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Marketing Darwinism - by Paul Dunay
Advertising, Big Data, Business Intelligence, Cloud, Data, Data Analytics, Data Mining, Innovation, Strategy

Real Estate, Real AI, Real Value

Submitted article by Romi Mahajan

Chief Commercial Officer, Quantarium

The world of technology is known as much for its hype as it is for its legitimate innovations.  Atone level, this is understandable. Dreamers can only accomplish big things when they dream big and followup on those dreams with supporting rhetoric. At a different level, however, it serves to dupe consumers, customers,and investors into alchemist fantasies that often defy the laws of physics.  What we need, naturally, is a balance.

With AI, and claims about it, we as a community have come to the point where we have to decide if we are okay with “fact-checking.”  Are all claims about AI fair and accurate?  Do all companies that claim to be “doing AI” pass muster in that regard? After all, haven’t many organizations referred to any and all of their “data”initiatives as AI? Have we diluted the term so as to make it meaningless?

Discerning investors have started to kick the AI tires.  Highly skilled Scientists and Engineers increasingly refuse to be beguiled by marketing claims, choosing instead to dig deeply into the code and methodologies surrounding its production before allowing themselves to be recruited by the countless organizations that seek the limited supply of talent. 

Perhaps more relevant, still, is that people in all roles ask one fundamental question:  “Is there any relevant and practical application to the AI work you are doing?”

On all these matters, Quantarium can hold its head high.  From “Real AI” to “Real Applications of AI,”Quantarium is altering and enhancing our notions of what is possible in residential real estate, the world’s single largest asset class.

Take for instance an important but mundane question, likely asked by millions of people every day.  “What is my house worth?”  Several pundits will offer several answers to this question, no doubt.  But, will the answers be accurate and in this case, what does accuracy even mean?  What data goes into the answer?  Do we have all the data we need?  Is it all available? Do the data we collect account for every single aspect of the house that could or should go into the valuation? 

Now take an extrapolation of this question with magnified scale.  Imagine you are the CEO of a large bank that “owns” half-a-million residential mortgages. What is your portfolio worth?  How much risk are you holding in the portfolio?  Are you too exposed in a particular geography or demographic?  Do you have sufficient data and the ability to process and make sense out of it?  Can you do this all with the speed that is called for by regulation and market conditions?

These questions are easy to pose but hard to answer.  Further, while these questions may not seem “sexy,” they underscore the reality of the single biggest source of economic value and for most families the single largest source of equity.  Using AI to drive accuracy, speed, and scale in this market is complex, genuine and incredibly important.Indeed, real AI applied to real industries with real outcomes is the name of the game. Therein lies the balance we seek, the convergence of both the hype and of the reality.

December 18, 2018by Paul Dunay
Advertising, Advocates, Artificial Intelligence, Blockchain, Branding, Cause Marketing, Conversion, Conversion Optimization, Customer Experience, Data Mining, Influencer, Innovation, Interactive Marketing, Internet, Lead Generation, Optimization, Reputation Management, Social Media, Strategy, Transformation, User Generated Content

7 Ways Blockchain can Transform Marketing

Here’s a great video of me and Aseem Badshah the CEO of Socedo, a social media lead generation tool, talking about 7 ways Blockchain can transform marketing! We hope you enjoy it …

January 26, 2018by Paul Dunay
Advertising, Applications, Commerce, Conversational Marketing, eCommerce, Interactive Marketing, Mobile, Social Customer Service

Chatbots: The future of conversational commerce and marketing

It’s no secret that the rise of computer apps is transforming both the marketing and customer experience. One of the most intriguing developments in app development is in the area of chatbots that not only can send communications to customers but also respond “intelligently” to conversations.

Recently, I had the pleasure of speaking with Christian Brucculeri, the CEO at mobile messaging company Snaps, a developer of chatbots and other marketing technology products for companies. Brucculeri explained some of the background of how chatbots came to be, as well as their usefulness as a marketing tool.

