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AI and the future of marketing

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As the fourth industrial revolution unfolds, organisations are having to re-skill and adopt new strategies for sales, marketing and HR success.

Many boards are still evolving into Social Businesses - organisations which adopt social media for effective HR, customer service and sales, as well as a channel for marketing. But further game changers are on the horizon, one being Artificial Intelligence.

These slides are highlights of the many public and private talks and presentations I deliver.

Connect with me on LinkedIn or Twitter - @katieeking

Published in: Leadership & Management
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AI and the future of marketing

  1. 1. | 1 29/11/2012 | Social Media Legals AI and The Future of Marketing webinar @katieeking
  2. 2. • Managing Director of Zoodikers Consulting. MBA • Director of Transformation, Digital Leadership Associates • Co-founder of AIinFM • TEDx speaker x 2 • Chairperson of PRCA’s South East/E. Anglia Group • Regularly called on to commentate on social media for BBC TV and radio • Spoken and moderated at high-profile industry events e.g. Facilities Show, IP Expo, UC Expo and Cyber Security Expo Introductions - @katieeking
  3. 3. Our agenda  How to evolve into a social business; effective marketing strategies for tomorrow’s world  The inter-twining worlds of sales and marketing, where salespeople embrace thought leadership for social selling, whilst marketers adopt the latest analytics tools for lead generation  AI in our homes and in our businesses, now and in 10 and 50 years  Keeping pace with change  Measuring ROI  Your personal action plan
  4. 4. It’s time to fully embrace the new world of Social Business
  5. 5. …where the traditional salesman is dead
  6. 6. …where there is no longer room for business silos
  7. 7. | 7 29/11/2012 | Social Media Legals Smart phones and social channels have altered the way we buy, sell, recruit & communicate
  8. 8. | 9 29/11/2012 | Social Media Legals   Adapting to a changing world …where sales and marketing is intertwined
  9. 9. Adapting to a world where the customer is in control • 75% of purchases now start with an online search by the buyer • Prospects can compare your product or service to everything like it and buy from the competition without you even knowing they exist
  10. 10. Old ways of Business New ways of Business Flyers, Billboards, Advertising and Direct Mail Online Searching & Personal Recommendations One Way Marketing Two Way Marketing Cold Calling Personal Introductions Information Gathering Research, Create, Target & Distribute Relevant Content Manual Automated Seller Controls Sale Buyer Controls Sale Traditional vs. social selling
  11. 11. | 13 29/11/2012 | Social Media Legals   Adapting to a changing world. A taste of things to come
  12. 12. | 14 29/11/2012 | Social Media Legals   AI & AR have already arrived…
  13. 13. | 15 29/11/2012 | Social Media Legals No longer mere sci-fi
  14. 14. Floor cleaners
  15. 15. Waste disposal
  16. 16. Catering
  17. 17. AI in Retail | Coop Italia • Coop Italia has launched its ‘supermarket of the future’ • Merging physical and digital worlds • An “innovative and informative” shopping experience • It features interactive tables and real-time data screens that provide product information and personalise the shopping trip • Microsoft Kinect sensors use body detection to interpret customer gestures, letting them read more about a product’s origins, nutritional facts etc.
  18. 18. EU To Debate Robots’ Legal Rights • Should robots have a legal status? • Should robots have a kill switch?
  19. 19. https://www.youtube.com/watch?v=jHNete Technology is transforming work and real estate. JLL looks ahead to 2030 to see how certain technologies will impact the working day and revolutionise workspace.
  20. 20. A look ahead According to Forrester, “By 2019, marketing leaders will spend more than $103 billion on search marketing, display advertising, social media marketing, and email marketing—more than they will on broadcast and cable television advertising combined. Over the next five years, search will remain the largest share of the digital mix, but social media investment will grow faster than any other digital marketing channel.”
