Updates, highlights, and key quotes from the MarTech Conference in Boston today, October 3, 2018. For shorter, live coverage, find us on twitter @ClickZ.
Marketers today are being asked to land on the moon.
AI powered marketing is smarter marketing.
How can we use AI to reduce marketers’ time spent in their most time consuming activities?
Introducing Watson Assistant for marketing. Understands human language, can ask what’s the tone of this email? Rolling out first for campaign management tools. “It’s like having another person on the team.”
50 years from now, we’ll look back and laugh at how primitive our use cases are.
With AI in the picture, the question now becomes, what do you do with all that free time?
Hopefully the answer is: more strategy, more creativity, more trying something new.
What will be the new thing you try now that you have this tech at your disposal? My advice is to shoot for the moon.
Scott Brinker: “Technology is not the enemy of creativity.”
Creative disruption. “Alibaba’s new AI can generate 20,000 lines of copy in a second.” Technology growing exponentially.
Since 2000, 52% of Fortune 500 companies have disappeared.
Experience-focus drives return.
4 big growth areas:
3 big roles for marketers:
Example: MSC smart ship, personalized experience, art of hospitality
Example: VR vaccine. VR headset to give kids while they give them a vaccine.
Example: campaign, “To the last tree standing” with Greenpeace. Made game with MineCraft of this endangered primeval forest in Poland. People loved it. Then took it away, left one tree standing. Outrage. Got 170,000 people to sign petition.
“We are not thinking machines that feel. We are feeling machines that think.” — Antonio Damasio, neuroscientist
Problems for marketers:
It started with data. Then added rules, then interactivity, and now learning.
Data in black boxes.
Concept of “walled gardens,” GDPR reducing flow of data that marketers have access to.
Platforms (Google, Facebook, Amazon, Apple) are extending their scope, moving into our homes, into the medical world, controlling more and more of our wallets. Visibility into our routines, our needs, our payments.
Big challenge for their competition, these platforms are protected by walls: advertising, search and discovery, payment, identity and consent.
GDPR has created consent as the most powerful currency in direct marketing today.
Within these walls are audiences, media markets, permissions, wallets, feeds, records, indexes
“No market saw steeper declines than the US, with a 37-point aggregate drop in trust across all institutions.” – Edelman
We as marketers are at center of this catastrophe, because we’re funding it.
Blockchain: the distributed ledger concept. A chronological sequence of transaction records, grouped in blocks. Trust is achieved by consensus protocol and massive replication across network.
Can be used in consortia (Adledger, meta, iab tech lab), exchanges (not RTB) (AdEx, Nyiax, kind ads), and tools.
Gamechanger of blockchain: Will be able to liberate media markets. Makes no sense to have media markets operated by largest controllers of that media, as is currently the state with platforms like Google and Facebook.
Blockchain for identity and consent management
Blockchain for proof of authenticity
Media markets, permissions, records, and veracity all outside walled garden
All began in “Crypto Valley,” a little Swiss mountain town that’s emerged into a hub of crypto-native. Crypto Explorers group for those who want to see what’s up.
Right now generation 1 stuff, not that pretty. But because you have lower costs, you can deliver more customized experience. Lower risk because you maintain control of brand assets.
5 years ago, these things were impossible to build.
Examples of blockchain platforms:
Rise of crypto goods. Can take your unique digital assets and put them on goods. Built in brand integrity. Can empower customers to make brand consistent swag for themselves.
Blockchain marketing technology landscape. Version 1 last year had about 22 companies. This year more than 200. Primarily in display and programmatic,
Caveats: very early. Seeing birth of whole new technologies.
Stay tuned for more updates from the rest of today at the MarTech Conference. For shorter, live coverage, find us on twitter @ClickZ.
Speaker presentations can be viewed here on the conference page.
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