Soapbox: AI will help marketers focus on being human again

January 16, 2020 • marketers, Soapbox

The emergence of AI-powered martech has given marketers a lot to grapple with the last couple of years. Some have voiced fears of being replaced by automation. Others are excited by the potential time and cost savings.

But with all the hype around new technology, we may have overlooked the most exciting part of the AI revolution.

As traditional marketing shifted into digital marketing over the last decade, we’ve drifted further and further away from the human-to-human interactions that defined customer experience in prior decades.

We’ve turned people into prospects. Views into impressions. We’ve commoditized customers by automating our funnels and flywheels. By scaling our digital activities, we’ve lost a bit of the human touch.

It takes a ton of time and lots of tools to manage a digital marketing campaign. We have to leverage automation to drive results. But the machinery we build can feel cold and impersonal and end up damaging the customer experience.

AI promises to streamline our efforts, automating the repetitive tasks we grind through today, performing massively complex calculations so we don’t have to.

By replacing the technical grind of digital marketing, AI will free marketers to focus on the part of the job that requires the most humanity – engaging and serving customers.

Conversational marketing, data-driven personalization, AI and other trends predict a future where marketers have the time, and the mandate, to focus on real human interactions again. What a time to be a marketer!

Soapbox is a special feature for marketers in our community to share their observations and opinions about our industry. You can submit your own here.

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Nathan Binford is the vice president of marketing at MarketChorus, producers of AI-powered solutions for content marketer and publishers. Find more from Nathan on the MarketChorus blog and his personal blog, Inbound Marketing Best Practices.

Soapbox: Here’s why B2B should get better at episodic storytelling

January 13, 2020 • episodic, Soapbox

Trends in storytelling generally stem from media and entertainment. Once these early adopters demonstrate success, edgy B2C brands borrow with pride. Then, B2B players catch the wind and test out the tactic for themselves.

And so it goes with episodic storytelling. Streaming services and premium television publishers are purposefully presenting stories as episodes to keep audiences coming back for more. It works for Disney . It works for B2C brands. And, as more marketers are beginning to realize, it works for B2B brands.

Episodic content is a familiar tactic among audiences and drives tremendous engagement. You need to:

Deliver high value in a shorter than usual timespan. You want your audience to think, “That was interesting, and it didn’t take too long,” and they’ll be willing to come back for more.
Provide a clear call-to-action at the end of the series. If you have asked someone for this much of their time, and they have cared enough to give it, be clear on what should happen next.
Think about why you love your favorite series. You can’t get enough of “The Mandalorian” because you are invested in the characters. A nonfiction narrative usually works better than a made-up story for B2B brands, but you can still use storytelling best practices. Establish strong character bonds so people are invested, and end episodes with unanswered questions – cliffhangers – but don’t forget to resolve them quickly.

Episodic storytelling could mean the continuation of the same plotline, or serial storytelling link “Black Mirror,” in which each episode introduces new characters. Either way, quality, character-driven storytelling will reap the best results. Tips for success include:

Let go of fear! Trust that your plot and your characters will deliver real value.
Learn from B2B brands that are doing this right. MailChimp’s animated series, “Outer Monologue,” Intel’s drone and AI series, “Preserving a Legacy” and Zarius’ “Marketing Unboxed” are good examples.
Think beyond video. Episodic storytelling works in virtually all mediums, including blog posts and podcasts. In fact, B2B podcasting will explode in 2020.

All brands will need to morph into media companies if they want to survive. B2B marketers may be hesitant to try episodic storytelling, but I have seen content fail because the story was delivered all at once when it would have been better told in installments. Audiences like episodic storytelling. It is time for B2B marketers to master it.

Soapbox is a special feature for marketers in our community to share their observations and opinions about our industry. You can submit your own here.

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Erin Craft is vice president and managing director of strategic creative at Centerline Digital. She double-majored in business management and microbiology, so, naturally, she took a year off after college to focus on photography and work with horses. When she decided field research wasn’t for her, she found the perfect place for a scientific mind who admired a well-told story at Centerline. Over a decade later she continues working to master marketing at the intersection of technology and humans. Erin relishes the daily opportunity to switch between right- and left-brain approaches to solve communications challenges from a variety of different angles. With her unique blend of experience, an eye toward creativity, a tight grasp on budgetary concerns and old-fashioned common sense, she guides accounts to measurable success.

Soapbox: Does gamification have a place in your organization?

January 9, 2020 • gamification, Soapbox

It’s an understatement to say that gaming has become a juggernaut in the realm of entertainment. So much so that in 2018, global gaming revenue was $134 billion, dwarfing the combined worldwide revenue from movie box office ($41 billion), video streaming ($36.6 billion) and music ($19 billion).

