On 11.01.2024, the participants of the DAISEC qualification program Digitalization Manager took part in the fourth module of the series. In this learning unit, the DAISEC experts addressed the basics of artificial intelligence and online marketing. When it came to AI, AI expert Julian Laue focused on demystifying the term and presented how AI models work and how they can be used in companies. He focused in particular on the differences between rule-based systems and AI models. In order to deepen understanding, the expert explained various challenges in data collection in an operational environment. He also introduced the participants to how popular generative AI models work.
The second part of the module focused on online marketing in the skilled trades sector. Dr. Levke Walten from the Mittelstand-Digital Zentrum Hannover emphasized the potential of suitable online channels and the need to adapt content to the customer and regularly analyze the online presence. She presented the buyer persona method, which is used to create a fictitious person from the target group for online marketing activities that represents the typical customer. Another element is the customer journey, which describes the phases that customers go through before deciding to buy a product. To conclude the module, the experts explained how AI can support content creation in marketing and presented practical examples with ChatGPT, Bard and Stable Diffusion for advertising texts, the best keywords for search engines and the creation of images for your own homepage.
