AI in Marketing: Guest lecture at Bournemouth university
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Katie King is an expert on AI and its impact on marketing. She discusses how AI is advancing beyond just data analysis to generating data from sights and sounds through machine vision and speech recognition. AI will transform marketers by helping with segmentation, tracking, and keyword tagging to make planning and execution more efficient. While AI can aid content creation, human marketers are still needed for their creativity. New technologies like chatbots and autonomous retail robots powered by AI are also discussed. King emphasizes that to prepare for the future of work with AI, organizations need to focus on retraining, culture, and experimentation.
AI in Marketing: Guest lecture at Bournemouth university
- 1. Business 4.0 AI’s impact on Marketing @katieeking Katie King
- 2. Introduction @katieeking Writing book for Kogan Page Publishers on AI in Marketing MD of Zoodikers Co-founder of AI in FM TEDx speaker Chairperson of a PRCA Group Commentator on BBC TV and radio 2
- 3. From Social Media to Social Business 3
- 4. 4 Driving social business 1. Market segmentation 2. Channel/sector DNA 3. Integrated sales & marketing plan 4. Thought leadership strategy 5. Tiered relationship marketing 6. Call to action strategy
- 5. 1. Market segmentation Your audiences Business objectives Marketing objectives Perceptions to create in 3, 6, 9 months Messages to convey INFLUENCE THEM Secure contracts Differentiate Twitter/ LinkedIn PR Blogs Networking Secure new wins Educate LinkedIn groups Case studies Social media Awards Attract new staff/partners/ wider stakeholders Educate Webinars Newsletters Social media
- 6. 2. Channel/sector DNA Your audiences What do they read? Which social platforms? Groups on LinkedIn Events Key topics of interest
- 7. Attend networking events and secure speaker slots to get in front of prospects, discussing topics they are interested in 3. Integrated sales and marketing plan Secure coverage in target publication Publish blog to support coverage Use social media to gauge interest of prospects Follow up with an e-shot directing prospects to website content and media coverage
- 8. • Establish a strong position helping to form/ drive communities • Regularly publish content • Participate on social networks to learn, stay informed and connect with people directly • Build network presence to help gain access to new contacts and opportunities • Look good online when being searched for 4. Thought leadership strategy
- 9. Warm up potential sales leads with ongoing conversation in your social media communities and personal profiles 5. Tiered relationship marketing
- 10. 6. Call to action strategy • An important tool to capitalise on the leads which will have been warmed up through PR and social media activity • All email marketing should be branded and contain key messaging • We can assist with writing engaging content which will include clear calls to action that drive clicks
- 11. Next big challenge/opportunity is Business 4.0 11
- 12. Definition of AI Artificial intelligence (AI - also known as machine intelligence, MI) is intelligence exhibited by machines, rather than humans. Turing test: machine's ability to exhibit intelligent behaviour equivalent to, or indistinguishable from that of a human
- 13. AI is here today 13
- 14. 14 Predictions
- 15. 15
- 18. AI in schools 18
- 19. A futuristic smart fridge 19 With cameras to track the food inside, it sees that your milk is running low. Because it's connected to your credit card and your preferred online grocery store, it automatically orders new milk based on data it's gathered about your previous shopping habits.
- 22. Data to assist marketers • AI is advancing beyond data analysis and moving rapidly into data generation, as machines get better at automating two basic human senses: sight and hearing. Gleaning insights from data-rich media like voice and video is now possible, and humans no longer have to manually categorize or describe various types of media. • AI will transform marketers from reactive to proactive planners. The enhanced analytics that AI provides will help marketers more efficiently plan and execute campaigns in three main areas: segmentation, tracking, and keyword tagging. • AI will aid in content creation, but human marketers are still necessary. It’s still early days for marketers to use AI to automatically create editorial content or stitch together the right image with the right messaging for display ads. Machines will help cut down on production time, but humans are needed for their creative juices.
- 23. Autonomous retail service robot that helps customers find products in-store in multiple languages 23
- 25. Chatbots According to Gartner research, chatbots will account for 85% of all customer service by 2020. 25
- 27. Defining marketing for the digital age: econsultancy 27 ”If we cannot reconcile digital and classic marketing, we will see further organisational silos, duplicated work and a lack of clarity and focus around roles and responsibilities which leads to inefficiency, frustration and bickering. Opportunities are missed and the growth that marketing, and the business, wants to deliver will by stymied.”
- 28. Deloitte: rewriting the rules of work Deloitte's latest Human Capital Trends report: many leaders unprepared to deal with the future of work. Not prepared to manage a digitised workforce. Just 16% of leaders feel ready to manage a workforce consisting of both people and artificial intelligence (AI). This is despite the implementation of robotics and AI in many of the businesses surveyed. Of the leaders that responded, 42% said robotics, cognitive and AI technologies were already in operation in their workplaces. 28
- 29. Jobs: + or -? 29 AI will eliminate 1.8M jobs but create 2.3M by 2020, claims Gartner Artificial intelligence will augment workers and become a 'net job creator' by 2020 according to new research.
- 30. How can you prepare? The right mindset Clear mid and long term business strategy. Control your own agenda (Re)training: closing the skills gap. You, your staff, your clients, your family Human traits; intuition and creativity Talent and culture: what are we in business for? Hire/attract the right people. Data scientists… Funding: e.g. Innovate UK or Crowdfunding Partner Innovate Be bold and experiment 30
- 32. 32 Time to moderate our laws and careers advice
- 33. ***INNOVATE*** **ENGAGE** *EVOLVE* Thank you for your time @katieeking www.zoodikers.com