Katie King - Using Artificial Intelligence in Marketing

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

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

AI and machine learning are already redefining marketing, both within corporates and the agency world and were 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 youre 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)

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)

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

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

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

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 Kings 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, Dont be an ostrich get started. This text shows how. Merlin Stone, Professor of Marketing and Strategy, St Marys University, UK

Using Artificial Intelligence in Marketing

How to harness AI and maintain the competitive edge

Katie King

Publishers note

Every possible effort has been made to ensure that the information contained in this book is accurate at the time of going to press, and the publisher and authors cannot accept responsibility for any errors or omissions, however caused. No responsibility for loss or damage occasioned to any person acting, or refraining from action, as a result of the material in this publication can be accepted by the editor, the publisher or any of the authors.

First published in Great Britain and the United States in 2019 by Kogan Page Limited.

Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced, stored or transmitted, in any form or by any means, with the prior permission in writing of the publishers, or in the case of reprographic reproduction in accordance with the terms and licences issued by the CLA. Enquiries concerning reproduction outside these terms should be sent to the publishers at the undermentioned addresses:

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c/o Martin P Hill Consulting

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4737/23 Ansari Road

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Katie King, 2019

The right of Katie King to be identified as the author of this work has been asserted by her in accordance with the Copyright, Designs and Patents Act 1988.

ISBNs

HARDBACK 978 0 7494 9797 2

PAPERBACK 978 0 7494 8339 5

E-ISBN 978 0 7494 8340 1

Typeset by Integra Software Services Pvt. Ltd., Pondicherry

Print production managed by Jellyfish

Printed and bound by CPI Group (UK) Ltd, Croydon, CR0 4YY

To my loving dad Stan, for our inspiring trips to the Tottenham Swap Shop (where you could exchange and barter goods) in the 1970s, which fed my insatiable appetite for books.

Katie King is a leading business transformation consultant, with a consultancy career spanning 29 years. Katie is an accomplished entrepreneur, trainer and Keynote speaker. She is a frequent commentator on BBC TV and radio, and has delivered two TEDx presentations.

During her career, Katie has advised and trained many of the worlds leading global brands including Sky, O2, Virgin, NatWest, Alcatel, Huawei and many more. Katie is CEO of digital marketing agency Zoodikers, and a boutique management consultancy called AI in Marketing. She is also the Co-Founder of AI in FM.

She has an MBA and a degree in languages, as well as a Diploma in Marketing. Katie is married with two children and lives in the UK.

To my wonderful book publisher, Kogan Page. You brought my book to life and made my dreams come true. After three decades in marketing, ghosting copy for clients, I am elated to be a published author.

Thank you to all my clients, past and present, and to the wonderful contributors to this book. Without your invaluable knowledge, this book would be far less comprehensive, credible and relevant.

To my daughter Scarlett King, who until the eleventh hour, has been a trusted soundboard and editorial assistant.

The foundation of my work ethic hails from my parents Kath and Stan, who, despite limited means, showered me with love but most importantly, taught me self-esteem and belief, and set the bar incredibly high in terms of diligence and fairness.