“Typically chatbots represent a conversational interface between a consumer and a machine,” Brucculeri said. “They’re applications that have linguistic structure. It might allow you to ask a question and try to find an answer. They enable one-to-one communication between brands and consumers at scale, and they leverage technology in order to do that.”

Certainly chatbots have close technological relatives we’re already used to, like Apple’s Siri, Google Home and Amazon Alexa. You might call automated phone systems—the kind people love to hate—as a chatbot’s second cousin. But so far these are far from able to use artificial intelligence to understand language, and respond appropriately.

And while the technology can be used for entertainment purposes—think Snapchat or Facebook Messenger, for example—its greatest impact is potentially coming in marketing, Brucculeri told me.

Creating conversations, not messaging

“We work with brands across several industry verticals, including tourism, hospitality, entertainment, media, CPG, retail, quick-serve restaurants and more,” he said. “For example one apparel brand delivers a 30-day workout experience using basic Facebook Messenger. For some hospitality brands, they’re trying to manage their ongoing relationship with consumers and help them manage their rewards accounts.”

In many ways, this sounds similar to most apps we’re used to. So, what makes chatbots a different kind of app?

“Where chatbots get really interesting is in personalizing media and responses,” Brucculeri suggested. “Here, you can really do one-to-one marketing at scale.” Brucculeri said Snaps has developed such chatbots for sports teams, where a fan might receive notices of games, results and highlight videos. In the stadium, a chatbot might help a fan find restrooms and snack counters, based on physical location.

Brucculeri said Snaps is developing chatbots that function on a variety of existing platforms. Facebook Messenger, which launched a chatbot in 2016, may be most appropriate in accessing consumers, he said, but there’s also Kik, WeChat, Slack and many others, each of which may be experience-specific.

Chatbots also can be connected to customer relationship management platforms, such as Salesforce, to deliver notifications at the right time to the right person, Brucculeri said.

“We do CRM integration and user matching to log in and do account management,” he said. The result might enable companies to find new customers, engage with existing customers in a fun way, getting customers to take some form of action, or managing the relationship in other ways.

Improving the customer experience

Customer service, driven by artificial intelligence, also can be aided powerfully by such matching, Brucculeri said. Instead of hitting a bunch of digits to get routed to the right person, the artificial intelligence capabilities of chatbots—the two-way ability to listen and respond appropriately—can improve this experience immensely.

“A chatbot can do this in ways that are more convenient, simple, fast, and better for the customer and probably less expensive for the customer-service function,” he said.

The future of chatbots is an intriguing one, as technology evolves and as the bots themselves get “smarter” and more humanlike in their analyses and responses.

“We’re long on the idea that conversational interfaces will continue to evolve. Whether consumers are texting with or talking to them, automated systems like bots are almost certainly going to have a role in our future lives” Brucculeri said. “We see conversational media becoming the next wave and being potentially bigger than application media itself. I think in three years, people might be talking to bots more than they’re typing in bots.

“But the main idea remains the same,” he said. “Might I one day launch a chatbot on Alexa, Amazon’s voice control system? How about getting some type of visual element to go along with that, such as HoloLens, Microsoft’s holographic headset? Can these things become really rich experiences, far better than just staring at our phones and typing?

“I think some of the form factors are going to change, but I think the fundamental elements are going to be the same, which is conversational commerce. People increasingly will be talking to their computers, and they’re going to get a lot done by doing it.”

December 14, 2016by Paul Dunay
Advertising, Behavioral Targeting, Big Data, Branding, Content Marketing, Customer Experience, email Marketing, Inbound Marketing, Interactive Marketing, Lead Generation, Lead Nurturing, Personal Branding, Social Media, Strategy, Thought Leadership

4 Stages of a Thought Leadership Maturity Model

thought-leadership

Here is a great piece on the maturity of a company’s Thought Leadership program by ITSMA.

Last year I was asked by ITSMA to collaborate on this piece with them. They also tapped into companies like Deloitte, E&Y, IBM, Coginzant, SAP and more.

