The impact of artificial intelligence on marketing in 2017

Online Marketing, Web Profits TV -

The machines are coming…

It might sound scary, but it’s true…

And no, I don’t mean that Arnie’s back with another sequel…

I’m talking about AI (Artificial Intelligence).

I attended a conference at Google Headquarters in SF last year and their main message was that Google had moved from a mobile-first company in the last 10 years, to an AI-first company in the next 10 years.

So in our latest video, I share some thoughts on what an AI-first Google means for the advertising industry and what you can do to stay ahead in this rapidly changing world.

Transcription

The machines are coming!

Well, not really. Well, kind of.

Last year I was at the Google conference in San Francisco and the big thing that they were talking about was artificial intelligence first.

What does that actually mean?

It means across all their products machine learning is going to underpin everything that was going to be happening in the future.

What does that mean for you as an advertiser?

It means that soon you won’t have to actually optimise your AdWords campaigns any longer. You’ll be able to hand them over to Google’s machine learning algorithm and they’ll be able to optimise per person, per device, per time of the day. Integrating the millions of signals that they already have and constantly learning on how to make it better.

The challenge that I always have when I hear something like this is how do you actually stand out when everybody has this?

And the main aim of marketing is to stand out from the crowd.

Well, in my opinion, it’s all about establishing a relationship with your audience through content, through video, through podcasts.

Having a relationship is going to be the factor that makes you stand out from all the other advertisers.

And so when you combine the relationship with the machine learning algorithms, that’s where the power is going to be.

Additional things which you can do on top of that, which aren’t going to be as powerful but still super effective is to focus on the words in the ads,
to focus on the landing pages, and to look at the user experience online and make that as optimised as possible.

Machine learning is here to stay so if you’re not already starting to invest in ensuring that your business is set up to take advantage of it in the future you should start right away, because it’s here to stay and it’s only going to become much, much bigger.

Talk soon.

About the show

Web Profits is a full service online marketing agency with over 80 data-driven specialists. Built on a culture of innovative, strategic and intuitive thinking, Web Profits focuses on achieving successful, performance-based results online.

Web Profits TV is our way of helping business owners, C-level executives and marketing professionals grow a business using online marketing, with a particular focus on social media, online advertising, content marketing and conversion rate optimisation. You can use this information to implement the strategies yourself or to help you know what to expect from anyone you hire to do it for you.

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Alex Cleanthous

Alex Cleanthous

Chief Innovation Officer at Web Profits

Alex Cleanthous is Chief Innovation Officer at Web Profits. With more than 10 years experience in online marketing, Alex is always on the lookout for smarter, faster and more scalable ways to achieve maximum growth with minimum spend.