Sie sind bereits eingeloggt. Klicken Sie auf 2. tolino select Abo, um fortzufahren.
Bitte loggen Sie sich zunächst in Ihr Kundenkonto ein oder registrieren Sie sich bei bücher.de, um das eBook-Abo tolino select nutzen zu können.
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…mehr
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.
Dieser Download kann aus rechtlichen Gründen nur mit Rechnungsadresse in D ausgeliefert werden.
Die Herstellerinformationen sind derzeit nicht verfügbar.
Autorenporträt
Shiv Singh is a future-focused business 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.
Inhaltsangabe
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
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
Es gelten unsere Allgemeinen Geschäftsbedingungen: www.buecher.de/agb
Impressum
www.buecher.de ist ein Internetauftritt der buecher.de internetstores GmbH
Geschäftsführung: Monica Sawhney | Roland Kölbl | Günter Hilger
Sitz der Gesellschaft: Batheyer Straße 115 - 117, 58099 Hagen
Postanschrift: Bürgermeister-Wegele-Str. 12, 86167 Augsburg
Amtsgericht Hagen HRB 13257
Steuernummer: 321/5800/1497
USt-IdNr: DE450055826
