EGC Presents: Practical Marketing Applications in AI

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ARTIFICIAL
INTELLIGENCE
Practical Marketing Applications

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AI is taking root in businesses all around us.
It’s improving customer experiences.
Becoming integral to customer service.
It’s generating insight.
It’s changing the way we operate in countless ways.
© 2019 The EGC Group

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“Artificial Intelligence Will Spark a
Real Marketing Renaissance.”
― THOMAS HUSSON, FORRESTER

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But we all have questions.
For example:
“Is My Data Private?”
― EVERYONE ELSE

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“Will AI Replace Me?”
― AGENCIES

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OUR PROMISE:
ONE AI APPLICATION YOU CAN
IMPLEMENT TOMORROW

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01 02 03 04
Visual
Search +
Recognition
Predictive
Analytics
05
Chatbots +
Messenger
Services
Voice
Recognition
Creative
AI
Fastest growingAI marketing trends

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01 02 03 04
Visual
Search +
Recognition
Predictive
Analytics
05
Chatbots +
Messenger
Services
Creative
AI?
Voice
Recognition

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“The future of search will be
pictures over keywords.”
― BEN SILBERMAN, PINTEREST CEO

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TECHNOLOGY THAT MILLENNIALS WOULD BE COMFORTABLE
WITH WHEN SHOPPING ONLINE
62%
57%
37%
25%
62%
59%
29%
31%
0% 20% 40% 60% 80%
Ability to search by image
Shoppable content / click-to-purchase
Augmented reality (try before you buy)
Live chat
Millennials 18-20 Millennials 21-34
MILLENNIALS
ARE READY FOR
VISUAL SEARCH
Source: ViSenze study of Millennials in the U.S. and U.K., Aug 29, 2018 (eMarketer) © 2019 The EGC Group

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Some brands are
already taking
advantage of this.
ASOS has developed
its own Style Match
visual search tool.

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TARGET AND
PINTEREST
LENS
Lens uses machine vision to detect
objects in the real world and suggest
related items on the service. Just point
it at food, furniture, or even the night sky,
and Pinterest will return objects that it
believes are related.

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$26B+ IMAGE RECOGNITION MARKET
$1B+ PROJECTED PINTEREST AD
REVENUE
12% GOOGLE SEARCH QUERIES
THAT ARE IMAGES
30% REVENUE INCREASE OF BRANDS
THAT HAVE VISUAL SEARCH
VISUAL SEARCH &
VISUAL RECOGNITION
BY THE #’S

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01 Build image search into your web
inventory
02 Submit images into your sitemap
03 Boost image SEO visibility with
metadata
04 Pinterest advertising
HOW YOU CAN PREPARE
FOR VISUAL SEARCH…

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01 02 03 04
Visual
Search +
Recognition
Predictive
Analytics
05
Chatbots +
Messenger
Services
Creative
AI?
Voice
Recognition

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Drowning in data. Starving for insight.
Many marketers can relate to this feeling,
and this is where predictive analytics can make all the difference.

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PREDICITIVEANALYTICS
APPLICATIONS
Lead Scoring
Content Distribution
Lifetime Value Predictors
Cross-Sell
01
02
04
03

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ApplyingAI to lead scoring can expedite
customer segmentation and marketing customization

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Using “best” customer data to
identify lookalike audiences
Resolving customer/prospect
identity across touchpoints
Selecting and prioritizing
accounts with predictive
analytics
AI NOW DRIVES
CUSTOMER ACQUISITION

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CUTTING-EDGE
AD PLATFORMS
USE AI TO SERVE
ADS IN CONTEXT
AI analyzes the images and content of
a webpage. Using the data, it enables
advertisers who have specified the
characteristics of a given page to place
their ads on those highly relevant pages. GET CONTEXT INTEGRATE ADS ENGAGE VIEWERS

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Data-driven organizations
are 3x more likely to report
significant improvement in
decision making
Only 1/3 of senior executives
consider their organizations to
be highly data-driven
Source: PwC Global Data and Analytics Survey
(n = 1,135 senior executives) © 2019 The EGC Group

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WORKFLOW
MODELING
This process can be applied to
any business to create a
customized predictive analytics
program.

