Designing memories: The neuroscience of experienceAoife McGuinness
This is HeyHuman's submission for the SXSW 2022 panel picker.
2020 transformed our relationship with the world around us, including how we connect with people and brands. As the world starts to process the last two years what do these changed behaviours and relationships mean for brand experiences, now and in the future? How can and will brands re-connect with people and brands in this new world?
(Graham Brown mobileYouth) PART 2: 50 Youth Marketing Trends for 2009Graham Brown
Part 2 of series on Insights, trends and quotes by author and co-founder of mobileYouth - a global research project that aims to first understand youth and only then how technology fits into their lifestyle.
FREE YOUTH TRENDS REPORTS
http://www.youthtrendsreport.com
What's Next: Impact of Technology on Consumer BehaviorOgilvy Consulting
What are companies doing in the financial services industry to succeed at targeting a younger generation?
How did we get to a state in which we trust technology more than a face-to-face conversation?
Josh Peter, Senior Experience Designer at Ogilvy, leads this session on the business impact of technology on consumer behavior.
Designing memories: The neuroscience of experienceAoife McGuinness
This is HeyHuman's submission for the SXSW 2022 panel picker.
2020 transformed our relationship with the world around us, including how we connect with people and brands. As the world starts to process the last two years what do these changed behaviours and relationships mean for brand experiences, now and in the future? How can and will brands re-connect with people and brands in this new world?
(Graham Brown mobileYouth) PART 2: 50 Youth Marketing Trends for 2009Graham Brown
Part 2 of series on Insights, trends and quotes by author and co-founder of mobileYouth - a global research project that aims to first understand youth and only then how technology fits into their lifestyle.
FREE YOUTH TRENDS REPORTS
http://www.youthtrendsreport.com
What's Next: Impact of Technology on Consumer BehaviorOgilvy Consulting
What are companies doing in the financial services industry to succeed at targeting a younger generation?
How did we get to a state in which we trust technology more than a face-to-face conversation?
Josh Peter, Senior Experience Designer at Ogilvy, leads this session on the business impact of technology on consumer behavior.
This is HeyLab's submission for the SXSW 2022 panel picker. HeyLab is a research agency focused on unlocking marketing effectiveness through neuroscience, behavioural science and data science.
Synopsis:
The Covid-19 crisis has given us a glimpse of a frictionless future with many upsides, but also with downsides for people, businesses and brands.
What are the choices that brands need to make when balancing friction-free against deliberate friction? Should brands now reap the benefits of hyper-automation and digitisation and pursue a never-ending quest towards removing friction, and is this different for emerging brands and legacy brands? Or do brands need to consider the value of connection and messy everyday interactions that connect people with people, but also people with brands?
Based on their Human Connection Index research, HeyLab will explain the how brands can build and measure empathetic friction using neuro-based testing, and then how they can act on these insights.
The power of empathy lies in connection. Brands must satisfy both the cognitive and emotional components of empathy to better connect with people.
MeaningfulExperiences by Sudhindra V. - design.unboundedSudhindra V.
Brand Experience Designers - We have to make a choice - whether we want to create clever brand communications or meaningful experiences to change people's lives for the better
This was a speech I gave at The Dublin Institute of Technology looking at the future of marketing.
There is a lot of talk out there about Virtual Reality, Augmented Reality and other futuristic terms and this is a generic speech aimed at giving people an idea to the background of the topic and trying to avoid too much detail.
For more information go to http://www.jamesdearsley.co.uk
How to Build Innovative Culture (BandT MAD Week)Derek Laney
Twice named as Forbes Magazine’s Most Innovative Company, Salesforce has one of the most dynamic company cultures in the world. They know for any forward-looking firm you’re only as good as your next idea.
So how exactly do they do it? Here Derek Laney will look at some of the features of the world’s best innovators, and talk about how you can make your business a forward-looking powerhouse of creativity and disruption.
Don’t let the breakfast tacos, parties, brand houses, and activations fool you. SXSW is growing up.
The festival has shifted from a place of discovering the next big digital innovation to a place for reflecting on how technology (e.g., AI, AR vs.VR, and Blockchain) can impact society, along with focusing on social responsibility and ethics.
Five days and hundreds of panels later, here’s a look at the trends and emerging tech that’ll be shaping the future.