  21. 21. Smart machine technologies will be the most disruptive class of technologies over the next 10 years, including smart robots, autonomous cars and smart workspaces
  22. 22. | 31 29/11/2012 | Social Media Legals Back to today
  23. 23. | 32 29/11/2012 | Social Media Legals Impact on our world of PR & social media
  24. 24. AI & Marketing • 80% of marketing leaders say AI will revolutionise marketing by 2020 • But only…
  25. 25. | 35 29/11/2012 | Social Media Legals Adapting to a world of integrated sales & marketing
  26. 26. | 36 29/11/2012 | Social Media Legals Planning is essential in order to create compelling content which helps you achieve your goals
  27. 27. | 37 29/11/2012 | Social Media Legals Six Social Selling Steps: 1.Plan & segment your audience 2.Find the right channel 3.Devise a social strategy 4.Build profile and differentiate 5.Nurture relationships 6.Encourage them to ‘buy’
  28. 28. | 38 29/11/2012 | Social Media Legals 1. Plan & segment your audience 2. Find the right channel 3. Devise a social strategy 4. Build profile and differentiate 5. Nurture relationships 6. Encourage them to buy
  29. 29. Your audiences Business objectives Marketing objectives Perceptions to create in 3, 6, 9 months Messages to convey INFLUENCE THEM PR & social media tools Existing clients Twitter/LinkedIn Online PR Blog Networking Prospects LinkedIn Groups Case studies Social media Awards Attracting staff & partners Webinars Newsletters Social media Warm up the pipeline for sales
  30. 30. | 40 29/11/2012 | Social Media Legals 1. Plan & segment your audience 2. Find the right channel 3. Devise a social strategy 4. Build profile and differentiate 5. Nurture relationships 6. Encourage them to buy
  31. 31. Your audiences What do they read? Which social platform? Groups on LinkedIn Conference s Key topics of interest Existing clients Prospects Influencers Influencer matrix
  32. 32. Big data can help you Using data in marketing is all about gaining efficiency and relevancy, Tourism Australia’s CMO, Lisa Ronson, says. The tourism promotional body is tapping data insights to define and control what messages it’s sending to consumers, resulting in a more efficient and targeted message. To help, Tourism Australia has established data sharing agreements with Virgin Australia and Qantas. “It’s about getting the right message to the right customer at the right time,” Ronson said. “Through data and data sharing deals, we can understand who has booked a trip to Australia and who hasn’t. Those two variables illustrate two very different points in the purchase funnel. “If you have booked a trip to Australia, we won’t bother serving our ‘Come to Australia’ messages. Instead, we’ll start serving information like ‘here’s the experiences that you can do when you’re in Australia’ or capital city type messaging.”
  33. 33. Big data can help you Using data in marketing is all about gaining efficiency and relevancy, Tourism Australia’s CMO, Lisa Ronson, says. The tourism promotional body is tapping data insights to define and control what messages it’s sending to consumers, resulting in a more efficient and targeted message. To help, Tourism Australia has established data sharing agreements with Virgin Australia and Qantas. “It’s about getting the right message to the right customer at the right time,” Ronson said. “Through data and data sharing deals, we can understand who has booked a trip to Australia and who hasn’t. Those two variables illustrate two very different points in the purchase funnel. “If you have booked a trip to Australia, we won’t bother serving our ‘Come to Australia’ messages. Instead, we’ll start serving information like ‘here’s the experiences that you can do when you’re in Australia’ or capital city type messaging.”
  34. 34. | 44 29/11/2012 | Social Media Legals 1. Plan & segment your audience 2. Find the right channel 3. Devise a social strategy 4. Build profile and differentiate 5. Nurture relationships 6. Encourage them to buy
  35. 35. | 45 29/11/2012 | Social Media Legals 3.1 - Employee advocacy
  36. 36. Employee advocacy improves visibility Your employees add credibility to every post they share 8X jump in engagement when employees share content 92% of your employees' followers are new to your brand 24X more reshares when employees share content
