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Content Creation mit generativer KI

ChatGPT, Copilot und Co. für Texte, Bilder, Audio und Videos

Masterarbeit aus dem Jahr 2020 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Fachhochschule des Mittelstands, Sprache: Deutsch, Abstract: Brand Management im Zuge der digitalen Transformation: Eine Marke ist nicht mehr nur das, was die Unternehmen in den Köpfen der Konsumenten verankern. Vielmehr sind Marken das, was die Menschen in digitalen Kanälen aus ihnen machen. Diese Masterarbeit befasst sich mit den aktuellen Herausforderungen und den zentralen Erfolgsfaktoren des Brand Managements im Kontext Online Marketing und den sozialen Medien in der Konsumgüterbranche. Anhand von Experteninterviews werden 
Erfolgsfaktoren ermittelt und an der Marke L'Oréal Paris dargestellt. Es wird erforscht, wie Marken im Zuge der Digitalisierung und den sozialen Medien agieren müssen, um im digitalen Darwinismus überleben zu können.

Erfolgreiches Brandmanagement im Kontext des Online Marketings und der sozialen Medien in der Konsumgüterbranche

Roman. Ein einfühlsamer Roman über die Wucht der Einsamkeit und den Mut, Neuanfänge zu wagen

Die Anatomie der Einsamkeit

A PRACTICAL ROADMAP FOR IMPLEMENTING AI INTO YOUR PROFESSIONAL WORKFLOW TODAY You've seen the reports, read the articles, and digested the studies about AI's transformative impact on work, technology, and everything else. And now you're probably wondering: What should I do about it? How to Do More With Less answers that question directly, moving beyond explanations of what AI is toward actionable guidance on integrating it into your daily workflow. Sharon Gai takes you on a journey from understanding to implementation, with a glimpse of what lies ahead. Written for marketers, knowledge workers, entrepreneurs, and leaders managing lean teams with tight budgets, How to Do More With Less speaks to anyone who feels the world is changing faster than they can keep up. Whether you're anxious about your future or seeking competitive advantage, Gai provides the practical guidance you need to excel in an AI-driven economy.

Future-Proofing Yourself in an AI-driven Economy

How to Do More with Less

„Das neue Werk von Bernd Wirtz erlaubt einen umfassenden und leicht verständlichen Einblick in den komplexen Bereich des Digital Marketing. Dem Autor gelingt dabei eine sehr gute Mischung aus theoretischer Fundierung und hohem Praxisbezug. Durch die klare Struktur und die Breite des behandelten Themenspektrums ist dieses Buch nicht nur für Studenten, sondern auch für Praktiker hervorragend geeignet."
 Dr. Rüdiger Grube,&nbsp;Mitglied des Vorstands der Daimler AG&nbsp;2001-2009, 
 Vorstandsvorsitzender Deutsche Bahn AG 2009-2017, Vorsitzender des Aufsichtsrats
 
 Vodafone GmbH
 
 „In einer Zeit, in der Megatrends wie Individualisierung und Vernetzung unser aller Verhalten verändern, erhält Digital Marketing einen ganz neuen Stellenwert. Bernd W. Wirtz behandelt dieses wichtige Thema wissenschaftlich fundiert und systematisch, aber gleichzeitig praxisnah und anwendungsorientiert. Er versteht es, die Zielgruppe Studenten ebenso anzusprechen wie die Unternehmenspraxis.“&nbsp;
 Bernhard Maier, Mitglied des Vorstands Porsche AG 2010-2015, Vorstandsvorsitzender Škoda Auto a.s. 2015-2020Der Inhalt<ul><li>Grundlagen des Digital Marketing</li><li>Instrumente des Digital Marketing</li><li>Prozess des Digital Marketing</li><li>Anwendungsbereiche des Digital Marketing</li><li>Fallbeispiele</li></ul>Der AutorUniv.-Prof. Dr. Bernd W. Wirtz
 ist Inhaber des Lehrstuhls für Informations- und Kommunikationsmanagement an der Deutschen Universität für Verwaltungswissenschaften Speyer.

