Technology, AI and the future of marketing: key themes from SXSW
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Transcript of Technology, AI and the future of marketing: key themes from SXSW
RE/digital
Technology, AI and why we need to embrace a future that is already here Key themes from SXSW
Jodie Collins RE/digital
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20 years working in digital across creative, media and publishing
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Whatdoweneedtoknowaboutwhat’salreadyhere?Whatdoweneedtoknowaboutwhat’scomingnext?Wheredotheymeet?
Image Source: Business Insider
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Image: Jodie Collins Image: Jodie Collins Image: Jodie Collins
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Image: Jodie Collins Image: Jodie Collins
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§ Content developed for each platform
§ Authentic voice § Influencers § Live streaming
§ Innovation halos § Collaboration at scale § Designing with the
anticipation of change § Disruption is critical § Shifting focus from
America to Asia
Technology driven change is now getting real We’re all publishers now Management and
leadership for a new world
§ Artificial intelligence & machine learning
§ Virtual Reality § Internet of Things § Connected cities § Data Equation
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TECHNOLOGY DRIVEN CHANGE IS NOW GETTING REAL
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§ Artificial intelligence & machine learning
§ Virtual Reality § Internet of Things § Connected cities § Data Equation
§ Content developed for each platform
§ Authentic voice § Influencers § Live streaming
§ Innovation halos § Collaboration at scale § Designing with the
anticipation of change § Disruption is critical § Shifting focus from
America to Asia
Technology driven change is now getting real We’re all publishers now Management and
leadership for a new world
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AI VR Image Source: Machine2Machine Magazine Image Source: Youtube
RE/digital Image: Damien Ferrar
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What does the future look like? Humans and robots working together
• “IQ as a service ie electricity"
• New teams where humans and AI work together
• Will require new organisational structures and management skills
• Jobs for humans will change to focus on creativity, innovation, relationships and experiences
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World’s first robot creative director and business director
Image Source: Campaign Brief Asia Image: DeepKnowledgeVentures.com
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Machine Learning
Image: Jodie Collins
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Five core principles to how machines learn
• Fill in gaps in existing knowledge • Emulate the brain • Simulate Evolution • Systematically reduce uncertainty • Notice similarities between old and
new
Next is creating a “universal algorithm”, the one single method that can allow machines to universally solve every problem we have
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Next 10,000 startups =
take x, add AI
Kevin Kelly, Wired magazine founder
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• Customer service gets an overhaul with chat bots • The key is in building a
seamless solution • Potentially work with
messenger app partners
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VR is the next big thing
Image: Jodie Collins Image: Jodie Collins
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Yes it does feel a bit foolish. And way too real if you’re not a fan of heights (like me)
Image: Jodie Collins Image: Jodie Collins
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The ultra low-fi version Google Cardboard. Simply download the app and slot your smartphone into the cardboard.
Image Source: SlashGear
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Oculus Rift and HTC Vive High end VR options
• Fully immersive experience
• Incredibly life-like experience (therefore not great for some games!)
• Usage: think anything you’d want to be able to teleport or time travel for!
Image Source: Oculus Rift
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Image: Jodie Collins
RE/digital Image Source: Annie Leibovitz from Vanity Fair Oct 2015
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What’s really exciting about it?
VR is not just for gamers VR will be the most social of social media It will be about sharing experiences The value of the experience will be highlighted by the social connections and building of the network Incredible opportunities for learning and developing new skills Think: teleportation or time travel Effective multi-market teams
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Everything will be connected… and creating data
Internet of Things (IoT) Connected cities Personal Data +
Big Data
Connected devices now here
Wi-fi everywhere Consumers’ perceptions of a fair
exchange
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IoT adoption focusing on the home
Image: Jodie Collins Image: Jodie Collins
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LG home chat
https://www.youtube.com/watch?v=PplAymrv0hA
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#linkNYC is the connected city of the future, already here
Image Source: VentureBeat Image Source: Wikipedia
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All of these connected devices are generating huge amounts of data… and personal data What do consumers think about all of this?
