The Future Is Now With Artificial Intelligence For Marketing

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The Future Is Now With Artificial Intelligence For Marketing

The Future Is Now With Artificial Intelligence For Marketing

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For some time now Bernie has been talking about the growing importance of learning how to use Artificial Intelligence for marketing. While we still have a lot to learn, AI has finally developed to a point that it can be used effectively, at scale, to reach more customers in personalized ways.

Bernie’s guest on this episode is Andrew Malcolm, Chief Marketing Officer at Evernote. Andrew tells how he and his team are doing exactly that and explains why their approach has enabled Evernote to evolve into a technology-driven marketing organization. Toward the end of the conversation, Andrew wraps up with best practices that can be applied to your organization.

Anyone interested in the future of marketing tech needs to hear this real-life application of AI to marketing.

The future is now through the personalized use of #ArtificialIntelligence for #marketing with @EverMalc of @Evernote and @BernieBorges, #CMO of Vengreso on this episode of @SBEngine. 🎧 Listen! 🎧 #SBEShow #SMM #DigitalSelling #AIClick To Tweet

Vengreso is proud to be a partner with Frost & Sullivan on the 19th annual Marketing Executive MindXchange event: Marketing Impact 2025. We’ll be moderating a Think Tank discussion focused on Creating a Consistent Omni-Channel Customer Journey. Join us at Marketing Impact 2025 July 16 – 18, 2018 in Nashville, TN to mix and mingle with forward thinking marketing executives and thought leaders. As an event partner, we’re excited to extend a $250 savings to all Vengreso subscribers. Simply visit: www.frost.com/mar and use discount code VENGRESO at registration.

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Believe It Or Not, AI CAN Be Used To Market In A Personalized Way

It’s a strange way to say it, but Andrew Malcolm describes the approach the Evernote team takes in integrating AI into their marketing systems as being “creatively analytic.” They use big data, machine learning, and AI to connect to just the right person at just the right time – and it’s through that approach that they are able to do something paradoxical – deliver personal marketing using a machine.

It’s an insightful approach that is enabling them to market effectively for 2 cents per user, per year. Did you get that? Their approach is a demonstration of powerful, personalized marketing that is scalable and effective.

In this conversation Andrew outlines how to establish a system of AI-powered marketing through determining what TYPE of message is best to deliver to your customers first (based on geography, device type, time of day, their setting, and the type of content they are already interacting with) and then use the probabilities you discover to deliver the right content with a touch of human creativity.

Andrew and his team have spent the time to work out an incredible system for Evernote and what he shares on this episode can help you blaze the same trail in your marketing department, so be sure you listen.

Modularizing Content To Fit The Needs Of A Customer

Bernie’s curiosity about the use of AI and machine learning in Evernote’s marketing strategy led him to ask Andrew a question about how the Evernote team is making content that is personalized, yet relevant to a wide variety of users.

Andrew’s answer reveals a powerful insight into the very structure of content itself. He says that all content is made up of a series of components that remain the same, but may be rearranged or selectively chosen or left out. What is included or not depends on individual customer scenarios.

Humans can’t make the kinds of determinations to make it happen, but machines (otherwise known as algorithms, not true physical devices) can based on thousands of data points. The right content can be selected from a repository of available content and displayed for a user in a way that fits them, in seconds rather than hours.

But before taking that step, the system needs to key in on the moments in a customer’s experience that matter the most in order to know WHEN to deliver the content at the most opportune time. Andrew explains that the important thing is not that you need to know exactly WHAT to say to a customer, it’s that you know exactly WHEN to say it. That’s why the Evernote team spends lots of time doing what they call, “moment testing” rather than copy testing.

Find out how Evernote’s marketing department uses moment testing, a content cache, and AI to send users the right messaging at exactly the right time – on this episode.

Learn how to modularize #content to fit the needs of a #customer using #AI. @EverMalc shares how @Evernote does it on this episode of @SBEngine with @BernieBorges, #CMO of Vengreso. 🎧 Listen! 🎧 #SBEShow #DigitalSelling #SMMClick To Tweet

The Tools You Need To Use Artificial Intelligence For Marketing

As you begin thinking about using artificial intelligence in your marketing systems, you’re naturally going to wonder what tools you will need. Andrew warns that at this point in the development of AI, tools that say they contain everything you need to automate your marketing effectively are making claims they can’t always back up, so you should be wary. He advises that you keep it simple.

The first thing you need is not a piece of software, but clean data. The tools you wind up using will only be as good as the data you provide to them, so you need to make sure that you’re getting accurate data that represents your customer’s experience well. Beyond that, you’ll need a content management system, an analytics tool, a campaign management tool, and some sort of data repository.

Listen to this episode to hear Andrew’s explanation of how these basic tools have been combined at Evernote to create an automated marketing system that provides personalized, customer-specific content to their marketing team so that a final, human touch of creativity and customization can be added.

How To Get Started Using Artificial Intelligence For Marketing

As you consider using AI as part of your marketing systems, don’t be overwhelmed. There are low risk ways to get started, because you’re not experimenting with critical aspects of your marketing mix.

Andrew gives an example of this sort of experiment using the homepage of a website.

By making use of geotargeting you can offer a different, culturally attractive version of your website to visitors depending on what part of the world they are viewing from. And how do you know what content to provide to users from different parts of the world? By the data you’ve been able to collect through your own software or services.

Andrew explains it all in this conversation and it’s not as complicated as it sounds. The integration of AI into marketing is becoming a reality right before our eyes. Don’t miss out on this incredible opportunity to put your marketing approach on the cutting edge, reach customers in a more personalized way, and do so faster and more economically than you ever have before.

You can meet Andrew Malcolm, Chief Marketing Officer at Evernote at the Frost & Sullivan 19th Annual Marketing Impact MindXchange event, July 16 – 18 in Nashville, TN where he is speaking on this topic.

How to get started using #ArtificialIntelligence for #marketing. Learn best practices from @EverMalc, director of marketing for @Evernote on this episode of @SBEngine with @BernieBorges, #CMO of Vengreso. Listen! #SBEShowClick To Tweet

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This podcast originally appeared on Social Business Engine

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#ArtificialIntelligence can be used to #market in a personalized way. Here’s how @Evernote does it - @EverMalc chats with @BernieBorges, #CMO of Vengreso on this episode of @SBEngine. 🎧 Listen! 🎧 #SBEShow #SocialSelling #AIClick To Tweet
What tools you need to use #ArtificialIntelligence for #marketing? Find out from @EverMalc of @Evernote on this episode of @SBEngine with @BernieBorges, #CMO of Vengreso.🎧 Listen! 🎧 #SBEShow #SocialSelling #SMMClick To Tweet
Bernie Borges

Bernie Borges is CMO of Vengreso, the leader in digital sales transformation. He's also Executive Producer of the award winning Social Business Engine podcast. His book Marketing 2.0, was an early playbook in social media strategy. Bernie is an IBM Futurist, trainer, advisor and speaker. He has a passion for communicating the value of aligning marketing and sales for accelerated revenue results. Bernie enjoys kayaking with his family in Tampa Bay, going to hockey games and you'll find him at the gym at 6am Monday through Friday, rain or shine.

Comments
  • Artificial intelligence applications are already storming marketing and I believe that they have done more good to marketers than harm. Many people seem to be worried about the job market that how AI would impact it but I personally believe those who keep themselves updated on newer technologies they would not have to worry about anything.

    • Bernie Borges

      I completely agree with your suggestion Fazal. Marketers will continue to have plenty of work to do with help from AI powered systems.

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