GCP Episode 5: š® Hello Brandhackers
AI+5G+AR+IOT= the Get Brand Productive Formula, by Robb Hecht
š„š¤ McDonalds goes AI, šØš³ influencer costs, Adobeās ādiscover, try, buy, use and renewā; the š data/creative brief š stay human
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š The Weekās Insights]
šHello automated marketer. While we saw Accenture acquire Droga5 last week fusing strategy & creative, with Publicisā acquisition of Epsilon this week, another major ad network buys into staying relevant, via data. Itās now very clear all the pieces are coming together for true User Journey Marketing - that mobile phone in your customers hand = a data treasure. Your customers usage of your Facebook ads = a data treasure. Current privacy issues aside, as the digital transformation of our economy comes to full fruition, thereās no doubt digital is happening, with data at the center of āthe digitalā - as Shoshanna Zuboff inĀ Surveillance CapitalismĀ puts it. Now we add the layer of AI energizing that data and making our customer insights, our targeting, our programmatic serving of impressions, our retargeting - all more precise and personalized, and relevant. This AI impact will apparently increase the productivity of us marketers + of āthe digitalā, the data, eCommerce - and of the AI itself. We fear that AI a little bit, fearing job replacement. And know itās important because we see how Beijing is centering everything around it. And we automated marketers - we realize we are marketers amongst the machines, seeing Martech machines replacing media vocations, with every powerful marketing decision mapping back to our DMP/CMP/Salesforce/Amazon dashboards. But it isnāt like we never based our decisions on data, right? All that ādigitalā and brand qual/quant. But now the data is coming alive, itās active. Our customers are moving and our marketing campaigns are moving with them, our behavioral observations producing personalized customer outcomes-focused marketing campaigns.Ā Ā Welcome to Brand Productivity. But remember - Stay human š
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šÆ This Weekās Celebrity Appearances]
@NeilCHughes, @adexchanger,Ā @SarahSluis, @Jerry_Kaplan, @sbanjo, @sohaibology, @genemarks, @diamandakis, @tdav, @AlisonWeissbrot, @CMBethNegus, @adamsona, @ttaulli, @LaurenLeren, @ShivSingh, @DavidGoldmanCNN
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š¤š» Who Me?]
šØIām @robbhecht - your host and #GetBrandProductive modern marketing coach ā¦.Iāll explore this new technology driven marketing 4th Industrial Revolution weāre experiencing both on consumer and government policy levels... and help you navigate the future providing insights on how you can be successfully productive and āethically D2Cā at the same time - for your brands, for your customers, for your career - for our society. Hey gang - we can keep it whimsical - but our challenge is: itās time we #GetBrandProductive
While this version will stay open for all, please support my work byĀ recommending #GetBrandProductiveā¢Ā to your network. SimplyĀ retweet thisĀ if youāre on Twitter. Thanks!
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šļø How To BeĀ D2C / Subscription Economy]
A recentĀ Gartner surveyĀ suggests that in only two years, 81 percent [of business leaders] believe that they will be competing on the basis of customer experience (CX).
