FIR B2B podcast #101: Machine learning comes to marketing

This week we talk about new ways that machine learning and artificial intelligence can benefit marketing organizations. While these three news items are all different aspects of this technology, they show collectively how these new technologies are changing the way marketing is done.

First up is a new smartphone app called Truthify that does advertising context analysis (as shown at right). The app interprets the user’s facial expressions to deliver what it thinks the user’s emotional state is, including fear, anger, or happiness, among other traits. The app comes with a web dashboard so you can analyze your campaigns and the resulting demographics. The app is now available for iOS users and soon for Android.

Second is a new influencer platform called AdHive. It is a combination of influencer marketing and AI-powered campaign management. You can sign up for the tool and influencers are paid to participate, while advertisers can choose the right kinds of people to exploit, er, we mean make use of, their tool.

Finally, Google last week announced four new products using machine learning that are aimed at helping marketers create more effective ads. These include responsive search ads, tools to optimize YouTube traction and local campaign management and smarter shopping. Google claims that advertisers who have tested these services have seen clicks increase by 15 percent.

Marketers who have been loathe to adopt new technologies do so at their own peril. These tools are good examples of what the future portends.

You can listen to our 18 min. podcast with my partner Paul Gillin here.

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