So why has gaming become the number one source for entertainment? Because it’s more than just entertainment. Gaming taps into deep-seated human motivations.

“We’ve been playing games since humanity had civilization – there is something primal about our desire and our ability to play games. It’s so deep-seated that it can bypass latter-day cultural norms and biases.”

– From Reality is Broken by Jane McGonigal

As Jane McGonigal points out in her book, games draw us into their world, challenge us to be creative and adapt to rapidly changing situations, and reward us with a sense of accomplishment, personal mastery and autonomy.

The question is: does gamification have a place in the world of business?

The answer is yes, especially in situations where an organization is trying to make a cultural change stick.

Marketers are hard-wired to achieve and be part of something greater than themselves. Therefore, gamifying employee experiences that educate, motivate and shape behaviors is a natural extension of our increasingly gamified culture.

But to do it well, organizations must consider:

Is the experience designed to drive action among employees?
Is it linked to a greater organizational purpose?
Do the rewards create an enhanced sense of accomplishment?
Is it truly fun?

Taken in this light, gamification can truly deliver on its promise to engage employees and serve as a catalyst for personal growth and cultural change. Game on.

Soapbox is a special feature for marketers in our community to share their observations and opinions about our industry. You can submit your own here.

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

As Chief Innovation Officer (CInO) of Gongos, Inc., Greg is charged with accelerating the future of everything – from trends and foresights to product innovation and development, to the company’s growth and performance. Greg thrives on exploring societal and technological shifts that point to disruptive ways to create value for consumers and resilience for organizations. Greg leads the company’s Innovation Think Tank – a cross-generational team that fosters a culture of innovation and guides long-term strategy in shaping the decision intelligence space. A former research practitioner with over 20 years of experience under his belt, Greg is a visionary at heart. He believes our industry is in the midst of a revolution, and plans to help pave the way. He holds an M.A. in Humanistic and Clinical Psychology from the Michigan School of Professional Psychology, and a B.S. in Industrial Administration, Marketing and Finance Concentrations from Kettering University.

Soapbox: Consumers want personalization and data privacy so we need to solve the puzzle

November 1, 2019 • consumers, Soapbox

The proliferation of digital, content-driven devices and channels (mobile, smart TVs, social media, etc.) have reinforced a notion that consumers prefer, even expect, personalized experiences. New research says this notion may be more complicated than that.

While global internet users find some types of personalization appealing, there’s no consensus on what tactic is most desirable. Further, in 2018, only 29% of users surveyed in the U.S. and Europe thought that providing more data to companies leads to better products and services, down from 31% in 2017.

Personalization is nuanced by how advertisers derive their tactics and how consumers can perceive them. As we learn more about if, how and why consumers want personalization in the context of data privacy, it’s our responsibility to listen and respond accordingly.

Advertisers need data and analysis to learn about consumer personalization preferences. Amazon.com, Inc. uses browsing and purchase behavior, in part, to power its product recommendation engine. A restaurant chain might use loyalty program data to improve promotional offers. Some brands use identity data to recognize consumers across touchpoints.

With so many potentially relevant use-cases to collect and activate data, it’s imperative that a strong campaign objective precedes and informs any data strategy to help ensure only what’s necessary is collected.

The data and technology in our ecosystem give advertisers a lot of power that the industry would be wise to guard against mismanagement. A 2019 data security and privacy survey from RSA found the majority of U.S. and U.K. consumers fear losing control over their information. In addition to minimizing the data advertisers collect to be more purposeful, discerning participants in the adtech and martech industry will listen to consumer fears, preferences and trends.

Research is beginning to identify an understanding gap between consumer perception of data and expectation of personalization. The industry would be well advised to educate and empower consumers and each other via clear privacy notices, transparency and consent options.

Data, technology and advertising have become irreversibly intertwined and the adtech and martech ecosystem has a responsibility to practice ethical data governance, thoughtful usage of technology and relevant advertising as the pretext for personalization.

Soapbox is a special feature for marketers in our community to share their observations and opinions about our industry. You can submit your own here.

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

David Dowhan is founder and CEO of TruSignal, a TransUnion company. TruSignal is expert at using offline data and predictive score marketing to fuel digital campaigns, partnering with data providers, media companies, DSPs and digital audience hubs to help power their custom, people-based lookalikes, consumer insight dashboards, and bid-price optimization strategies.

Soapbox: Are we falling in love with technology or building what SMBs need?

November 1, 2019 • falling, Soapbox

Today’s world of small business-focused technology has become far too fragmented and focused on implementing technology for the sake of technology. This dynamic often yields features that don’t solve real SMB business problems or siloed solutions that fail to deliver benefits for the whole business.