Nonprofits can learn a lot from Apple. Here are a few lessons in innovation that you can apply to your nonprofit’s fundraising efforts. Inspired by the phenomenal success of Apple's iPad. Check it out here.
Raise funds more successfully than apple sells ipadsBridget Brandt
This presentation is designed to encourage nonprofits to think outside the box. How can you go to market like ipad, be different, be fun, and most importantly be innovative?
Y&R Advertising sent some of its brightest minds to the SXSW Interactive Festival and here’s what they had to say about the trends at the intersection of technology, innovation, and advertising, and what they mean for brands today.
This is HeyLab's submission for the SXSW 2022 panel picker. HeyLab is a research agency focused on unlocking marketing effectiveness through neuroscience, behavioural science and data science.
Synopsis:
The Covid-19 crisis has given us a glimpse of a frictionless future with many upsides, but also with downsides for people, businesses and brands.
What are the choices that brands need to make when balancing friction-free against deliberate friction? Should brands now reap the benefits of hyper-automation and digitisation and pursue a never-ending quest towards removing friction, and is this different for emerging brands and legacy brands? Or do brands need to consider the value of connection and messy everyday interactions that connect people with people, but also people with brands?
Based on their Human Connection Index research, HeyLab will explain the how brands can build and measure empathetic friction using neuro-based testing, and then how they can act on these insights.
The power of empathy lies in connection. Brands must satisfy both the cognitive and emotional components of empathy to better connect with people.
MeaningfulExperiences by Sudhindra V. - design.unboundedSudhindra V.
Brand Experience Designers - We have to make a choice - whether we want to create clever brand communications or meaningful experiences to change people's lives for the better
This was a speech I gave at The Dublin Institute of Technology looking at the future of marketing.
There is a lot of talk out there about Virtual Reality, Augmented Reality and other futuristic terms and this is a generic speech aimed at giving people an idea to the background of the topic and trying to avoid too much detail.
For more information go to http://www.jamesdearsley.co.uk
How to Build Innovative Culture (BandT MAD Week)Derek Laney
Twice named as Forbes Magazine’s Most Innovative Company, Salesforce has one of the most dynamic company cultures in the world. They know for any forward-looking firm you’re only as good as your next idea.
So how exactly do they do it? Here Derek Laney will look at some of the features of the world’s best innovators, and talk about how you can make your business a forward-looking powerhouse of creativity and disruption.
Don’t let the breakfast tacos, parties, brand houses, and activations fool you. SXSW is growing up.
The festival has shifted from a place of discovering the next big digital innovation to a place for reflecting on how technology (e.g., AI, AR vs.VR, and Blockchain) can impact society, along with focusing on social responsibility and ethics.
Five days and hundreds of panels later, here’s a look at the trends and emerging tech that’ll be shaping the future.
Nonprofits can learn a lot from Apple. Here are a few lessons in innovation that you can apply to your nonprofit’s fundraising efforts. Inspired by the phenomenal success of Apple's iPad. Check it out here.
Raise funds more successfully than apple sells ipadsBridget Brandt
This presentation is designed to encourage nonprofits to think outside the box. How can you go to market like ipad, be different, be fun, and most importantly be innovative?
Y&R Advertising sent some of its brightest minds to the SXSW Interactive Festival and here’s what they had to say about the trends at the intersection of technology, innovation, and advertising, and what they mean for brands today.
Senior Director at Alterian, Patrick Massey speaks on transforming social media data into actionable business intelligence at Social Media World Forum, London 2011. (http://www.socialmedia-forum.com/europe/)
The future of integrated campaigns: the art of transmedia planningtitofavino
Looking at how the media landscape has changed and how we can harness it to develop successful integrated campaigns that connect and engage with the audience in a new and more involving way.
This ebook is a collaboration between myself and Rohit Bhargava for Incite Marketing and Communications.
It features
1) 15 key findings from the Incite Summit East - which happened in NYC in September 2013 (including detail on customer-centric approaches, storytelling, internal social media guidelines, personalization of marketing, and innovation
2) The top 5 Tweets from the Summit
3) 7 pieces of advice from some of the leading speakers at the Summit, including C-suite representatives from L'Oreal USA, Chobani and MetLife
For more on the Incite Summit East, visit www.incitemc.com/east
A collection of findings from the Incite Summit, held in NYC on September 18 - 19.
