Five
Technology Driven Trends Shaping

the Future of Marketing    

By Stefan Malär

8. New Marketing
Technologies
Event Zürich

Agenda

• The change of interaction interfaces

• The rise of AI and ML

• Tools for data-driven marketing

• The segment of one

• Increasing speed of change

the change of interaction interfaces

The history (simplified)

back in the days

50's

90's

2007

now

Things as Interfaces

AR and VR

Voice Interfaces

50% of all searches will be voice searches by 2020, percomScore

Conversation with Bots

Chatbot market expected to grow 31% year on year, perMarket Study Report

Conversational Interfaces Examples

the rise
of
AI and ML

Quick Definition

AI Technologies for Marketing

AI Generated Content

Transform data to narrative:Wordsmith by Automated Insights

Dynamic Pricing

Personal price from purchase history:5Analytics

Predictive pricing based your and competitor data:Antuit

tools for
data-driven marketing

Multi Touch Attribution

Last

Custom

First

Linear

Specialized attribution software:Bizible

Competitor Analysis

SEM competitive intelligence platforms:

iSpionage

SEMrush

Competitive analysis in global Media & Social Media:

Ubermetrics - Media Monitoring Tool

Social Blade

Competitive analysis for SEO

Moz

SISTRIX

Raven Tools

Free Market Research

Consumer behavior: Think with Google

 

Key word suggestions: Neil Patel - Ubersuggest

 

Find trends: Social Mention

 

Demographic information (US): 

Claritas 360

 

Create a buyer persona:

HubSpot - Make My Persona

The
segment
of one

Personal Relationship

...How to achieve it in the digital age

1. Identify Customer
2. Gather Customer Insights
3. Segment Customers
4. Recognize Customer
5. Create Personalized Content
6. Deliver a targeted experience

Cross-Device Identification (XDID)

Deterministic vs. Probabilistic XDID

increasing speed of change

By Scott Brinker,Chief Marketing Technologist Blog

Different Speeds

People hate change…

And that’s because people hate change…
I want to be sure that you get my point.

People really hate change. They really, really do.

By Steve McMenamin, Atlantic Systems Guild

Enable Change

Fromimgur.com

Plus shapeD People

Cross discipline

Strategic thinking

Broad experience

Deep expertise

By Scott Brinker,Chief  Marketing Technologist Blog

Democratizing martech

This is it

Recap

NEW Interfaces

Rise of AI and ML

Data-driven marketing TOOLS

Segment of ONE

SPEED of change

take away

Being able to adopt and harness new technologies as a company effectively is more important than the technologies themselves as they are evolving ever more quickly.