Cognitive Technology: The End of Marketers and Marketing As We Know It?
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The future of marketing is clearly going to be driven by data, analytics and artificial intelligence and machine learning. Cognitive technologies like IBM's Watson are poised to dramatically alter industries from healthcare to banking to automotive. But what about the historical right-brain function of marketing? Will computers and AI soon replace marketers, or enable marketers to make smarter decisions, produce better content and results and be more efficient?
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Cognitive Technology: The End of Marketers and Marketing As We Know It?
- 1. Loren McDonald Marketing Evangelist @LorenMcDonald Cognitive Technology: The End of Marketers and Marketing As We Know It? IBM Cognitive Engagement: Watson Marketing | Watson Commerce | Watson Supply Chain1
- 3. “Things take longer to happen than you think they will, and then they happen faster than you thought they could.” 3 - German economist Rudi Dornbusch (edited)
- 4. You and autos in major cities 2025: • Electric • Connected • Shared • Autonomous
- 6. Will marketing also become “autonomous”?
- 7. Will marketers be out of jobs in 10 years like Uber & Lyft drivers?
- 8. Will AI and Machine Learning replace the Marketer … as we know her?
- 9. Apple 1984
- 10. Could a machine make the 1984 commercial today?
- 11. Cognitive systems need to be trained. They need to be told when they get stuff right or wrong.
- 12. "Man and machine, not man versus machine.” - Ginny Rometti, CEO IBM
- 13. So how do YOU as marketing leaders prepare for, and thrive, in a technology and machine-leaning driven environment?
- 14. Like it or not, this change is going to happen.
- 15. So, what to do?
- 17. Right Brain - Creative Left Brain - Analytical
- 19. So my answer – Cognitive Technology: The End of Marketers and Marketing As We Know It? Level 2-4 Autonomy
- 20. Level 3 • Car makes decisions Level 4 • Human as back- up Level 5 • No human Level 0 • Human only Level 1 • Cruise control Level 2 • Tesla Autopilot
- 21. In the cognitive era, a marketing leader will be a: Insight activist Experience architect Business builder Less Doing > More Thinking
- 22. So what’s next?
- 23. Understand. Reason. Learn. Interact. © 2016 IBM Watson Marketing
- 24. IBM Cognitive Engagement: Watson Marketing | Watson Commerce | Watson Supply Chain24
- 25. Watson Marketing © 2016 IBM ibm.com/watson/marketing
- 26. Michael Whelan
- 27. © 2016 IBM
- 28. Watson Marketing © 2016 IBM ibm.com/watson/marketing
Editor's Notes
- Marketing is still about using words, images, sound, color, design to create emotions and buyer brand preference. But now we can use data and machine leanring to increase our success rate.
- Level 2: In level 2, at least one driver assistance system of "both steering and acceleration/ deceleration using information about the driving environment" is automated, like cruise control and lane-centering. It means that the "driver is disengaged from physically operating the vehicle by having his or her hands off the steering wheel AND foot off pedal at the same time," according to the SAE. The driver must still always be ready to take control of the vehicle, however.
- Marketer as business builder: With cognitive marketing, we can make decisions based on data we trust, using insights to inform and prioritize our initiatives. We can work with technology in new ways to bring greater precision to our campaigns and personalization to each customer interaction, helping us stay ahead of competitors and ever-changing customer expectations. With cognitive, we can: • Discover unmet customer needs • Drive conversion and profit through tailored products and offers • Maximize the lifetime value of customer and partners by optimizing investment across relationships Marketer as experience architect: With cognitive marketing, we take a holistic view of the customer experience, weaving together individual moments that together position our brand as a familiar, valued and integral part of each customer’s days and life. We understand the needs, preferences and priorities of customers. We can adjust content, channels and services continuously so that they connect with our brand and the world in rewarding ways. • Strengthen trust by engaging with customers as individuals consistently across channels and interactions • Cultivate loyalty and advocacy by dynamically delivering experiences that bring the brand to life • Unleash creativity across the customer journey by working collaboratively Marketer as insight activist: With cognitive systems, we can continuously seek out new sources of insight by exploring data from inside and outside the organization, tapping into new insights revealed by customer behavior and sentiment. We share findings and easily scale expertise to accelerate organizational learning. We can dig deep to answer tough questions, fueling a culture of curiosity that ignites innovation. • Fuel new business opportunities and performance improvements through always-on insights and recommendations * Capture the heart and mind of every customer by acting on micro insights • Use all types of data, including unstructured, to develop unique insights into customer feelings, motivations and behaviors
- A cognitive system can understand unstructured information such as the natural language, imagery and sounds in books, emails, call records, tweets, journals, blogs, and videos. It can then reason by recognizing patterns in the data it understands and use that to create recommendations and show the evidence and probabilities for each recommendation. Reasoning is what we do all the time. For example in deciding what path to take to work this morning you likely considered the traffic report on the radio or where your new favorite coffee place is. You would have processed all of this very quickly to estimate the best path to work. If new information arrives while you’re en route, you’d quickly recalculate to select an alternative. Much like human reasoning, cognitive computing can be much more flexible and faster. The third attribute of a cognitive system is that it can continually learn, taking in new information as it is published and by gaining direct feedback from humans it work with. Because language and information vary within the context of different professions and industries, Watson must be taught by the experts whom it will serve. As Watson learns about your customers, your company, your marketing goals, he becomes more useful to you. Finally, because a cognitive system understands human language it can interact with us and with our customers in a more natural way. Let’s consider some specific examples of how cognitive does this. How cognitive can help us address the marketing challenges you and your team regularly face….
- So now – let’s take a trip into the future… What would a day in the life of a marketer look like with Watson on your team?
- I just referenced the Think Marketing Hub. I want to spend some more time on that. At IBM we have been undergoing an aggressive digital transformation for the past several years, integrating and infusing innovations ranging from analytics to cloud across the company. As part of our strategy, we’re rethinking how clients engage with us and what they need most to deliver a differentiated experience to their customers. The answer is building and delivering world-class integrated digital platforms that enable innovation and agility along their ongoing journey with a business. Our latest move is THINK Marketing, a new digital site and one-stop destination for marketers. The platform features an experienced team of live advisors and digital sellers. It also lets users tap into the power of IBM Watson. As you visit the site, Watson sifts through huge piles of information, trends and content to deliver you what is most relevant for your needs. This includes insights from IBM experts as well as the brightest minds from outlets such as New York Times, The Drum and Fast Company. The platform goes even further to suggest related courses and advanced learning opportunities, videos and industry events. In this cognitive era, we understand that it is more important than ever to provide industry professionals with clarity and an agile, personalized experience that helps them make better business decisions now and for the future. THINK Marketing is designed to do just that – help marketers increase their marketing acumen to transform their businesses and create more personalized, digital experiences for their customers.
- So now – let’s take a trip into the future… What would a day in the life of a marketer look like with Watson on your team?