Perth Marketing Brekky Insights May 2017

Perth Marketing Brekky Club @Tarts Cafe

Invite List: Lotterywest, Bankwest, Ad Group, Barrett Communications, Australia's Coral Coast, Caravan Industry Association of WA, City of Armadale, Tourism WA, City of South Perth, City of Perth, Department of Water, MSWA, Australian Professional Skills Institute, Muzz Buzz, Price Waterhouse Coopers, SKG Radiology, Health Engine, Scitech, FPA Australia, Frugl, Ignia, Mrs Macs, Creative Crowd, NGIS, Psaros, Quantify Technology, rent.com.au, Rusty, St John Ambulance, Telethon Institute, Wood & Grieve Engineers, MACH Digital.

Micro-Moments are Multiplying – Are You Ready for the Future of Marketing?

Source: https://www.thinkwithgoogle.com/articles/future-of-marketing-machine-learning-micro-moments.html

Mobile may have changed everything, but that was only the 1st phase of the digital revolution that the marketing world can expect in coming years. Machine learning is poised to drive the industries next big revolution. As newer, smarter devices continue to merge, consumers are going to gravitate towards ‘natural’ ways of interacting with that tech, such as voice command. It then stands to reason that as machine learning becomes more sophisticated in enhancing consumers’ experiences, the expectations for more personalized and assistive experiences will continue to skyrocket. We’re heading to an age where friction means failure for marketers, and mass messages will increasingly cause consumers to move on. How can we as marketers deliver smart marketing that recognizes each customer as unique, while also driving the bottom line?

Raise the bar on mobile: Deliver faster, more relevant, more assistive experiences.

Be smart with data: A better understanding of consumers, coupled with smart automation, will enable personalization at scale.

Embracing omnichannel assistance: Leading brands will bridge online and offline, delivering seamless experiences throughout the consumer journey.

Talking Points
Have you experienced ‘mass message’ marketing, that you felt was ineffective? What do you think the future of digital marketing holds?

Any Place, Any Time, Any Device?

Source: Google whitepaper

How do you build a website/experience for the multi-screen consumer? We already know that today’s consumers are constantly connected, moving between devices – from tablet to laptop to desktop to smartphone – and this is only going to become increasingly complex as new screen, and technologies (such as wearables), to other connected devices arrive in our lives and homes over coming years. You need to consider developing a multi-screen strategy that fits your customers and their needs. Ask yourself these questions:

• What goals do you want your customers to accomplish on your site?
• What do customers expect?
• Define your value proposition and answer the question ‘Why should I visit your website and use your business?’

 
Create a Familiar Experience
People who use a desktop will probably want to find the same basic content and user experience on other screens too. You should consider balancing those familiar functions while creating an experience that works on mobile and tablet.
 
Think About the Users Context
Consider what your customer will want from your site and digital assets when they’re on each kind of device. A user on the go may want a store locator or number to call, another may be in-store and looking for reviews of a product. How can you help them?
 
Capitalize on the Power on Mobile
Ask your team, how can we support our value proposition with device-specific features? E.g. a movie theatre chain may want to offer upcoming show times based on GPS locations of a user’s smartphones.

Talking Points Do you multi-screen? How does multi-screening customers factor into your digital marketing?

Facebook Targeting Children?

A recent report outlines how Facebook enables the targeting of children during ‘moments when young people need a confidence boost’ – by monitoring content shared.
The ability to target users based on their moods was made available to advertisers for a while. This tactic appears to breach Australian Code for Advertising and Marketing Communications to Children guidelines, and raises many interesting ethical questions about Facebook and content surveillance.
 
Talking Points
Do you think using this kind of data in unethical?
What do you think the future or targeted marketing content holds?

Major Announcements from the F8 Conference

Source: https://blog.bufferapp.com/facebook-f8-conference-2017-recap

1. Facebook will be moving towards using augmented reality to connect us with our family, friends, and brands. Instead of funky glasses, Facebook believes that the camera will be the first mainstream augmented reality platform.
2. Camera Effects Platform: Zuckerberg launched the Facebook Camera Effects Platform – which allows developers to create frames, masks, and special effects for the Facebook camera.
 
3. Facebook spaces was announced, which is meant to be a new VR app where you can hang out with friends in a fun, interactive and virtual environment as if you were in the same room.
 
4. In line with Facebook’s push for camera to be the first augmented reality platform, Giphy launched three new products to make sharing GIF’s even easier, including Giphy for Facebook Live. With this tool, you and viewers are able to add GIFs to your live videos.
 
5. Messenger Business Bots
There are now over 100,000 chatbots on Messenger, and a series of updates was announced, including Chat Extensions which allows multiple people to chat with the business chatbot at the same time. Another update is that M, Messenger’s AI assistant is now able to listen to your conversations and make relevant suggestions at the right time.
 
6. Facebook is trying to help people discover businesses IRL by pushing parametric QR codes. By scanning these codes with the messenger app, people can find out more information about an event or business through a messenger bot.
 
7. Smart Replies for Pages
Smart replies has been rolled out, Facebook wants to help small businesses automate some of their customer support. The AI is able to grab information from your page, detect the question asked, and reply with the appropriate information.
 
 Talking Points What role do you see VR playing in the future? Is the tech over-hyped?

Quote of The Day

That's it for this Marketing Brekky- we look forward to seeing you all at the next event. Christina Marie Giuffré

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