winning podcast, The Agile Brand with Greg Kihlström, now in its sixth year with over 450 episodes and two million downloads, discusses brand strategy, marketing, and customer experience with some of the world’s leading experts and leaders.

Greg is a contributing writer to Fast Company, Forbes, MarTech, CustomerThink, and CMSWire, and has been featured in publications such as Advertising Age and The Washington Post. Greg has been named a 2022 Top 10 Marketing and Customer Experience Thought Leader by Thinkers 360, was named one of ICMI’s Top 25 CX Thought Leaders two years in a row, and a DC Inno 50 on Fire as a Washington DC trendsetter in marketing. He’s also participated as a speaker at global industry events and has guest lectured at prominent universities and colleges.

RESOURCES

Many great resources are available for marketing technology professionals that can complement the ideas in this book. Included are a few related to The Agile Brand and Greg Kihlström’s other work.

For other resources besides those in the following section, you can reach out to Greg Kihlström via LinkedIn: https://www.linkedin.com/in/gregkihlstrom

SUPPORTING LINKS

Agile Brand Guide Web site, featuring articles, a marketing technology wiki, as well as a product directory that includes AI-based tools: https://www.agilebrandguide.com

Agile Brand Guide podcast with Greg Kihlström: https://www.gregkihlstrom.com/theagilebrandpodcast

FOREWORD

The rapid evolution of AI between the end of 2022 and early 2023 will be marked as a watershed moment for the field. I was blown away by the speed and potential of the next generation of AI that came to market in between November of 2022 and the present. As the owner of a top-tier digital consulting and award-winning experience design firm, I couldn’t help but feel both excited and confounded by its power, potential, and rapid evolution.

On one hand, I was eager to set up a consulting offering against it, develop a custom product, or at the very least, create our own tools, integrations, and processes. On the other hand, the agency was abuzz with discussions about ethics, diversity, correctness, singularity, job loss, and more. It felt like the proverbial paralysis/analysis limbo, stuck in a vicious cycle of potential versus risk mitigation.

That’s why when my dear friend and co-futurist Greg approached me with the idea of developing a down-to-earth, pragmatic take on the topic of AI for marketers, my overall reaction was—“can’t get it soon enough!”

This practical field guide provides a comprehensive overview of AI in marketing, covering everything from basic definitions and history to emerging opportunities. Greg’s extensive research and experience in the field of marketing and AI have enabled him to provide real-world examples and practical advice on how to integrate and optimize AI into your marketing approach.

The book is divided into four parts, each addressing a different aspect of AI and marketing. Part I covers the fundamentals of AI in marketing, including machine learning and artificial intelligence. Part II delves into growth areas for marketing and AI, including generative AI and customer journey personalization. Part III goes into detail about how to use AI, particularly generative AI tools, to help in the marketing function in several ways. Part IV is all about integration and optimization, providing insights on when and where to invest in AI and how to prepare your team for an AI-driven marketing future.

I would like to emphasize that while AI is undoubtedly the future of marketing, it is also a rapidly evolving field. It’s important to stay up to date with the latest trends and technologies, but it’s equally important to make progress as the tools and systems evolve and ensure you can pivot when appropriate. Greg’s book provides a solid foundation for understanding and harnessing the power of AI in marketing, but it’s up to you to keep exploring and experimenting with new ways to integrate and optimize AI into your marketing approach.

I highly recommend this book to any marketing leader who wants to stay ahead of the curve and drive business growth through AI.

Carlos ManaloCo-CEO and CofounderThe Office of Experience

INTRODUCTION

The hype around technology trends seems continuous, with only the labels and the players changing from year to year. In no particular order: crypto, big data, social media, “the year of mobile,” and the metaverse. Now, artificial intelligence (AI) is the center of the hype storm.

The world always seems to be “on the cusp” of some major transformative change that will usher in a new era of something. Those whose careers started with the advent of the first Internet boom in the late 1990s have seen their share of real and real-seeming (at the time) world-shattering breakthroughs. Some of those breakthroughs have truly lived up to their hype, and others are punchlines at worst and cautionary tales at best.

It’s understandable to approach the topic of AI and its ability to transform marketing and business with a bit of trepidation. Be assured that some of the hype is inflated, yet some of the enthusiasm present in social feeds, inboxes, and across the news is justified.