  37. 37. Employee advocacy improves visibility Iceland employees are invited to the Iceland Insiders platform where they are able to access new brand content each week. Having connected their social accounts to the platform, they are able to share content daily through their own individual social channels quickly and easily. Real-time trends in employee endorsements, engagements and impressions can be measured by Iceland Foods to track success. With the rise of ad-blockers and a decrease in the effectiveness of traditional advertising, advocate marketing is helping Iceland Foods get the edge.
  38. 38. Your employees as the voice of the company The most trusted and informative channels for your company’s message sit within the walls of your company; your employees. Only by empowering employees to collaborate creatively can the collective power of the team be unleashed to drive essential relationships. But the challenge is how do you develop and empower your employees to represent your company in a manner that is aligned with the company vision and strategy.
  39. 39. | 49 29/11/2012 | Social Media Legals 3.2 – Thought leadership
  40. 40. LinkedIn for thought leadership
  41. 41. Twitter for thought leadership
  42. 42. | 52 29/11/2012 | Social Media Legals 3.3 - An integrated marketing campaign
  43. 43. Home of Amazing Moments was part of the GREAT Britain campaign, the Government's global campaign to promote the UK as a destination for tourists, trade and investment. It kicked off with a three-month digital and print campaign highlighting Britain's culture and countryside and aiming to inspire visitors to book a trip and discover their own amazing moments. The campaign was split into two phases: the first directed people to a website showing images, cinemagraphs and videos of amazing moments that can be experienced in Britain. There was also a short YouTube film to launch the campaign on VisitBritain’s Facebook and Instagram sites #OMGB - Integration
  44. 44. Visitors to the site were invited to share this content through their own social media channels using the hashtag #OMGB – a play on the 'oh my god' acronym, standing for Oh My Great Britain – with the chance to win a holiday to Britain. The campaign also used social media influencers, who shared their own amazing moments from recent trips to Britain. The second phase took place in April and asked visitors to upload images of their own memorable moments and experiences from their holidays in Britain, again using the hashtag #OMGB, some of which were shared across VisitBritain’s Twitter, Instagram or Facebook. The campaign also aims to improve perceptions of how welcoming Britain is to visitors. #OMGB - UGC
  45. 45. VisitBritain marketing director Joss Croft said: “We know that our audiences want to be part of fun, innovative and immersive experiences and we want to share these amazing moments to inspire even more people to put Britain at the top of their list as the ‘must-go- now’ destination." #OMGB - UGC
  46. 46. Know, Like & Trust – for business audience
  47. 47. | 57 29/11/2012 | Social Media Legals 1. Plan & segment your audience 2. Find the right channel 3. Devise a social strategy 4. Build profile and differentiate 5. Nurture relationships 6. Encourage them to buy
  48. 48. | 58 29/11/2012 | Social Media Legals PR to build profile, reputation & credibility
  49. 49. | 60 29/11/2012 | Social Media Legals PR within integrated marketing Vlogs Blogs Press activity Conference speaking Networking Social media content
  50. 50. Influencer marketing via blogs  Extend reach and engagement by courting online influencers who can act as brand ambassadors.  Celebrities, vloggers and the like have been shown to offer an initial spike of engagement – given the right product to shout about – but some recent campaigns seem to suggest that it’s the ‘second-tier’ influencers that deliver medium- and longer-term impact.  L’Oreal has recently tiered its influencer strategy – it has gold, silver and bronze categories that reflect the size and reach of their influencers. It’s an approach that marketers building social media campaigns might follow.
  51. 51. Snapchat • 7 out of 10 are millenials • Potential to reach current students and prospective students to show visually what life at university is like and the amenities on offer • As it is a story platform it's the perfect tool to send out news from campus or develop a content strategy to show campus life through images • Newcastle University was an early adopter, and still using the platform really well. Recently they did a mini campus tour on the open day that showed all the different aspects of the campus - great to get prospective students involved • Or could send out news for deadlines for registration for classes or scholarships • Zero cost and over 1 month they reached 1,000 followers and more engagement than Twitter
