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The Robot Marketeer

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Will marketeers be replaced by Artificial Intelligence?

Publicada em: Marketing

The Robot Marketeer

  1. 1. Bart De Waele
 CEO Wijs The Robot-Marketeer
  2. 2. Will artificial intelligence & machine learning replace humans? 2
  3. 3. Always look at human behaviour first.
  4. 4. We are putting technology as a line-of- contact / line-of-defense between humans.
  5. 5. Software is eating the world.” “
  6. 6. We are putting technology as a line-of- contact / line-of-defense between humans and companies.
  7. 7. Company Consumer (website) (search query)
  8. 8. Company Consumer (website) (search query) Needs to write communication both for the consumer and for the algorithm.
  9. 9. Company Consumer (website) (search query) Techno-marketeer Needs to write communication both for the consumer and for the algorithm.
  10. 10. Company Consumer (website) (search query)
  11. 11. Company Consumer (website) (search query)
  12. 12. Company Consumer
  13. 13. Company Consumer
  14. 14. Can we imagine consumer bots defending us?
  15. 15. Could we imagine consumer bots defending us?
  16. 16. Will Artificial Intelligence replace marketeers? Does this mean marketeers will no longer be needed?
  17. 17. The Robot-Marketeer? or The Augmented Marketeer.
  18. 18. Let’s define Artificial Intelligence.
  19. 19. There’s a big difference between 
 ANI (Artificial Narrow Intelligence) and 
 AGI (Artificial General Intelligence).
  20. 20. If it’s in the future and it doesn’t work yet, we call it AI.
 If it’s already here and it works, we just call it software.” “
  21. 21. We tend to project all our hopes and fears on non-existing future technology.
  22. 22. We tend to project all our hopes and fears on non-existing future technology. We’ve been here before.
  23. 23. We were promised household robots.
  24. 24. Instead we got this.
  25. 25. Technology tends to specialise.
  26. 26. So will Artificial Intelligence.
  27. 27. 32
  28. 28. 34
  29. 29. If you keep your competences on the level of the tools and the algorithms, you will be replaced by them.
  30. 30. Robotisation will not destroy jobs, it will expect a new kind of jobs.
  31. 31. Obligatory 
 McKinsey Slide.
  32. 32. Shift in communication Mass
 communication 1-on-1 
 personalised Contextual 
 and 
 interactive
  33. 33. Shift in communication Mass
 communication 1-on-1 
 personalised Contextual 
 and 
 interactive Think: Think: Think: Target audiences Segments Systems
  34. 34. Creating contextual messages with the same production process as mass communication will not work.
  35. 35. Creating contextual messages with the same production process as mass communication will not work. Organisations will need to think in 
 systems that generate messages.
  36. 36. Systems thinking The area of expertise of Artificial Intelligence.
  37. 37. Experimental
  38. 38. Algorithmic
  39. 39. Copy or approximation
  40. 40. Own interpretation
  41. 41. Phases of maturity of technology: 1. Experimental (or immature) 2. Algorithmic (or not self-learning) 3. Approximation (or self-learning) > Operational 4. Own interpretation (self-thinking) > Impact on workforce
  42. 42. 1. Experimental
  43. 43. 2. Algorithmic
  44. 44. 3. Approximation
  45. 45. 4. Own interpretation
  46. 46. 4. Own interpretation
  47. 47. Estimation of maturity 1. Experimental: someone in the company needs to get in touch with the technology. 2. Algorithmic: Part of the process can be replaced by the technology. 3. Approximation: Entire process can be replaced by the technology. 4. Own interpretation: Current manual labour gets replaced.
  48. 48. Organisation in our agency 1. Experimental: Set up POC’s and separate hype from trend (ie. Beacons). 2. Algorithmic: Install code and run in pairs with (human) expert (ie. Chatbot). 3. Approximation: Change 50% of the team, give it a new focus (ie. Media buying). 4. Own interpretation: Change from expert to consultant (ie. SEO).
  49. 49. What will be the ideal team?
  50. 50. Breadth of knowledge Depth of knowledge
  51. 51. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print Breadth of knowledge Depth of knowledge
