Scoping marketing campaigns with AI
1. Scoping marketing campaigns with AI
Welcome back! So far, we've explored the marketing lifecycle and saw how campaigns move through distinct phases from research to scaling.2. Research, planning, and ideation
Now, we'll learn how AI can accelerate the most critical phase: research, planning, and ideation, and how it can enable good marketers, to become great ones.3. Distribution > creation
In marketing, distribution is king. The reason is simple, even if you have the best product, the most interesting white paper, or the most thought provoking blog post, these assets will not have an impact, without strong distribution.4. Good marketers vs great marketers
At the start of any project, good marketers will gravitate towards perfecting assets like landing pages, conference tracks, or content.5. Good marketers vs great marketers
Whereas great marketers will invest time upfront in thorough planning, understanding their audience, mapping distribution channels, and defining success metrics before any creation starts.6. Research and planning with AI
AI can compress weeks of research and planning into hours, allowing us to level up from good marketers, to great marketers. Let’s showcase this with an example.7. Planning campaigns with AI
Imagine you're building a marketing campaign for a new fitness app launch. You have limited budget, multiple potential channels to consider, and stakeholders expecting a strong plan.8. Planning campaigns with AI
Instead of starting with a blank document and hours of research, we can use AI to accelerate it.9. Goals, context, and limitations
What's important to consider, is that AI is only as good as the information we provide. To get valuable insights, we need to communicate three critical elements clearly: our goals, our context, and our limitations.10. Defining clear goals
First, we need to define our goals. In this case, we can say our goal is to build a marketing campaign that will generate 10,000 app downloads within 30 days. A good goal is clear and has clearly defined, measurable outcomes. A bad goal is vague, and leaves much room for interpretation.11. Providing context
Now, we provide context. Consider this any information that would be useful in defining your campaign. In this example, this is information about our audience, our application, total channels available such as social media, paid advertising, app store optimization, and partnerships. It also includes our total budget. Good context provides clear information the AI needs to fulfill its task. A good mental model here, is what context would you provide a new colleague if you wanted them to build a plan? Conversely, bad context is vague, it does not provide adequate information, and omits key information.12. Adding limitations
Next up, are limitations. In this example, we specify the size of our email list, the budget dedicated to paid ads, and our production capacity for blog posts and social. We also mention that we cannot use influencer partnerships as a distribution channel. Good limitations provide the constraints our AI needs to be aware of. Bad limitations do not properly address your actual constraints.13. Our final prompt
Our final prompt is here, and we're ready to send it off.14. Drafting in progress
Once it's sent off, we wait on the output.15. Compressing campaign planning from weeks to hours
And voila, we have a strong first draft for a campaign. As always though, make sure to review and scrutinize what AI systems are providing in terms of output, and iterate based on the specifics of your team, and organization.16. Let's practice!
Now, let's scope our marketing campaigns with AI.Create Your Free Account
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