What came out is quite interesting for any company looking to take their thought leadership program to the next level. Here are a few points I pulled out to highlight for you that can help you make the case internally:

  • 79% of would-be buyers say thought leadership is important to critical to determining which providers they want to learn more about
  • 75% of would-be buyers say thought leadership helps them determine which buyers to put on their short list
  • Traditional format for thought leadership has been the white paper but in this era of digital and social that isn’t enough
  • To reap the benefits of a thought leadership program you must have SME’s that are recognized outside of your company
  • Interaction with SME’s in social media improves the ability to communicate key thought leadership ideas

Click here for a full copy of the report on the 4 Stages of a Thought Leadership Maturity Model

Enjoy!

July 1, 2015by Paul Dunay
Advertising, Behavioral Targeting, Customer Experience, Facebook, Innovation, Interactive Marketing, Mobile, Pay Per Click, Search, SEO

Interview with Dave Chaffey of Smart Insights

DigitalMarketing

This week I had the pleasure of reading a new report from Smart Insights on the State of Digital Marketing 2015 and decided to dig in a bit further with an interview. For those of you who aren’t familiar with Dave or Smart Insights – Dave Chaffey is CEO of Smart Insights, a publisher of planning templates and articles focusing on Digital Strategy with channels on B2B Marketing and Marketing automation. The following is an excerpt from our discussion, I hope you enjoy it.

1) What do you think the biggest change to Digital Marketing for B2B firms will be in the next year?

I think content personalization is the biggest opportunity into 2016 for B2B Marketers. Most B2B service marketers know the value of tailored landing pages to drive traffic and capture leads for niche B2B buyer personas. Let’s face it, these options have been around for fifteen years – your question takes me back to a workshop I did for Siebel systems around then, before they became part of Oracle. We were looking at optimizing targeted landing pages through Siebel for different search behaviors even then before some of today’s well-known marketing automation services like HubSpot, Marketo and Salesforce were even established. These types of services and many others have made scalable lead generation affordable for businesses, but I often feel the potential for lead scoring and lead nurture through personalization isn’t being exploited as much as it could.

At SmartInsights.com, for example, our home page and member benefits pages are tailored by role based on their registration – so a marketing manager gets a different message and different content than say an agency manager. We setup our personalization rules in WordPress, but for marketers who don’t role their own there are many plugins and services to support greater B2B personalization, for example BrightInfo, Evergage and Marketizator to name three players. Again this approach isn’t new technically innovative, but it is underexploited. It is getting more sophisticated with automated content recommendations based on profile and content consumption – for example Idio can be used by larger businesses for this.

2) What do you see as the biggest mistakes being made in Digital Marketing by B2B firms?

The most common mistake I see is getting the balance of Content Marketing activities wrong. We all know content marketing is at the heart of digital marketing, yet often content marketing strategies don’t invest sufficient in the right range of content across the buying cycle and by content I am referring to our Content Marketing Matrix which helps businesses review the best types. The CMM also helps you think about the right balance of what Michael Stelzner of Social Media Examiner called nuclear and primary fuel. You need to invest in that emotion-inducing or shareable content that cuts through otherwise others who have made that investment will win across the channels whether that is SEO, Social media or Email marketing.

Then there’s content distribution… putting the investment into marketing the content you have invested in. Here there must be the right balance between paid, owned and earned media. Paid media, remarketing or retargeting through AdWords, LinkedIn or Facebook helps remind prospects about your services so it’s a mistake to miss this – it gives probably the best paid digital media ROI available. With Earned media it’s about putting the time into influencer outreach – it’s a popular buzz word, but few do this as well in my experience.

3) What one Digital Marketing tactic should a B2B Marketer adopt in the next year?

Simple – Retargeting using paid media as mentioned in my previous answer – if you’re not doing already it’s a great opportunity. If you are, there are new options available all the time, like the recent launch of the LinkedIn ‘Lead Accelerator’. You can review the options on our Content Distribution matrix.

4) What one Digital Marketing tactic should a B2B Marketer stop in the next year?

That’s tricky Paul, because we believe that any tactic can be optimized and most techniques can be made to work. If you’re not getting ROI from digital media that has to stop! But I’ll give you a simple marketing automation technique that any B2B marketer can apply – stop sending out welcome sequences that aren’t targeted, i.e. one-size fits all welcome emails. Since you collect the profile information of a prospect when they subscribe it’s a ‘no-brainer’ to target by role or vertical or need – whatever will give you the biggest uplift and different points in the lead nurturing.

Talking of Marketing Automation, we have a new survey on the opinions on Marketing Automation of B2B marketers in 2015 just launched. We’d love it if your readers can share their experiences and of course they’ll get the research report when it’s completed.

June 17, 2015by Paul Dunay
Advertising, Behavioral Targeting, Content Marketing, Conversion, Data Analytics, Innovation, Lead Generation, Online Advertising

The State of Digital Marketing 2015

digital_marketing

With mid-year coming up and summertime upon us, many marketers are taking stock of the first half of the year and re-checking their Digital Marketing plans to finish out 2015 strong.

So I’d like to offer you some statistics I found eye-opening from a recent report published by Smart Insights:

  • One half (50%) of businesses surveyed do not have a defined digital plan or strategy, although they are active in digital marketing.
  • Nearly 60% of peoples’ time is now devoted to digital marketing activities, showing the importance of skills development in this area.

The point-counterpoint is just so stark I couldn’t help but write about this.

For any CMO, developing the skills of their team should always be a top issue. You can’t have a high performing team with spotty skills especially in the area of digital marketing. Whether that’s as simple as; how to write an effective tweet, to how to write for the web, or how to write a pay-per-click advertising the common denominator is content and writing.

Summertime is a great time to do a bunch of Lunch and Learns across your team why not consider a series of weekly lunch and learns to get the skill level across your entire team up! Here’s an infographic with more great stats – hope you enjoy!

May 27, 2015by Paul Dunay
Advertising, Behavioral Targeting, Buying Cycle, Content Marketing, Customer Experience, Data Analytics, Innovation, Interactive Marketing, Lead Generation, Optimization, Strategy

12 Secrets of the Human Brain to Use in Marketing

Knowing how the human mind processes information and images—and putting that knowledge to use—can help you become a more engaging and effective marketer.

Here’s a look at some fascinating facts about the human mind, from a marketing perspective.

12-Secrets-of-the-Human-Brain FINAL

March 11, 2015by Paul Dunay
Advertising, Behavioral Targeting, Content Marketing, Conversion Optimization, Customer Experience, Inbound Marketing, Innovation, Mobile, Optimization, Web Design

5 Reasons Your Mobile Strategy Isn’t Working

Whether you completely neglected to build a website for your mobile platform or there’s a lacking call to action, there are common mobile faux pas than can result in lost loyalty, brand following and even support.

201501-Formstack-MobileInfographic_500

February 18, 2015by Paul Dunay
Advertising, Facebook, Innovation, Search, SEO, Social Media, Social Networking, Strategy, Web Analytics

Where does Google+ fit into your B2B Marketing plans? [infographic]

Have you made Google Plus a part of your marketing strategy yet? If not, you could be missing out on a great opportunity to grow your audience. After all, it’s not every day that a social media website goes to great lengths to make your business more visible, but that’s exactly what you’ll get from Google’s services. By giving every plus profile a page rank, Google makes it easier for everyone to show up online in the search engine. And, with every comment, mention and +1 your content receives, you will rank higher on one of the most popular search engines in the world. If you don’t believe me, just check out the following infographic.

This handy guide will show you exactly why Google Plus is such a useful tool for businesses and B2B marketing. Even if you’re not sure how to get started, this infographic, provided by SmartVirtualPhoneNumber.com, will show you how to create an account and become active on the site. The more active you are, the more noticeable you will become. In addition, you’ll be able to take advantage of all the tools associated with Google’s social media service, including Google Hangouts.