With the adoption of artificial intelligence (AI) in all business areas more than doubling between 2017 and 2022, according to the McKinsey Global Survey on AI,1 there is clearly momentum behind AI and that has only continued in the subsequent months. Although not everyone keeps up with the latest information on the topic, most people are aware of text-based technologies like OpenAI’s GPT-4, Google’s Gemini, and other large language models that power text-based products like ChatGPT or Gemini, as well as image-based ones like DALL-E or MidJourney.

As evidenced in subsequent chapters, it’s more than likely readers have utilized at least some of many current usages of AI in marketing as well. Readers may be surprised to learn that if they’ve ever used a search engine, they have used AI as a consumer. The purpose of this guide is to provide an overview that marketing leaders and aspiring leaders can use to help guide their decisions, a street through the cloud of hype, and help in making informed decisions about the investment of time and money in the future.

WHY AI AND MARKETING?

In trying to address the concepts and trends that marketing leaders and aspiring leaders need to understand most, picking the topic of artificial intelligence was an obvious one. While AI is by no means a new thing to the marketing world, the recent hype brought by technologies like OpenAI’s ChatGPT, and the nearly $50 billion raised by generative AI and AI-related start-ups in 20232 has caused a new wave of ideas, applications, and approaches to be considered by marketers and the companies they work for.

Because of this, it is time to tackle this topic in what will be a quick but ideally informative and inspirational read. There’s no time to make a full history of AI and its impact on marketing, nor is it possible to cover all of the exciting recent developments. The goal, then, is to cover enough so that readers feel comfortable discussing this topic with their peers, exploring investments in the space and planning initiatives that incorporate some or all of the exciting methods that artificial intelligence can augment and enhance marketing efforts.

THIS BOOK IS BASED ON RESEARCH . . . AND EXPERIENCE

This book is an example of continually informed writing. The author has been privileged to work with several organizations of varying sizes (from Fortune 50 to 1000, and even smaller on occasion) and assisted with some of the AI methods and tools described in this book. Additionally, the author has been tasked with researching and creating strategies for leading brands to potentially adopt and implement some of the newer additions to the pool of AI-based marketing tools.

The author is committed to being both a writer-researcher and a practitioner and wants his insights to be more than purely theoretical. His hope is that this makes the concepts on the page more actionable, insightful, and beneficial to the reader.

INTENDED AUDIENCE

This book is for marketing executives and professionals who want to understand how to implement Agile principles within their marketing to increase their effectiveness, including CMO and marketing leadership, marketing management, and other marketing team members.

Of those professionals, this book will be most useful for marketers with little understanding of Agile or may be tasked with exploring if Agile practices would be a good fit for their organization.

Also, this is an introduction, not an advanced user manual. Therefore, it is intended to be a short read and to quickly and easily give the reader a good understanding of the topic. However, to get more in-depth knowledge, more reading, training, and experience will be required.

WHAT THIS BOOK IS NOT

There is a brief mention of the history of AI and some related tools throughout the book, however this is not intended to be a full history of artificial intelligence or even a comprehensive documentation of when and how marketers have utilized AI throughout the last several decades.

Additionally, while several current and potential applications of artificial intelligence in marketing, customer experience, and related fields will be discussed, this book is not intended to be a guide on how to implement AI in marketing. Ideally, the reader will gain some additional insights into how it can be applied, however.

WHAT WILL BE COVERED

The author will share his knowledge and experience implementing artificial intelligence tools in a marketing environment. The book is divided into four main parts:

1. Part 1:

The first part reviews some definitions, goes through a little history, and then explains why marketers should pay attention to AI in their work and plan for the future. The segment wraps up by reviewing some areas where artificial intelligence is already being used in marketing, and it may surprise some to see just how many areas there are.

2. Part 2:

This part explores some of the areas where AI and marketing are the most exciting at the moment. These include:

a. Generative AI, which includes technologies like ChatGPT, Gemini, and Claude, plus many new features within existing products and platforms

b. Next best action and other predictive, propensity methods of personalizing the customer experience

c. Team and workflow automation, which allows teams to accomplish more, get better results, and simply parse sets of data that humans alone can’t accomplish

3. Part 3:

The third part explains several practical examples of how to use generative AI tools to achieve goals such as creating effective content and analyzing marketing data.

4. Part 4: