Generative AI in Digital Marketing: Social Media and User Content
Zhang Xinrui
In today’s digital landscape, online content about products and services is no longer solely controlled by the product owners but is increasingly shaped by billions of consumers worldwide. This paradigm shift presents both challenges and opportunities for marketers. Using AI-driven content management, businesses can elevate their digital presence, engage their audience more effectively, and drive meaningful business outcomes.
This course delves into the interplay between earned media, owned media, and paid media, exploring the nuances that distinguish online and offline word-of-mouth dynamics. We will examine brand equity and how it is impacted by the ever-growing volume of user-generated content. Additionally, we will analyse the potential biases inherent in content created by online users and explore strategies for incentivising consumers to make meaningful and impactful online contributions.
You will gain insights and practical techniques to navigate the complexities of online content management using Generative AI, empowering you to harness the power of this transformative technology and stay ahead in the digital arena.