What’s the future of Marketing?

2019 is the year of marketing science catches up to the art. While once revered as more art than science, the discipline of marketing is becoming increasingly technical. As modern day practitioners, it has become table stakes to have some level of technical acumen on how the marketing technology stack plugs together. The more aware and tech-savvy marketers are going to be the ones that win the customer experience battleground.

The roles within marketing organizations are shifting now that AI has arrived. For example - now marketing operations can leave list pulling, campaign execution and reporting to intelligent machines. Now, less burdened with these tasks, they’re shifting themselves to become much more focused on data sciences as it relates to the bigger picture. The evolving role scape is moving away from order taking and execution to requiring that practitioners have a deeper understanding of and influence over the complete business strategy.

As digital marketing savviness is now common amongst modern marketers, there will be less need to work with outside creative and media-buying agencies. This year this shift will bring a significant number of those more specialized discipline in-house, as brands find that they can develop and source high-quality work from within their own department at a lower overall cost, and with a greater level of transparency and control.

What’s old in marketing will become retro again. Consumers are more tuned in to digital marketing manipulation and leery of data privacy abuses – making them more skeptical and hence less responsive to even hyper-targeted digital advertising. The current wave of digital marketing has become overcooked. In response, marketers will look back to more traditional analog and out-of-home strategies with fresh eyes. This resurgent “retro marketing” trend will find an audience with digitally weary consumers looking for a more personalized, human relationship with the brands they engage with.

In this era of data privacy, consumers are empowered to decide not just what brands they do business with, but what brands they are willing to interact at all. The value exchange between vendor and consumer must be crystal clear in any marketing interaction. Anything else and vendors risk the future viability of engaging with their audiences. This not only increases the importance of personalization but also the authenticity of those interactions. Brands must show customers that they respect their data by using it to engage with them in a way that drives real value – not just to drive revenue for their business, but to truly help the consumers in some way.

Marketers will reject any vanity marketing metrics that does little to show the value of marketing, such as attribution KPIs, ROAS etc. Simpler metrics that focus on engagement and outcomes will prevail. Marketers will ask themselves: did we increase engagement with targeted contacts? This approach will become the standard to measure all marketing campaigns. By building a contact engagement model that underpins all interaction channels, marketing departments can then measure spend increases against engaged contacts within the customer organization.

How AI is Changing Marketing?

In the summer of 1956, 10 scientists and mathematicians gathered at New Hampshire Dartmouth College to brainstorm a new concept assistant profession John McCarthy called “artificial intelligence”. According to the original proposal for the research project, McCarthy along with fellow organizers from Harvard, Bell Labs and IBM wanted to explore the idea of programming machines to use language and solve problems for humans while improving over time.

It would be years before these lofty objectives were met, but the summer workshop is credited with launching the field of Artificial Intelligence (AI). Sixty years later, cognitive scientists, data analysts, UX designers, and countless others are doing everything those pioneering scientists hoped for and more. With deep learning, companies can make extraordinary progress in industries ranging from cyber security to marketing.

Think of AI as a machine-powered version of mankind’s cognitive skills. These machines have the ability to interact with humans in a way that feels natural, and just like humans they can grasp complex concepts and extract insights from the information they’re given. Artificial intelligence can understand, learn, interpret, and reason. The difference is that AI can do all of these things faster and on a much bigger scale. AI has the capacity to create richer, more personalized digital experiences for consumers, and meet customers increasingly high brand expectations.

The knowledge companies stand to gain by using AI seems to have no bounds. In healthcare, medical professionals are applying it to analyze patient data, explain lab results, and support busy physicians. In the security industry, AI helps firms detect potential threats like malicious software in real time. Marketers, meanwhile, can use AI to synthesize data and identify key audience and performance insights, thus freeing them up to be more strategic and creative with their campaigns.

There’s something else AI is very good at, and that’s improving the relationship between companies and consumers. Over the past 50 years, advances like speech technology, automated attendants, virtual assistants, and websites have opened a chasm between companies and customer engagement while also multiplying consumer touchpoints. But AI has the potential to close that gap.

By helping marketers collect data, identify new customer segments, and create a more unified marketing and analytics system, AI can scale customer personalization and precision in ways that didn’t exist before. Connecting customer data from sources like websites and social media enables companies to craft marketing messages that are more relevant to consumers’ current needs. AI can deliver an ad experience that is more personalized for each user, shapes the customer journey, influences purchasing decisions, and builds brand loyalty.

