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EGC Presents: Practical Marketing Applications in AI

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The EGC Group shares Artificial Intelligence: Practical Marketing Applications with a promise that you can implement at least one trending AI marketing application immediately.

Published in: Marketing
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EGC Presents: Practical Marketing Applications in AI

  1. 1. 1 ARTIFICIAL INTELLIGENCE Practical Marketing Applications
  2. 2. 2 AI is taking root in businesses all around us. It’s improving customer experiences. Becoming integral to customer service. It’s generating insight. It’s changing the way we operate in countless ways. © 2019 The EGC Group
  3. 3. 3 “Artificial Intelligence Will Spark a Real Marketing Renaissance.” ― THOMAS HUSSON, FORRESTER © 2019 The EGC Group
  4. 4. 4 But we all have questions. For example: “Is My Data Private?” ― EVERYONE ELSE © 2019 The EGC Group
  5. 5. 5 “Will AI Replace Me?” ― AGENCIES © 2019 The EGC Group
  6. 6. 6 OUR PROMISE: ONE AI APPLICATION YOU CAN IMPLEMENT TOMORROW © 2019 The EGC Group
  7. 7. 7 01 02 03 04 Visual Search + Recognition Predictive Analytics 05 Chatbots + Messenger Services Voice Recognition Creative AI Fastest growingAI marketing trends © 2019 The EGC Group
  8. 8. 8 01 02 03 04 Visual Search + Recognition Predictive Analytics 05 Chatbots + Messenger Services Creative AI? Fastest growingAI marketing trends Voice Recognition © 2019 The EGC Group
  9. 9. 9 “The future of search will be pictures over keywords.” ― BEN SILBERMAN, PINTEREST CEO © 2019 The EGC Group
  10. 10. 10 TECHNOLOGY THAT MILLENNIALS WOULD BE COMFORTABLE WITH WHEN SHOPPING ONLINE 62% 57% 37% 25% 62% 59% 29% 31% 0% 20% 40% 60% 80% Ability to search by image Shoppable content / click-to-purchase Augmented reality (try before you buy) Live chat Millennials 18-20 Millennials 21-34 MILLENNIALS ARE READY FOR VISUAL SEARCH Source: ViSenze study of Millennials in the U.S. and U.K., Aug 29, 2018 (eMarketer) © 2019 The EGC Group
  11. 11. 11 Some brands are already taking advantage of this. ASOS has developed its own Style Match visual search tool. © 2019 The EGC Group
  12. 12. 12 TARGET AND PINTEREST LENS Lens uses machine vision to detect objects in the real world and suggest related items on the service. Just point it at food, furniture, or even the night sky, and Pinterest will return objects that it believes are related. © 2019 The EGC Group
  13. 13. 13 $26B+ IMAGE RECOGNITION MARKET $1B+ PROJECTED PINTEREST AD REVENUE 12% GOOGLE SEARCH QUERIES THAT ARE IMAGES 30% REVENUE INCREASE OF BRANDS THAT HAVE VISUAL SEARCH VISUAL SEARCH & VISUAL RECOGNITION BY THE #’S © 2019 The EGC Group
  14. 14. 14 01 Build image search into your web inventory 02 Submit images into your sitemap 03 Boost image SEO visibility with metadata 04 Pinterest advertising HOW YOU CAN PREPARE FOR VISUAL SEARCH… © 2019 The EGC Group
  15. 15. 15 01 02 03 04 Visual Search + Recognition Predictive Analytics 05 Chatbots + Messenger Services Creative AI? Fastest growingAI marketing trends Voice Recognition © 2019 The EGC Group
  16. 16. 16 Drowning in data. Starving for insight. Many marketers can relate to this feeling, and this is where predictive analytics can make all the difference. © 2019 The EGC Group
  17. 17. 17 PREDICITIVEANALYTICS APPLICATIONS Lead Scoring Content Distribution Lifetime Value Predictors Cross-Sell 01 02 04 03 © 2019 The EGC Group
  18. 18. 18 ApplyingAI to lead scoring can expedite customer segmentation and marketing customization © 2019 The EGC Group
  19. 19. 19 Using “best” customer data to identify lookalike audiences Resolving customer/prospect identity across touchpoints Selecting and prioritizing accounts with predictive analytics AI NOW DRIVES CUSTOMER ACQUISITION © 2019 The EGC Group
  20. 20. 20 CUTTING-EDGE AD PLATFORMS USE AI TO SERVE ADS IN CONTEXT AI analyzes the images and content of a webpage. Using the data, it enables advertisers who have specified the characteristics of a given page to place their ads on those highly relevant pages. GET CONTEXT INTEGRATE ADS ENGAGE VIEWERS © 2019 The EGC Group
  21. 21. 21 © 2019 The EGC Group
