Eight tips for the successful use of artificial intelligence in marketing
Artificial intelligence is on everyone's lips. But very few marketing managers have the necessary expertise. The practical tips from AI expert Claudia Bünte provide a remedy.
Practical tip 1: Artificial intelligence (AI) must fit your strategy and marketing objective. Don't use AI just for the sake of using it.
Practical tip 2: Deploy AI to match your brand promise and match the performance of AI-assisted processes with customer expectation.
Practical tip 3: Check the data quality and the amount of data. If these are not good enough, rather optimize previous approaches further.
Practical tip 4: Analyze the attitude of your team, if necessary with external help. You can currently find this, for example, with special consultants for artificial intelligence in marketing or at universities with an AI / marketing focus. Not all employees embrace AI voluntarily.
Practical tip 5: Start your AI roadmap with quick, easy-to-achieve milestones to give your team their first taste of success.
Practical tip 6: Don't wait for your service providers to come up with the perfect solution, try it yourself as early as possible.
Practical tip 7: Enter into an AI marriage for time. Keep contracts with AI providers flexible enough that you can switch providers if you're no longer satisfied with the impact, or that you can link different islands together. And define the impact you want to the AI service.
Practical tip 8: Use Artificial Intelligence as a support - never let it take away the management direction decision.
The advisor: Prof. Dr. Claudia Bünte is Professor of International Business Administration with a focus on marketing at the SRH University of Applied Sciences Berlin. Her consultancy accompanies top companies in marketing and brand management. Previously, she was responsible for international marketing and brand management in leading global companies, including Coca-Cola and Volkswagen. Prior to this operational role, she advised international clients in marketing - as an executive at McKinsey & Company. She teaches and conducts research on artificial intelligence in marketing.
The article first appeared in the print edition of Werbewoche 13/2018, together with the results of a recent study on artificial intelligence (Werbewoche reported).