If you’ve been looking for another way to reach out to potential business partners or create a larger following, Google + might just be able to provide the boost you’ve been looking for. Don’t wait any longer, make Google + a part of your business plans today!

May 9, 2014by Paul Dunay
Advertising, Applications, Business Intelligence, Content Marketing, Conversion, Conversion Optimization, Data Mining, Innovation, Interactive Marketing, Lead Generation, Lead Nurturing, Marketing, Online Advertising, Pay Per Click, ROI, Strategy

The Missing Link Between Media and Marketing

link

It’s apparent that there’s a missing vital component in the quest to modernize marketing. Today’s marketing organizations are aggressively modernizing, automating and adding more digitally centered marketing tactics as they focus on their mandate to discover prospects and create new customers. To meet the challenge, CMOs have turbocharged Marketing Ops teams and are building their “Marketing Clouds,” leveraging marketing automation to nurture prospects, adding CRM to manage pipeline and customer relationships, while spending millions on branded websites and social pages, coupled with billions on media to promote their offerings.  We are not connecting that media investment, the prospects generated, nor their data, with our marketing systems and processes. Integration between the two is a critical missing link.

The prospect marketing effort, which is predominantly driven by third-party media investments in content syndication, search and advertising, is still very fragmented and, worse, seldom measured or optimized. Disconnected and unable to adequately track and optimize media spend, marketing organizations struggle with lead velocity, mixed data quality and a lack of ability to attribute results back to the source or measure ROI. This is a tough hit for marketing executives as they realize how much money they’re actually spending on media to create prospects—$40 billion+ on digital advertising alone in 2013, according to the IAB.

Here are 3 areas of focus for CMOs and marketing pros who are out to modernize their approach in order to drive a higher return on media and technology investment should consider:

  • Integrate third-party media investment and data with marketing systems and processes.  Today, engaging with the media community (publishers, affiliates and other sources) combined with the internal marketing processes necessary to get data into systems, requires numerous manual processes—hours of data scrubbing and lots of spreadsheets passed between media providers and marketing teams.  A more efficient approach is to automate by integrating the prospect and lead data garnered from media campaigns and partners directly with your marketing automation system and/or your CRM. Ensuring the data is delivered directly into your current systems eliminates numerous manual, resource-intensive tasks.
  • Validate prospect information in order to inject quality, actionable data, and thereby increase lead velocity and lower media costs.  Once you decide to directly inject prospect data from your third party media sources, it becomes essential that the media-driven data you’ve paid for is validated, cleansed and formatted for your marketing systems (Eloqua, Marketo, Salesforce, Pardot, etc.). This not only ensures that you get what you paid for from your media investment, it also allows you to more rapidly get down to the business of nurturing and developing customers.
  • “Close the Loop” to garner actionable insights that can be applied to optimize media campaigns and marketing programs. Today, we have the ability to gather data from every campaign we run but most of it we can’t and don’t act on.  Whether you leverage banners, email, content syndication, telemarketing, search or a combination and whether you utilize cost per acquisition, lead, sale, click or incoming call, you need to analyze marketing performance data by media channel, media source, creative, content, offers and campaigns all in one place.  Then you can more easily acquire insights that can be applied to optimize campaigns by focusing on higher performing tactics, redistributing media spend across the most successful media sources, and applying the resulting audience data to fine tune targeting parameters.

Taking action on the missing link is a necessity. If you are investing in media to generate prospects and acquire customers, be certain to connect those media programs with the rest of your marketing systems and process.

This post was written in collaboration with Integrate – learn more about Integrate at http://www.integrate.com

April 15, 2014by Paul Dunay
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Welcome to my blog, my name is Paul Dunay and I lead Red Hat's Financial Services Marketing team Globally, I am also a Certified Professional Coach, Author and Award-Winning B2B Marketing Expert. Any views expressed are my own.

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