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Using Artificial Intelligence in Marketing

How to Harness AI and Maintain the Competitive Edge

By (author) Katie King
Format: Hardback
Publisher: Kogan Page Ltd, London, United Kingdom
Published: 3rd Feb 2019
Dimensions: w 156mm h 234mm d 19mm
Weight: 496g
ISBN-10: 0749497971
ISBN-13: 9780749497972
Barcode No: 9780749497972
Synopsis
Artificial intelligence (AI) marketing 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. 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.

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"Decision-makers will understand that technology does not compete with the human mind - it provides new insight - and this well-researched book offers CEOs and CMOs a deep dive into how to use AI for real and measurable business results."--Olivier Novasque, CEO, Sidetrade "An inspirational book in the third millennium of communications. A highly recommended read for those curious about the impact of artificial intelligence on marketing and communications."--Somayeh Heydarali, Internal Communications and Media Relations Supervisor, Nestl Iran "The impact of AI in the built environment has been much discussed and analysed. This essential book brings clarity and insight to these conversations and is presented in an accessible way, using real examples that address many misconceptions."--Paul Bagust, Global Property Standards Director, The Royal Institution of Chartered Surveyors (RICS) "Artificial intelligence is being hailed as the 4th industrial revolution. This important book is essential for anyone in business or marketing wishing to be prepared for the coming of AI."--Jim Al-Khalili OBE FRS, Professor of Physics; Surrey Professor of the Public Engagement in Science; President, British Science Association "AI has arrived in marketing, there are no brake pads and no reversing. The problem being that there are many people talking about it but few practitioners doing it. King offers a great introduction to the newcomer, as well as a practical guide to the current AI in marketing state of the nation. This is a must-read for the modern marketer."--Tim Hughes, CEO and Co-founder, Digital Leadership Associates "AI and machine learning are already redefining marketing, both within corporates and the agency world - and we're only just starting to understand their potential. My advice, read this book and stay ahead of the curve. A lot has been written about the IoT, big data, cloud computing and robotics - but AI is set to rule them all. If you're in marketing or PR you need to read this book, as AI is set to change the face of both professions for good."--James Delves, Head of PR and Engagement, The Chartered Institute of Marketing (CIM) "Katie King has a fantastic way of captivating her audience and ensuring the reader is both aware of and excited about the role AI has to play in our personal and professional futures. This book, and the introduction of the Scorecard into marketers' lives, will be invaluable in setting brands up for success as they shift to a world where AI must be at the centre of marketing strategy."--Thom Nowell, Football Brand Manager, Nike UK "Katie King has written a stimulating book that inspires thinking about AI. From personal to marketing and business perspectives, the implications of AI and its potential are engagingly explored."--Professor Len Tiu Wright, Editor-in-Chief, Cogent Business & Management; Emeritus Professor, De Montfort University, UK; formerly Professor of Marketing, Huddersfield University, UK "Katie King's book is an essential companion to everyone in marketing, from serious students and ambitious young starters through to marketing professionals in agencies and clients, or the most senior marketing directors of large companies. This is not the wave of the future but the wave of the present, benefiting some, making their marketing easier, threatening others and questioning their roles. The key message is, "Don't be an ostrich - get started." This text shows how."--Merlin Stone, Professor of Marketing and Strategy, St Mary's University, UK