Technology, AI and the future of marketing: key themes from SXSW

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  • RE/digital

    Technology, AI and why we need to embrace a future that is already here

    Key themes from SXSW

    Jodie CollinsRE/digital

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    20 years working in digital across creative, media and publishing

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    Whatdoweneedtoknowaboutwhatsalreadyhere?Whatdoweneedtoknowaboutwhatscomingnext?Wheredotheymeet?

    Image Source: Business Insider

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    Image: Jodie Collins Image: Jodie Collins Image: Jodie Collins

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    Image: Jodie Collins Image: Jodie Collins

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    Content developed for each platform

    Authentic voice Influencers Live streaming

    Innovation halos Collaboration at scale Designing with the

    anticipation of change Disruption is critical Shifting focus from

    America to Asia

    Technology driven change is now getting real Were all publishers now

    Management and leadership for a new world

    Artificial intelligence & machine learning

    Virtual Reality Internet of Things Connected cities Data Equation

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    TECHNOLOGY DRIVEN CHANGE IS NOW GETTING REAL

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    Artificial intelligence & machine learning

    Virtual Reality Internet of Things Connected cities Data Equation

    Content developed for each platform

    Authentic voice Influencers Live streaming

    Innovation halos Collaboration at scale Designing with the

    anticipation of change Disruption is critical Shifting focus from

    America to Asia

    Technology driven change is now getting real Were all publishers now

    Management and leadership for a new world

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    AI VRImage Source: Machine2Machine Magazine Image Source: Youtube

  • RE/digitalImage: Damien Ferrar

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    What does the future look like? Humans and robots working together

    IQ as a service ie electricity"

    New teams where humans and AI work together

    Will require new organisational structures and management skills

    Jobs for humans will change to focus on creativity, innovation, relationships and experiences

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    Worlds first robot creative director and business director

    Image Source: Campaign Brief Asia Image: DeepKnowledgeVentures.com

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    Machine Learning

    Image: Jodie Collins

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    Five core principles to how machines learn

    Fill in gaps in existing knowledge Emulate the brain Simulate Evolution Systematically reduce uncertainty Notice similarities between old and

    new

    Next is creating a universal algorithm, the one single method that can allow machines to universally solve every problem we have

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    Next 10,000 startups =

    take x, add AI

    Kevin Kelly, Wired magazine founder

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    Customer service gets an overhaul with chat bots The key is in building a

    seamless solution Potentially work with

    messenger app partners

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    VR is the next big thing

    Image: Jodie CollinsImage: Jodie Collins

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    Yes it does feel a bit foolish. And way too real if youre not a fan of heights (like me)

    Image: Jodie Collins Image: Jodie Collins

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    The ultra low-fi version Google Cardboard.Simply download the app and slot your smartphone into the cardboard.

    Image Source: SlashGear

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    Oculus Rift andHTC ViveHigh end VR options

    Fully immersive experience

    Incredibly life-like experience (therefore not great for some games!)

    Usage: think anything youd want to be able to teleport or time travel for!

    Image Source: Oculus Rift

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    Image: Jodie Collins

  • RE/digitalImage Source: Annie Leibovitz from Vanity Fair Oct 2015

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    Whats really exciting about it?

    VR is not just for gamersVR will be the most social of social media It will be about sharing experiences The value of the experience will be highlighted by the social connections and building of the network Incredible opportunities for learning and developing new skillsThink: teleportation or time travelEffective multi-market teams

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    Everything will be connected and creating data

    Internet of Things(IoT) Connected cities

    Personal Data +Big Data

    Connected devices now here

    Wi-fi everywhere Consumers perceptions of a fair

    exchange

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    IoT adoption focusing on the home

    Image: Jodie Collins Image: Jodie Collins

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    LG home chat

    https://www.youtube.com/watch?v=PplAymrv0hA

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    #linkNYC is the connected city of the future, already here

    Image Source: VentureBeat Image Source: Wikipedia

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    All of these connected devices are generating huge amounts of

    data and personal data

    What do consumers think about all of this?

