How  Machine  Intelligence    Will  Really  Change  Marke6ng  

-­‐-­‐  or  -­‐-­‐  How  to  Market  with  Smart  Machines  

Without  Ensuring  the  Destruc6on  of  Mankind  or  Losing  Your  Job  

 MarTech  USA  March  22,  2016    David  Raab  

Raas  Associates  Inc.  draab@raabassociates.com  

 

.   .  

Ar6ficial  Intelligence            Intelligent  Assistance  

So  What?  

1. Relax – your job is safe (for now).

2. Automate low value-add tasks.

3. Deploy what’s been proven.

4. Test some cool new stuff.

5. Prep your foundation.

5. Prep your foundation.

Foundation is more than tech •  Organization •  Skills •  Process •  Metrics •  Rewards

6. Take a portfolio approach.

•  Machines  buy  differently  

•  Machines  buy  differently  •  People  choose  which  machines  to  trust  

Summary  

•  Human  marketers  will  always  be  needed  because  change  will  always  con6nue.  

•  Human  marketers  will  always  be  needed  because  change  will  always  con6nue.  

•  Marketers  should  use  machines  as  helpers  but  cannot  put  them  in  charge.  

•  Human  marketers  will  always  be  needed  because  change  will  always  con6nue.  

•  Marketers  should  use  machines  as  helpers  but  cannot  put  them  in  charge.  

•  Using  machines  effec6vely  will  be  essen6al  for  future  success.  

Thank  You  David  M.  Raab  

Raas  Associates  Inc.  draab@raabassociates.com  www.raabassociatesinc.com