Implementing ABM with all 3 varieties

I attended the ITSMA Account-Based Marketing Forum in  New York on  September 12.  The first session, delivered by Demandbase's Vice President ABM Strategy & Field Marketing, Jessica Fewless, and ITSMA's Senior Vice President, Rob Leavitt was “Optimizing ABM Investment: The Case for a Blended Approach.”

Based on the July 2017 ITSMA and ABM Leadership Alliance Account-Based Marketing Benchmarking Survey,  87% of marketers already agree that ABM is effective. The majority – 72% – also agree that the ABM approach has had an impact on “the way we do all our marketing today,” and 58% report that it makes the “entire company more customer-centric.” That jibes with what Scott Sobers, VP ABM, at Teradata said during his presentation: “Everything we do, we do with a lens around ABM.”

Read more in Keys to Optimizing ABM

Pulling together 11 colleges and 12 hospitals

Expansion is a sign of success, but it also brings new organizational challenges, particularly when that expansion is built on knitting together various organizations. That's the situation that Philadelphia-based Thomas Jefferson University and Jefferson Health (TJU) were in as they sought to bring together what now amounts to 30,000 employees in 11 colleges, two universities and 12 hospitals.

Achieving a coherent vision for the newly expanded entity was built into the job description for Jeffrey Stevens. He said that he was hired as chief human resources officer to accomplish two key tasks. One was to establish HR locally. The second was to deploy an HR tech strategy that would "consolidate everyone onto a single core system."

Read more in 

University Adopts a Unifying Vision and Platform

Mood Marketing Drives Toyota's Latest Campaign

The calendar still says 2017, but for car brands, it's already 2018. To market  this year's Camry, Toyota is veering away from making its car look like the sensible, though boring choice. Its “Sensations” campaign is meant to tap into what its audience is feeling.

Among the commercials designed for the campaign are some that explicitly encourage making the purchase of the care for “the wrong reasons.”  Those present the Camry as an attractive choice that makes driving a sensuous experience – as if the car were a sexy sports car.

As you can see from the video above, “Striking” presents a young woman in the role of the Bond girl, who zooms by in a car that flutters her hair as if she were in a convertible with the top down. It meant to be exciting, and once y're excited you can find a corresponding video identified by emoji.

Read more in Toyota Turns to Twitter for Mood Marketing

Got sarcasm?

I'm being sarcastic." We've all had at least one exchange in which we either had to explain or had someone else explain that what was said was not intended to be taken straight. Generally, you need to know something about both the context and the speaker to grasp when to take a statement at face value or interpret it as sarcastic.

That's why it's particularly challenging to get handle on intent when attempting sentiment analytics on social media. For artificial intelligence to truly understand what humans mean, it needs emotional intelligence, as well. Iyad Rahwan, an associate professor the MIT Media lab and one of his students, who developed the algorithm with one of, Bjarke Felbo worked on just that.

The results are what they call Deep Moji. Described as "artificial emotional intelligence," Deep Moji was trained on millions of emojis "to understand emotions and sarcasm." Rahwan explained to MIT's Technology Review that in the context of online communication emojis take on the function of body language or tone in offering nonverbal cues for meaning.

Read more in Emojis Train AI to Recognize Sarcasm

Mixed Reality to Become Mainstream

For all of its impressive effects, marketers have been holding back to some extent from applying mixed reality to their campaigns. That made sense in light of the fact that most people were not equipped to view it properly. But that's set to change by the end of this year.

At the end of August, Microsoft announced a lineup of mixed reality equipment for the holiday season that is expected to put it in the hands of a lot more people, thanks to the triple appeal of an affordable price, easy setup, and portability...

Google just released  a preview of its new software development kit (SDK) called ARCore for Android devices. Here's a video showing some Wizard of Oz inspired effects:

Popular characters also be adapted to marketing in a mixed reality environment, for example letting people interact with personae linked to brands, like Tony the Tiger, or Mr. Clean. That would mean that anyone could have the experience shown in cleaner's Super Bowl ad last year (except for getting the actual cleaning done, of course).

Read more in Mainstreaming Mixed Reality

Enhancing engagement with RCS

Rich Communications Services (RCS) effectively “drives engagement,” Brian Heikes, Vice President Product, Solutions and Analytics at 3Cinteractive says, because it makes it possible for people to experience “the same richness” provided by OTT “with the ubiquity that SMS has.” That opens up possibility of custom branding and other rich media used with native messenger.

In effect, it can offer “the depths of capabilities that have been locked behind an application” within “the messaging experience.” That's a significant benefit in light of the fact that “more than 95%” of people who download apps quit using them after just 30 days. As a result, brands can't capitalize on the promise of app engagement with the “ubiquitous capability” enjoyed by SMS.

At the 2017 Mobile World Congress, 3C showcased some of the possible applications RCS, with an illustration from its client, Walgreens, and Early Access Program partner, Google. This video, shows how Walgreens gives consumers personalized beauty recommendations seamlessly by uploading a selfie.

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RCS To Set a New Standard for Mobile Marketing

Increasing IoT Investment for Supply Chain

At the beginning of 2017, IDC published its forecast for worldwide spending on the Internet of Things (IoT). It came up with the figure of $737 billion for spending on IoT in 2016 to cover organizational investments “in the hardware, software, services, and connectivity” it requires. That amount would continue to grow based at “a compound annual growth rate (CAGR) of 15.6% over the 2015-2020 forecast period, reaching $1.29 trillion in 2020,” the firm projected.

A huge chunk of that is to come from industry. In fact, IDC’s estimates allocate the lion’s share of IoT investments in 2016 to that sector and found that it involved several large investment amounts. For the 2016, investment in IoT for manufacturing operations would have amounted to $102.5 billion. It also involved a chunk of investment in logistics, specifically freight monitoring  to the tune of $55.9 billion.

The motivation for such hefty investment at this time, according to IoT World’s report Manufacturing IoT & Supply Chain Transformation in 2017 (registration required) “is simple: a compelling ROI through increased efficiency, productivity, reliability and safety.”

Indeed, that fits “the formula for the Industrial Internet” that GE set forth in its 2015 Industrial Internet Report. It described the IoT for industry “as a source of both operational efficiency and innovation that is the outcome of a compelling recipe of technology developments,” which are composed of the following parts.

• Data: both from the standard forms of Big Data and the additional streams coming through the sensors that track “equipment, products, factories, supply chains.”
• Analytics that can assess the status of the connected things.
• The definitive core of the business that defines the desired outcomes

Read more in 

Investment in Supply Chain IoT Grows