Grundlagen - Instrumente - Prozesse

Digital Marketing

Drive measurable growth, engagement and ROI from your content marketing strategy in an AI-driven landscape. High-Impact Content Marketing shows senior marketing leaders, content strategists and digital teams how to turn content into a scalable revenue engine while navigating budget pressure, AI disruption and rising audience expectations for authenticity. As content marketing reaches a critical inflection point, this second edition provides a clear, strategic framework for delivering impact across channels while maintaining trust and relevance. Written by Purna Virji, a globally recognized marketing leader and Principal Consultant at LinkedIn, this award-winning book combines behavioral science with proven content strategy to help organizations stand out and convert. Drawing on real-world examples from Patagonia, Duolingo and Morning Brew, it demonstrates how leading brands align creativity with commercial outcomes and build sustainable competitive advantage. You'll learn how to: - Build high-impact content strategies aligned to revenue goals - Apply behavioral science to increase engagement and conversion - Measure ROI using attribution and revenue influence frameworks - Integrate AI into content workflows responsibly and effectively - Scale distribution across channels to maximize reach and performance This second edition includes new guidance on AI-augmented workflows, multi-touch attribution models and inclusive prompt engineering to reduce bias and risk. It also highlights how subject matter expertise creates defensible advantage in an era of automation. Future-proof your content marketing approach with a strategic, data-led system designed to deliver measurable business results, strengthen customer relationships and sustain long-term growth. Themes include: content marketing strategy, AI in marketing, customer engagement, marketing ROI, content distribution, behavioral science

Strategies to Make Your Content Intentional, Engaging and Effective

High-Impact Content Marketing

"An absolute must-read for anyone interested not just in big tech, but in what it takes to not lose your soul in modern-day America." —Naomi Fry, staff writer at The New YorkerA whip-smart, darkly funny, and timely memoir of one woman’s twelve years inside Google and her transformation from insider to dissenter as the company’s ideals begin to unravel from within.When Claire Stapleton joined Google in 2007, it felt like stepping into a worldview as much as a job. The company offered not just a career, but a moral project. In the heady early years of Big Tech and when Google’s in-house slogan was “Don’t be evil,” it was easy to believe that technology wasn’t just changing the world—it was going to fix it.Stapleton quickly became known as the “Bard of Google,” pulled into the rooms where the company narrated itself—writing speeches, blog posts, and executive communications for leaders including Larry Page. As she rose through increasingly rarefied roles, from the storied Creative Lab to YouTube marketing, she helped shape the myth from the inside.But as the gap between Google’s ideals and its reality widened, the dissonance became impossible to ignore. In 2018, amid outrage over the company’s handling of sexual harassment, Stapleton helped organize the 20,000-employee Google Walkout—a defining rupture in Silicon Valley’s self-image that The New York Times called a “watershed moment in tech.” Overnight, she became a public face of employee revolt—and no longer someone the company could neatly fold back into its story.Sharp, witty, and unsparing, Don’t Be Evil is an insider’s account of how power actually works—and a deeper reckoning with the stories we tell about work, purpose, and ourselves. In a culture that collapses identity into work, and as tech elites blur the line between private authority and public life, it asks: how much can you change from within—and when is it time to walk away?

Bad Bosses, Fake Promises, and My Escape from Big Tech

Don't Be Evil

Ich wollte schon immer die Lebensfreude eines 17-jährigen Jungen auf dem Weg zu seinem ersten Date haben - und gleichzeitig die finanzielle Gelassenheit einer 90-jährigen Millionärswitwe.Heute habe ich genau das erreicht: Ich lebe im höchsten Gebäude der Welt, dem Burj Khalifa, muss nie wieder arbeiten und habe Erfüllung in meinem Leben gefunden.In diesem Buch erzähle ich dir ehrlich meine Geschichte. Vom kleinen, schüchternen Jungen, der vor große Herausforderungen gestellt wurde, sein erstes Unternehmen fulminant gegen die Wand fuhr und wieder bei Null anfangen musste. Ohne reiche Eltern, ohne Startkapital - aber mit dem Willen, sich niemals mit einem durchschnittlichen Leben zufriedenzugeben.Dieses Buch ist für dich, wenn du mehr willst: mehr Geld, mehr Erfolg, mehr Bedeutung. Ich erzähle dir, was hinter der Fassade meines Lebens steckt - und welche Erkenntnisse ich auf meinem Weg gewonnen habe.Du lebst nur einmal. Aber wenn du es richtig anstellst, ist einmal genug.

