Using Artificial Intelligence in Marketing

How to Harness AI and Maintain the Competitive Edge

Katie King

• Publisher: Kogan Page
• Year: 2019
• Print ISBN:
  9780749483395
• eBook ISBN:
  9780749483401
• Edition: 1
• Topic: Negocios y empresa
• Subtopic: Estrategia empresarial

Artificial intelligence (AI) is paving the way for the future of marketing and business transformation, yet many organizations struggle to know exactly how and where to integrate it. This book is the ultimate guide to embracing the opportunity that AI can bring for your marketing.

With AI forecasted to boost global GDP by 14% by 2030, an efficient and sustainable AI marketing strategy is now essential to avoid losing the competitive edge. Using Artificial Intelligence in Marketing provides the definitive, practical framework needed for marketers to identify, apply and embrace the opportunity to maximize the results and business advancement that AI can bring.

Streamlining efficiencies into every business practice, AI automates simpler, repetitive tasks with unrivalled accuracy, allowing sales and marketing teams to return their attention to where human interaction is most valuable: strategy, creativity and personal connection. Using Artificial Intelligence in Marketing outlines key marketing benefits such as accurate market research samples, immediate big data insights and brand-safe content creation, right through to the on-demand customer service that is now expected 24/7. It also explores the inevitable myths, concerns and ethical questions that can arise from the large-scale adoption of AI. This book is an essential read for every 21st century marketer.

INDEX

Note: chapter references and ‘practical takeaways’ checklists are indexed as such; page numbers in italics indicate figures or tables

10 steps for AI in marketing success 140–43

Abdallah, S M (Head of Digital Transformation, KPMG) 109–14

Adobe 23, 136, 148, 151

Ahmed, S 73–77 see also Savortex as role model for new wave of CEOs 77

AI (and) see also the new marketing paradigm and robots

banking 68

BBC: The Big Question debate (2018) 168, 169, 170 see also Goldin, I; Malmgren, P and Richardson, K

conversational technology 149

cyber security 68

deep learning 153

driving/cars 152–53, 155

healthcare 2, 4

marketing 69–70, 150–51

Qriously 164

Reboot AI 57–60 see also O’Connor, M and Sahi, D

AI marketing map (2018) 35, 38, 36, 37

Base CRM 35

Clarifai 38

Conversica 35

InsideSales.com 38

LeadCrunch 35

Sailthru 38

AI wake-up call: the strategic transition of marketing (and) 1–22

AI heatwave 6–7

AI as friend or foe for the marketer? 4–5 see also research

AI as the clever child 16 see also McBurney, P

the big questions: trust, fairness and ethics 19

changing the face of PR 15–16 see also Gallagher, D

continuous learning 6

dispelling AI myths 2

epochal change 7–8

exciting chaos 14–15 see also Bolat, E

fear and paranoia 18–19 see also China and surveys

Gartner classification...

Table of contents

• Cover
• Title Page
• Copyright
• Contents
• List of figures
• About the author
• Acknowledgements
• 01 The AI wake-up call: the strategic transition of marketing
• 02 The personalization paradox: global for AI and the changing customer journey
• 03 Transformational marketing and AI in tourism: a glimpse at the Asia Pacific region
• 04 Transformational marketing and AI in Europe: case studies from telecoms, banking and built environment
• 05 Transformational marketing and AI in North America: case studies from banking and retail
• 06 Transformational marketing and AI in technology and venture capital – with a special focus on the Middle East
• 07 Framework for success: democratization of AI
• 08 The new marketing paradigm: reinventing the role of marketing, ethics and transparency
• 09 The future of marketing has arrived: AI’s wider impact on education, policy and politics
• Bibliography
• Index
• Backcover