Daily Archive: April 23, 2018

YouTube TV in Canada? 0

YouTube TV in Canada?


Everyone in our industry who is interested in television as a medium, and how people consume it, has anticipated this launch for some time now.  It was well publicized in the press throughout the first half of last year that YouTube TV was coming to the US.  So it should not have been a big surprise to many that Google selected ‘America’s pastime’ to promote the launch of their latest offering to the masses in the fall classic.  So, during the 2017 World Series, YouTube TV officially launched as the official sponsor of the World Series on FOX, promoting cable free TV, starting with a subscription price of $35/month.

In the US, YouTube TV promotes itself as ‘Cable free’ alternative to consumers, which is ideal for the cord-cutting generation who consume television via the internet on their smart TV, mobile device and tablet.  This trend will be embraced by the 35+ early adopter age group as well as other demographics segments, over time.

When we spoke to Google recently, we inquired about what the subscriber receives for $35/month?  Surprisingly, the offering is quite robust, with a strong stable of conventional and cable (specialty channels in Canada) offerings.  Google also mentioned there is a premium ‘a la carte’ layer offering similar to what Bell, Rogers, Shaw, Telus and Videotron sell to their customers in Canada.  For example: HBO, Special Sports Packages and TMN.

In order to be successful in the US, Google worked closely with the major broadcasters to develop revenue sharing models that would benefit the network broadcast affiliates, Google and ultimately their subscribers.  Why the affiliates? In the US, network affiliates control the majority of the available network programming time.  In Canada, it’s the exact opposite, as the networks control the majority of the inventory, parceling out fewer minutes for the local market stations to sell.

Google’s first big win in the US was signing a deal with Disney, one of the biggest content providers in the US, with holdings that include ABC, A&E, ABC Spark and ESPN.  When Disney signed on, it opened the door for Google to sign up the remaining major networks with their content offerings.  To date, they still have not negotiated a deal with Turner Broadcasting whose major holdings include: CNN, Headline News, Peachtree (TBS), TNT and TCM.  From their perspective, this will happen in time.

To date, Google has signed on 80 markets inclusive of the big three in the US (New York, Los Angeles and Chicago), and are close to expanding the total to 114 with the signing of 34 new markets.  From their perspective, the launch has been a success thus far.

When will YouTube TV be available in Canada?  Google isn’t sure yet.  They are in the process of facilitating discussions with the major broadcast owner groups in Canada.  The biggest difference and challenge for Google in Canada will be the broadcast owner groups with the best integrated offerings.  There are three, including Bell Media, Corus Media and Rogers Media. All three owners have significant content offerings and all three are cable owners.

The other significant roadblock in Canada supports that all three owner groups own national networks.  As we stated above, in the US, they are doing individual market deals working with the local market network affiliates.Therefore in Canada, Google suggests that the business model has to be the right fit for the Canadian broadcasters owners, and they will not do a deal until the model is right.

As media practitioners, YouTube TV is something that we will pay attention to and look for updates to share with our peers and clients.  The success Google has realized thus far for the YouTube TV brand in the US supports the idea that the offering is something the corporate world and consumers want.

Stay tuned!

Carey Lewis, EVP, Director of Strategic Planning

The post YouTube TV in Canada? appeared first on DSA Media.


6S Socialerts: Instagram Scheduling, New Ad Formats for Instagram and Twitter, and More


We understand the digital marketing world is busy and that things are always changing. To make your lives easier, we collect the top social media updates along with tips on how to add them to your strategy.

1) Instagram Scheduling Exists

After many years of posting reminders, Facebook has answered our prayers. Instagram’s API now allows content scheduling! Last week, people noticed the update on Hootsuite, Sprout Social, and other platforms. So far, the update is only available for business accounts.

If your business doesn’t have a business account, there’s no time like the present. Not only do business accounts give you analytics, but now you can better plan your content. A plan will also ensure you stay consistent in your posting frequency. Both are key to audience growth.

2) Instagram Carousel Ads in Stories

Instagram is about to shake up their advertising with Carousel ads in Stories. Once introduced, this will be the first multimedia option for the Stories placement. Carousels ads will start with three pieces of content, but may expand to more in the future. The only brands with access to the new feature include Coca-Cola and the Gap. There is no release date for a wider roll out.

The Gap recently used Carousel Story ads to share a campaign that tied back to the brand’s past logos. The first Carousel slide was an introduction. The second slide shared campaign details in a video. The last slide concluded the ad with a call to action (with link included). While you wait for the new Carousel ads, consider how you might use these to tell a bigger story for your brand.