  22. 22. 22 Data-driven organizations are 3x more likely to report significant improvement in decision making Only 1/3 of senior executives consider their organizations to be highly data-driven Source: PwC Global Data and Analytics Survey (n = 1,135 senior executives) © 2019 The EGC Group
  23. 23. 23 WORKFLOW MODELING This process can be applied to any business to create a customized predictive analytics program. © 2019 The EGC Group
  24. 24. 24 01 Determine what you want to predict 02 Reduce data and also clean up messy data 03 Create and validate your model 04 Test and optimize HOW YOU CAN GET STARTED IN PREDICTIVE ANALYTICS © 2019 The EGC Group
  25. 25. 25 01 02 03 04 Visual Search + Recognition Predictive Analytics 05 Chatbots + Messenger Services Creative AI? Fastest growingAI marketing trends Voice Recognition © 2019 The EGC Group
  26. 26. 26 “Conversational AI-first will be adopted by the majority of enterprises as the most important platform.” © 2019 The EGC Group
  27. 27. 27 PREDICTED BENEFITS OF CHATBOTS 64% 55% 55% 51% 43% 43% 37% 35% 32% 0% 20% 40% 60% 80% 24 hour service Getting an instant response Answers to simple questions Easy communication Complaints resolved quickly A good customer experience Detailed or expert answers Answers to complex questions Friendliness and approachability CHATBOTS WILL FACILITATE EASY, ON-DEMAND INTERACTION Source: Drift.com © 2019 The EGC Group
  28. 28. 28 © 2019 The EGC Group
  29. 29. 29 © 2019 The EGC Group
  30. 30. 30 01 Consider the Evernote® example 02 Facebook Messenger 03 Consider partners HOW YOU CAN GET STARTED USING CHATBOTS © 2019 The EGC Group
  31. 31. 31 01 02 03 04 Visual Search + Recognition Predictive Analytics 05 Chatbots + Messenger Services Creative AI? Fastest growingAI marketing trends Voice Recognition © 2019 The EGC Group
  32. 32. 32 VOICE IS BECOMING MAINSTREAM Voice technology has reached the tipping point where speed and frictionless interaction have overcome the errors in machine learning and AI interpretation © 2019 The EGC Group
  33. 33. 33 Adoption of voice is happening rapidly VOICE IS THE FUTURE By 2020 (that’s next year), 50% of all searches will be done through voice 75% OF HOUSEHOLDS By 2020, the majority of homes will have smart speakers 50,000 APPS Today, the Alexa Skill Store has more than 50 thousand third-party apps, with more coming every day HEART OF THE HOME More than 50% of smart speakers live in the common room of a home Source: Voxion © 2019 The EGC Group
  34. 34. 34 Voice Search means marketers must evaluate search campaigns and content for conversational requests. © 2019 The EGC Group
  35. 35. 35 Using voice,AI can act as a virtual teacher or customer service agent “Alexa, ask Brother Sewing how do I rethread my Innovis.” Example Dialog Brother Sewing Dialog Bet ween User & Voice App “To rethread the Innovis, first raise the presser lever located by the…..” “Alexa, open Brother Sewing” “I am the Brother Sewing Assistant, What device are you using?” “My device is the Innovis….” “Noted! Ask me questions about the device or for a fun crafts project!” © 2019 The EGC Group
  36. 36. 36 GOOGLE USES AI TO TRY ANSWERING YOUR QUERY WITHOUT A CLICK The Featured Snippet is a selected search result that Google clips and presents in a box just below any ads. FEATURED SNIPPET © 2019 The EGC Group
  37. 37. 37 More than 55% of consumers use Voice Search to find a local business. © 2019 The EGC Group
  38. 38. 38 01 Audit your local SEO presence 02 Google Featured Snippet 03 Google Home/Alexa Skill Store HOW YOU CAN GET STARTED PREPARING FOR VOICE © 2019 The EGC Group
  39. 39. 39 01 02 03 04 Visual Search + Recognition Predictive Analytics 05 Chatbots + Messenger Services Creative AI Fastest growingAI marketing trends Voice Recognition © 2019 The EGC Group
  40. 40. 40 Produces 20,000 lines of copy per second ALIBABA AI COPYWRITER © 2019 The EGC Group
  41. 41. 41 UsingAI in retail and e-commerce ad creative top3HIGHESTPERFORMING top3LOWESTPERFORMING Source: Persado © 2019 The EGC Group
  42. 42. 42 01 02 03 04 Visual Search + Recognition Predictive Analytics 05 Chatbots + Messenger Services Voice Recognition Creative AI WhichAIApplication can you apply tomorrow? © 2019 The EGC Group
  43. 43. 43 Nicole Larrauri (516) 935-4944 NicoleL@egcgroup.com @Nicole_Larrauri LET’S TALK © 2019 The EGC Group
  44. 44. 44 thank you © 2019 The EGC Group

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