IBM’s Watson Marketing is leading the charge with a platform that capitalizes on all that AI has to offer. Products like lets marketers visualize the customer journey and identify areas where consumers might be experiencing fiction. Companies get a more complete view of the customer journey, which they can then optimize to improve customer engagement and conversion rates. Since it is delivered through a single, unified interface, IBM Watson Customer Experience Analytics makes gaining actionable intelligence a seamless process for brands.

We’ve entered the age of deep learning and with human guidance AI is finally reaching its true potential. Today, the technology McCarthy and his colleagues dreamed about in 1956 takes the form of AI platforms like and now is the right time to truly harness the power of AI and put it to work for business success.

PPC changes 2018 and their impact on advertisers in 2019

Major changes in SEM made waves throughout 2018 and are redefining nearly every aspect of paid search marketing. There were a number of momentous shifts, nearly all with a common thread of more automation and machine learning.

Google Ads: New brand name, new UI – The name change from AdWords to Google Ads is indicative of the fact that keyword selection plays a lesser role in paid search marketing than even a year ago, but more broadly the name change reflects the platform’s growth from one created for text ads to one that now includes dozens of ad formats across Search, YouTube, Gmail, Maps and a network of partner sites and apps. With the new interface, we lost some things such as Display Planner and gained a YouTube reach planner, notes and the ability to make changes from the Overview page in addition to other new features.

Responsive Search Ads – RSA are part of the continuum of letting machine learning models do the work of ad creative optimization. Some of the initiatives that have come before it: dynamic search ads, automated ad suggestions and Google efforts over the past years to get advertisers to give up manual A/B testing and add at least three ads per ad group. An ad strength indicator and somewhat more extensive reporting for RSA were introduced in August. Same month, Google said it would soon roll out RSA to more languages and in the meantime extend the extra character benefits of RSA to text ads for everyone. This fall, Bing added support for the third headline and second description in text ads, including the ability to import the longer ads from Google.

Exact Match – As with ads more machine learning was injected into keyword-to-query matching in 2018 with the inclusion of same meaning words in close variants of exact match keywords. The match type lost its literal meaning and forced marketers to rethink how they use match types altogether.

AI-powered insights – Google and Bing have dedicated significant resources to developing much more robust recommendation engines in their interfaces. Bing introduced a competition tab, performance insights and location recommendations that highlight performance changes and competitive pressures, all delivered with machine learning. Google also continues to iterate on the data visualizations available from the overview page. The goal is to spend less time downloading and analyzing spreadsheets and more time focused on strategy and creative tactics.

AI-powered bidding – The manual bidding option is now buried below a growing list of machine learning driven bidding strategies, including ECPC. On the smart bidding front, Google introduced Target Impressions share, Pay for Conversions in Display Campaigns when Target CPA is the bidding strategy and rolled out Smart Bidding for search partners. Bing introduced Target CPA and Maximize Conversions bidding strategies.

Audiences: LinkedIn data for Bing, MSAN and more – Bing launched the Microsoft Audience Network (MSAN) which encompasses native ad inventory on MSN.com, Microsoft Outlook and the Microsoft Edge browser, as well as syndication partner for what are now called Microsoft Audience Ads. It uses AI for ad delivery optimization and uses data from the Microsoft Graph for audience targeting, including web and search activity, demographic and consumer behavior activity and select LinkedIn profile dimensions. In October, Bing also made LinkedIn categories of company, job function and industry available for targeting in search and shopping campaigns in the US.

Universal Automation vs. Hybrid Management – Google introduced goal-optimized Shopping campaigns, Smart Campaigns for small businesses and Local campaigns for driving in-store traffic. With Smart Campaigns, everything from ad creation, audience targeting, ad delivery across Google channels and soon landing page creation are automated based on the advertiser’s goal. Goal-optimized Shopping campaigns employ machine learning to automatically optimize ad delivery to achieve the defined conversion goal value, such as revenue or return on ad spend (ROAS). It also combines dynamic remarketing and standard Shopping in one campaign to deliver an ad across Google properties and the Google Display Network. For Local campaigns, advertisers set a budget, and the ads are generated automatically based on ad creative elements from the advertiser and their location extensions. Google automatically optimizes ad delivery across Search, YouTube, Maps and websites and apps in its ad networks.

Based on the trajectory of automation in ads and exact match, this hybrid approach has the potential to spell the end of manual control of match types (except negatives), bid modifiers, geo-targeting and other tools we use for campaign management. This doesn’t mean people will be erased from the equations and certainly not in 2019 but it will require SEM specialists to adopt a very different mindset. We have to embrace machine learning as a tool that helps us find opportunities that are imperceptible through traditional techniques.