With this environment in mind, we’re seeing savvy, locally-focused businesses shifting their investments toward holistic SMB SaaS solutions that are designed to help grow their entire business. What is driving this shift?

First, cloud solutions are allowing local businesses to easily procure SaaS solutions versus installing heavy on-premise software of yesteryear. In fact, according to our Modern Commerce Monitor report, 55 percent of SMBs utilize at least one cloud-based service on a monthly basis to manage a critical business process. However, the stakes are higher for SMBs to purchase new technology with limited time and resources, so offerings must reduce time spent on non-revenue generating activities while increasing profitability.

Also, by alleviating the burden of sifting through dozens of point solutions, SMB SaaS providers can deliver a one-stop-shop with a main SaaS product and add-on options. For example, a sales engine may be the core offering with email and social marketing and a website builder as add-ons, as well as complementary finance or HR solutions offered via partners. This collective approach delivers scalability, collaboration efficiency, cost reduction and overall operational efficiencies – enabling SMBs to gain a competitive edge and run lean yet more profitable operations.

The overall takeaway for addressing the chaos of today’s small business technology landscape is that SMB SaaS can offer a calculated approach to running growth-minded, lean businesses. The key is to ensure SMBs are receiving proper guidance and support for implementing a sound SaaS technology strategy that ties in all critical business elements.

Soapbox is a special feature for marketers in our community to share their observations and opinions about our industry. You can submit your own here.

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Bill Dinan is president of the Local Search Association, a not-for-profit association of 300 media companies, agencies and technology companies that enable enterprises and small businesses to achieve more within local markets. Bringing deep expertise on how local commerce industries are evolving with new technology and business approaches, Dinan has successfully led and grown companies over the last few decades, including WEB.com, Acquisio, Telmetrics and others. He can be reached at bill@thelsa.org.

Soapbox: Is mind-reading technology the future of consumer understanding?

October 22, 2019 • mind-reading, Soapbox

A lot is going on in the rapidly emerging field of brain-computer interface (BCI) design. Both Elon Musk (via his new venture Neuralink) and Mark Zuckerberg (via Facebook Reality Labs) are making aggressive investments in technology explicitly created to allow your mind to control and interact with your devices. By nature, of course, the consequence of this is an ongoing, real-time connection to your innermost thoughts. Gone is the need to use vocal cues to gain Alexa’s attention. There’s undoubtedly a breathless, heady and TED-like air to these ambitions.

“Imagine a world where all the knowledge, fun, and utility of today’s smartphones were instantly accessible and completely hands-free. Where you could spend quality time with the people who matter most in your life, whenever you want, no matter where in the world you happen to be. And where you could connect with others in a meaningful way, regardless of external distractions, geographic constraints, and even physical disabilities and limitations.”

– Tech@facebook blog

While on the surface, this sounds taken from a page of a techno-utopian novel, as marketers, we also need to acknowledge that this vision is fundamentally anchored in one of the most intensely influential and private of all data streams: human thoughts and feelings.

And, when taken from this perspective, we quickly see the profound ethical challenge of balancing the potential societal good of mind-reading technology with its truly dystopian shadow. Both Facebook and Neuralink’s initial focus is on enabling individuals with profound neurological impairments to communicate and connect with other human beings. However, we can’t lose sight of the fact that the endgame here is the commercialization and monetization of highly sensitive “data.”

In George Orwell’s dystopian world of 1984, “Nothing was your own except the few cubic centimeters inside your skull.” We can’t look at the emergence of brain-control interfaces without realizing that it risks violating the last bastion of personal privacy: our private thoughts. The rise of neurocapitalism sets the stage for the next theater of battle between the human right of privacy and the ongoing pursuit to evolve the information economy.

It’s hard to look at BCI technology without seeing its potential personal value (I mean, who wouldn’t want to be able to query Google with our thoughts to get the answer to virtually any question?). Personally, as a clinical psychologist and insights executive, I also see the potential for BCI to allow corporations to understand the needs and aspirations of consumers at a depth we can scarcely imagine today.

That said, as professionals centered on enabling customer-centric decision making for Fortune 500 companies, of course, it’s our natural inclination to bring forth human insights to empower those decisions. However, in an industry’s rush to extract value in this, we can’t divorce ourselves from the imperative for reciprocity in the consumer-corporation relationship. Without this, companies risk further erosion of the bonds of trust with those their very future depends on.

Soapbox is a special feature for marketers in our community to share their observations and opinions about our industry. You can submit your own here.

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Soapbox: Hope is not a marketing strategy

October 15, 2019 • Marketing, Soapbox

Building a corporate, product or service brand – or planning any go-to-market activity in support of that brand (campaign, website, content, etc.) – in the absence of a strategy is like building a house without a solid foundation.

