“One of the most exciting facets of marketing and sales is that while the fundamentals of good marketing and sales don’t change much, virtually everything else does.” Allen Pogorzelski
Chauncey: Alright. Welcome back to the Being Found Show. We are talking about … Now, we’re going to cover an article from Forbes. The article is Five Tech Driven Predictions for Marketing and Sales in 2019. For when I get to throw out, it’s weird the internet has created this world where we have websites where people bought the domain names and stuff like that. And so we ended up having people’s names in the URLs. It’s weird because Forbes isn’t that guy’s last name. He ran for president that’s what Forbes is. He was a famously wealthy guy and so this is like the wealthy website or the Huffington Post, you’ve got the name in there.
Jake: Well, and I think they had a periodical for ages before.
Chauncey: Yeah. It’s just … I don’t know, it’s weird. I need to start a website called Chauncey, Chauncey’s views on stuff.
Jake: I think jake.com has taken on, unfortunately.
Chauncey: Yeah, totally. Well, that’s the beauty of being named Chauncey Hallworth. I actually have the domain name, I have the Gmail address. Alright, so Five Tech Driven Predictions for Marketing and Sales in 2019. Some of this can get a little heady because it is definitely technology and it is extreme technology, but a lot of it does apply. It trickles down to the rest of us.
Chauncey: Data scientists will become marketing shiny new object. I got to say, Forbes, that is obvious. It has slowly been going up. What that means is that it’s no longer going to be non-educated levels of pursuing the data. Statisticians are going to be coming in and taking care of this stuff. And I think frankly, that’s already been going on. We’re going to start seeing it down in the lower sectors. But that obviously has been the case. You and I, a big part of it is trying to, I mean, what were we doing the other day? We were sitting there trying to figure out perfect ad words for a very niche campaign for a pretty niche website and to try to dig down that far to come up with a specified campaign for a local website up for something that’s frankly was a little bit abstract. It was something down the lines of trying to help college graduates find jobs. But the premise was that it was somebody right out of college, but I mean, not college graduates, high school graduates.
Jake: Yeah. So 18 to 26-year-olds, I can’t remember exactly.
Chauncey: Right, but did you graduate high school?
Chauncey: So you fit that search criteria.
Jake: So how do you get one person out there and the other person not to?
Chauncey: Right. And especially in the case of ad words where you’re paying for the click. So I think what we ended up coming up with is that we try to get them all, use the page and provide the opportunity on that page for people who didn’t fit the criteria and the page. So data scientists I think obviously are important. If you can afford somebody with that level of nerdiness, awesome. Over the years we’ve worked with a few who were just sort of, I don’t know, puzzle driven. They could look at it and it really sort of made sense to them very quickly.
Jake: Yeah. It kind of makes me wonder like when you look today at economists. They’re doctors who show up in their suits and ties and it’s 70 slide show. Is that where web analytics is going?
Chauncey: Yes. I think that’s precisely what this is, is basically saying is that we’re looking at it at a game of straight-up numbers.
Jake: In a way that makes me sad. I hope they all wear T-shirts still ’cause I want too.
Chauncey: Right. You don’t want to work in uniform?
Chauncey: Alright. Number two on this list. AI buzzword messaging finally Wayne’s and not a moment too soon. Well, what this is basically saying is that for the past year, AI has been the selling tool for everybody. It’s been the unicorn, it’s been the holy grail because the idea behind AI is that I Chauncey could take over the world with the help of my thinking robot who would do all the work for me and I wouldn’t have to pay anybody. This robot would basically figure out all the ins and outs and I would tell him what to do and then it would happen. That is not going to happen. It’s not going to happen anytime soon. It is going to help us in a lot of areas. There are definitely a lot of areas, but the people of this world have been left with the idea that AI is going to do it all and that we’re not. And of course, there’s always a sky net reference there.
Jake: Oh yeah. I was trying to avoid it in due deference to time.
Chauncey: I can’t, I can’t. I’m a movie nerd. So really people have found over the past year as they’ve tried to pick up these things and get these things, that AI is not as they thought it was and it was a little more than they thought it was.
Jake: Yeah. That’s a good way to put it.
Chauncey: Yeah. So it can very much help you in a lot of areas, but it is helping you still and the goal there is still you.
Jake: Yeah. To kind of … prop up with Chauncey was just saying we’ve actually used an AI tool in our business and this specific one, it could do amazing work in one area and you put it in another area and it had no clue what to do.
Chauncey: Is this the one that Joe was talking about through Shopify that did a lot of your customer interaction and stuff?
Jake: No, this one would do Google shopping campaigns.
Chauncey: Oh, right.
Jake: And if it was not equipped with the proper toolset in a certain industry, it failed. Like Chauncey was saying, a little more A, a little less I. It needed the human touch.
Chauncey: Right, exactly. So you definitely have to be involved. You have to watch it. It’s a thing. And then just to throw in for fun. I’ve heard that anytime they try to make a true AI, I think Google tried to make a true AI and like no matter what they did do it, it just started to get angry and like hate everything.
Jake: Are you serious?
Chauncey: Yeah. And they keep trying to jade it, but it’s automatically just starting to go jaded.
Jake: So sleep well tonight, folks.
Chauncey: Well, my thought was, well, apparently they nailed it. They actually recreated the human brain that over time it just starts to get jaded and grumpy.
Jake: It immediately turns into a 94-year-old.
Chauncey: Yeah, totally. It’s just all back in my day, we didn’t have to use the internet and go, what? You’re a machine.
Chauncey: Alright number four on our list here, marketing automation will become at table stakes while other engagement apps build momentum. Basically what they’re saying here is that marketing automation is different than AI. AI is going to make decisions and changes. Marketing automation is like drip campaigns and stuff like that and making sure that things are going in the proper direction.
Jake: Yeah. Again, Forbes went ahead and said something a little too obvious here and they’re saying, the standard has raised. Just to play with the big dogs, you need a whole lot of stuff ready for your online marketing.
Chauncey: You’re right. They’re basically saying, they’re taking what was already happening in 2018 and saying this is going to keep going.
Jake: It’s the new standard.
Chauncey: Because it kept working back then and now it’s going to keep going, and that makes sense. And then they contradict themselves a little bit at the end here. Although this I agree with a lot and they say, “Managing data processes and improving data quality will become a priority.”
Chauncey: Of course all of this has stemmed towards data because we know that in your business, let’s say we have 80% of people in red shirts and 20% of people in blue shirts and you can either market towards red shirts or blue shirts. You’re going to market towards red shirts in your area because that’s where the money’s at. We know that. There’s an example of data, it has nothing to do with, I prefer red over blue. Personally I prefer blue, but mostly I prefer green and red is going to pay me more money because there’s more of them. And this is not a race thing, it’s not a gender thing. It might be a gender thing actually. I don’t know if I’m getting in trouble by saying that, but there’s definitely different marketing … obvious different marketing that goes on towards men and towards women.
Chauncey: And marketers know that when you market towards men, you’re marketing towards one person traditionally. And when you market towards women, you’re marketing towards a household, meaning five people. And there’s a lot more money to be had when each person represents possibly five people, as opposed to when each person represents one person. So marketers know this, this is not … I don’t know. Take it how you will, as society changes, marketing will change with it, but right now we know that’s where the money is, is this app.
Chauncey: And then also this article was basically saying trimming the fat. Everybody, last year and the year before it seemed like everybody got out there and said, “Get on every app and use them all poorly.” This attitude has been prescribed to social media as well. “Get on everything and use them all poorly.” Now get on the ones that help you and use them well, and then expand as necessary. Alright.
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