The Robot Marketeer
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The document discusses how artificial intelligence (AI) and machine learning will impact marketers. It argues that AI will not replace marketers but will change their roles. Marketers will need to develop new skills like systems thinking that are strengths of AI. They will also need breadth of knowledge across marketing disciplines as well as depth of expertise in specific areas. The organization of marketing teams will change and include roles focused on data, content, and digital experiences. Marketers should assess technologies' maturity levels and install a digital culture to help their organizations adapt to these changes.
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The Robot Marketeer
- 1. Bart De Waele CEO Wijs The Robot-Marketeer
- 2. Will artificial intelligence & machine learning replace humans? 2
- 3. Always look at human behaviour first.
- 4. We are putting technology as a line-of- contact / line-of-defense between humans.
- 6. Software is eating the world.” “
- 8. We are putting technology as a line-of- contact / line-of-defense between humans and companies.
- 10. Company Consumer (website) (search query) Needs to write communication both for the consumer and for the algorithm.
- 11. Company Consumer (website) (search query) Techno-marketeer Needs to write communication both for the consumer and for the algorithm.
- 15. Company Consumer
- 16. Company Consumer
- 17. Can we imagine consumer bots defending us?
- 18. Could we imagine consumer bots defending us?
- 19. Will Artificial Intelligence replace marketeers? Does this mean marketeers will no longer be needed?
- 20. The Robot-Marketeer? or The Augmented Marketeer.
- 21. Let’s define Artificial Intelligence.
- 22. There’s a big difference between ANI (Artificial Narrow Intelligence) and AGI (Artificial General Intelligence).
- 23. 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.” “
- 24. We tend to project all our hopes and fears on non-existing future technology.
- 25. We tend to project all our hopes and fears on non-existing future technology. We’ve been here before.
- 26. We were promised household robots.
- 27. Instead we got this.
- 28. Technology tends to specialise.
- 30. So will Artificial Intelligence.
- 32. 32
- 34. 34
- 35. If you keep your competences on the level of the tools and the algorithms, you will be replaced by them.
- 36. Robotisation will not destroy jobs, it will expect a new kind of jobs.
- 39. Shift in communication Mass communication 1-on-1 personalised Contextual and interactive
- 40. Shift in communication Mass communication 1-on-1 personalised Contextual and interactive Think: Think: Think: Target audiences Segments Systems
- 41. Creating contextual messages with the same production process as mass communication will not work.
- 42. Creating contextual messages with the same production process as mass communication will not work. Organisations will need to think in systems that generate messages.
- 43. Systems thinking The area of expertise of Artificial Intelligence.
- 44. Experimental
- 45. Algorithmic
- 48. 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
- 49. 1. Experimental
- 50. 2. Algorithmic
- 51. 3. Approximation
- 54. 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.
- 55. 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).
- 56. What will be the ideal team?
- 57. Breadth of knowledge Depth of knowledge
- 58. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print Breadth of knowledge Depth of knowledge
- 59. 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
- 60. 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’
- 61. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print Campaigns PPC Programmatic Display Video ads Social ads Mediaplan Short-copy
- 62. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print Campaigns PPC Programmatic Display Video ads Social ads Mediaplan Short-copy
- 63. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print Campaigns Segmentatie Automation Database Creative Content
- 64. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print Campaigns Segmentatie Automation Database Creative Content Profiling Inbound CRM
- 65. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print Community Short copy Platforms Creative
- 66. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print Community Short copy Platforms Creative
- 67. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print Setup A/B testing Funnel analyse Testhypothese BI insights Tag management Privacy
- 68. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print A/B testing Funnel analyse Testhypothese Tag management Privacy Setup BI insights
- 69. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print Architecture Experience Visual design Usability User testing Technology Content
- 70. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print Architecture Experience Visual design Usability User testing Technology Content
- 71. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print Copywriting Content-planning Strategy Tone of voice Inbound Technology Vertalingen
- 72. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print Copywriting Content-planning Technology Vertalingen Tone of voice Strategy Inbound
- 73. Marketing team of the future Strategy & Experience Data & Audit Content & Communication
- 74. 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
- 75. Transition? Installing a culture at the speed of digital
- 76. High speed Tilting the organisation to a customer-centric approach, in stead of one split by channels.
- 77. 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
- 78. 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
- 79. 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
- 80. 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
- 81. + - - + Change Governance Stream 2 Stream 1 Innovate Differentiate Run Transformation on 3 levels
- 82. What you should remember:
- 83. 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