šAdobeās AI-powered features in its experience platform promise to make every moment personal and every experience shoppable - believing that the entire customer experience lifecycle can be managed across four simple steps: āDiscover, try, buy, use and renewā. Link @NeilCHughes
šD2C to TV? The Instagram-and-influencer marketing used by DTC brands only works to a point. Once they grow enough to start advertising on TV, they pay much more for media than a massive buyer like P&G would. In-house DTCs will get through this stage with fewer growing pains that a startup figuring out mass marketing for the first time. Link @adexchanger @SarahSluis
šData lessons from Walmart. Link @adexchanger
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š§¬ The Engineered Algorithms Incentivizing Us]
šThe machines that will read your mind. (Yes, really.) Tracking thoughts; testing truthfulness, backing up our minds into the cloud. Link via WSJ @Jerry_Kaplan
šHow AI is affecting Unileverās marketing. Link @seb_joseph
šHave you read the Algorithm Accountability Act yet? Link via U.S. Congress
šGoogle still collaborates with Huawei in spite of Trumpās trade war? Link @sbanjo
šThe 11 AI trends every business in 2019 must know. Link @sohaibology
šForty-two percent of marketers said they've shifted to an "always on" influencer marketing strategy from single tactical campaigns. Link (Robert Williams)
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š¦ Amazon Prime, Alexa & Social eCommerce Everywhere]
šMerkle launches Amazon Advertising Strategy Guide. Link
šMcDonald's To Use AI For Your Next Drive-Thru Purchase. Link @genemarks
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ā Marketing Strategy in our 4th Industrial Revolution]
šCMOs Should Help Creatives Get Comfortable With Data. Link via @diamandakis
šAI is destroying traditional business thinking. The sheer market dominance of platform and AI powered organizations are fast becoming aĀ threat to competitive capitalism, so much so that President Donald Trumpālong known for advocating for more coal mining--finally agreed that AI needs to be aĀ pillar of his economic policyĀ to keep pace with ChinaāsĀ commitmentĀ to this reality. Link //via @Forbes Tom Davenport @tdav
šProgrammatic moves into the upfront of planning. If thereās anything the digital world has taught us over the last two years, itās that context mattersā¦..Can empathy give us a lens to evaluate the difference between a Facebook news feed ad and a streaming video ad? Context and content matter a hell of a lot more than weāve given due. Link @AlisonWeissbrot
šAI could drive double digit marketing growth. Link via Beth Negus Viveiros @CMBethNegus
šAccenture & Droga 5: As the marketplace has become increasingly complex and competitive, marketing firms have increasingly had to take their marching orders from business strategy firms. [Agencies] are not as involved inĀ settingĀ a clientās strategic direction as they are in implementing it. More than this, while agencies may be able to win over potential client CMOs, they may not be in the best position to win over the CIOs and CTOs - who increasingly oversee customer experience initiatives. Accentureās Droga5 acquisition meets this challenge. Link @adamsona (The Allen Adamson)
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š§¬ Data, Media & Hyper Personalization]
šAI will change B2B marketing forever. Rather than trying to understand the technology behind AI solutions, savvy marketers should focus instead on finding opportunities to use them. Link via @Forbes @ttaulli
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šØš³ Watching China: Baidu, Alibaba & Tencent]
šThe world is coming after Silicon Valley. Tech companies aren't evolving fast enough. Link via @DavidGoldmanCNN
šHow Chinese influencers calculate their fees. Link via @LaurenLeren
šChinese colleges include AI major to boost research. Link via LiuĀ Caiyu
šWhat marketers need to know about TikTok. Link via Mikey Dunn
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š¤ Automation Nation & Your Job]
The impact of AI technologies on business is projected to increase labor productivity by up to 40%ā and ā59% of hiring managers say the rise of AI will have a substantial or transformational impact on the types of skills their companies need. - Accenture/Salesforce.com
šThe future of work in the age of A.I. Link
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š¦ . Startups
& Productivity]
šCopper - a new CRM company which integrates with your gmail. Link
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š¤” FOMO: Videos, Books & Movies]
šThe Customer of the Future, by Blake Morgan. Link via Salesforce.com
šSavvy: Navigating Fake Companies, Fake Leaders and Fake News in the Post-Trust Era, by @ShivSingh: Link / via Amazon
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š» What Are You Up To?]
šGot Feedback? Hey. You made it to the end. Now that you're here, fancy sending us some feedback? You can also follow me for more content and whimsy at @robbhecht - Iām honored that youāre reading, and delighted that I learn so much from you all.
šDo you have a developing D2C Brandhacker Story? We want to hear it.
Submit Your Story Now! @brandhackers
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š How Can We Help?]
šHow can we help you?
#GetBrandProductive is a weekly trends newsletter that helps brands and agencies + people like you learn, assess and activate emerging technologies like 5G+AI+IOT+AR - offering insights, strategies, inspiration, motivation and training to help keep you relevant, ahead and driving consumer behavior.
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š What is
#GetBrandProductive?]
#GetBrandProductive will help you achieve stronger customer connections within our experiential 5G+AI+IOT+AR-driven contextual āeCommerce is everywhere economyā driven by Amazon, D2C subscription-first models, AI transformation and China trends.
Do you have the new skills & more importantly the new mindsets needed to be a modern marketer and thrive in a customer productivity focused economy?
šIs your brand prepared for the #BrandProductivity leap? š¦
šAre you asking the right questions of your customers?
šIs your AI serving your customers ethically?
šDo you grasp āactionable AIā and how it can help you & your team?
šAre you leveraging both your humans and your MarTech machines effectively?