3) Twitter Introduces Sponsored Moments to Ads

In 2018, Twitter is still kicking! The social network recently added new ads for Sponsored Moments to its roster. Sponsored Moments are a series of tweets collected under a certain theme (e.g. The Super Bowl, The Emmys, and more). Marketers can use Sponsored Moment ads to add promoted tweets to these collections. Furthermore, branding the Moment title page is also an option.

A new ad offering presents additional revenue opportunities for Twitter. However, this placement is currently only available to a few select publishers. This makes it difficult to determine the effectiveness of Moments. Before they add any new ad options, we hope Twitter fixes the user interfaces of Twitter Ads in general.

4) Facebook Reduces Branded Posts on News Feeds

If you’ve noticed more of your friends’ posts on Facebook recently, that’s not a coincidence. Facebook announced users will see less branded content on their news feeds moving forward. Instead, the social network will rank content from friends and family higher. The change comes from an effort to restore social interaction on the platform. Marketers expect this update to drive up the cost of sponsored content and ads.

While this update comes as an upset to some brands, this is a unique opportunity to pivot your strategy. Instagram remains unaffected by the change. It’s time explore Instagram or other social platforms for your content distribution. Or, since the algorithm favors friends and families, consider investing in an influencer strategy. User-generated content and social proof are still big contributors for purchase decisions. Whatever your decision, it’s clear the old ways are gone so it’s time for change.

Fulfilled wish lists and algorithm changes prove 2018 is going to be an interesting year. As the dust settles and February takes off, ensure you adjust your social media strategy accordingly and quickly.

The post 6S Socialerts: Instagram Scheduling, New Ad Formats for Instagram and Twitter, and More appeared first on 6S Marketing.


6S Socialerts: Facebook Tackles Engagement Bait, Instagram Introduces Highlights and More


We understand the digital marketing world is busy and that things are always changing. To make your lives easier, we collect the top social media updates along with tips on how to add them to your strategy.

1) Beware engagement bait

There’s no room for sub-par content on Facebook. Moving forward, Facebook plans to penalize posts that use “engagement bait”. You know the type — “comment to enter”, “tag a friend”, and other tactics used to drive engagement on posts. Like the “click bait” restrictions, Facebook wants to limit spam content trying to cheat its algorithm.

This may seem unfair, but it benefits your audience and you (as a social media consumer and marketer). What’s a new year without opportunities for growth? This challenges you to create good content that provides value. Experiment with your copywriting and explore new posting features. For instance, if you’re looking for low hanging fruit, try out Facebook’s newest poll.

2) Long live your Instagram Stories thanks to Highlights

Some marketers put a lot of work into their content, even if it only lives for 24 hours. Thankfully, Instagram has introduced Highlights. The update allows you to archive and sort past Stories into different categories. You can edit Highlights, add to them, and leverage high performing past content.

This update is like Snapchat’s “Memories”, but the update took off without gripe. Expect brands to invest more resources in their Stories since the can now live longer. We’ve already seen some impressive examples making use of title pages and video. The one caveat is Highlights must come from past Stories that ran for 24 hours. Highlights will need more planning from your team. List anything noteworthy you can leverage in the first quarter of 2018. This approach will help you identify the events, product launches and more ahead of time to Highlight.

3) A hashtag is worth a thousand pictures

Instagram has been busy over the past month. If you didn’t notice, hashtag pages have a “follow” button allowing you to see the top posts on a topic in your feed. Instagram’s algorithm determines the top posts by their recency and quality.

This update helps brands in a few ways. When you follow a relevant hashtag, it’s easy for you to engage fast without searching. If people follow a hashtag you show up in, you increase your reach beyond your current community. The feature is new, but if popularity increases, it could be the next targeting method for Instagram ads. Do your research and choose your hashtags wisely.

4) Pinterest’s Taste Graph

It’s no secret that organic engagement is hard to achieve on Facebook and Instagram. So Pinterest, a content hub and link friendly, wants to give users a reason to reconsider it for marketing. Taste Graph, Pinterest’s insights tool gives you a unique look at your audience’s interests and favorite content.

Taste Graph is not available yet, but plans are to launch it in early 2018. We don’t recommend brands take part on every platform if it doesn’t benefit their brand. Yet, if Pinterest is relevant to your audience, the format fits your content and goals – it’s not a bad experiment. Sign up for early access.

There’s always a sense of renewal and hustle that comes with January. We’re all in for the new year, new rules, new trends, and new strategies. Let’s make this an innovative, responsible and agile 2018, everyone!

The post 6S Socialerts: Facebook Tackles Engagement Bait, Instagram Introduces Highlights and More appeared first on 6S Marketing.


