I recently had the opportunity to join Christopher Kai on his Gifters Podcast. This is episode 800 of his show and we dive into a number of topics in twelve minutes. From what is a futurist, why emerging tech, data strategy, recommendations for business post COVID, and innovation.
I recently had the opportunity to discuss how to thrive in the time of COVID-19 from brand marketing, digital transformation, research on consumer behavior, and more.
Below is a recap of topics along with timestamps.
:15 – Andy Frawley – Discusses Supply Chain & Cost Reduction vs. Go-To-Market Strategies.
1:50 – Anders Ekman – Impact of COVID-19 on organic web activity, the role of online signals and WebID.
3:15 – Tom Edwards – How organizations can reset. 1) Focus on core consumer need 2) Redefining core digital strategy 3) Data sources informing an adaptive strategy to retool and have a faster recovery.
4:45 – Andy Frawley – Outlines the role of adaptive email.
6:30 – Anders Ekman – Discusses speed, disconnected data sets, and importance of connectivity.
7:15 – Tom Edwards – Discusses the importance of a unified view of consumers and connecting with the right partners while maintaining speed and efficiency.
8:45 – Andy Frawley – Discusses the role of CDP’s and integration post COVID-19.
10:50 – Andy Frawley – Role of V12 accelerating change.
12:00 – Tom Edwards – The role of performance based marketing moving forward.
13:15 – Tom Edwards – Blend of paid vs. organic content strategy.
15:00 – Tom Edwards – Views and predictions for marketing in the next six months.
16:32 – Andy Frawley – Views and predictions for marketing in the next six months.
18:00 – Anders Ekman – The role of analytics post pandemic.
Recently, my commentary on data & AI was included in an Ad Age piece on the role of data, artificial intelligence & brands.
Here is my full commentary based on Ad Age’s original question…
Ad Age: We’re seeing more agencies now offering services for AI solutions, but how do you see this shaking out? What will separate the ones who will succeed with the ones that do not?
TOM: Offering an AI service for clients is one thing, but the key is understand that data is the fuel for AI. Without a solid understanding and corpus of data as a starting point for AI driven experiences consumer facing experiences have the potential of falling flat.
The organizations and experiences that will succeed in the short term with AI will understand that the consumer facing experience should not try and solve every possible outcome for consumers.
We have conducted research on user expectations of AI and there is one fundamental truth for adoption of AI and consumer facing experience adoption across generations and that is ease & convenience. Whether it’s managing personal time, predicting financial needs, or order replenishment through AI. The key is to understand that AI solutions need to seamlessly make consumers lives easier.
What will truly separate AI solutions over time are the ones that have both structured & unstructured data at the core that is built to action against consumer needs, will design for multimodal experiences beyond mobile and desktop, and be prepared to fully guide consumer experiences via virtual assistant ecosystems as AI becomes a proxy for consumers over time.
The organizations that can market to both consumer and systems will win the day. It’s no longer just the consumer decision decision journey as system based marketing via AI is now here and will continue to take on more responsibility for consumers.
Follow Tom @BlackFin360
During SXSW 2018 I had the opportunity to discuss “How Artificial Intelligence is Transforming Marketing“.
The session was in partnership with Oculus360 & their CEO, John Dubois. John and I discussed our collaborations with machine learning applied to various categories, including eSports and how to align unstructured & structured data.
Here is a recorded webinar that we recorded February 28th, 2018 that we reprised during SXSW.
Follow Tom @BlackFin360