Martin Adams – Combining AI & Traditional Marketing to Build a Better Brand & Tell Better Stories

Satya Nadella, the CEO of Microsoft, once said “the true scarce commodity is increasingly human attention”. This just shows the challenge marketeers face in today’s current climate. So, what can be done to resolve this? Brands must become story-tellers, even more so than they already are. They have to build better stories to make consumers stand up and listen. The marketing business is not simply just marketing anymore, you have to have the ability to demand attention and the ability to keep it.

Martin ADAMS, CEO of Codec.ai, Marketing & Innovation Advisor, UK

The issue?

The issue is audiences are fractured and fragmented, it’s so easy to fail to engage with audiences in culture and in understanding them. Put this together with the millions of brands trying to break through the saturated market and it’s a tough competition for any content to make headway. Within this saturated market it’s also hard to keep the audience attention, once captured. In one internet minute there are 69,444 hours of Netflix clocked, 972,222 Tinder swipes, 2.4M Google search enquiries and 2.78M YouTube video views, Brands have to find the audiences’ passions, their shared interests and a consistent and authentic way to communicate, they need to share content of value, content that will make a big impact.

The solution?

The solution? The solution is a mixture, according to Martin Adams who hosted the talk at the EL/WLA Marketing seminar. With the traditional knowledge of marketing, and audiences, and the current knowledge of A.I, they can be combined to build better brands and tell better stories. Through stories, marketeers need to demand attention through authentic stories. We’ve understood that, right? So from this they need to identify where attention exists and where the audience fit in – it’s not individuals who are targeted, that’s too exact but rather groups, hot cultural networks to spark conversation within. A social network is a living organism, and this should be the forefront of all marketeer strategy. It’s no longer enough to simply reach your audience, they have to be engaged with, become a part of the brand’s story.

So, how do marketeers demand this attention from social networks? The key parts here are through traditional marketing and A.I. A.I is a key area moving forward, it enables us to enhance social listening, to gather information to better improve targeted content. It is absolutely fundamental that the audience is understood. Through A.I better brands and stories are created, tailored to the audience they are reaching and allowing the audience to immerse themselves in it. Through A.I marketeers can understand content and analyse it, to understand culture and analyse it and to build in response to this with the right data. This is termed empathy data vs. search data. The Eve mattress was a perfect outplay of this. Through A.I marketeers denoted that the shorter text on a mattress depicted in their advert was not as successful as a paragraph. A.I indicted the tribe mindset that this mattress was aimed towards would react more positively to a more in-depth story, a sentiment-filled tone of voice. This realisation and adaptation resulted in 148% increase of monthly transactions and 157% increase in monthly revenue. A.I allows brands to pick out traits such as emotional intelligence and mindfulness to play to these different elements.

Through targeting these tribes, these specific living organisms of people and audience, language is edited, colours are changed, filters are added and the style of shot is adapted all to tune in with the way that that particular audience will receive information. Culture is everchanging, brands have to keep up with this constant morphing over time. Whilst A.I can analyse the above and have astronomical results, it is something that must be combined with traditional marketing. Martin Adams outlines how intuition must still play a part and how human thought must still guide this A.I data. Data can’t generate creativity, story telling can. With the combination of creativity through story-telling and, on the most part, A.I leading the way of where to aim this storytelling, brands really can be built bigger, and better.

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Synopsis

Français

Satya Nadella, le PDG Microsoft, a dit un jour : « De plus en plus, l’attention humaine constitue la vraie marchandise rare ». Voilà la preuve du défi que les spécialistes du marketing doivent relever dans le climat actuel. Alors, comment résoudre ce problème ? Les marques doivent devenir des conteurs, encore plus qu’elles ne le sont déjà. Elles doivent créer de meilleures histoires, afin que les consommateurs se mettent à écouter réellement. Le secteur du marketing n’a plus simplement à voir avec le marketing ; vous devez avoir la capacité d’attirer l’attention et de conserver cette attention.

