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What do bots mean for digital marketing? Ashley Friedlein, Google Firestarter, July 2016

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A presentation I gave at a Google Firestarter event in July 2016 on the rise of chat, messaging and bots and what this means for digital marketing.

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What do bots mean for digital marketing? Ashley Friedlein, Google Firestarter, July 2016

  1. 1. Copyright © Econsultancy @AshleyFriedlein What do bots mean for digital marketing? The Future of Digital Marketing June 2016 Ashley Friedlein President, Centaur Marketing & Founder, Econsultancy
  2. 2. @AshleyFriedlein 1. BOTMANIA 2
  3. 3. @AshleyFriedlein 3 Facebook – Messenger, M etc.
  4. 4. @AshleyFriedlein 4 "Conversations as a platform [...] as profound an impact as previous shifts we've had." Satya Nadella, CEO, Microsoft Microsoft – Cortana etc.
  5. 5. @AshleyFriedlein 5 Google – Allo, Assistant, Pepper etc.
  6. 6. @AshleyFriedlein 6 Why now the excitement around bots? 1. Cloud 2. Artificial intelligence 3. Natural language processing 4. Messaging explosion
  7. 7. @AshleyFriedlein 2. WHAT’S WHAT IN BOT 7
  8. 8. @AshleyFriedlein 8 Conversational Commerce
  9. 9. @AshleyFriedlein 9 Conversational Content
  10. 10. @AshleyFriedlein 10 Conversational Service
  11. 11. @AshleyFriedlein 11 Conversational Productivity
  12. 12. @AshleyFriedlein 3. AM I BOT OR NOT? 12
  13. 13. @AshleyFriedlein 13 But do people want to interact with bots? • Would you trust a computer/bot over a human? • Would you rather phone the call centre? Or write in with a letter? • What about personal conversations? Better with the impersonality of a bot?
  14. 14. @AshleyFriedlein 14 “Siri is the most used virtual assistant, Amazon Echo is the most admired and Facebook M is the most anticipated” Adobe Digital Index, May 2016 Virtual Assistants’ popularity
  15. 15. @AshleyFriedlein 15 How should marketers approach bots? • Beware ‘uncanny valley’ • Be very careful of attempting ‘branded’ bots with character, attitude, humour, feeling etc • For most… stick to service/productivity bots to start with • Bot maturity framework: – Level 1 = functional request/response – Level 2 = scheduled tasks, assistive – Level 3 = predictive, smart
  16. 16. @AshleyFriedlein 4.FUTUREBOT 16
  17. 17. @AshleyFriedlein 17 What if bot you interacted with other bots? Or perhaps IoT devices? Facebot?
  18. 18. @AshleyFriedlein 18 “Push based alerts are evolving into notifications, into rich action based notifications, into bots.” John Borthwick, CEO, betaworks, March 2016 Thin media
  19. 19. @AshleyFriedlein 19 Why this is so relevant for (digital) marketing • Anticipatory intelligence: pre-empting a customer’s actions before they do to deliver outstanding customer experience (CX) • Personalisation at scale: intimate but automated (again to optimise CX) • Experiential (fun, natural) but purposeful, useful, too – the killer blend for the future of CX?
  20. 20. @AshleyFriedlein THANK YOU. QUESTIONS? 20

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