AMA San Diego Keynote - The Art Of Marketing
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A brief overview of the how marketers can break through the noise, and what exactly is the noise in 2018.
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AMA San Diego Keynote - The Art Of Marketing
- 1. Art of Marketing Crowne Plaza San Diego May 11, 2018
- 2. BreakingThroughThe Noise (Whatis the Noise?) CoryTreffiletti, Voicera
- 3. KEYNOTE SPEAKER • Cory Treffiletti • Chief Marketing Officer
- 4. OurGoal To unpack the truth from fiction Understand the noise Better enable you to have impact. 4
- 5. 5 Areas of Focus forToday A Richer Media Experience More Data Voice Consolidation Millenials 5
- 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
- 8. Implications (what’s possible?) Mobile first means responsive design = table stakes Video is your primary medium now Greater emphasis on storytelling 8
- 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
- 10. MyAdvice Storytelling requires understanding, insight, creativity Spend at least 2 hours per week reading customer interactions 10
- 11. MoreData 11
- 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
- 15. Voice 15
- 16. What do we mean by “Voice”? Voice activated devices Voice is the killer UI The future is not what you see, but what you say 16
- 18. Humans can stop having to learn how to understand machines and machines can finally understand humans. 18
- 19. Voice is considered the entry point forAI solutions 19
- 20. Kids used to have an imaginary friend in their room… now that friend talks back and is namedAlexa. 20
- 21. And it’s not just in one area of our lives… 21
- 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
- 25. Conversation- centricVoice Focuses on human to human interaction Connects to existing collaboration tools Very focused on the workplace 25
- 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
- 29. Consolidation 29
- 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
- 32. Millenials 32
- 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
Notes de l'éditeur
- 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.