joe millward - marketing in an ai driven new media landscape
TRANSCRIPT
3M Confidential.1 18 May 2017. All Rights Reserved.© 3M
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The Rise and Impact of A.I
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Artificial Intelligence
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AI & Marketing
Of marketing execs predict AI will revolutionise marketing
Have a very confident understanding of AI
Are currently using AI at work
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3 pillars of change
Voice Augmented Reality Mass personalisation
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Impact of voice41 % of Adults user voice assistants daily
20% of Google mobile searches are voice
90% increase in Voice search accuracy
43% of voice search at home
30 Million “voice first” products in US homes
Long term impact? Fundamental change to search & brands
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Death of Search?Search will move from a list of results to a single answer
SEO and SEM will radically change as customers enquiries shift to requests
Contextual data will become more relevant as user will want more personalised results
Alexa is giving price discount on products purchased via voice search
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How to be heard?When developing content, be mindful conversational nature of voice searches
Test your brand’s current results via all voice platforms
Ensure new content has a structured data mark-up (preferably JSON)
If applicable optimise for local results for your customers “near me” enquires
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Augmented Reality - Why now?
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Definition
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Enhancing the in-store experience
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Your brand in 3d Space
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Your brand in 3d Space
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Augmented Reality Opportunities
Planogram and store layout
Customer supportShopping
Brand experiences
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AR – first stepsResearch and understand the current offering and timelines to mass adoption
Develop brand guidelines/ plans for a 3d digital environment
Experiment with simple phone based applications to understand the requirements
Ensure you have analytics reporting result to feed into your customers profile
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Augment the mundane
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Mass Personalisation
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Mass Personalised PoliticsTrump team spent $90 Million on digital advertising (vs Hillary $200M on TV)
The campaign was running 40,000 to 50,000 variants of its ads daily
Big data, psychometric scores and Facebook profiles were combined to tailor messages
The AI continued to refine it’s messages and over 175,000 variants were used at the peak
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Personalised predictive shoppingBest in class Ecommerce companies will move from a pull tactic to a push tactic
Customers will increasingly allow an AI to “shop” on their behalf
Buying behaviour on various platforms will refine the offering over time
Brand choice will be made by an AI making machine readable and concise content critical
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Final ThoughtsCustomers will have even more say in which Brands / Companies are successful
Data is the glue that binds this all together, collect it, maintain it and ensure it is portable
Build tailored, contextually unique customer experiences - that can scale
All 3 pillars can be aligned to support and enhance the overall brand interaction
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