How Artificial Intelligence, Video and Values Should Tie Into Your Marketing Strategy

You may not think artificial intelligence, video and values have anything to do with marketing your business. “Pshhh, I’m not in tech. That won’t matter to me,” you may be saying. But alas my friends, that is where you would be wrong. Each one of these factors into marketing, both now and in the future, no matter what industry you are in.

And since you’re all kinds of busy and this type of research really gets me jazzed, I’m going to break down the highlights for you here, all garnered from the International Association of Business Communicator’s World Conference, which took place June 19 to 21 at the Washington Hilton.

Up First: Artificial Intelligence

It wasn’t that long ago that The Jetsons seemed like a crazy far-off scenario. Maybe a reference to Minority Report hits harder for you? Whichever resonates, the point is that the age of advanced technology and machines that can think as sophisticated as humans is upon us. Ok maybe we don’t have flying cars, but we do have Siri, Cortana and Watson, the latter of which was the focus of the opening keynote from Jon Iwata, IBM’s SVP of Marketing and Communications.

Watson is famous for his role as a winning contestant on Jeopardy. (Want a little insight into just how he thinks? Check this out.) In fact, he didn’t just win, he blew the competition out of the water with more than $77,000 in winnings compared to just $26,000 for the other two contestants.

How does this connect to your business?

The Jeopardy experiment with Watson illustrates not the capabilities of the computer, but the capabilities of the human mind. Humans developed and programmed Watson to operate and come up with answers to the game show questions through a series deductive reasoning. Watson may not be part of your everyday life but I bet Siri and Cortana are. These operating systems are here to make our lives easier. Don’t be afraid of the future of technology, harness it to expand your marketing campaigns (and your business) beyond your geographical location into the e-Commerce sphere, which equal a ton of revenue potential.

And Now for the Importance of Video

Y’all know I love video. My weekly Facebook Live (tune in!) proves it. It’s not because I like to see myself, but rather, my customers and prospects who like to see me. When you can put a face to a brand, that brand becomes more human. It becomes approachable and real and not out of reach and stuffy – as expertly styled brands can come across when there is only perfect graphics and no faces. Life isn’t perfect and people don’t want to work with logos and graphics. They want to work with other people. (Groundbreaking idea right?)

Communications consultant Cyrus Mavalwala stressed the importance of not just video, but interactive video. Forrester Research points out that video completion rates for interactive video (that which incites an action with the video such as clicks, form fills or navigation) are nearly 86% compared to linear video (i.e. watch and do nothing else), which only hit the 50% mark.

Furthermore, engagement rates for interactive video are 78% on average compared to 0% for linear video. Want to know the fastest way to create an interactive video? You guessed it, Facebook Live! Give people an opportunity to put a face with your company and get to know its employees and the conversion potential increases. #Fact

The Foundation for All Good Marketing

And finally we come to values. Your company values should be clear and consistent in all of your marketing programs. Are you the CEO? Then your personal values should be woven into the company values. These form the foundation for all your marketing because it’s how you will talk to the world and, in turn, how you will be perceived in the marketplace. And yes, perception is reality in the marketing world.

As branding expert and author Bridget Chambers said, “Your story isn’t just what you tell people. It’s what they believe about you based on the signals your brand sends.”

Some questions to get you thinking:

  • Do you care about CSR? What type of work environment do you want to have?
  • How will you approach work/life balance for employees?
  • How do you approach vacation time?
  • How do you feel about remote work or core hours?
  • What’s your idea of a good reward for a job well done?
  • How do you want your clients to perceive you?

Answering just a few of these will set you on the path to figuring out your company values, the pillars upon which you will craft your tone of voice, brand personality, brand story, and overall approach to business.

Execute on these techniques and you’ll attract the clients that match YOUR brand, not any brand, and set your business further up for success in the future.

BUT, you don’t have to do it alone! Schedule a FREE consultation with me today and let’s get you started! 

D. Channing Muller
Principal at DCM Communications

Channing has more than 10 years experience in the marketing and communications field, specializing in advertising, copy writing and reporting, editing, event management, and brand marketing. Beyond the marketing world, her experience in the events industry has taken her from Miami to New Orleans, Toronto, Chicago, and Washington D.C., where she currently resides, and to attend and report on special events. Follow Channing on Twitter or Instagram for an inside look.

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