Wie Scheitern zum Sprungbrett für ein außergewöhnliches Leben wurde

Hinter der Maske

A critical introduction to the psychiatric technologies of the future Artificial intelligence (AI) promises to transform nearly every area of modern life, and psychiatry is no exception. The field faces the mounting crisises in diagnostic inaccuracy, treatment stagnation, and persistent failures in suicide prevention, while traditional approaches struggle to keep pace with patient needs. AI and neuroscience offer a new path forward, pointing toward a future where mental health care is grounded in objective data, individualized predictions, and biologically informed treatments. Decoding Despair provides a cutting-edge look at these emerging scientific possibilities and the long-standing norms they may replace. Beginning with an examination of psychiatry's current challenges, it moves toward a present where AI-powered tools are beginning to reshape diagnostics, treatment selection, and drug development. The book offers readers a deeper understanding of mental health as both a scientific field and a lived human experience, while igniting an essential conversation about the transformative potential of precision psychiatry and technology. Decoding Despair readers will also find: <ul> <li>Exploration of the patient's journey from first symptoms to being prescribed medication</li> <li>Deep dive into the healthcare system and an understanding of the connections between stakeholders</li> <li>Clear explanations of how AI models work and how they can be practically applied to solving issues in mental health</li> <li>Deep introduction into the world of data and the different models of data acquisition necessary for building AI solutions</li> <li>Analysis of the potential innovations that could come first and the conditions necessary for them to occur</li> </ul> &nbsp; Decoding Despair is ideal for professionals and innovators building the future of psychiatry-as well as anyone seeking to understand their own mental health and the technological breakthroughs poised to reshape this critical field of care.

How AI is Reshaping Psychiatry

Decoding Despair

Sparks fly between a lively debut author and her grumpy publicist on book tour in&nbsp;this sizzling rom-com from a fresh new voice in contemporary romance. Despite her popular podcast and sold-out speaking events, Ana Movilian still feels like she has to prove herself. To her family, who can't believe she quit med school to build an influencer career, and to literary snobs, who decry her buzzy self-help book. Happily, her upcoming book tour is the perfect chance to show the world just how bright her star can shine. That is, until her beloved publicist resigns the night before their plane is set to take off, announcing that her replacement is none other than Ryan bleeping Grant. Ryan specializes in highbrow, "important" books, and his perma-scowl in every interaction with Ana makes one thing clear: he does not get her book. Or her. He’s the last person who should be promoting her work, the last person she should be stuck with for two weeks . . . and the last person who should look that damn good in business casual. As they travel from city to city, however, Ana's assumptions about Ryan take new shape. A decidedly more appealing shape. Soon, their growing attraction starts to feel like a ticking time bomb. But crossing that line could derail each of their careers faster than you can say "conflict of interest," and they both have bigger dreams at stake than the bestseller list.

A Novel

The Book Tour

Social Media Marketing

In today's tech-infused workplace, human creativity is the key to public relations writing that will set you apart from the crowd. Effective PR writing goes beyond templates and traditional techniques to focus on purposeful messages that build trust, foster human relationships, and resonate across diverse audiences. Using AI as a coworker can speed execution and assist with editing, but you are still in charge of the uniquely human elements of empathy, storytelling, and judgment. From press releases to modern AI-powered skills, this hands-on guide gets you writing from day one, crafting clear, strategic, and persuasive content tailored for specific platforms. A pantry of "What" and "How" essentials includes: -How PR campaigns work -Giving and receiving writing feedback -AP style tips and helpful AI terms -Writing SMART Objectives -PESO model for Paid, Earned, Shared, and Owned Media Learn to find your creative voice by optimizing copy for different platforms, leveraging keywords, and growing your confidence, creativity, and adaptability. Whether you're writing press releases, pitches, and fact sheets or perfecting social media copy, long-form pieces, or speeches, your human-centered skills make you the problem-solver for any team. Become one of today's PR leaders by crafting meaningful messages that truly engage with audiences. This book shows you how!

The PR Writing Workshop

Beck Steuer-Praxis

Die steuerliche Beratung von Creator- und Influencer-Mandaten

Influencer-Besteuerung

Content Creation mit generativer KI

Autres titres sur ce thème