DIY-AI Marketing vs. Traditional Marketing.
CLIENT: Hasso-Plattner-Institute | WORKSHOP/EVENT: AI Marketing | Berlin, 24.06.2025
DIY-AI Marketing vs. Traditional Marketing. A Real-World Case Using the Anatomy of Marketing™ Framework
“With a better design, you even sell much better,” was the answer from my friend and Berlin School of Creative Leadership peer, Kieran Antill, when I said, “Good content is always successful, even with mediocre design.”
That conversation was almost two years ago, and I still cite him everywhere I go. Kieran was right. I just didn’t want to delay the launch of my new work.
Back then, he presented me with his holistic marketing framework, The Anatomy of Marketing™. And honestly, even with 30 years in marketing, I was first overwhelmed, then fascinated.
So, what does this have to do with my AI Marketing?
Since then, AI has revolutionized the way we work and live.
On 24 June 2025, I was invited by my longtime friend Martin Talmeier to co-coach his workshop KI-TOOLS FÜR BRAND-MARKETING, focused on helping German SMEs navigate brand-building with AI tools.
Martin demonstrated how he had built an entire brand architecture using AI. He had coded a full website — including a blog, videos, and courses — entirely from scratch using AI, primarily Claude, despite having no prior coding experience. He also created a custom GPT model with ChatGPT to automate his blog and LinkedIn posts, ensuring everything matched his voice, style, and tone.
It was DIY-AI-Marketing of the highest calibre. Of course, a good dose of perseverance is needed. 🙂
But one key question remained!
If you’ve never worked in brand marketing, never designed, coded, written professional copy, or studied typography or color, how do you evaluate the quality of what AI delivers?
That’s where I came in.
But how could I evaluate it in a structured and straightforward way?
I decided to use the Anatomy of Marketing™ as a blueprint.
I added my own expertise and mapped all steps of Martin’s work into the AOM framework.
Et voilà, it became clear!
- Which criteria were met
- Which were missing
- Where to improve
- And where the work was strong
Interestingly, even though many sections were filled, the first question remained vague. And when I asked the audience whether they could answer it for their companies, the room went quiet.
The first section under Company Strategy is:
“What is your North Star?”
A demanding but straightforward question.
Because if you don’t know where you’re sailing, not many people will board your boat. And worse, you all might get lost at sea.
Key Takeaways
- You can now do incredible things with AI that were impossible just a few years ago.
- Marketing spans many disciplines: strategy, copywriting, media planning, design, coding, photography, storytelling, SEO, and more.
- AI can deliver results — but only if you understand the field well enough to guide it.
When people ask me how to use AI, I say:
Use AI to grow where you’re average, and to excel where you’re already strong. For the rest, ask a pro.
THANK YOU!
Thank you to all participants of the KI-TOOLS FÜR BRAND-MARKETING workshop on June 24, 2025, and a special thanks to Martin Talmeier for the invitation and inspiring collaboration. Your energy, openness, and curiosity made this day truly impactful.
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