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AMA San Diego Keynote - The Art Of Marketing

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A brief overview of the how marketers can break through the noise, and what exactly is the noise in 2018.

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AMA San Diego Keynote - The Art Of Marketing

  1. 1. Art of Marketing Crowne Plaza San Diego May 11, 2018
  2. 2. BreakingThroughThe Noise (Whatis the Noise?) CoryTreffiletti, Voicera
  3. 3. KEYNOTE SPEAKER • Cory Treffiletti • Chief Marketing Officer
  4. 4. OurGoal  To unpack the truth from fiction  Understand the noise  Better enable you to have impact. 4
  5. 5. 5 Areas of Focus forToday  A Richer Media Experience  More Data  Voice  Consolidation  Millenials 5
  6. 6. A Richer Media Experience 6
  7. 7. What do we mean by a “Richer Media Experience”?  Mobile is the primary digital medium of choice.  Worldwide internet traffic = 52% mobile (eMarketer)  Mobile ad spend may supplantTV by end of 2018 (eMarketer)  Video is more robust and engaging  Video is embedded in the mobile experience  Major corporations are embracing digital/mobile video 7
  8. 8. Implications (what’s possible?)  Mobile first means responsive design = table stakes  Video is your primary medium now  Greater emphasis on storytelling 8
  9. 9. B2B or B2C? The mobile marketing mullet  “business in the front, party in the back”  Take what happens in consumer, and apply to business  Target on the front, but deliver to the person on the back 9
  10. 10. MyAdvice Storytelling requires understanding, insight, creativity Spend at least 2 hours per week reading customer interactions 10
  11. 11. MoreData 11
  12. 12. What do we mean by “More Data”? More data More technology … More concerns around privacy 12
  13. 13. Implications (what’s possible?)  With great technology comes great data  More data is not necessarily “better” data.  Expect legislation and regulation on data  There areVERY important issues rising in your backyard (California) 13
  14. 14. MyAdvice  Start creating 1st party data  Create a fair value exchange with your users, and be clear  Focus on basic personalization and measurement  Get involved with groups like DMA, IAB and others  This area is the noisiest and potential threatens your ability to be as efficient and effective as possible. 14
  15. 15. Voice 15
  16. 16. What do we mean by “Voice”?  Voice activated devices  Voice is the killer UI  The future is not what you see, but what you say 16
  17. 17. Consumers are very interested. 17
  18. 18. Humans can stop having to learn how to understand machines and machines can finally understand humans. 18
  19. 19. Voice is considered the entry point forAI solutions 19
  20. 20. Kids used to have an imaginary friend in their room… now that friend talks back and is namedAlexa. 20
  21. 21. And it’s not just in one area of our lives… 21
  22. 22. There are 3 pillars of voice Information-centric Action-centric Conversation-centric 22
  23. 23. Information- centricVoice  Between human and machine  Commonly tied to a specific device  Pioneered by Google and Apple (Siri)  Intended to deliver answers to questions  Started at home, but beginning to enter into work 23
  24. 24. Action-centric Voice  Focused between human & machine  Mostly tied to a specific action to be taken  Pioneered by Alexa (Amazon) and Siri (Apple)  Started at home, but beginning to enter work 24
  25. 25. Conversation- centricVoice  Focuses on human to human interaction  Connects to existing collaboration tools  Very focused on the workplace 25
  26. 26. What is your voice strategy?  Marketers love to talk about the “voice” of their brand.  What is it… exactly?  Is your strategy channel-based or consumer-direct?  Proactive or Reactive?  Proactive – are you developing content and experiences?  Reactive – are you simply providing information on request (i.e. search) 26
  27. 27. Pro-Re-Active?  Proactive  Are you going to become a skill on Alexa?  Alexa – how do I clean a wine stain?  Alexa – what movies are playing tonight?  Maybe even a game?  Jeopardy, etc.  Reactive  Are consumers searching for topics related to your area?  Do these companies have insight that will help you brainstorm ideas? 27
  28. 28. Impact As more search and brand engagement shifts to voice, display is going to suffer. If you don’t start to anticipate this, you could fall behind the competition. 28
  29. 29. Consolidation 29
  30. 30. What do we mean by ”consolidation”? Simply stated… these companies and a few more are going to buy the best. 30
  31. 31. Implications  You can focus on a few partners  You go deep with a few partners  You can have more options with fewer partners  Innovation might slow down… is that a bad thing? 31
  32. 32. Millenials 32
  33. 33. What do we mean by “Millenials”?  I don’t think this is a big deal  Generations always have tension  They are inheriting a mess we made 33
  34. 34. Implications  The promise of the brand has to match the experience of the brand, and you can succeed  They use media differently (we know that)  They love storytelling – this will break through!!  They want to connect, not simply buy on price 34
  35. 35. My advice  Don’t be afraid to personalize your brand  Create a more intimate relationship  They don’t mind sharing and privacy for fair value  Don’t be afraid to humanize your brand  Give back, get involved and talk about it 35
  36. 36. Summary  There’s a lot of noise  Breaking through means you have to focus  Storytelling  Fair value in exchange for data  Build a voice strategy  Focus on a few important partners  Personalize your brand and build relationships  Leave the world better than when you found it, establish relationships 36

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