Joe Millward - MARKETING IN AN AI DRIVEN NEW MEDIA LANDSCAPE

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Transcript of Joe Millward - MARKETING IN AN AI DRIVEN NEW MEDIA LANDSCAPE

  1. 1. 3M Confidential.1 18 May 2017. All Rights Reserved. 3M COVER MONTAGE GOES HERE Delete this placeholder and replace with montage. The Rise and Impact of A.I
  2. 2. 3M Confidential.2 18 May 2017. All Rights Reserved. 3M Artificial Intelligence
  3. 3. 3M Confidential.3 18 May 2017. All Rights Reserved. 3M AI & Marketing Of marketing execs predict AI will revolutionise marketing Have a very confident understanding of AI Are currently using AI at work
  4. 4. 3M Confidential.4 18 May 2017. All Rights Reserved. 3M 3 pillars of change Voice Augmented Reality Mass personalisation
  5. 5. 3M Confidential.5 18 May 2017. All Rights Reserved. 3M Impact of voice 41 % of Adults user voice assistants daily 20% of Google mobile searches are voice 90% increase in Voice search accuracy 43% of voice search at home 30 Million voice first products in US homes Long term impact? Fundamental change to search & brands
  6. 6. 3M Confidential.6 18 May 2017. All Rights Reserved. 3M Death of Search? Search will move from a list of results to a single answer SEO and SEM will radically change as customers enquiries shift to requests Contextual data will become more relevant as user will want more personalised results Alexa is giving price discount on products purchased via voice search
  7. 7. 3M Confidential.7 18 May 2017. All Rights Reserved. 3M How to be heard? When developing content, be mindful conversational nature of voice searches Test your brands current results via all voice platforms Ensure new content has a structured data mark-up (preferably JSON) If applicable optimise for local results for your customers near me enquires
  8. 8. 3M Confidential.8 18 May 2017. All Rights Reserved. 3M COVER MONTAGE GOES HERE Delete this placeholder and replace with montage. Augmented Reality - Why now?
  9. 9. 3M Confidential.9 18 May 2017. All Rights Reserved. 3M
  10. 10. 3M Confidential.10 18 May 2017. All Rights Reserved. 3M
  11. 11. 3M Confidential.11 18 May 2017. All Rights Reserved. 3M
  12. 12. 3M Confidential.12 18 May 2017. All Rights Reserved. 3M
  13. 13. 3M Confidential.13 18 May 2017. All Rights Reserved. 3M Definition
  14. 14. 3M Confidential.14 18 May 2017. All Rights Reserved. 3M Enhancing the in-store experience
  15. 15. 3M Confidential.15 18 May 2017. All Rights Reserved. 3M Your brand in 3d Space
  16. 16. 3M Confidential.16 18 May 2017. All Rights Reserved. 3M Your brand in 3d Space
  17. 17. 3M Confidential.17 18 May 2017. All Rights Reserved. 3M Augmented Reality Opportunities Planogram and store layout Customer supportShopping Brand experiences
  18. 18. 3M Confidential.18 18 May 2017. All Rights Reserved. 3M AR first steps Research and understand the current offering and timelines to mass adoption Develop brand guidelines/ plans for a 3d digital environment Experiment with simple phone based applications to understand the requirements Ensure you have analytics reporting result to feed into your customers profile
  19. 19. 3M Confidential.19 18 May 2017. All Rights Reserved. 3M Augment the mundane
  20. 20. 3M Confidential.20 18 May 2017. All Rights Reserved. 3M COVER MONTAGE GOES HERE Delete this placeholder and replace with montage. Mass Personalisation
  21. 21. 3M Confidential.21 18 May 2017. All Rights Reserved. 3M Mass Personalised Politics Trump team spent $90 Million on digital advertising (vs Hillary $200M on TV) The campaign was running 40,000 to 50,000 variants of its ads daily Big data, psychometric scores and Facebook profiles were combined to tailor messages The AI continued to refine its messages and over 175,000 variants were used at the peak
  22. 22. 3M Confidential.22 18 May 2017. All Rights Reserved. 3M Personalised predictive shopping Best in class Ecommerce companies will move from a pull tactic to a push tactic Customers will increasingly allow an AI to shop on their behalf Buying behaviour on various platforms will refine the offering over time Brand choice will be made by an AI making machine readable and concise content critical
  23. 23. 3M Confidential.23 18 May 2017. All Rights Reserved. 3M
  24. 24. 3M Confidential.24 18 May 2017. All Rights Reserved. 3M Final Thoughts Customers will have even more say in which Brands / Companies are successful Data is the glue that binds this all together, collect it, maintain it and ensure it is portable Build tailored, contextually unique customer experiences - that can scale All 3 pillars can be aligned to support and enhance the overall brand interaction
  25. 25. 3M Confidential.25 18 May 2017. All Rights Reserved. 3M