Creative must be grounded in a sound strategy, underpinned by a singular insight about the audience. This means going deeper – figuring out the intrinsic human need that’s driving the consumer, and showing how you’ll meet that need or solve that pain point. Look at the data available to you, get the data that isn’t, and plan things out in a way that makes sense.

Why bother? Strategy empowers creativity. When you give a creative team a strategic, authentic and singular insight, they’ll push the creative that much further. Creative teams need a defined sandbox to work in; otherwise, the unlimited choice and scope can be paralyzing and actually stifle great work. Context is always king. Without a sound strategy up front to inspire the creative, you often get – at best – mediocre, unsuccessful creative tactics in search of a strategy. At worst, you get a poor buyer’s journey and a brand experience that ticks people off. And once you lose someone’s interest, it’s very hard (and expensive) to win it back.

When it comes to effective marketing, a big spend and eye-catching creative isn’t enough; spending time and money on strategic planning is the key to success and worth the investment.

Soapbox is a special feature for marketers in our community to share their observations and opinions about our industry. You can submit your own here.

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Theresa is the President of McMillan, an independent creative agency headquartered in Ottawa, Canada, with offices in NYC that specializes in the brand experience for a global clientele. She’s responsible for plotting the pragmatic course of action through business development, strategic services offerings and industry partnerships that define the agency’s growth and corporate strategies. Theresa’s been a B2C and B2B marketing professional for more than 25 years, honing her craft in the consumer-packaged goods, software and advocacy sectors and is a strategist-by-trade, which has amplified her life-long passion for pulling things apart to see how they work. She brought that insatiable curiosity to McMillan in 2007, building the agency’s strategic services practice from a one-woman operation into the guiding force behind successful projects for Intuit, LexisNexis and Trend Micro, and becoming President in 2018.

Soapbox: We need to be more skeptical about the insights we’re getting

September 25, 2019 • skeptical, Soapbox

Think about the last statistic someone threw at you, whether that’s on the Captivate monitor in the elevator or the latest medical study you read about. Was your first thought: “I need to know more about how the research was conducted before I take this as truth?” Unless you’re in academia or social science, the answer is probably not. And that’s an issue.

Every organization wants to better use data to make decisions. Research and surveys are increasingly important as new regulations limit the type of data organizations can collect. But if we’re making decisions based on research, it’s increasingly important to be skeptical of the science behind the numbers. Everyone should have a basic knowledge of social science so they can better identify biased research.

Some questions to consider when looking at research:

Where did the research originate, and what are the incentives of that organization? What about other research that’s cited? Don’t forget to look at the footnotes.
Are the questions written in a way that’s understandable? Are they leading?
Are there too many questions, leading the respondent to go on auto-pilot and give random answers?
Is the topic something sensitive that respondents might lie about? Are we asking them to rely entirely on memory?

No one is expecting a marketer to be an expert in social science – that’s why there are specialists handling research. But if marketers don’t dig under the hood of where the insights come from, they could make major decisions based on faulty intel.

Soapbox is a special feature for marketers in our community to share their observations and opinions about our industry. You can submit your own here.

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Soapbox: Publishers, stop giving lucrative content away to Amazon and Facebook

September 19, 2019 • Publishers, Soapbox

As Facebook once again rolls out its pitch to publishers, this time pledging publishers more money and promising to hire former journalists to evaluate the feed, the industry begins its seemingly never-ending, tired debate around Facebook’s trustworthiness.

But it’s not just Facebook trying to lure publishers, Amazon launched Onsite Associates program as an appeal to publishers to upload publisher’s lucrative product guides to the Amazon platform.

Are publishers really going to fall for it again?

Look to the precedent of their treatment of video creators on Prime Video, where they mirrored the classic moves of Facebook and Google and cut the returns for the actual creators of content.

Publishers need to protect their future by lessening reliance on any intermediary. Publishers recognize this which led to the recent craze in instituting paywalls. And already, there are incredible advancements in this area. Some companies are making use of the assets publishers exclusively have at their disposal (first-party data) to build models that aren’t reliant on platforms like Facebook and Amazon to create revenue.

By using all the data signals they have at their disposal, publishers can drive subscriptions effectively, thus lowering their dependence on the walled gardens for revenue. Publishers have a lot of weapons at their disposal but they’re still, by and large, thinking like a newspaper that gets read on a computer, not like a forward-thinking digital brand. Publishers should embrace all the data they have at their fingertips and invest in exploring how to cut out the intermediaries.

Soapbox is a special feature for marketers in our community to share their observations and opinions about our industry. You can submit your own here.

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.