Marketing with AI For Dummies
1st Edition
Published on 23. September 2024
Book
Paperback/Softback
400 pages
978-1-394-23719-7 (ISBN)
Description
Stay ahead in the marketing game by harnessing the power of artificial intelligence
Marketing with AI For Dummies is your introduction to the revolution that's occurring in the marketing industry, thanks to artificial intelligence tools that can create text, images, audio, video, websites, and beyond. This book captures the insight of leading marketing executive Shiv Singh on how AI will change marketing, helping new and experienced marketers tackle AI marketing plans, content, creative assets, and localized campaigns. You'll also learn to manage SEO and customer personalization with powerful new technologies.
Peek at the inner workings of AI marketing tools to see how you can best leverage their capabilities
Identify customers, create content, customize outreach, and personalize customer experience with AI
Consider how your team, department, or organization can be retooled to thrive in an AI-enabled world
Learn from valuable case studies that show how large organizations are using AI in their campaigns
This easy-to-understand Dummies guide is perfect for marketers at all levels, as well as those who only wear a marketing hat occasionally. Whatever your professional background, Marketing with AI For Dummies will usher you into the future of marketing.
Marketing with AI For Dummies is your introduction to the revolution that's occurring in the marketing industry, thanks to artificial intelligence tools that can create text, images, audio, video, websites, and beyond. This book captures the insight of leading marketing executive Shiv Singh on how AI will change marketing, helping new and experienced marketers tackle AI marketing plans, content, creative assets, and localized campaigns. You'll also learn to manage SEO and customer personalization with powerful new technologies.
Peek at the inner workings of AI marketing tools to see how you can best leverage their capabilities
Identify customers, create content, customize outreach, and personalize customer experience with AI
Consider how your team, department, or organization can be retooled to thrive in an AI-enabled world
Learn from valuable case studies that show how large organizations are using AI in their campaigns
This easy-to-understand Dummies guide is perfect for marketers at all levels, as well as those who only wear a marketing hat occasionally. Whatever your professional background, Marketing with AI For Dummies will usher you into the future of marketing.
More details
Language
English
Place of publication
United States
Publishing group
John Wiley & Sons Inc
Dimensions
Height: 230 mm
Width: 186 mm
Thickness: 24 mm
Weight
536 gr
ISBN-13
978-1-394-23719-7 (9781394237197)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
Person
Shiv Singh is a future-focused busi--ness executive who has developed and executed cutting-edge marketing strategies, tools, and techniques for some of the world's largest brands. He is also the trailblazing author of Social Media Marketing For Dummies and Savvy, Navigating Fake Companies, Leaders & News. Along the way, he has served as VP and Global Social Media Lead for Razorfish, Head of Digital for PepsiCo Beverages, SVP Innovation Go-to-Market for Visa, and most recently, as the Chief Marketing and Customer Experience Officer for LendingTree, where he managed a media budget of $650 million and led a team of 150 marketers.
Content
Introduction 1
About This Book 1
Foolish Assumptions 3
Icons Used in This Book 3
Beyond the Book 4
Where to Go from Here 4
Part 1: Getting Started with Marketing With AI 5
Chapter 1: A Brief History of AI 7
Early Technological Advances 7
Alan Turing and Machine Intelligence 8
The Dartmouth Conference of 1956 10
Machine Learning and Expert Systems Emerge 12
An AI Winter Sets In 14
The Stanford Cart: From the '60s to the '80s 15
More AI Developments in the 1980s 16
Rapid Advancements of AI in the 1990s and Beyond 17
Chapter 2: Exploring AI Business Use Cases 23
Automating Customer Service 24
Enhancing Product and Technology with AI 28
Accelerating Research and Development 32
Giving Marketing an AI Boost 36
Optimizing Sales with AI 39
Adding AI to Legal Activities 41
Chapter 3: Launching into the AI Marketing Era 45
Ready or Not: AI Is Your New Marketing Copilot 46
Watching AI Upend the Corporate World 48
Taking Foundational Steps Toward AI Marketing 49
Adopting a Strategic Framework for Entering the AI Era 54
Part 2: Exploring Fundamental AI Structures and Concepts 61