New Inventory Locations and Surfaces – There were a number of new surfaces for ad formats that opened up in 2018. Bing’s native ads extending across the Microsoft Audience Network is just one example. In November, Google made AMP Story ads available to all publishers, and there are now more than 100 ad tech vendors with AMP integrations. Hotel deals from Google Search are now featured on the Benefits tab of the new Google One cloud storage app (for Android only at this point). Expect to see more promotional opportunities. Google said more promotions from the Google Store and Google Express benefits and more will eventually be featured on the tab. Google has also been testing native ads in the Discover Feed (originally Google Now) on the front page of the Google app. It’s a limited whitelist test for now, but could open up more native inventory in a prominent location.

Connected TV advertising is growing rapidly, and YouTube says more people are streaming it on their televisions. This fall, “TV screens” became the latest device type for video and display campaigns in Google Ads. Eligible display and video campaigns are running on TV screens by default now, and can be managed with bid modifiers. Expect to continue hearing much more about connected TV advertising in 2019.

Amazon Ads – The Google - Amazon face off started with where consumers start their product searches. Now it’s extending to search and other advertising. Amazon was declared the third-largest digital ad seller in the US by eMarketer in September, (far) behind Google and Facebook. Its ad revenue is expected to increase by 50 percent per year through 2020, which would put its market share at 7.0 percent, up from 4 percent currently. In our Amazon Advertising Forecast 2019, 80 percent of Amazon advertisers said they plan to increase spends in 2019, with 30 percent saying they’ll shift some budget from search.

Google’s strategy to counter Amazon’s encroachment into product search is to partner with retailers. It debuted Shopping Actions in March to address three key challenges on the e-commerce front: (1) how to make mobile shopping from its properties like Search faster; (2) how to maintain market share for product search in a splintering mobile landscape of apps and digital assistants; and (3) how to compete against Amazon. Shopping Actions runs across Search, any Google Assistant-enabled devices, Google Express (which includes Shopping ads that now feature blue shopping tags instead of parachutes), and features a universal shopping cart and a Google-hosted checkout when users save their payment information in their Google accounts.

2018 is kind of a turning point in terms of SEM I think. “Keywords aren’t gone, but they’ve been greatly depreciated. SEM in 2019 is going to be much closer to modern programmatic than it is to the ‘enhanced’ era.

How to set up Smarter Work Goals?

With most organizations kicking off fresh appraisal cycles, employees need to once again set their annual goals. Set smarter work goals that are better aligned to organizational priorities and your own focus areas.

Focus On Results – Your goals should be outcome oriented and impactful on key business metrics. Find ways to make your goals ‘measurable’ – it makes things easier for both you and your manager at the time of a review. Set goals that make you step out of your comfort zone and take on new challenges.

Keep Goals Aligned – While specific goals will depend on your exact line of work, in general you should align your goals to the strategy of the organization you work for. Become familiar with your company’s strategy and that of your manager, going up the organization ladder. Align your goals to their goals for optimal success.

Pay attention to Reskilling – Reskilling should definitely be one of your main goals this year. This will help you stay relevant to your profession and work environment. The concept of reskilling is the backbone of sustaining business momentum. It ensures you can address the requirements of your company and its customers. Stay focused on bridging skill gaps as well as demonstrating a high degree of learnability and inquisitiveness.

Keep the Dialogue going – It is essential to discuss your goals with your manager and your team. This dialogue can help you clearly define your goals and to adjust and change them as the environment changes. Regularly checking with managers and colleagues on how you are progressing with your goals will help maintain momentum.

Concentrate on Relevance – Your work goals will be no good unless they are relevant to the company and the environment you are operating in. Make sure your goals are relevant by taking the pulse of the industry and your company’s performance. It is also important to have good industry mentors who can objectively guide you on future trends.

Planning Career in Job changing Market

Remember good old days. The streets were safe. Goods were cheap. Jobs were aplenty. You got promoted every few years. You had an income for life. But the world has changed. Neither your city nor your job is safe anymore. Hiring intentions are at a 12-year low in India as a Manpower Group Report. Businesses are evolving rapidly. Whatever you do now will transform in three years or your employer will get it done cheaper and faster either through technology or by a younger placement.

