The future of marketing emerging from the technology of today: three things to watch. What does it mean for you and your company? What should you do to ensure you don't miss out on the opportunities? The webinar looks into the fascinating technologies - like AI and Blockchain - at the different stages of their development, breaking them down to a business owner and providing actionable insights. Presented by Yana Lapitskaya - Managing Director, Yay!Starter Marketing. Yay!Starter is a marketing agency in South West London that delivers highly customised marketing services to grow your business. We help to accelerate growth, elevate customer engagement, and take your business to the next level. Want to know more about Yay!Starter Marketing? Visit our website: https://www.yaystarter.com

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The Future of Marketing Emerging from Technology of Today:
3 things to Watch
London, 2019

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Artificial Intelligence - AI

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Artificial Intelligence
• 1955 - the term is first used
• 1990s - applications start to get traction
• Last 15 years - intense commercial usage by the likes of
Google, Amazon, Facebook
Brief History

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Artificial Intelligence
AI - “is the study and design of intelligent agents" where an intelligent
agent is a system that perceives its environment and takes actions which
maximizes its chances of success.”
ScienceDaily
“…makes it possible for machines to learn from experience, adjust to new
inputs and perform human-like tasks. …computers can be trained to
accomplish specific tasks by processing large amounts of data and
recognizing patterns in the data.”
SaS.com
What is AI?

5. AI & Marketing
In 2018 a survey by Salesforce indicated
that 51% of marketers are already using AI,
and 27% more are even planning on
incorporating this technology in 2019.

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AI Applications in
Marketing
1. Digital Advertising - targeting and optimization
Examples: Facebook & Google
2. Content Marketing - creation and curation of content
Examples: Wordsmith, Persado, Netflix and Amazon
3. Chatbots - customer and team interactions
Meekan for Slack, Kudi etc.
4. Customer Micro-segmentation and behavior prediction

7. AI in Marketing -Takeaways
• Most of marketing to be automated shortly through AI
• Exceptions: relationship building and creativity
• AI will be an enabler, not a replacement
Understand the AI landscape in order to better manage your
company and your career.
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8. Neuroscience and
Neuromarketing

9. Neuroscience and
Neuromarketing
Brief History
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• XIX century - modern day brain studies
• 1906 - Nobel Prize awarded for brain studies
• 1990s - research in neuromarketing starts
• 2002 - the term ‘neuromarketing’ is introduced

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It is the science of human decision that uses:
Neurometrics
Biometrics
Psychometrics
…to understand our behavior
What is Neuromarketing?

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What Neuromarketing
Does?
It measures how people REACT to stimuli.
It measures our subconscious.
We can gather data to understand what drives people’s:
• Desires
• Motivation
• Interest
• Buyer behavior

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What Neuromarketing
Does?
We can measure people’s reactions to:
• TV and print commercials
• Brands
• Websites
• Packaging, etc.
…and get their unbiased, non-rationalised reactions that are impossible to
get using traditional methods like focus groups, surveys or interviewing.

13. How
Neuromarketing
Does It?
• Reptilian brain = Instinctual, fast
• Middle brain = Emotional
• New brain = Rational, slow
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Neuromarketing
Applications
6 Stimuli of System 1 Brain
1. Me-centred – using ‘you’ in slogans, pics from a viewer’s viewpoint
2. Contrast - like ‘before and after’ ads
3. Tangible concepts – illustrating the value proposition
4. Only beginning and the end really matter for video and radio ads
5. Visual – eye nerves plug straight into the reptilian brain!
6. Emotion – pics/clips that trigger emotional response – laughter or tears

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1. Tall glass VS Wide glass
Tall glass creates an illusion that you are drinking more
2. £, $ and other currency signs, as well as ‘, .’ and multiple
‘000’ – create a perception of a higher price!
Write 100K (for British pounds) rather than £100,000
Examples
Neuromarketing
Everyday
Applications

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Neuromarketing
Takeaways
Remember to deliver to the Reptilian,
System 1 brains!
Read Daniel Kahneman’s book
‘Thinking, Fast and Slow’

18. Blockchain
Brief History
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19. What is
Blockchain?
Blockchain at its simplest is a digital ledger
that enables organizations to record data in a
highly secure fashion that is both fully
verifiable and decentralized.
Marketing Week
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Secure personal data storage Verification Transparency
Blockchain Applications in Marketing

21. Blockchain -
Takeaways
Marketers focus should be on delivering
value to the end customer, not trying to
educate them about the technology used
Now is the right time to get to know the
technology and start experimenting with
it – experts believe this year small
enterprises will be creating user cases
Trust and transparency are the main
USPs of Blockchain and they are
particularly valuable to marketers these
days
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Session
Takeaways
“We overestimate the impact of new technology in the
next two years, but underestimate its impact over the
next 10”
Bill Gates
• Use AI, experiment with Neuromarketing and watch
Blockchain closely
• Strongest solutions to come from convergence of
these technologies
• Applications will be completely relevant to B2C and
B2B marketing

23. About Us

24. Marketing technology and digital marketing can be confusing…
We help you understand your real needs, choose and implement the best suited digital
solutions for your business
We act as an extension of your in-house marketing team always with your best interest
in mind
Yay!Starter
Marketing & Digital
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25. Yay!Starter
Marketing & Digital
Our Services:
1. Audit of DigitalAssets, Channels & Systems
2. Digital Strategy and Innovation
3. SMM & DigitalAdvertising
4. Content Marketing
5. Brand Awareness and Engagement
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26. The future starts today,
not tomorrow.

27. Thank you for watching!
Any questions?
www.yaystarter.com
yana@yaystarter.com