When Marketing Meets The MachineThe future of AI and Marketing

@guylevine @returnondigital

www.returnondigital.com

Our Job is…

The job of a digital marketing agency is to provide results that impact the bottom line.

That’s what we do.Its that simple.

“BMW iGenius is capable of understanding each question

and responding accurately every time just as if you were talking to an expert from the

company.”

“The system operates around the clock allowing the

consumer to ask any question relating to the BMW i cars but

without the hassle of having to pick up the phone or go into a

dealership.”

AI in Advertising.

Your Audience

Marketing Approach: Oooh, we have shiny new AI tool, how do we use it in our business?

Sensible Approach: How can we use AI to improve our customer experiences?

Mac

hine

Lea

rnin

g

Machine Learning uses algorithms that can iteratively learn from data – Google are

placing it at their core.

Basically, we are trying to get machines to make their own

minds up, without us telling them how to process everything – i.e. when you upload a Facebook photo and it knows who it is.

Give the machine a benchmark and let it go and create!

Machine Learning.

Every Search Marketer Is Google Algorithm Obsessed. It wont be long until there is no Algo, it will just be a ‘brain’ which just learns and develops, the same as we do.

1 A Webpage with RTB Adspace loads

2 Data is communicated about the webpage and user to an ad exchange

3 Demand Side Platforms compute which ads to buy and how much to pay

4 The highest bidder wins

5 The winning advert is displayed on the website

Programmatic Real Time Bidding

1 Organize audience insights

2 Design compelling creative

3 Execute with integrated technology

4 Reach audiences across screens

5 Measure the impact

Programmatic by numbers

1 John is looking to buy a necklace for his wife, he searches on his mobile while strolling along.

2 He isn’t happy with the results so uses voice search to show “with 4 stars or more.”

3 He still isn’t happy so he jumps in a taxi –the results are now updated to a wider radius

1 As John gets closer, his watch vibrates and offers directions

2 When John gets out of the taxi, he receives an iBeacon alert with a map of the store

3 His watch now guides him to the exact location in the store

1 John is still not sure so heads home

2 As John steps off the bus, his local alerts him its 2 for 1. He goes for a pint

3 Later that evening, the store he was shopping in drops him a voucher code – he buys.

1 Contextual understanding

2 Conversational search

3 Activity recognition (in a car)

4 Haptic feedback

5 Beacons

Technology Stack

6 Keyword less search

What are you looking to achieve?

Your Marketing Problem.

Strategy Methodology

M A R K E T I N G P R O B L E M

A well positioned brand, requiring increased visibility & improved conversion rate

O B J E C T I V E SIncrease Organic Traffic

To solve your marketing problem we need to:

Increase EngagementIncrease Conversions

C H A N N E L S

To achieve this we will use the channels:

Organic CRO Social

M E A S U R E S

This is how we measure the ROI:

Leads Conversion RateEngagementTraffic

Digital Disruption

Strategy & Insight

Yougov.co.uk

Brochure Form Performance

Form Drop-offs131 views / 42 completions

I’m Interested In – 18.44%

Company Name – 5.56%

School – 6.25%

Full Name – 2.26%

Address 1 – 4.72%

Address 2 – 11.88%

Town – 0.95%

County – 0.5%

Postcode – 0.95%

Telephone – 5.64%

Email Address – 2.06%

Where did you hear about us? – 6.52%

Delivery Method – 0%

Homepage Analysis

<100%

<94%

<46%

<30%

<24%

<18%

@guylevine@returnondigital

www.returnondigital.com

T H A N K Y O U