• Reenergize your MarTech strategies with ethical AI ft. Tara DeZao and Michelle Ngome 

  • Sep 20 2022
  • Duración: 28 m
  • Podcast

Reenergize your MarTech strategies with ethical AI ft. Tara DeZao and Michelle Ngome  Por arte de portada

Reenergize your MarTech strategies with ethical AI ft. Tara DeZao and Michelle Ngome 

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  • Customers are sick of old marketing strategies. And today’s best marketers aren’t just telling customers they care—they’re putting their MarTech where their mouth is. Join Tara DeZao, Director of Product Marketing in AdTech and MarTech at Pegasystems, and award-winning inclusive marketing consultant and founder of the African American Marketing Association, Michelle Ngome as they share how you can make the most of MarTech by putting customers first.    Key Takeaways: [1:46] Traditional marketing technologies can be very static. With AI, you can create customer journeys in real-time that are dynamically activated. [4:32] Because AI has adaptive and predictive learning and modeling baked in, it can help marketers do individualized and personalized engagement. [6:00] Third-party cookies allow marketers to follow our digital movements. Michelle explains how whether it’s Google, Amazon, or just Meta in general, the platforms are tracking you not only to buy right away but to remind you for the future. [7:22] There has to be a balance between what is ethically right and what is legal in MarTech, and it’s time for a new, more empathetic approach. [7:26] Trends in tracking have made it easy for brands to access customer data that they collect, in hopes of making you a lifetime customer. This is great in theory but can get very annoying. [9:12] Relying on cookies to determine what your customer wants has not proven to be especially effective. [11:03] We need AI at the center, acting as the brain to connect consumer touch points with analytics. This is different from the old days of campaign-based marketing. [15:03] If we don’t think about ways to reach audiences beyond our own communities and beyond the ideal client, we fail to adapt our marketing to benefit underrepresented communities. If we want a more ethical marketing and MarTech landscape, the focus can’t be only on cultivating the audiences brands already know they can reach. [18:38] Employing more ethical, thoughtful, and equitable marketing tactics could get easier for brands in the future. Some of that is in part, thanks to the real-time data from AI-fueled omnichannel marketing. [20:12] It’s a much more empathetic engagement to help your customer when they need it, rather than constantly just trying to sell them something. [21:17] Adjusting the way you promote your business to reflect cultural changes will go a long way, but we have to genuinely put service over sales. [21:37] If you’re taking a service action versus selling action when it’s in the interest of your customer and their needs at the moment, you are not making a sale at that moment, but you are creating the opportunity, you are earning the opportunity to sell them something in the future. [22:07] Showing customers you care about them enough to know when not to push them to buy your products can mean more sales in the future.   Quotes: “Because AI has adaptive and predictive learning and modeling baked in, it can help marketers do a really, truly one-to-one personalized engagement.” — Tara [4:32]“It’s not only big brands and products, it’s everyone. It’s coaching, it’s whether you’re considering a life coach, or a business coach or a therapist, you’re getting tracked from the smallest person to the largest person.” — Michelle [6:52]“We need AI at the center, acting as the brain connecting consumer touchpoints with analytics. This way, marketers can better predict the best next step for a particular customer without running the risk of bombarding the wrong person with the wrong content.” — Jo [11:03]“If we want a more ethical marketing and MarTech landscape, the focus can’t be only on cultivating the audiences brands already know they can reach.” — Jo [15:03]“It’s a much more empathetic engagement to help your customer when they need it, rather than constantly just trying to sell them something. And that’s how brand loyalty is built.” — Tara [20:12]   Continue on your journey: pega.com/podcast   Mentioned: Tara DeZaoMichelle NgomeLine 25 ConsultingAfrican-American Marketing AssociationThe Pants That Stalked Me on the WebBlue Bottle Coffee
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