The most innovative marketers routinely pick up new things, try them out, and succeed or fail. Why are marketers struggling so much to adapt to artificial intelligence and machine learning? In this series, we’ll explore machine learning and artificial intelligence to build a foundation for understanding the field – and how it applies to marketing.…
The most innovative marketers routinely pick up new things, try them out, and succeed or fail. When email became popular in the late 1990s, innovative marketers latched onto it. When websites and SEO surged in popularity in the early 2000s, marketers were there. When social media picked up in the mid-2000s, marketers cranked out the…
Traditional economic wisdom about solving problems and incentives says: We get what we pay for. As a logical corollary, we don’t get what we don’t pay for. This is known as opportunity cost. We focus on what we want, and leave behind the things we judge less important. At a small level, this is an…
One of the most pressing concerns facing marketers is whether we’ll even have jobs in a few years as machine learning and artificial intelligence become more powerful. I spent the last week as IBM’s guest at their Vision 2017 conference and saw what some of the cutting edge technologies have to offer. Are we going…
I end my keynote talk about artificial intelligence with the following: In the future, there will be two kinds of jobs. Either we will manage the machines or the machines will manage us. At first, this statement seems somewhat bleak. “A machine managing me? Who wants to report to a machine?” We conjure up dystopian…
The premise of account-based marketing (ABM) is that we marketers should only expend valuable, scarce resources like time and money on the most probable prospective customers. Why spend on people who won’t buy? Properly implemented, ABM delivers significantly higher ROI than more traditional marketing methods, but its successes have largely been confined to B2B marketing.…
Many marketers are dipping their toes into machine learning and exploring the possibilities of what artificial intelligence can do for them. This curiosity, vital to their growth, belies an important fact: most marketers aren’t ready to embrace machine learning and AI yet. A critical piece of the puzzle is missing: mastery of algorithms. What is…