The Incite Summit helps large brands do innovative marketing and communications. This event focused on customer-centricity, multi-channel, big data, measurement and more.
Featuring insights from brands like Lenovo, L'Oreal, Chobani, MetLife, StubHub, Whole Foods, Smirnoff, Aflac, MolsonCoors, Mastercard, Pfizer and more.
Brands And Digital Culture: It Doesn't Have To SuckAvin Narasimhan
Presentation I gave at the end of February 2011 at The Olin School of Business @ Washington University in St Louis. Part of a new marketing seminar series they've started with the goal of bringing different types of industry folks into their classrooms to give lessons of both success and failure to future brand managers and CMOs. My session specifically was around what role digital platforms can play for brands, and to discuss some broad ideas about how it works and doesn't work.
Businesses everywhere are struggling to come to grips with social media but, generally speaking, they tend to treat it as a technology or a marketing issue. But when you really look at where social media is taking us it becomes clear that embracing social media successfully is primarily a cultural issue for the business.
AI Activation for Video Advertising- An Overview 2024.pptxCory Treffiletti
Are you interested in learning about the many ways AI can be activated for improved advertising with your target audience? Read this primer and see all the ways you should be considering AI as a tool. It's not a replacement for a strategy. It is the solution to allow you to reach your objectives more quickly. This document will provide you insights into using AI for ideation, creation, optimization, monetization, distribution and more. It will help you understand, in simple terms, what you can be doing to better enable your online video advertising strategy. Brought to you by Rembrand.
Data is awesome, but data by itself is not enough. Data by itself can actually be overwhelming. You need data + a lot of other things and hopefully, this will help you understand what you need and what happens when you don't have it all in one place.
An outline of the impact of data on driving the effectiveness of marketing activity across the eco-system as outlined by a survey of more than 130 marketing executives. Brought to you by BlueKai.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
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
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
12. What do we
mean by
“More Data”?
More data
More technology
… More concerns around privacy
12
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. 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
22. There are 3 pillars of voice
Information-centric
Action-centric
Conversation-centric
22
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. 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
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. 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. 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
30. What do we mean by
”consolidation”?
Simply stated… these companies and
a few more are going to buy the best.
30
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
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. 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. 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. 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
Editor's Notes
I met with the CMO of Intel once for a brief chat and he said “we don’t talk about Intel, we talk about Intel makes possible”. This simple sentence has been my guiding light for the last 3 years. It is the core of everything I do these days – I used it in data. I used in A.I. The way I see this conversation today… lets talk less about what exactly is the issue, or the noise, and lets focus on what that makes possible for you as a marketer. That provides you with more immediate benefit and it takes into account that you are all very smart people and we don’t need to spend too much time defining what these challenges are. You are here to find impact and answers, not hear a rehash on everything you already know. Right?
Mobile is the primary digital medium of choice.
Worldwide internet traffic = 52% mobile (eMarketer)
In US = 41% (eMarketer)
In India = 79% (eMarketer)
Mobile ad spend may supplant TV by end of 2018 (eMarketer)
Video is more robust and engaging
New formats are inexpensive
360 degree video – lower cost cameras, easy to post
Live streaming – omnipresent with Facebook Live, etc.
VR (virtual) – easy to get and easy to use (i.e. cardboard)
AR (augmented) – accepted/embraced by large retailers
Video is embedded in the mobile experience
Major corporations are embracing digital/mobile video
YouTube TV (with live sports)
ESPN+ (streaming service)
Mobile first means responsive design = table stakes
For me, mobile reg was 55% prior to app and 85% post app launch
Video is your primary medium now
Content development with blogs is good, video is better
Video content has more legs – it lasts longer and has higher impact
Greater emphasis on storytelling
How do you present your brand?
Even for a DR marketer, the story will help you break through
A great story can take the place of a big budget
Storytelling requires understanding, insight, creativity
Spend at least 2 hours per week reading customer interactions
Understand what they love and what they don’t
Learn what you can, and craft an interesting story
More data
1st party, 3rd party, onboarding, lookalike modeling
Accuracy, scale (reach)
More technology
Mobile, wearables, connected devices, smart home
… More concerns around privacy
Facebook, GDPR, Facebook, GDPR, Facebook…
With great technology comes great data
More data is not necessarily “better” data.
Terabytes created every minute.
Most marketers are not capable of using the basics.
