how machine intelligence will really change marketing -- or -- how to market with smart machines...
TRANSCRIPT
How Machine Intelligence Will Really Change Marke6ng
-‐-‐ or -‐-‐ How to Market with Smart Machines
Without Ensuring the Destruc6on of Mankind or Losing Your Job
MarTech USA March 22, 2016 David Raab
Raas Associates Inc. [email protected]
. .
Ar6ficial Intelligence Intelligent Assistance
So What?
1. Relax – your job is safe (for now).
2. Automate low value-add tasks.
3. Deploy what’s been proven.
4. Test some cool new stuff.
5. Prep your foundation.
5. Prep your foundation.
Foundation is more than tech • Organization • Skills • Process • Metrics • Rewards
6. Take a portfolio approach.
• Machines buy differently
• Machines buy differently • People choose which machines to trust
Summary
• Human marketers will always be needed because change will always con6nue.
• Human marketers will always be needed because change will always con6nue.
• Marketers should use machines as helpers but cannot put them in charge.
• Human marketers will always be needed because change will always con6nue.
• Marketers should use machines as helpers but cannot put them in charge.
• Using machines effec6vely will be essen6al for future success.