Chapter 4: Collecting, Organizing, and Transforming Data 63
Defining Data in the Context of AI 64
Choosing Data Collection Methods for Marketing with AI 67
Putting Your Marketing Data in Its Place 69
Understanding Data via Manual and Automated Systems 71
Preparing the Data for Use by AI Algorithms and Models 72
Chapter 5: Making Connections: Machine Learning and Neural Networks 77
Examining the Process of Machine Learning 78
Understanding Neural Networks 79
Supervised and Unsupervised Learning 81
Exploring Reinforcement Learning 83
Mastering Sequences and Time Series 85
Developing Vision and Image Processing in AI 88
Tools for Machine Learning and Neural Networks 91
Chapter 6: Adding Natural Language Processing and Sentiment Analysis 93
Demystifying the Backbone of NLP 94
Elevating NLP with Machine Learning 96
Examining Transformers and Attention Mechanisms 98
Unpacking Sentiment Analysis 99
Catching the feeling 100
Understanding language nuances 100
Integrating social media analytics 101
Challenges for NLP and Sentiment Analysis 101
Engaging Best Practices for Using NLP and Sentiment Analysis 102
Chapter 7: Collaborating via Predictions, Procedures, Systems, and Filtering 105
Understanding Predictive Analytics 106
Putting AI Procedures into Practice 111
The AI System Development Lifecycle 112
Understanding Filtering in AI 114
Chapter 8: Getting Comfortable with Generative AI 119
Changing the Game with Generative AI 120
Getting to Know GPT Models 125
Creating New Text, Images, and Video 126
Introducing Major Consumer-Facing Generative AI Models 128
Addressing the Challenges of Using Generative AI Models 129
Part 3: Using AI to Know Customers Better 133
Chapter 9: Segmentation and Persona Development 135
Exploring Behavioral Segmentation Elements 136
Sourcing the Right Customer Data 137
Seeing How AI Performs Segmentation 139
Refining, Validating, and Enhancing Segmentation Models 140
Aligning Persona Development 142
Leveraging AI Personas for All Business Efforts 144
Employing Synthetic Customer Panels 147
Chapter 10: Lead Scoring, LTV, and Dynamic Pricing 151
Working Together: Three Core Concepts 152
Scoring Leads with the Help of AI 154
Calculating Lifetime Value to Affect Lead Scoring 159
Turning Lead Scoring and LTV Insights into Dynamic Pricing 162
Chapter 11: Churn Modeling and Measurement with AI 165
Getting the Scoop on Churn Modeling 166
Ramping Up Your Measurement Operations 173
Checking Out Tools for Churn Modeling and Measurement Operations 180
Part 4: Transforming Brand Content and Campaign Development 181
Chapter 12: Using AI for Ideation and Planning 183
Engaging AI to Ideate on Behalf of Human Beings 184
Deciding whether AI Hallucinations Are a Feature or a Bug 187
Following Practical Steps for Idea Generation with AI 190
Deciding on AI Ideation Tools to Use 193
Chapter 13: Perfecting Prompts for Conversational Interfaces 197
Reviewing Use Cases for Conversational Interfaces 198
Writing Strong Prompts to Guide AI Responses 201
Good and Bad Marketing Prompt Design Examples 205
Refining and Iterating Strong Prompts 206
Fighting AI Bias in Prompt Writing 207
Using Prompt Design Apps 209
Chapter 14: Developing Creative Assets 211
Trying Out an AI-Generated Where's Waldo? Illustration 212
Exploring an Approach for Creating Visual Assets with AI 214
Enhancing Existing Creative Assets 219
Fine-Tuning Creativity with AI Tools and Techniques 222
Choosing AI Tools for Creating Visual Assets 227
Chapter 15: Search Engine Optimization (SEO) in the AI Era 229
Describing Search Generative Experiences (SGEs) 230
Strategies for SEO Success in the AI Era 232
Enhancing the User Experience with AI 235
Maximizing Your SEO Efforts 236
Knowing the AI Tools to Use with SEO 242
Chapter 16: Performing A/B Testing with AI 245
Examining the Fundamentals of A/B Testing 246
Surveying A/B Testing Extensions 249
Gathering AI Tools for A/B Testing 253
Chapter 17: Fine-Tuning Content with Localization and Translation 255
Exploiting AI for Localization and Translation 256
Adopting Core Strategies for Localization 262
Examining Real-Time Localization and Translation Solutions 265
Part 5: Targeting Growth Marketing and Customer Focus with AI 269
Chapter 18: Applying AI to Performance Marketing 271
Examining Google Performance Max 272
Exploring Meta Advantage+ Campaigns 276
Inspecting Amazon Ads 281
Taking Stock of TikTok Advertising 285
AI Tools for Performance Marketing 287
Chapter 19: E-mail and SMS Marketing with AI 289
Tracking E-mail and SMS Marketing 290
Adding the Power of AI to E-mail and SMS Marketing 292
AI-Powered E-mail and SMS Marketing Tools 297