  52. 52. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print KWR On-site Sitemap Links Crawls HTML Tooling Domain Depth of knowledge Breadth of knowledge
  53. 53. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print KWR On-site Sitemap Links Crawls HTML Tooling Domain • Complete domain will be automated next 3 - 4 year. • Working on ‘digital autorithy’ as main focus. • Means coordinating with content, PR and events. • Search Engines no longer thé central platform. • Marketeers will research personal assistants and aggregators. ‘Digital equity manager’
  54. 54. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print Campaigns PPC Programmatic Display Video ads Social ads Mediaplan Short-copy
  55. 55. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print Campaigns PPC Programmatic Display Video ads Social ads Mediaplan Short-copy
  56. 56. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print Campaigns Segmentatie Automation Database Creative Content
  57. 57. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print Campaigns Segmentatie Automation Database Creative Content Profiling Inbound CRM
  58. 58. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print Community Short copy Platforms Creative
  59. 59. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print Community Short copy Platforms Creative
  60. 60. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print Setup A/B testing Funnel analyse Testhypothese BI insights Tag management Privacy
  61. 61. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print A/B testing Funnel analyse Testhypothese Tag management Privacy Setup BI insights
  62. 62. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print Architecture Experience Visual design Usability User testing Technology Content
  63. 63. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print Architecture Experience Visual design Usability User testing Technology Content
  64. 64. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print Copywriting Content-planning Strategy Tone of voice Inbound Technology Vertalingen
  65. 65. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print Copywriting Content-planning Technology Vertalingen Tone of voice Strategy Inbound
  66. 66. Marketing team of the future Strategy 
 & 
 Experience Data
 &
 Audit Content
 &
 Communication
  67. 67. Strategy 
 & 
 Experience Data
 &
 Audit Content
 &
 Communication • DMP expert • Data scientist • Client expert • Analytics expert • Digital strategist • UX/UI team • AR & video producer • Journey managers • Content editorial team • Inbound marketeers • Conversational manager • Marketing planner • Event/PR/ATL Tech & IT Management - Strategy - Journeys - Planning
  68. 68. Transition? Installing a culture at the speed of digital
  69. 69. High speed Tilting the organisation to a customer-centric approach, in stead of one split by channels.
  70. 70. E-commerce Marketing IT Sales Phase 0: product based silos Product Line 1 Product Line 2 Product Line 3 … 3 x 
 online marketeers 3 x 
 communication 1 x
 IT specialist 2 x
 business developers
  71. 71. E-commerce Marketing IT Sales Phase 1: project teams SLAM … 3 x 
 online marketeers 3 x 
 communication 1 x
 IT specialist 2 x
 business developers SLAM team Full journey
 Quick & agile
 Complete team
 “Small agencies” Product Line 1 Product Line 2 Product Line 3
  72. 72. Phase 2: tilting to user needs User need #1 User need #2 User need #3 User need #4 3 x 
 online marketeers 3 x 
 communication 1 x
 IT specialist 2 x
 business developers E-commerce Marketing IT Sales
  73. 73. Marketing technology Phase 3: evolving leadership User need #1 User need #2 User need #3 User need #4 3 x 
 online marketeers 3 x 
 communication 1 x
 IT specialist 2 x
 business developers
  74. 74. + - - + Change Governance Stream 2 Stream 1 Innovate Differentiate Run Transformation on 3 levels
  75. 75. What you should remember:
  76. 76. What you should remember: ‣ install a digital culture to get the organisation up to speed ‣ 3 level transformation ‣ estimate urgency per technology in 4 levels of maturity ‣ connect communication and tech talent (SLAM teams) ‣ assess T-shaped profiles of your team ‣ prepare future AI-driven content by installing data management and personalisation tools
  77. 77. Questions? Questions? bart@wijs.be @netlash

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