Digital Briefing #7: Imagination + AI: A Winning Formula for International Marketers
- Pascal Fintoni
- Mar 6
- 6 min read
Updated: Apr 16
Could the fusion of imagination and AI be the ultimate solution, allowing even the busiest professionals to create impactful marketing campaigns with precision and innovation?
In this article, I would like to guide you through two essential tasks that I often use with my clients to strengthen digital marketing efforts in 2025.
The first task focuses on building trust through clarity on your website by adjusting your website experience to four different types of visitors.
The second task is trying out a prompt for AI-driven market research to help you gain deeper insights into your target markets in a fraction of the time.
Grab a drink, get comfortable, and let’s begin…
Clarity ‘Task’ Number 1:
Be a lot clearer about who your website visitors are and how you will be building trust online.
Before I share more details about this task, let’s quickly look at the mindset. It is very helpful to imagine that there are four different types of website visitors, so it’s important to get clear on who these are and then make sure you’re giving them the information they want:
The Investigator
They’re looking for the answer to this question: “How do you do what you do?” Are you clear about your process across your website? This isn’t just on the service page, but through detailed case studies and even your FAQs page.
The Relationship Builder
Their question is: “Who’s going to look after me?” It’s the job of the ‘About’ and ‘Meet the Team’ pages to answer that, but also blogs and other content created by all team members.
The Dreamer
“What does success look like?” They’re not so concerned about the process you use to get them there, but they want to really imagine what the end result will be. Visual content is particularly good for this.
The Negotiator
“Why should I choose you?” is their question. They’re looking for your performance messages – are you making claims about the features and benefits of your offer, and do you have the evidence to back it up?
Think about these four types of visitors and what they’re looking to do on your website. Which of them are making a rational, logical buying decision and who are more emotional, even intuitive? Who wants lots of detail and who prefers an overview?
Simply copy and paste the checklist below and convert the content into a table that you can add your ideas to. Take your time, record the actions you need to undertake, and create a simple and practical plan to implement all the changes:
1 | The Investigator - How clearly does your website explain the step-by-step process of your business? Is it easy for visitors to understand? |
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2 | The Relationship Builder - Do your 'About' and 'Meet the Team' pages convey a genuine connection among your team members? Are they inviting and relatable? |
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3 | The Dreamer - Have you used images or videos that help visitors visualise the success they can achieve with your products or services? |
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4 | The Negotiator - When stating the features and benefits of your offerings, do you provide real evidence or examples to back up your claims? |
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5 | Can you identify the primary decision-making style of your target audience? Are they more logical, emotional, intuitive or rational? |
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6 | Consider your preferences as a business owner. Are you leaning more towards providing detailed information or showcasing the final results? Is there a balance? |
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7 | Evaluate your website content. Does it strike the right balance between offering detailed information and showcasing the end results? |
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8 | How emotionally resonant is your website? Does it connect with the intuitive aspects of your audience? |
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9 | What practical adjustments can you make to align your messaging with the diverse needs of each visitor type? |
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10 | Do you regularly draw up a simple plan for ongoing improvements to enhance trust-building elements on your website? |
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Clarity ‘Task’ Number 2:
Be a lot clearer about your target market and the meaningful connections you should be building.
Open your favourite AI platform and start a new conversation by entering this complete 8-step brief (aka prompt) for an in-depth Market Research Report:
As an expert market research consultant specialising in international trade and exports, your task is to conduct a thorough market research exercise for UK businesses looking to export their products and services [enter details here] to [enter export market(s) here].
Follow these steps to ensure a comprehensive and actionable analysis:
1) Establish Credible Sources
A) Create a prioritised list of sector authorities, reputable sources, and research organisations relevant to UK exports. Label this list as "UK Export Intelligence Network."
B) For each source, provide a brief description of their expertise and relevance to the topic.
C) Evaluate the credibility of each source using criteria such as reputation, methodology, and potential biases.
2) Gather Recent Data and Insights
A) Identify and summarise key findings from reports and studies published within the last two years by organizations in the UK Export Intelligence Network.
B) Focus on data related to:
Export trends for UK businesses trading with [enter export market(s) here]
Target markets and sectors with high potential
Regulatory changes affecting UK exports to [enter export market(s) here]
Economic factors influencing international trade
3) Analyse Academic and Professional Literature
A) Research and list recent peer-reviewed articles and frequently cited academic papers on UK exports to [enter export market(s) here].
B) Identify common themes, methodologies, and conclusions across the literature.
C) Highlight any conflicting findings or debates within the field.
4) Explore Professional Networks and Thought Leadership
A) Identify and summarise insights from thought leaders on LinkedIn and other professional networks regarding UK exports to [enter export market(s) here].
B) List and briefly describe relevant professional groups, membership organisations, and online communities focused on UK exports.
C) Analyse recurring topics and concerns discussed within these networks.
5) Incorporate Expert Analysis
A) Provide a list of top analysts and consultancies specialising in UK export research and reporting.
B) Summarize key predictions and recommendations from recent reports or presentations by these experts for [enter export market(s) here].
C) Compare and contrast expert opinions to identify areas of consensus and disagreement.
6) Synthesize Findings and Generate Insights
A) Identify the most significant trends, challenges, and opportunities for UK businesses looking to export to [enter export market(s) here].
B) Analyse how these factors may impact different sectors or types of businesses.
C) Develop actionable recommendations based on the research findings.
7) Present Results
A) Create an executive summary highlighting key findings and recommendations.
B) Develop a detailed report with clearly labelled sections for each research area.
C) Include visualizations (e.g., charts, graphs) to illustrate important data points and trends.
D) Provide a bibliography of all sources used, ranked by credibility and relevance.
8) Address Limitations and Future Research
A) Discuss any limitations or potential biases in the research methodology.
B) Identify areas where further research may be needed.
C) Suggest methods for ongoing monitoring of export trends and opportunities.
Please ensure that all information is accurate, up-to-date, and relevant to UK businesses engaged in or considering export activities to [enter export market(s) here].
Your final output should provide a comprehensive, balanced, and actionable overview of the current export landscape for UK businesses.
As always, I shall leave you with my selection of apps and digital solutions that can really make a difference to busy entrepreneurs.
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