Joe Millward - MARKETING IN AN AI DRIVEN NEW MEDIA LANDSCAPE

3M Confidential.1 18 May 2017. All Rights Reserved.© 3M

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The Rise and Impact of A.I


Artificial Intelligence


AI & Marketing

Of marketing execs predict AI will revolutionise marketing

Have a very confident understanding of AI

Are currently using AI at work


3 pillars of change

Voice Augmented Reality Mass personalisation


Impact of voice41 % 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


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


How to be heard?When developing content, be mindful conversational nature of voice searches

Test your brand’s 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




Augmented Reality - Why now?


Definition


Enhancing the in-store experience


Your brand in 3d Space


Augmented Reality Opportunities

Planogram and store layout

Customer supportShopping

Brand experiences


AR – first stepsResearch 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


Augment the mundane




Mass Personalisation


Mass Personalised PoliticsTrump 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 it’s messages and over 175,000 variants were used at the peak


Personalised predictive shoppingBest 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


Final ThoughtsCustomers 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

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