Using AI for Digital Marketing Strategy and Planning

Introduction

Much of the hype about using AI in Digital Marketing has focused on using Generative AI (GenAI) for copywriting for channels like search, social and email marketing. Yet, our research shows that many marketers are thinking more strategically about how they use AI to support their marketing strategy and planning.

In this module, we step you through the opportunities to use GenAI to support marketing strategy development, recommend relevant prompts and tools.

Learning objectives

By the end of this module, you will be able to:

• Review the opportunities for using Generative AI (GenAI) to support marketing strategy and planning and assess where it is unsuitable.
• Identify and prioritize use cases for GenAI to support digital marketing strategy, implementation and practice.
• Evaluate which specific GenAI platforms, tools and their functions will help support your activities

How is this module structured?

In this module we review recommended use cases for AI-supported strategy development for each part of strategy creation and implementation as defined by the Smart Insights Opportunity > Strategy > Action planning framework:

• Introduction. Key concepts in using AI to support strategy development (including RAG and Agentic support)
• Opportunity. How can AI support Opportunity review: Situation analysis and Objective Setting use-cases.
• Strategy. How can AI support marketing strategy development?
• Action: How can AI support actions to implement marketing strategy?
• Summary and references.

Each of the Opportunity, Strategy and Action sections includes tried-and-tested interactive, template-based prompts to use ChatGPT, Gemini or similar GenAIs which facilitate customization to your business and sector.