• The value exchange is key • Consumers giving up personal data in exchange for free
services • Younger demographics used to it/more open to it • At the same time there is a rise in ad-blockers • The cookie is becoming less relevant on mobile devices… and
so everyone is looking for single sign in across devices
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WE’RE ALL PUBLISHERS NOW
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§ Content developed for each platform
§ Authentic voice § Influencers § Live streaming
§ Innovation halos § Collaboration at scale § Designing with the
anticipation of change § Disruption is critical § Shifting focus from
America to Asia
Technology driven change is now getting real We’re all publishers now Management and
leadership for a new world
§ Artificial intelligence & machine learning
§ Virtual Reality § Internet of Things § Connected cities § Data Equation
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We are all publishers and need to think about how and where our brands are sharing content
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“Content is king, platform is queen. The content is equal in value to the platform. Lean in to deeper relationships with platforms like Facebook and Google.” Jed Hartman, WSJ
“You have to have a brand that’s sticky enough to reach audiences wherever they are” Lindsay Nelson, Vox
Q: Biggest challenge for the industry?A: How to tell stories across a fragmented ecosystem and help brands market across so many channels
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More sophisticated consumer tastes across the more fragmented ecosystem = content to be developed for each different platform
One size does not fit all
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Authenticity of voice is key in a future driven by technology
Consumers are looking for that human connection so they want to hear a "voice" Voice driven entities are what are doing well, rather than just the facts Having point of view and perspective is key to creating engagement with consumers
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Anthony Bourdain Parts Unknown, CNN
• Constantly trying new production techniques, technologies
• Human storytelling • Don’t think about what
the audience wants as they don’t necessarily know – create what you think they want
Image Source: St.Louis Post Dispatch
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• Influencers continue to become more powerful
• They help to curate and guide in a seemingly unbiased way in an incredibly fragmented world
Image Source: RewardStyle
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Live Streaming requires new ways of operating and a willingness to be open and low-fi
Image Source: Facebook Newsroom
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GE Droneweek + Periscope
http://digiday.com/brands/get-drones-eye-view-ge-facilities-periscope/
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Overview • Recruited two key influencers with
established social network and asked the community to guide on where to go and what to do
The Learnings: • Platform should ehance the
concept • Plan what you can! There is no re-
shooting • Don’t think about what the
audience wants as they don’t necessarily know – create what you think they want
• Let go of the reins
BMW X1 Launch on Periscope
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What works in Live Streaming?
• Experimentation is key – just get on and start trying things • Think about the story and how to tie it into your overall editorial
calendar • Choose the influencers and talent wisely • Use Live Streaming to launch new features and offers • Bring the legal team on the journey with you! • Once you’ve built the audience, you need to keep them coming
back with fresh content
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Management and leadership for a new world
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§ Artificial intelligence & machine learning
§ Virtual Reality § Internet of Things § Connected cities § Data Equation
§ Content developed for each platform
§ Authentic voice § Influencers § Live streaming
§ Innovation halos § Collaboration at scale § Designing with the
anticipation of change § Disruption is critical § Shifting focus from
America to Asia
Technology driven change is now getting real We’re all publishers now Management and
leadership for a new world
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What is the Hyperloop? “A capsule full of people in a low pressure tube elevated on pylons that goes really fast from point A to point B”
Image Source: HTT/JumpstartFund/Omegabyte
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Two EXTRA interesting parts to the Hyperloop story
Innovation’s halo effect Collaboration across borders, built on passion
A whole field of innovation in products and services around the main Hyperloop - Transport to and from the Hyperloop - Augmented reality - Pylon creation - even looking at how
the pylons create water - New ways to create energy
“Crowd-powered incubator” Pulling together passionate teams from across the global – cultural/religious differences do not matter They have a shared goal They’re small working teams focused on particular tasks New project management approaches
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Designing for the anticipation of change
In future we will need to design with "liquid expectations" in mind Will need to design many experiences for each consumer - as each experience will need to be tailored to that customer Requires an incredibly deep understanding of your customer and their daily moments
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https://www.youtube.com/watch?v=Ey1bSziubdg
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“The greatest productsof the next twenty years
have not been invented yet.”
Kevin Kelly, Wired magazine founder
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Interesting to see that America is thinking about America… there is a huge opportunity in Asia to lead innovation
Image: Jodie Collins
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We must keep moving forward.
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“We have to believe in the impossible more than the possibleWe are at the birth of a new beginning.”
Kevin Kelly, Wired magazine founder
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Thank you. Please contact me if you have any questions: Jodie Collins RE/digital Email: [email protected] Phone: +65 9017 4581