Dying Assets

Skills – Sticking to your current skill set is a sure shot way to becoming redundant. Are you an accountant who knows how to keep books? This single skill earlier could get you a job and keep you there for a lifetime? Just a few years back, this skill became useless if you could not use accounting software. Similarly, a single change called GST meant that your contribution to your employer dropped dramatically unless you were willing to learn new skills.

Knowledge – The knowledge that you held today and spent years in acquiring and polishing is worth far lesser if you take a single year sabbatical from continuous learning. With Internet penetration, knowledge is incredibly cheap and even the youngest patient and legal client questions and double checks the service he is getting versus the price he is paying. Similarly, companies are learning that it is noncompetitive to pay senior professionals more than their knowledge alone. A youngster with less than half the experience can acquire that knowledge at a substantially lower salary.

Labor – Work hard and you will succeed is terrible standalone advice in the current job market. For every job that requires human hours, someone somewhere is working on technology to reduce time required to do a task to make you either more productive or redundant. From manufacturing to services to knowledge work, your labor hours are being replaced by technology solutions that help your company reduce costs and increase productivity.

Technology – Massive changes in the technology that you used 2-3 years back forced you to head back to the classroom to upgrade or become irrelevant. Relying on your comfort with current technology in your job is the fastest route to losing your job to the next savvy professional who comes along. Artificial Intelligence in language/data, robotics/3D printing, Internet of Things in goods/manufacturing/labor and Internet/computing in knowledge/education are rapidly evolving technology spaces where your comfort levels in using them needs to keep pace to stay professionally relevant.

Growth Assets

Sales – The Primary difference between being merely skilled being successful lies in how you work with others. To achieve this, you require the ability to communicate and sell your ideas to others. Work on your negotiation skills to master the art of reaching agreement on common goals and process.

Learning – Stay curious and stay hungry. If your current skills and knowledge are redundant, the only thing that you will ever require is the ability to learn. This is an acquired skill. The first step is to be intensely curious. Observe children who have the steepest learning curves simply because they are constantly curious about the world around them. No learning will ever go waste and no employer will ever let go of someone who can connect the dots across business and solve problems.

Creating – You will do well to set aside at least two hours every weekend to just pause and think. Ask yourself what happened in the previous week or month, what new knowledge you acquired and how you can improve your plan for the future.

How to Survive

Be Paranoid – What could go wrong in your job? How will you find your next source of income?

Double Up – Get a second career, work a second shift, sell to a second client or acquire a second skill.

Stay fit – Investing in achieving high fitness levels increases ability and time required for learning and growth.

Stay Sharp – To stay alive and kicking in your career, keep your mind ticking by constantly challenging and feeding it.

Grow People – The way to attract and lead people is to teach them, help them solve problems and unlock their potential.

Ways to stay ahead in Digital Advertising

In the last three decades, the evolution of the advertising industry has accelerated almost unimaginably. The gradual movement from Print to Audio, and then to Television, has been replaced by the leaps and bounds of the digital age. If we are going to continue to meet the industry’s needs, it’s vital that we adapt quickly to keep up. No matter how much support executives offer, though, a big part of learning is self-directed. Here are some tips:-

Be Curious – Research shows that not only are we better at learning things we are interested in, but we’re also actually more receptive to new information, regardless of subject, when we’re working on something that inspires our curiosity. With practice, we can cultivate curiosity as a habit.

Emulate – When we see something that works, whether it’s a stunning ad campaign or an innovative workflow, replication alone will yield few results. When we come across a successful campaign it behooves us to ask what problem was solved or what challenge was overcome. By bringing this curiosity to bear effective solutions, we can better understand which pieces are relevant to our work.

Learn from Mistakes – Our brains are wired to learn from the decisions of others, and the kick we get when they stumble may be an evolutionary incentive to take note of where they fell short. Understanding why a seemingly airtight presentation missed its mark can help us avoid making similar mistakes in the future and can point us to areas with high growth potential.

Stay Informed – Keeping up on developments in the industry is critical to our own growth.

Be Attentive – While the toolkits and strategies our competitors use to forge ahead are often secret, their impact on the product is visible to anyone who takes the time to look.

Experiment – It’s important to continuously experiment with new workflows and techniques. There is no need to throw out the rulebook, but adding your own flourish to a tied and true tool or including a new approach in an otherwise conventional project, can be a great learning opportunity.

Plan Learning Time – By blocking out time in our busy schedules and setting concrete benchmarks, we can make learning a more engaged and rewarding experience.

