Artificial intelligence (AI) offers unprecedented opportunities to work more efficiently and smarter. But as a marketer you mainly want practical tools. Well, I have that for you. With examples.
I found these tools in the recently published book ‘Effective AI prompts for a marketing strategy that works‘ (affiliate) of Patrick Petersen. I have rarely read such a practical book. He explores the possibilities of AI in combination with strategic marketing. Let me inspire you with his vision and my own experiences.
The power of AI in marketing
AI includes technologies that mimic human intelligence with the aim of automating processes and improving results. According to Forbes, AI-driven marketing will have a major impact on the global economy by 2030 and transform the way companies make strategic decisions. You already read it: the potential is enormous.
Popular AI tools for marketers and the differences
The most well-known AI tools for marketing are Microsoft CoPilot, Google Gemini and ChatGPT. These tools each have their own advantages. And what’s even better is that you can get a long way with the free versions.
- Microsoft CoPilot: This tool is ideal for supporting Microsoft applications such as Word and PowerPoint. CoPilot generates detailed answers with source references and can create creative expressions such as poems or images.
- Google Gemini: Personally my favorite. Gemini processes information from datasets and the internet. It can generate texts, program in JavaScript and offers an almost human interaction. Thanks to its large data set, this tool continues to evolve and is perfect for complex tasks.
- ChatGPT: Developed by OpenAI. This tool is particularly advanced in text generation and offers a human-like interaction style. ChatGPT is great for in-depth conversations and creative tasks, but bases its answers on training data rather than current Internet information.
Enough reasons to get started! And yet I ask you to wait a moment. Because there are two important findings that I want to share with you: the quality of your prompt is important for your success and that you can make AI tools work together.
Quality prompts
A prompt is the text you enter in the chat of an AI tool. The quality of your prompt determines the quality of the answer. Here comes the expression “shit in, shit out” very useful.
Role: Indicate what role the AI tool should take, such as that of an email marketer or strategist. The more detailed the role, the better the output.
Ask: formulate your question as clearly as possible, including details about your goal and target group. More information is often better.
Output: indicate what you expect as a result. For example, would you like a list of the five biggest marketing trends in 2024 in a clear table? Be specific.
Practical example: designing customer journey
Suppose you want to design a customer journey for the sale of a luxury, electrically adjustable box spring. The prompt would look like this:
“You are an experienced marketer who specializes in developing customer journeys. You are assigned to develop a customer journey for the sale of a luxurious, electrically adjustable box spring. Design an extensive customer journey in five phases, specifically aimed at the persona Kim, a 38-year-old woman and mother of 2 young children, self-employed and living in Amsterdam. She attaches great importance to a healthy lifestyle and a good night’s sleep is very important. She is looking for quality and luxury.
Describe per phase (awareness, consideration, decision-making, purchase and post-purchase) the specific marketing activities that must be undertaken to reach, convince and activate Kim. Take into account her online and offline behavior and the challenges she faces in finding the most suitable box spring. Include detailed strategies for content creation, social media, email marketing, influencer collaborations and promotional campaigns at each stage. Process this in a clear report with a table as a summary.”
As you can see, this is an extensive prompt. But the result is astonishing. Try it yourself. And then follow the next step below.
Let AI tools work together: your own AI team
Now comes the fun part: make AI tools work together. This strengthens the results. Each AI model has a unique way of working and different data sets. Take our example of the customer journey. You can give ChatGPT the following prompt:
Rate this customer journey and provide suggestions for improvement:
My personal experience: can I succeed?
In his book, Petersen shows how to build a complete marketing strategy using AI tools. He goes through every step, from market analyzes and brand identity to KPIs and content creation. Inspired by Petersen, I followed his steps with the prompts next to me.
And the conclusion? In my opinion it works. Within one day I had refined my marketing strategy, including competitive analysis and complete planning. The AI tools even helped me generate social media content and visuals.
Here it comes: the critical note
While AI tools are incredibly powerful, it’s important to emphasize that they are not perfect. AI models are trained on large amounts of data and can sometimes generate incorrect or misleading information. It is therefore essential to critically assess and verify the output of AI tools. In addition, AI models can be sensitive to bias, which can cause them to disadvantage certain groups of people. Always read and review the output. Don’t accept this blindly.
In short: with the right prompts and collaboration between AI tools, you too can take your marketing strategy to the next level!
Source: www.frankwatching.com