Martin Adams a réitéré cela tout au long de son discours durant le séminaire Marketing EL/WLA. Il a souligné le problème de la saturation du marché, et de la difficulté à attirer l’attention du public. Cependant, il a également présenté la solution. La solution pour créer de meilleures marques et raconter de meilleures histoires consiste à combiner les connaissances traditionnelles du marketing et du public avec les connaissances actuelles de l’Intelligence Artificielle (IA). L’IA va être un domaine clé à l’avenir ; il nous permet d’améliorer l’écoute sociale, de rassembler des informations pour améliorer le contenu ciblé. Même si l’IA est capable d’analyser ce qui vient d’être décrit et d’obtenir des résultats astronomiques, il s’agit de quelque chose qui doit être combiné avec le marketing traditionnel. Martin Adams explique que l’intuition doit encore jouer un rôle, et que la pensée humaine doit encore guider les données de l’IA. Les données ne peuvent pas générer de la créativité, au contraire de la narration de récit ; ensemble, ces deux éléments peuvent donc créer une combinaison gagnante.

Español

Satya Nadella, la directora ejecutiva de Microsoft, dijo una vez: “el bien cada vez más escaso es la atención humana”. Esto muestra el desafío al que se enfrentan los profesionales del marketing hoy en día. Por tanto, ¿qué podemos hacer para afrontar esto? Las marcas deben empezar a contar historias, incluso más de las que ya cuentan. Deben crear mejores historias para que los consumidores se paren a escuchar. El marketing ya no es lo que era; ahora hay que ser capaz de obtener la atención del público y mantenerla.

Martin Adams reiteró esto durante su discurso en el seminario de marketing de EL/WLA. Describió el problema de saturación del mercado y de que cada vez es más difícil para las marcas conseguir que sus audiencias les presten atención. No obstante, también expuso la solución. La solución para crear mejores marcas y contar mejores historias consiste en combinar los conocimientos de marketing y audiencias tradicionales con los conocimientos actuales de IA. La IA es un área en constante desarrollo y nos permite mejorar nuestra manera de escuchar a las redes sociales y recopilar información para producir contenido que se adapte todavía más a los consumidores. Si bien la IA puede analizar lo anterior y obtener resultados increíbles, es algo que debe combinarse con el marketing tradicional. Martin Adams describe cómo la intuición debe jugar un papel en el proceso y cómo el razonamiento humano debe guiar los datos de la IA. Los datos no pueden generar creatividad, pero las historias sí; juntos son una combinación ganadora.

Deutsch

Satya Nadella, CEO von Microsoft, hat einmal gesagt: „Die ständige Aufmerksamkeit der Nutzer ist echte Mangelware.“ Dies zeigt gerade die Herausforderungen, denen sich Marketingexperten im heutigen Klima konfrontiert sehen. Was könnte also getan werden, um dieses Problem zu beseitigen? Marken müssen zu Storytellern werden, mehr noch, als sie es bereits sind. Sie müssen sich bessere Geschichten ausdenken, um den Verbraucher zu überzeugen und sein Interesse zu gewinnen. Das Marketing-Business ist nicht mehr einfach nur noch Marketing; man muss über die Fähigkeit verfügen, Aufmerksamkeit zu erzielen und diese anschließend auch zu erhalten.

Martin Adams wiederholte diesen Ansatz während seiner Rede bei dem EL/WLA Marketing-Seminar. Er erörterte das Problem eines stark gesättigten Marktes und wie schwer es ist, die Aufmerksamkeit des Publikums zu erhalten. Er hat aber auch eine Lösung vorgestellt. Diese besteht darin, bessere Marken aufzubauen und bessere Geschichten zu erzählen, indem man traditionelles Wissen über Marketing und Zielgruppen mit den jüngsten Erkenntnissen der Künstlichen Intelligenz (K.I.) verknüpft. Künstliche Intelligenz ist ein sich immer schneller entwickelnder Kernbereich, der uns in die Lage versetzt, soziales Zuhören zu fördern, Informationen zu sammeln und damit zielgerichtete Inhalte zu verbessern. Obgleich Künstliche Intelligenz in der Lage ist, Vorstehendes zu analysieren und damit astronomische Ergebnisse zu erzielen, ist es dennoch ein Verfahren, das mit dem traditionellen Marketing kombiniert werden muss. Martin Adams legt dar, warum Intuition immer noch eine Rolle spielen und der Mensch trotzdem diese K.I.-Daten weiter steuern muss. Daten können keine Kreativität generieren, das Geschichtenerzählen kann jedoch auf diese Weise gemeinsam eine überzeugende Kombination darstellen.

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