The 5 P’s of Artificial Intelligence
Most marketers are familiar with the 5 Ps: product, price, place, people, and promotion. But Roetzer has developed the 5 Ps of AI: planning, production, personalization, promotion, and performance. Here’s how the sequence works.
Planning: Predicting consumer behavior, defining strategies, prioritizing activities, and determining how to allocate marketing resources.
This type of AI-powered marketing product would help you with discovering keywords and topic clusters, constructing buyer personas and segmentation, analyzing content for gaps and opportunities, predicting customer churn, and allocating your paid advertising budget and channels among other uses.
“Planning is one of the least developed areas,” Roetzer said. “The tools aren’t that intelligent yet, because it’s pretty hard to build those things.”
Production: Creating, curating, and optimizing content — including blog posts, emails, landing pages, video, and advertisements.
Roetzer said the Associated Press is using AI to create earnings reports, going from producing 300 human-written earnings reports each quarter to 3,000 written by machines. His company, PR 20/20, started using AI to create Google Analytics reports for its clients.
A few other use cases for production AI include:
- Email subject lines
- Social media updates
- Converting voice to text
- Creating nurture or sales email workflows
“You have to create the templates and train [the machine] the different branching logic,” Roetzer said. “But once you do that, you can tell a data-driven story at scale hundreds or thousands of times instantaneously if you’ve created the templates for it.”
I regularly use Zubtitle to create captions for videos that are being shared on LinkedIn and other social platforms, especially those where most people view them with the sound muted. Zubtitle uses AI to convert the voice to text in creating the captions.