Cognitive Marketing, Audiences, and Social Content at Marin Masters 2017

October 5, 2017

As the dust settles on Marin Masters 2017, we stepped back and reviewed the core themes from our annual customer summit in San Francisco and New York.

This is our first article in a two-part series.

Cognitive Marketing

Christopher Penn of Shift Communications, our keynote speaker in New York, addressed how AI is redefining marketing in fundamental ways. Gone are the days of “spray and pray” campaigns that lack scale, profitability, and agility.

Instead, we’ve entered a brave new world of cognitive marketing that leverages AI, algorithms, and machine learning to drive results. How will this impact marketing professionals? “If you do it with a template today, a machine does it without you tomorrow,” said Chris.

Increasingly, marketing organizations will seek out multidisciplinary skills—think about pairing data mining with mobile development—and algorithmic thinking, where machines do the heavy lifting. It’ll be interesting to monitor which job roles drive this revolution in marketing practices. In Chris Penn’s view, the future of marketing belongs to developers, data scientists, and marketing technologists. Do you agree?

To learn more, check out his fascinating Marin Masters presentation on Cognitive Marketing.

Getting Smarter with Data

At our San Francisco event, Google’s Todd Pollak gave an excellent presentation on the increasing role of data in marketing and advertising campaigns. In his role as Managing Director of Google’s US Product Specialist Team, Todd noted that CMOs are moving away from channel-focusedmarketing efforts with distinct silos for media buying, digital marketing, and data. Instead, marketing leaders are moving towards a customer-centric model that connects first-party data across websites, channels, and teams.

In New York, Dan Taylor, Managing Director of Global Display and Programmatic at Google, explored how Similar Audiences lets you find and reach people who share similar interests with your best customers. Reaching the right people is part of the equation, but capturing their attention with relevant ads at the right time completes the customer-centric approach. Dan’s session focused on putting the customer first and using audience data to rethink the customer journey. You’ll find more customer-first insights in the Think with Google collection of case studies and resources.

Making Social Content Resonate

At both our San Francisco and New York events, Emerson Spartz, the CEO of Dose, delivered a high-octane presentation about the death of website influence and the primacy of social. Applying a test-driven model to identify which social content will resonate is part of Emerson’s successful top-of-funnel methodology. Using a predictive approach consisting of bare-bones ideation, pre-testing, and production has allowed his team to deliver impressive results for brands heavily invested in social.

Emerson’s final point is simple—if you don’t use data to inform your creative, it’s like setting fire to your marketing budget. Check out Emerson’s thought-provoking presentation on The Future of Innovation, Data, and Attention.

That’s all for now, but stay tuned for our next post with more insights from Marin Masters 2017.

Brian Finnerty

Marin Software
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