Using Artificial Intelligence in Marketing

How to Harness AI and Maintain the Competitive Edge
1. Auflage 2019
ISBN: 978-0-7494-9797-2
Verlag: Kogan Page

Buch, Englisch, 224 Seiten, Format (B × H): 161 mm x 240 mm, Gewicht: 669 g

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.

Autoren/Hrsg.

King, Katie

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Wirtschaftsinformatik, SAP, IT-Management
• Mathematik | Informatik EDV | Informatik Informatik Künstliche Intelligenz
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Mathematik | Informatik EDV | Informatik Angewandte Informatik Wirtschaftsinformatik
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing

Inhaltsverzeichnis

• • Chapter - 01: The AI wake-up call – The strategic transition of marketing;
  • Chapter - 02: The personalization paradox – Global appetite for AI and the changing customer journey;
  • Chapter - 03: Transformational marketing and AI in tourism – A glimpse at the Asia Pacific region;
  • Chapter - 04: Transformational marketing and AI in Europe – Case studies from telecoms, banking and built environment;
  • Chapter - 05: Transformational marketing and AI in North America – Case studies from banking and retail;
  • Chapter - 06: Transformational marketing and AI in technology and venture capital – With a special focus on the Middle East;
  • Chapter - 07: Framework for success – Democratization of AI;
  • Chapter - 08: The new marketing paradigm – Reinventing the role of marketing, ethics and transparency;
  • Chapter - 09: The future of marketing has arrived – AI’s wider impact on education, policy and politics

Über Autor(innen)

King, Katie
Katie King is CEO of AI in Business, a firm that specializes in AI consultancy and training. With over 30 years' experience, she has advised many of the world's leading brands and business leaders, including Richard Branson/Virgin, o2, Orange and Accenture. Based in Kent, UK, she is a member of the UK Government All-Party Parliamentary Group (APPG) task force for the enterprise adoption of AI and an Editorial Board Member of the journal AI and Ethics. A regular international keynote speaker, she has also delivered TEDx talks and is a frequent commentator on BBC TV and radio.

Katie King is a CEO and Business Transformation consultant with over 28 years' experience. She has advised many of the world's leading brands and business leaders, including Richard Branson, o2, Orange, Accenture, PA Consulting, Arsenal Football Club and Harrods. King has delivered numerous TEDx talks and is a frequent commentator on BBC TV and radio, and is a regular speaker on the international conference circuit.