Special Spring Pricing: Regularly $900 is now 50% off—$450. Enroll here.
Introduction:
This course will put you in the top tier of Generative AI users. This is what comes after prompt engineering. This is a unique offering that leverages Generative AI for creativity and innovation in marketing and your career.
From the start, computers have made people more accurate and more efficient. Now, with Generative AI (GenAI), computers can make your marketing team more inventive, resourceful and productive in terms of creative ideas, marketing plans, research and strategy. That means you can expect them to develop more and better campaign management, digital marketing strategies, creative ideation, testing theories, and proposals and think them through with more rigor. The result?
- Better ways to generate awareness, leads, and higher lifetime value customers.
- Brighter ways to organize resources, automate processes, and execute tactics.
- Shrewder ways to analyze data.
- Smarter ways to manage people.
- More cost-effective ways to reach your organizational goals.
We have all been amazed by GenAI’s ability to perform many marketing tasks and generate content. But the most powerful new computational capability lies not in simply cranking out blog posts and automating the mundane, but in unlocking creative potential.
In this course marketing expert Jim Sterne covers GenAI’s unprecedented capacity for augmenting brainstorming, critical thinking, and overall creativity. This new type of computing is different from all the computers we’ve used since the abacus. This tool can be used for strategy and imagination instead of the traditional memory and calculation (databases and spreadsheets).
This interactive course emphasizes the shift from rote work productivity to creativity. You learn how to unlock the potential of Large Language Models (LLMs) as a powerful innovation engine, guiding participants through the intricacies of leveraging AI for generating innovative ideas and solutions. You will work with frameworks and templates that can be applied to any creative or strategic challenge.
How can the imaginative powers of generative AI – used for ideation and brainstorming rather than just content creation – unlock new levels of ideation and innovation, and drive more successful marketing outcomes? That depends on the focus of your job. You’ll learn how these AI-assisted brainstorming techniques can be applied across the board, no matter if you are responsible for:
- Strategy
Everything starts with strategy, and GenAI can accelerate ideation and concept generation, helping explore a wider range of options and unique approaches to (for example) define marketing objectives, target audience, and positioning, develop campaign concepts, and align marketing plans with sales goals. - Market Research.
GenAI can streamline data collection, analysis, and interpretation allowing marketers to gain deeper insights into customer behavior, preferences, and market trends faster than ever. - Creative Ideation
GenAI can inspire broader creative brainstorming as a collaborative partner, helping explore a wide range of product positioning, creative concepts, messaging, and graphics. - Campaign Management
GenAI campaign planning and optimization tools can help develop more effective and efficient marketing campaigns, with real-time adjustments and performance tracking. - Digital Marketing
GenAI can contribute to digital marketing with SEO optimization, personalized content generation, and automated ad creation and testing. It can also help your team come up with new twists on website content and user experience as well as dream up new, engaging social media messaging.
Module 1: Effective Brainstorming and Creative Problem Solving Using AI
Description:
In Module 1, we will review the foundational concepts of LLMs because understanding how they work leads to appreciating how they can be leveraged. We will address what GenAI systems are good at and what they are not good at (yet). You will explore techniques for effective brainstorming, including setting the right prompts and using AI-generated content as a springboard to creative marketing innovation. Advanced strategies for creative problem-solving will be outlined, and by the end, you will be equipped with the knowledge and tools to leverage LLMs to transform your critical thinking and creative processes.
We will be using Chat GPT 4. You will need to have a paid account.
Key Takeaways
- How to work with an LLM’s as a cerebral force multiplier.
- Seven secrets to creative thinking and five frameworks for problem-solving.
- Using Chat GPT Custom Instructions.
- Working with GenAI as a mentor/sidekick.
- The power of iterative and recursive cogitation.
- The SCAMPER technique for creative thinking.
- In-class experimentation of these methods to your career area (Strategy, Market Research, Campaign Management, Digital Marketing, etc.).
Module 2: The Application of Your New Creative Powers.