Be Proactive – If there is a question you have, asking for a training module, or even just a clarifying comment, could benefit not just you, but the whole team.

Find a Mentor – Mentors can help situate developments in a broader view of the industry, not only helping us triangulate where we are but also building a more nuanced picture of what is to come.

Know yourself – We can only become truly effective learners by focusing the same critical eye on our own work that we do on the work of others.

Using these insights to set goals for ourselves and to inform an evolving strategy of success is the only way to effectively apply the learning techniques we integrate into our lives.

How Robots will take over Jobs in coming Years?

We have already started talking about robots and have been floated many pilot projects where robots are acting as assistants to help customers in trivial matters. Industry experts have already mulled loss of jobs in BPO sector because of introduction to chatbots. We have just scratched the tip of AI and as we make strides in technology and make advancements, it is likely the far-fetched prophecy comes true. This is how Robots are likely to affect our society in next 10-15 years.

Today, Robots are doing human work in a wide range of places. Best of all, they are doing the jobs that are unhealthy or impractical for people. This frees up workers to do the more skilled jobs, including programming, maintenance and operation of robots. Robots that work on cars and trucks are welding and assembling parts or lifting overwhelming parts – the type of jobs that include risks like injury or they work in situations loaded with hazards like excessive heat, noise or fumes-perilous places for people.

Rather than mindlessly doing chores for you, robots will perceive outward appearances, non-verbal communication and verbal cues to give a more human-like interaction. These robots will read these clues and hold individual, life-like conversations.

High quality products can prompt to higher sales, which implies the organization that uses technology like robots will probably remain alive and virtual, which is good for the economy. Notwithstanding enhancing quality, robots enhance profitability, another key element to economic wellbeing. The AI today is in no way like the gloomy, glowing cyborg we once imagined – it’s more unusual, all more fascinating and more astounding. It’s superior to anything we imagined. 

Know about Chatbots

Messaging platforms are coming of age, and chatbots are all the rage now, they are touted as the next app like wave in communication industry. Artificial Intelligence (AI) and Machine Learning (ML) are advancing by the day, there is a layer of it being added to everything we know, smart cars, smart homes, smart shoes and of course messengers have become platforms on which commerce and brand communications are being built now.

There are three key drivers shaping the market for chatbots. Firstly, large communication technology companies from the likes of Facebook, Amazon, Microsoft and Google are making it conducive for building chat based products, they have opened up their respective messaging platforms for developers to build and innovate on top of it. Even Apple has announced APIs for Siri, a move to allow developers into what has been a walled garden so far. So to say, chatbots are no longer standalone products but part of an ecosystem just like how apps are built and distributed on app stores.

Secondly, there's a rising usage of Messengers over traditional SMSes; recently, Zuckerberg announced that 60 billion messages are sent over Facebook Messenger and WhatsApp every day, together they are thrice bigger than the 20 billion SMS sent. WeChat in China has set an impeccable precedence to show the world how a thriving metamarket can be built within a chat app. WeChat is more like a virtual hypermarket on top of which others businesses have built stores through chat apps.  

Third macro factor driving the rise of chatbots is the Gen next's growing preference to chat based interfaces. Messaging has surpassed social media to become the preferred method of communication for millennial. Mary Meeker's research shows that 69 percent of millennial prefer web/internet chat, social media, and messaging to other channels such as talking on phone or IVRS. In past decade we saw brands enabling customers to do everything online, from ordering pizzas with emojis to banking with hash tags, we have seen it all. Chatbots is the emerging new world order.

All of this gives genuine reasons for marketers to consider investing their time and efforts to build chatbots and make it an effective means to allure new wave of customers their way. Chat apps/ bots is not a magic wand one can wave to make a product or service awesome. In foreseeable future, chatbots are only likely to be another customer touch point or an interface to existing business, it can perhaps slowly replace the load on IVRS and Email based customer support.

Chatbots are slowly evolving into an enabler, a digital concierge. But that evolution comes with a subset of challenges, one of them is the multi-agent problem. Consider this, Google's upcoming messenger Allo allows user to add @Google in a group chat and invoke it for getting answers or to get things done. Besides the multi-agent problem, there's another task for marketers to grapple with, to ensure a seamless experience for people using chatbots and smart assistants. 

Communication is a tough business:the way a message is written is not how people preceive it. Just like humans have selective distortion problems, bots have context and natural language processing (NLP) problems. For now, the only jobs chatbots can take away are that of a few helpless souls working at call centres with pseudo American names and a fake accent.