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01 Determine what you want to
predict
02 Reduce data and also clean up messy data
03 Create and validate your model
04 Test and optimize
HOW YOU CAN GET
STARTED IN PREDICTIVE
ANALYTICS

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01 02 03 04
Visual
Search +
Recognition
Predictive
Analytics
05
Chatbots +
Messenger
Services
Creative
AI?
Voice
Recognition

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“Conversational AI-first will be
adopted by the majority of
enterprises as the most
important platform.”

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PREDICTED BENEFITS OF CHATBOTS
64%
55%
55%
51%
43%
43%
37%
35%
32%
0% 20% 40% 60% 80%
24 hour service
Getting an instant response
Answers to simple questions
Easy communication
Complaints resolved quickly
A good customer experience
Detailed or expert answers
Answers to complex questions
Friendliness and approachability
CHATBOTS WILL
FACILITATE
EASY,
ON-DEMAND
INTERACTION
Source: Drift.com

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01 Consider the Evernote® example
02 Facebook Messenger
03 Consider partners
HOW YOU CAN GET
STARTED USING
CHATBOTS

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01 02 03 04
Visual
Search +
Recognition
Predictive
Analytics
05
Chatbots +
Messenger
Services
Creative
AI?
Voice
Recognition

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VOICE IS
BECOMING
MAINSTREAM
Voice technology has reached the tipping
point where speed and frictionless
interaction have overcome the errors
in machine learning and AI interpretation

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Adoption of voice is happening rapidly
VOICE IS THE
FUTURE
By 2020 (that’s next year),
50% of all searches will be
done through voice
75% OF
HOUSEHOLDS
By 2020, the majority
of homes will have
smart speakers
50,000 APPS
Today, the Alexa Skill Store
has more than 50 thousand
third-party apps, with more
coming every day
HEART OF THE HOME
More than 50% of smart
speakers live in the common
room of a home
Source: Voxion

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Voice Search means marketers must
evaluate search campaigns and content
for conversational requests.

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Using voice,AI can
act as a virtual teacher or customer service agent
“Alexa, ask Brother Sewing how do I rethread
my Innovis.”
Example Dialog
Brother Sewing
Dialog Bet ween User & Voice App
“To rethread the Innovis, first raise the
presser lever located by the…..”
“Alexa, open Brother Sewing”
“I am the Brother Sewing Assistant, What device
are you using?”
“My device is the Innovis….”
“Noted! Ask me questions about the device
or for a fun crafts project!”

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GOOGLE USES AI
TO TRY
ANSWERING YOUR
QUERY WITHOUT A
CLICK
The Featured Snippet is a selected
search result that Google clips and
presents in a box just below any ads.
FEATURED SNIPPET

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More than 55% of consumers use
Voice Search to find a local business.

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01 Audit your local SEO presence
02 Google Featured Snippet
03 Google Home/Alexa Skill Store
HOW YOU CAN GET
STARTED PREPARING
FOR VOICE

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01 02 03 04
Visual
Search +
Recognition
Predictive
Analytics
05
Chatbots +
Messenger
Services
Creative
AI
Voice
Recognition

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Produces 20,000 lines of copy
per second
ALIBABA AI
COPYWRITER

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UsingAI in retail and e-commerce ad creative
top3HIGHESTPERFORMING top3LOWESTPERFORMING
Source: Persado

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01 02 03 04
Visual
Search +
Recognition
Predictive
Analytics
05
Chatbots +
Messenger
Services
Voice
Recognition
Creative
AI
WhichAIApplication
can you apply tomorrow?

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Nicole Larrauri
(516) 935-4944
NicoleL@egcgroup.com
@Nicole_Larrauri
LET’S TALK

44
thank you

EGC Presents: Practical Marketing Applications in AI

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EGC Presents: Practical Marketing Applications in AI