Susan Hallam - Marketing in a digital world
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This document discusses how marketing is changing in the digital world. It notes that marketing has evolved from focusing on information to focusing on user experience, mobile, and now artificial intelligence. While technology allows for faster and more personalized marketing, convenience is becoming more important to time-poor customers. The role of humans in marketing is changing as well - algorithms and AI are now part of the audience and some marketers fear job loss. However, humans still provide important skills like empathy, creativity and passion that help build emotional connections with customers. The marketing revolution combines automation and data with human relationships to provide both operational excellence and emotional intelligence.
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Susan Hallam - Marketing in a digital world
- 1. Marketing in a digital world Susan Hallam
- 3. Winner of The Drum Grand Prix Most Recommended National Agency 2018 40-99 staff Best for Search Best for Usability Best for Client service Best for Digital full service
- 4. Ranked #33 the UK Agency Top 100 Listed #33 in The Drum Top 100 Agencies Census Report 2018 based on performance #1 agency in the Midlands
- 5. We are living in revolutionary times
- 6. “Eventually…. everyone’s business card will have an electronic email address” Bill Gates 1998
- 7. We don't always know what's just around the corner
- 9. Senior leaders are more interested in messaging
- 13. 3 July 2007
- 14. To UX
- 15. 3 July 2013
- 16. To mobile first
- 18. To AI first
- 22. But it needs to be about the customer● Human face red scale BUT ARE WE FORGETTING THE MOST IMPORTANT THING?
- 23. OUR CUSTOMERS ARE TECHNOLOGY RICH AND TIME POOR
- 25. Convenience is the new loyalty
- 29. 35% of Amazon’s sales come from its AI recommendation engine
- 30. IT’S NOT JUST MARKETING TO HUMANS ANYMORE
- 34. Google Smart Ads: Artificial Intelligence Powered Bidding
- 36. From Search Engine Optimisaton to Algorithm Optimisation
- 37. The machines are now part of our marketing audience
- 38. Marketing in a digital world
- 39. “More marketers are scared of job loss in 2019” Up 38% from last year…. 28 May 2019
- 42. Steve Jobs
- 45. THE HUMAN INTERFACE WILL BECOME THE PREMIUM SERVICE
- 46. The revolutionary emotional role for humans Working with our hands Working with our brain Working with our heart
- 47. The marketing revolution The digital relationship adds Automation + Data The human relationship adds Empathy + Creativity + Passion Operational excellence Emotional intelligence Customer intimacy
- 48. Thank you! Brought to you by Susan Hallam MBE @susanhallam susan@hallam.co.uk linkedin.com/in/susanhallam/ facebook.com/HallamAgency HallamAgency Hallam.co.uk
Editor's Notes
- The thing about technological revolutions… we don’t always get it right
- 29% of respondents selected messaging apps like WhatsApp or WeChat as their preferred business communications channel. What’s more, WhatsApp has currently has 175 million active daily users and counting.
- https://cdn2.hubspot.net/hubfs/53/assets/hubspot.com/research/reports/State%20of%20Inbound%202018%20Global%20Results.pdf
- Tsunami of change What looked like science fiction is reality Fundamental changes, faster than ever before We live in this new norma
- Artificial Intelligence
- Fear Excitement
- So many technologies
- But it needs to be about the customer
- Our customers are technology rich and time poor
- https://nexxworks.com/blog/re-think-customer-experience-artificial-intelligence-and-chatbots
- Buying happiness Strapped for time
- New User Interfaces
- https://wearesocial.com/blog/2017/07/marketing-machines-algorithms-destiny https://medium.com/@humansforai/recommendation-engines-e431b6b6b446 The new decision makers
- https://www.dmnews.com/marketing-channels/article/13035283/will-brands-start-marketing-to-machines
- https://www.dmnews.com/marketing-channels/article/13035283/will-brands-start-marketing-to-machines
- https://twitter.com/searchliaison/status/1135275028834947073
- When someone searches on Google with terms closely related to the titles and frequently used phrases on your website, Google Ads will use these titles and phrases to select a landing page and generate a clear, relevant headline for your ad. Powered by Google’s machine learning technology, optimised ad rotation enables advertisers to deliver the right message to the right audience. Optimised ad rotation is a feature within AdWords that prioritises ads that are expected to perform better than other ads within an ad group. Advertisers can upload multiple ad creatives and then allow Google to optimise ads for clicks in each individual auction using signals like keyword, search term, device, location and more. Using traditional A/B split testing methods this level of optimisation would be next to impossible. llowing Google to crawl through your website and create its own campaigns and ads based on your sites content might sound like something out of the future, but the reality is that Google AdWords has had this feature for years In the form of dynamic search ads (DSAs) While it’s not the best idea to rely on Dynamic search ads for your primary campaigns just yet, the feature is a great way for advertisers to capture unique long tail searches. Why is this important? Because out of all the trillions of searches that Google record, 15% are completely new.
- https://searchengineland.com/going-head-to-head-with-google-smart-bidding-the-good-the-bad-and-the-weird-315242 If you look under the bonnet, you’ll see the second set of signals that other bidding platforms don’t have. Matter of fact, Google freely claims that no other bidding platform will have access to a significant portion of these signals. Target ROAS draws on moment-of-query-time information for precision bids. As a result, it knows exactly where on the S-curve it needs to bid; and will never bid a cent higher than necessary to win the auction.
- https://www.thedrum.com/news/2019/06/07/agencies-voice-concerns-instagram-killing-organic-reach These algorithm tweaks along with tests like hiding Likes and cracking down on inappropriate content is leading to concerns from lingerie and swimwear brands that engagement could be affected, according to We Are Social's head of research and insight Paul Greenwood. Social media consultant Matt Navarra said that algorithm complaints occur on a weekly basis on a social media group he runs, which has more than 8,000 members. "People say organic reach is being strangled, others report having a record-breaking week,” he said.
- https://www.stevenvanbelleghem.com/blog/marketing-to-machines-what-it-is-how-you-can-use-it-in-your-company/ Influencing the way people think: marketing Direct mail, social media, advertising Buying decisions based on alogrithms: recommendations, echo, How to influence the algorithms Treat the algorithm as your target market Was SEO, no Algorithm Optimisation
- 42% of respondents agree that tech will threaten their jobs someday. This proportion is growing – up from 39% in 2018 https://www.clickz.com/is-martech-a-threat-to-marketing-jobs/239600/