    The value exchange is key Consumers giving up personal data in exchange for free

    services Younger demographics used to it/more open to it At the same time there is a rise in ad-blockers The cookie is becoming less relevant on mobile devices and

    so everyone is looking for single sign in across devices

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    WERE ALL PUBLISHERS NOW

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    Content developed for each platform

    Authentic voice Influencers Live streaming

    Innovation halos Collaboration at scale Designing with the

    anticipation of change Disruption is critical Shifting focus from

    America to Asia

    Technology driven change is now getting real Were all publishers now

    Management and leadership for a new world

    Artificial intelligence & machine learning

    Virtual Reality Internet of Things Connected cities Data Equation

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    We are all publishers and need to think about how and where our brands are sharing content

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    Content is king, platform is queen. The content is equal in value to the platform. Lean in to deeper relationships with platforms like Facebook and Google.

    Jed Hartman, WSJ

    You have to have a brand thats sticky enough to reach audiences wherever they are

    Lindsay Nelson, Vox

    Q: Biggest challenge for the industry?A: How to tell stories across a fragmented ecosystem and help brands market across so many channels

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    More sophisticated consumer tastes across the more fragmented ecosystem = content to be developed for each different platform

    One size does not fit all

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    Authenticity of voice is key in a future driven by technology

    Consumers are looking for that human connection so they want to hear a "voice"

    Voice driven entities are what are doing well, rather than just the facts

    Having point of view and perspective is key to creating engagement with consumers

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    Anthony Bourdain Parts Unknown, CNN

    Constantly trying new production techniques, technologies

    Human storytelling Dont think about what

    the audience wants as they dont necessarily know create what you think they want

    Image Source: St.Louis Post Dispatch

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    Influencers continue to become more powerful

    They help to curate and guide in a seemingly unbiased way in an incredibly fragmented world

    Image Source: RewardStyle

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    Live Streaming requires new ways of operating and a willingness to be open and low-fi

    Image Source: Facebook Newsroom

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    GE Droneweek + Periscope

    http://digiday.com/brands/get-drones-eye-view-ge-facilities-periscope/

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    Overview Recruited two key influencers with

    established social network and asked the community to guide on where to go and what to do

    The Learnings: Platform should ehance the

    concept Plan what you can! There is no re-

    shooting Dont think about what the

    audience wants as they dont necessarily know create what you think they want

    Let go of the reins

    BMW X1 Launch on Periscope

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    What works in Live Streaming?

    Experimentation is key just get on and start trying things Think about the story and how to tie it into your overall editorial

    calendar Choose the influencers and talent wisely Use Live Streaming to launch new features and offers Bring the legal team on the journey with you! Once youve built the audience, you need to keep them coming

    back with fresh content

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    Management and leadership for a new world

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    Artificial intelligence & machine learning

    Virtual Reality Internet of Things Connected cities Data Equation

    Content developed for each platform

    Authentic voice Influencers Live streaming

    Innovation halos Collaboration at scale Designing with the

    anticipation of change Disruption is critical Shifting focus from

    America to Asia

    Technology driven change is now getting real Were all publishers now

    Management and leadership for a new world

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    What is the Hyperloop? A capsule full of people in a low pressure tube elevated on pylons that goes really fast from point A to point B

    Image Source: HTT/JumpstartFund/Omegabyte

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    Two EXTRA interesting parts to the Hyperloop story

    Innovations halo effect Collaboration across borders, built on passion

    A whole field of innovation in products and services around the main Hyperloop- Transport to and from the Hyperloop- Augmented reality- Pylon creation - even looking at how

    the pylons create water- New ways to create energy

    Crowd-powered incubatorPulling together passionate teams from across the global cultural/religious differences do not matterThey have a shared goalTheyre small working teams focused on particular tasksNew project management approaches

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    Designing for the anticipation of change

    In future we will need to design with "liquid expectations" in mind Will need to design many experiences for each consumer- as each experience will need to be tailored to that customerRequires an incredibly deep understanding of your customer and their daily moments

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    https://www.youtube.com/watch?v=Ey1bSziubdg

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    The greatest productsof the next twenty years

    have not been invented yet.

    Kevin Kelly, Wired magazine founder

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    Interesting to see that America is thinking about America there is a huge opportunity in Asia to lead innovation

    Image: Jodie Collins

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    We must keep moving forward.

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    We have to believe in the impossible more than the possibleWe are at the birth of a new beginning.

    Kevin Kelly, Wired magazine founder

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    Thank you. Please contact me if you have any questions:

    Jodie CollinsRE/digitalEmail: jodie.collins@re.digitalPhone: +65 9017 4581