Chapter 20: Diving into Personalized Marketing 299
Adapting Marketing to Meet Consumer Personalization Preferences 300
Examining Personalization Concepts 302
Unlocking the Deeper Value of Personalization with Generative AI 305
Making Personalization Operational with AI 307
AI Tools to Help with Personalization 316
Chapter 21: Leading Your Business in the AI Era 319
Following Steps for Integrating AI into Your Business 320
Building AI Capability within Marketing 323
Integrating Marketing with the Rest of the Enterprise 328
Organizing for the Future 332
Chapter 22: Addressing Ethical, Legal, and Privacy Concerns with AI 335
Operating Principles for Ethical AI 336
Using All Data Responsibly 340
Fighting Bias in Data and Results 344
Protecting Copyright and Intellectual Property 346
Facing the Deepfake Problem 347
Saving Human Beings from Artificial Intelligence 351
Part 6: the Part of Tens 355
Chapter 23: Tens Pitfalls to Avoid When Marketing with AI 357
Ignoring Qualitative Insights 357
Depending Solely on Generated Personas 358
Relying Only on AI for Creative Briefs 358
Bypassing Human Creativity 359
Losing Your Brand Voice 359
Neglecting Emerging Media Channels 360
Over-Optimizing for Short-Term Goals 360
Creeping Customers Out 361
Ignoring the Value of the Human Touch 362
Relying Solely on AI for ROI Analysis 362
Chapter 24: Ten Future AI Developments to Watch For 365
Quantum Computing-Aided AI 365
Autonomous Creative Campaigns 366
Cognitive AI Systems for Deep Insights 367
AI-Driven Virtual Reality Experiences 367
Neural Interface for Marketing Insights 368
AI-Curated Personal Digital Realities 368
Synthetic Media for Dynamic Content 369
Predictive World Modeling 370
AI as a Customer Behavior Simulator 370
Molecular-Level Product Customization 371
Index 373
About This Book 1
Foolish Assumptions 3
Icons Used in This Book 3
Beyond the Book 4
Where to Go from Here 4
Part 1: Getting Started with Marketing With AI 5
Chapter 1: A Brief History of AI 7
Early Technological Advances 7
Alan Turing and Machine Intelligence 8
The Dartmouth Conference of 1956 10
Machine Learning and Expert Systems Emerge 12
An AI Winter Sets In 14
The Stanford Cart: From the '60s to the '80s 15
More AI Developments in the 1980s 16
Rapid Advancements of AI in the 1990s and Beyond 17
Chapter 2: Exploring AI Business Use Cases 23
Automating Customer Service 24
Enhancing Product and Technology with AI 28
Accelerating Research and Development 32
Giving Marketing an AI Boost 36
Optimizing Sales with AI 39
Adding AI to Legal Activities 41
Chapter 3: Launching into the AI Marketing Era 45
Ready or Not: AI Is Your New Marketing Copilot 46
Watching AI Upend the Corporate World 48
Taking Foundational Steps Toward AI Marketing 49
Adopting a Strategic Framework for Entering the AI Era 54
Part 2: Exploring Fundamental AI Structures and Concepts 61
Chapter 4: Collecting, Organizing, and Transforming Data 63
Defining Data in the Context of AI 64
Choosing Data Collection Methods for Marketing with AI 67
Putting Your Marketing Data in Its Place 69
Understanding Data via Manual and Automated Systems 71
Preparing the Data for Use by AI Algorithms and Models 72
Chapter 5: Making Connections: Machine Learning and Neural Networks 77
Examining the Process of Machine Learning 78
Understanding Neural Networks 79
Supervised and Unsupervised Learning 81
Exploring Reinforcement Learning 83
Mastering Sequences and Time Series 85
Developing Vision and Image Processing in AI 88
Tools for Machine Learning and Neural Networks 91
Chapter 6: Adding Natural Language Processing and Sentiment Analysis 93
Demystifying the Backbone of NLP 94
Elevating NLP with Machine Learning 96
Examining Transformers and Attention Mechanisms 98
Unpacking Sentiment Analysis 99
Catching the feeling 100
Understanding language nuances 100
Integrating social media analytics 101
Challenges for NLP and Sentiment Analysis 101
Engaging Best Practices for Using NLP and Sentiment Analysis 102
Chapter 7: Collaborating via Predictions, Procedures, Systems, and Filtering 105
Understanding Predictive Analytics 106
Putting AI Procedures into Practice 111
The AI System Development Lifecycle 112
Understanding Filtering in AI 114
Chapter 8: Getting Comfortable with Generative AI 119
Changing the Game with Generative AI 120
Getting to Know GPT Models 125
Creating New Text, Images, and Video 126
Introducing Major Consumer-Facing Generative AI Models 128
Addressing the Challenges of Using Generative AI Models 129
Part 3: Using AI to Know Customers Better 133
Chapter 9: Segmentation and Persona Development 135
Exploring Behavioral Segmentation Elements 136