Description:
In Module 2, we review your homework from Module 1—the application of your new creative powers to three creative/problem-solving challenges you face. We’ll share and critique your efforts and discoveries and share personal best practices. The emphasis is on experimentation and learning in a collaborative setting. This hands-on session mixes show-and-tell, experimentation, and adding to a collective workbook for future reference. This is a wholly interactive, hands-on session so you will not just learn but get a feel for the power of collaborating with generative AI. You will start to apply what you learn to your job during this module. Use it for your own marketing projects, whether that is a marketing plan, creative brainstorming, research, campaign, or strategy document.
Key Takeaways
In this class you’ll learn:
- Collaborative creativity essentials.
- Using your LLM to improve your use of your LLM.
- Creating your own GPTs.
- Your personal step-by-step ingenuity procedure.
- Expansion of the LLM Creativity Handbook.
How to Convince Your Boss Why You Should Take this Workshop
1. Describe the Benefits
Ask your boss if they want you to be better at weighing pros and cons, considering alternatives, and anticipating unintended consequences. Ask them if recognizing biases and limitations, embracing diverse sources of information, and out-of-the-box problem-solving would benefit the company. Ask them which of the following they would like you to focus on the most:
- Increase Revenue.
- Lower Costs.
- Improve Customer Satisfaction.
- Increase Capabilities.
- Lower Risk.
2. Pick Their Favorite Key Performance Indicator
Whether your boss is focused on raising revenue, lowering costs, or some other major KPI, explain how this course can boost your ability to help them achieve their departmental goals – and their bonus.
3. List the Ways Better Ideas can be Quantified
- Better ideas have a higher potential impact on the business.
- Better ideas are more feasible.
- Better ideas are more original.
- Better ideas have more customer relevance.
- Better ideas are more in alignment with business objectives.
- Better ideas have a higher potential return on investment.
- Better ideas have a higher implementation rate.
- Better ideas can be implemented faster.
- Better ideas have a higher employee engagement rate.
4. Promise to Teach Colleagues
This is a brand-new way to use computers and you can be the one to bring your new-found superpowers to the rest of the company.
5. Plant the Seeds of Category Disruption
Generative AI is a new tool that can be used in new ways. Those ways might even include disrupting whole industries. Your company could be one of the ones that comes out ahead.
The Presentations
- The workshops are hands-on and practical.
- The workshops are live so that you can ask your questions.
- Step-by-step instructions in numbered lists with the links so you can do this yourself.
- Included are lots of illustrations and examples.
Download Material
- Recorded video of the presentation with slides and audio.
- PDF of the complete presentation plus any links shared.
All PPT slides
“Artificial Intelligence for Marketing: Practical Applications” by Jim Sterne (2017) (PDF)
Who is the course for?
This course is for anyone who wants to be in the top tier of Generative AI users .
The Presenter
Jim Sterne
Consultant, Speaker
Jim Sterne focuses his forty-five years in sales and marketing on using technology for marketing. He sold business computers to companies that had never owned one in the 1980s, consulted and keynoted about online marketing in the 1990’s, founded a conference and a professional association around digital analytics in the 2000’s, and has lately been advising companies on the adoption of generative AI. His talent lies in clearly explaining how the latest technology works, and how it can be put to use for marketing and business. He has written twelve books on Internet advertising, marketing and customer service including the humorous Devil’s Data Dictionary and his latest, Artificial Intelligence for Marketing: Practical Applications. Sterne has consulted to some of the world’s largest companies; lectured at MIT, Stanford, USC, Harvard, and Oxford. Sterne founded the continuously running Marketing Analytics Summit in 2002 and spent 20 years with the Digital Analytics Association as cofounder and Board Chair Emeritus. He was named one of the 50 most influential people in digital marketing by one of the UK’s premier interactive marketing magazines and was included in a list of the Top 25 Hot Speakers by the National Speakers Association. Sterne is on the Advisory Board of a variety of startups and has served on the Boards of his local library foundation and the Better Business Bureau.
Workshop dates and times:
SPRING
Module 1: Effective Brainstorming and Creative Problem Solving Using AI.
Wednesday, May 8, 2024
from 12:00 p.m. to 2:00 p.m. PDT.
Module 2: The Application of Your New Creative Powers.
Friday, May 31, 2024
from 12:00 p.m. to 2:00 p.m. PDT.
