This document discusses the future of AI and marketing. It provides examples of how AI is being used by companies like BMW to answer customer questions without needing to speak to a human. It also discusses how machine learning allows algorithms to learn from data without being explicitly programmed, and how this will change search marketing as machines develop their own understanding. The document also provides examples of how contextual data from different devices can be used to personalize customer experiences through the shopping journey.

1. When Marketing Meets The Machine
The future of AI and Marketing
@guylevine @returnondigital
www.returnondigital.com

2. Our Job is…
The job of a digital marketing agency
is to provide results that impact the
bottom line.
That’s what we do.
Its that simple.

4. “BMW iGenius is capable of
understanding each question
and responding accurately
every time just as if you were
talking to an expert from the
company.”
“The system operates around
the clock allowing the
consumer to ask any question
relating to the BMW i cars but
without the hassle of having to
pick up the phone or go into a
dealership.”
AI in Advertising.

5. Your Audience
Marketing Approach: Oooh, we have shiny new AI tool, how do
we use it in our business?
Sensible Approach: How can we use AI to improve our customer
experiences?

6. MachineLearning

7. Machine Learning uses
algorithms that can iteratively
learn from data – Google are
placing it at their core.
Basically, we are trying to get
machines to make their own
minds up, without us telling them
how to process everything – i.e.
when you upload a Facebook
photo and it knows who it is.
Give the machine a benchmark
and let it go and create!
Machine Learning.

8. Every Search Marketer Is Google Algorithm Obsessed. It wont be long until there is no Algo, it will just be a ‘brain’
which just learns and develops, the same as we do.

12. 1 A Webpage with RTB Adspace loads
2 Data is communicated about
the webpage and user to an ad
exchange
3 Demand Side Platforms compute
which ads to buy and how much to
pay
4 The highest bidder wins
5 The winning advert is displayed on
the website
Programmatic Real Time Bidding

13. 1 Organize audience insights
2 Design compelling creative
3 Execute with integrated technology
4 Reach audiences across screens
5 Measure the impact
Programmatic by numbers

15. 1 John is looking to buy
a necklace for his
wife, he searches on
his mobile while
strolling along.
2 He isn’t happy with
the results so uses
voice search to show
“with 4 stars or more.”
3 He still isn’t happy so
he jumps in a taxi –
the results are now
updated to a wider
radius

16. 1 As John gets closer,
his watch vibrates and
offers directions
2 When John gets out
of the taxi, he receives
an iBeacon alert with
a map of the store
3 His watch now guides
him to the exact
location in the store

17. 1 John is still not sure so
heads home
2 As John steps off the
bus, his local alerts
him its 2 for 1. He goes
for a pint
3 Later that evening, the
store he was
shopping in drops him
a voucher code – he
buys.

18. 1 Contextual understanding
2 Conversational search
3 Activity recognition (in a car)
4 Haptic feedback
5 Beacons
Technology Stack
6 Keyword less search

19. What are you looking to achieve?
Your Marketing Problem.

20. Strategy Methodology
M A R K E T I N G P R O B L E M
A well positioned brand, requiring increased visibility & improved conversion rate
O B J E C T I V E S
Increase Organic Traffic
To solve your marketing problem we need to:
Increase EngagementIncrease Conversions
C H A N N E L S
To achieve this we will use the channels:
Organic CRO Social
M E A S U R E S
This is how we measure the ROI:
Leads Conversion RateEngagementTraffic

21. Digital Disruption

22. Strategy & Insight
Yougov.co.uk

23. Brochure Form Performance
Form Drop-offs
131 views / 42 completions
 I’m Interested In – 18.44%
 Company Name – 5.56%
 School – 6.25%
 Full Name – 2.26%
 Address 1 – 4.72%
 Address 2 – 11.88%
 Town – 0.95%
 County – 0.5%
 Postcode – 0.95%
 Telephone – 5.64%
 Email Address – 2.06%
 Where did you hear about us? – 6.52%
 Delivery Method – 0%

24. Homepage Analysis
<100%
<94%
<46%
<30%
<24%
<18%

25. @guylevine
@returnondigital
www.returnondigital.com
T H A N K Y O U