Just because you have it, doesn’t mean it’s good.
You need a team.
You need the right resources.
You need a clear understanding what you will do with it.
What are the desired outcomes/objectives?
Personalization and targeting are primary
Measurement as well
You better know the implications of GDPR
You had better start to expect legislation and regulation on data
There are VERY important issues rising in your backyard (California)
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 – they are actively trying to help you, and they need your involvement
This area is the noisiest and potential threatens your ability to be as efficient and effective as possible.
AI, and specifically AI-Voice is all the buzz these days
This disruption is on the scale of the basic disruption caused by the Internet in the late 90’s
The truth is that we are advancing constantly and we recently reached a tipping point…
For years we had to learn the language of machines
Programming languages
UI to access the machines and play games, etc.
There are millions of jobs for people who have the expertise to understand the languages of machines.
Those same people have actually begun to build machines that are so advanced and smart that we no longer have to learn their language, they are learning ours.
That creates a tipping point where we don’t need to know the language of machines, we can simply talk to them and they will do what we need them to do.
For the last 20 years we have gone to sites like Infoseek, Excite and then Google to find the answers to questions - now we simply ask the devices from Google or Amazon or Apple the questions and they respond.
For hundreds of years, kids have had imaginary friends who they talk to and who they share their secrets with. Now my kids have Alexa. They sit in their rooms and talk to Alexa. They ask her to play music, or play games. They ask her to tell them jokes or to answer questions on their homework.
For at least the last 40 years we had channel surfing to see what was on TV, and with cable that channel surfing took a long time. These days my kids walk up to the TV and ask it what shows are on that they might like - and it shows them.
Pretty soon we will get in our cars and rather than having to know how to drive, we will simply tell the car to take us to work, and find the best route, and it will simply get you there.
This is pretty amazing stuff. I remember when my grandmother first saw FaceTime - and she couldn’t understand that at all. These advances would literally piss her off.
Focuses on the interaction between human and machine
Commonly tied to a specific device (Google Home, Apps on phones)
Pioneered by Google and Apple (Siri)
Intended to deliver answers to questions
“Hey Google – what is the weather forecast for today”
“Siri – what time is my dentist appointment”
Started at home, but beginning to enter into the workplace
Primarily focused on the interaction between human and machine
Mostly tied to a specific device (Alexa on Echo, Apps on phones)
Pioneered by Alexa (Amazon) and Siri (Apple)
Intended to drive questions
“Alexa – start a one minute timer”
“Alexa – play Thunder by Imagine Dragons”
Started at home, but beginning to enter into the workplace
Focuses on human to human interaction with machine augmentation
Connects previously untapped value to existing collaboration tools (multi-modal)
Voice Commands: “Okay Eva – make sure we organize a follow up conversation for next week with the client”
Follow up email: Eva says your meeting was 67% more positive than your last meeting with the client
CRM Update: “Organize a follow up conversation for next week with the Acme” pushed into Salesforce
Very focused on the workplace and connecting to workflows
Marketers love to talk about the “voice” of their brand.
What is it… exactly?
Is your strategy channel-based or consumer-direct?
Are you going to interact directly or though partners?
Device agnostic?
Partnered with Google, Apple, Amazon, Microsoft, others?
Are you B2C or B2B? Both will have impact.
Proactive or Reactive?
Proactive – are you developing content and experiences?
Reactive – are you simply providing information on request (i.e. search)
Proactive
Are you going to become a skill on Alexa?
Alexa – how do I clean a wine stain?
The great people from Clorox would recommend these three ways including club soda, baking powder or a special detergent like x.
Alexa – what movies are playing tonight?
The top movies are x, y and z – get tickets on Fandango and don’t forget to use the coupon code “Friday night” for free popcorn.
Maybe even a game?
Jeopardy, etc.
Reactive
Are consumers searching for topics related to your area?
What are the search results that they could deliver on your behalf?
Do these companies have insight that will help you brainstorm ideas?
As more of search and engagement with technology shifts to a voice-UI, fewer people will be looking at screens. The desktop itself is most likely to suffer though I think mobile may do just fine. That being said, mobile display kind of stinks so overall, display is going to suffer.
I think traditional media, such as TV/video, and even outdoor could actually benefit from voice. People will always watch video and they will always be on the go. I think these channels will benefit because voice offers the users more chances to multitask and have things done in the background.