  52. 52. Snapchat taps AI to boost ad targeting • Snapchat recently added a “goal-based bidding” (GBB) ad tool for marketers • GBB allows advertisers to choose performance metrics beyond just raw views when bidding for ad units on the app. One example would be engagement, with the tool monitoring swiping on an ad as a success metric • The new bidding also uses machine learning to target engagement-based ads at Snapchat users who are more likely to swipe
  53. 53. Instagram • 300 Million people on Instagram so the opportunity is huge • 95 million photos are being posted every day • A visually led platform that can show the beauty of any campus. • Potential to win prospective students but also make current students proud • Universities embracing and adopting successful strategies to create content to showcase campus life • Loughborough University recently used the platform to join in the conversations about the Olympics Former students winning a gold medal at 2016 Olympic games Showcase the amazing parts of the university that look visually amazing. University of Birmingham have 18,000 followers so get great interaction on their posts
  54. 54. | 66 29/11/2012 | Social Media Legals Tools to consider
  55. 55. SE Ranking Social media management is among the unexpected features that make SE Ranking a different kind of SEO platform. The tool offers scheduled publishing, comprehensive reporting and valuable ranking data to show you what’s working and what requires your attention in terms of getting more relevant traffic to your site. The tool enables you to auto-post all social media updates to social networks (Facebook, Twitter). But what’s also cool is that you can see how your social media activities are affecting your SEO metrics because you have it all on one platform within the same interface. Other useful features include the ability to see the best time to post in order to interact with your audience and the type of content that brings the best results. And if you run different social media accounts, you don’t need to switch from one account to another.
  56. 56. Canva for images
  57. 57. Evernote/Skitch for screenshots
  58. 58. Help with brainstorming blog ideas
  59. 59. Infographics
  60. 60. Infographics
  61. 61. Infographics
  62. 62. OptinMonster
  63. 63. Interactive content Love a happy ending? Netflix starts working on technology that will allow viewers to decide how the story unfolds via their remote Netflix is to consider new interactive storytelling technology for their TV dramas The TV-streaming company will make actors film alternative plot segments Viewers at home would be able to decide the fate of the protagonists Netflix president Reed Hastings said: ‘Once you have got interactivity you can try anything’
  64. 64. | 76 29/11/2012 | Social Media Legals 1. Plan & segment your audience 2. Find the right channel 3. Devise a social strategy 4. Build profile and differentiate 5. Nurture relationships 6. Encourage them to buy
  65. 65. | 77 29/11/2012 | Social Media Legals Maximise ‘touch points’
  66. 66. | 78 29/11/2012 | Social Media Legals 1. Plan & segment your audience 2. Find the right channel 3. Devise a social strategy 4. Build profile and differentiate 5. Nurture relationships 6. Encourage them to buy
  67. 67. Capturing attention and data
  68. 68. | 80 29/11/2012 | Social Media Legals Tools and measurement
  69. 69. 81 Measures of success/ROI
  70. 70. Dashboards
  71. 71. Google Analytics
  72. 72. | 85| Social Media Legals
  73. 73. Twitter Analytics
  74. 74. | 87 29/11/2012 | Social Media Legals Q&A & your action plan
  75. 75. Your audiences Business objectives Marketing objectives Perceptions to create in 3, 6, 9 months Messages to convey INFLUENCE THEM PR & social media tools Existing clients Twitter/LinkedIn Online PR Blog Networking Prospects LinkedIn Groups Case studies Social media Awards Attracting staff & partners Webinars Newsletters Social media Your plan
  76. 76. | 89 29/11/2012 | Social Media Legals Thanks for your time! @katieeking katie@zoodikers.com www.zoodikers.com

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