Sourcing the Right Customer Data 137
Seeing How AI Performs Segmentation 139
Refining, Validating, and Enhancing Segmentation Models 140
Aligning Persona Development 142
Leveraging AI Personas for All Business Efforts 144
Employing Synthetic Customer Panels 147
Chapter 10: Lead Scoring, LTV, and Dynamic Pricing 151
Working Together: Three Core Concepts 152
Scoring Leads with the Help of AI 154
Calculating Lifetime Value to Affect Lead Scoring 159
Turning Lead Scoring and LTV Insights into Dynamic Pricing 162
Chapter 11: Churn Modeling and Measurement with AI 165
Getting the Scoop on Churn Modeling 166
Ramping Up Your Measurement Operations 173
Checking Out Tools for Churn Modeling and Measurement Operations 180
Part 4: Transforming Brand Content and Campaign Development 181
Chapter 12: Using AI for Ideation and Planning 183
Engaging AI to Ideate on Behalf of Human Beings 184
Deciding whether AI Hallucinations Are a Feature or a Bug 187
Following Practical Steps for Idea Generation with AI 190
Deciding on AI Ideation Tools to Use 193
Chapter 13: Perfecting Prompts for Conversational Interfaces 197
Reviewing Use Cases for Conversational Interfaces 198
Writing Strong Prompts to Guide AI Responses 201
Good and Bad Marketing Prompt Design Examples 205
Refining and Iterating Strong Prompts 206
Fighting AI Bias in Prompt Writing 207
Using Prompt Design Apps 209
Chapter 14: Developing Creative Assets 211
Trying Out an AI-Generated Where's Waldo? Illustration 212
Exploring an Approach for Creating Visual Assets with AI 214
Enhancing Existing Creative Assets 219
Fine-Tuning Creativity with AI Tools and Techniques 222
Choosing AI Tools for Creating Visual Assets 227
Chapter 15: Search Engine Optimization (SEO) in the AI Era 229
Describing Search Generative Experiences (SGEs) 230
Strategies for SEO Success in the AI Era 232
Enhancing the User Experience with AI 235
Maximizing Your SEO Efforts 236
Knowing the AI Tools to Use with SEO 242
Chapter 16: Performing A/B Testing with AI 245
Examining the Fundamentals of A/B Testing 246
Surveying A/B Testing Extensions 249
Gathering AI Tools for A/B Testing 253
Chapter 17: Fine-Tuning Content with Localization and Translation 255
Exploiting AI for Localization and Translation 256
Adopting Core Strategies for Localization 262
Examining Real-Time Localization and Translation Solutions 265
Part 5: Targeting Growth Marketing and Customer Focus with AI 269
Chapter 18: Applying AI to Performance Marketing 271
Examining Google Performance Max 272
Exploring Meta Advantage+ Campaigns 276
Inspecting Amazon Ads 281
Taking Stock of TikTok Advertising 285
AI Tools for Performance Marketing 287
Chapter 19: E-mail and SMS Marketing with AI 289
Tracking E-mail and SMS Marketing 290
Adding the Power of AI to E-mail and SMS Marketing 292
AI-Powered E-mail and SMS Marketing Tools 297
Chapter 20: Diving into Personalized Marketing 299
Adapting Marketing to Meet Consumer Personalization Preferences 300
Examining Personalization Concepts 302
Unlocking the Deeper Value of Personalization with Generative AI 305
Making Personalization Operational with AI 307
AI Tools to Help with Personalization 316
Chapter 21: Leading Your Business in the AI Era 319
Following Steps for Integrating AI into Your Business 320
Building AI Capability within Marketing 323
Integrating Marketing with the Rest of the Enterprise 328
Organizing for the Future 332
Chapter 22: Addressing Ethical, Legal, and Privacy Concerns with AI 335
Operating Principles for Ethical AI 336
Using All Data Responsibly 340
Fighting Bias in Data and Results 344
Protecting Copyright and Intellectual Property 346
Facing the Deepfake Problem 347
Saving Human Beings from Artificial Intelligence 351
Part 6: the Part of Tens 355
Chapter 23: Tens Pitfalls to Avoid When Marketing with AI 357
Ignoring Qualitative Insights 357
Depending Solely on Generated Personas 358
Relying Only on AI for Creative Briefs 358
Bypassing Human Creativity 359
Losing Your Brand Voice 359
Neglecting Emerging Media Channels 360
Over-Optimizing for Short-Term Goals 360
Creeping Customers Out 361
Ignoring the Value of the Human Touch 362
Relying Solely on AI for ROI Analysis 362
Chapter 24: Ten Future AI Developments to Watch For 365
Quantum Computing-Aided AI 365
Autonomous Creative Campaigns 366
Cognitive AI Systems for Deep Insights 367
AI-Driven Virtual Reality Experiences 367
Neural Interface for Marketing Insights 368
AI-Curated Personal Digital Realities 368
Synthetic Media for Dynamic Content 369
Predictive World Modeling 370
AI as a Customer Behavior Simulator 370
Molecular-Level Product Customization 371
Index 373