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Link Building Made Simple: How to Build 61 Links Using Social Media


If you’re familiar with SEO, then you already know how important link building is.

Any SEO expert knows that link building helps boost your search engine rankings.

Of course, your links and your content both have to be high in quality for this to work.

The problem is everyone is campaigning for site links these days. The volume of requests can be so overwhelming that people just stop reading pitches altogether.

I’ve already shown you how to build links through email pitches that will help you cut through that noise.

But you can’t just stop with pitches if you want to build lots of strong links to your site.

I’m going to break down the process of how to build authority links through social media.

Before we jump into the steps, let me tell you why you should be using social media to build links.

Social media is a great way to build links

I’ve already talked a lot about backlinks.

[youtube https://www.youtube.com/watch?v=BkR7L41SroU?feature=oembed&w=700&h=394]

A survey completed by SEMrush last June reported that backlinks account for five of the top-ten SEO ranking factors.

Not only do they help you rank, but they can also make a difference between the first and second position in search results.

Everyone handling SEO, no matter the business size, knows the importance of backlinks.

Whether or not social media can boost SEO rankings is always a hot topic. There are some skeptics who don’t believe it impacts Google search engine rankings in any way.

However, the majority of professionals seem to disagree with them.

When SEO professionals were surveyed about which techniques were the most used for link building, the majority of efforts were through social media.

They reported it was the third most efficient way to build links, barely behind paid methods and research.

When asked what the biggest challenges were for building links, the driving reasons were:

Not enough opportunities to build quality links
Getting no response or being told no when requesting links
Not knowing enough about how to build links well

Even the professionals are struggling with this stuff!

I can teach you how to find more opportunities and get a much better response rate using social media.

1. Start with your social profiles and website content

The number one way experts use social media to get links is by including their websites in their profiles.

Just behind this is sharing your website content on social media.

These are the basics. Never underestimate the basics!

Make sure every profile you have is up to date on every social media platform you’re using. Check that they all have a working link to your website.

Think about the profiles you might have:

Personal profile
Business profile
Fan page
Group page

For example, on Facebook make sure you have links to your website in the following places:

Your profile under Contact and Basic Info on your About tab
Included in anything you post on your wall, including images and videos
In your group’s pinned post

Then go through your other social media pages and include links to any cover photos, bios, images, descriptions, and so on.

Next, make sure that you’re sharing quality content from your site across your social media platforms.

Your web pages should all be set up so that both you and your readers can easily share content on social media.

You’ll notice that on my site, I have the floating share icons on the left side of the page. This means that no matter where you are on the page you can easily share an article.

I also have fixed share icons at the bottom of every article for easy sharing.

The more social shares your content gets, the more visible it will be.

This means the more likely you are to build links.

Don’t forget to consider other social media sites such as Reddit or niche-specific platforms.

2. Gather customer reviews

Customer reviews on social media provide a lot of the same benefits of comments on your site.

They provide social proof
Comments and reviews keep your content fresh
They boost engagement

How does this lead to links?

Reviews will boost your social media profiles in search engines
Reviews can help you rank for new keywords in search engines
Better rankings mean more people will see your content and are more likely to link to it
Good reviews build trust, which means more people are likely to click on your links and share your content

How do you get quality reviews?

Reach out to customers with an automated email after purchase to request a review
Offer something in exchange for reviews to make it worth their while

This could be a free product or a discount on their next purchase

Post on social media that you reward reviews
Make sure you are proactive about resolving any poor reviews

3. Track fans who mention you on social media

A simple way to boost your links is to track people who mention you or your brand across social media.

The goal is to build a relationship with someone who is clearly already aware of you.

You can use this to reach out to their audience and earn links from them.

Since they already mentioned you willingly, getting a relevant link from them should be pretty easy.

This is also a great way to play off each others’ fan bases if humor suits your brand and audience.

So how do you find them?

Platforms like Twitter and Instagram move fast. So you’ve got to act fast, too.


I really like Mention.

It’s a tool specializing in monitoring brand mentions online.

You can specify the type of sources you want to monitor.

So you’ll know when someone mentions you or your business. And they’re updated in real time.

Open Site Explorer

Or there is Moz’s Open Site Explorer.

This one lets you take a look at who’s linking to you.

Just enter your URL and you’ll be able to see all of the inbound links.

4.  Find links to reclaim

Reclaiming links is finding places where you should have been linked to and asking for a link.

Maybe the link was missed, or maybe they tried to link to you, and for whatever reason, the link is broken.

Misspellings, mess ups, simply not finding the right URL — there are tons of reasons why your link might be missing.

You can track and connect out to people who have tried to link to you through social media.

Another option is to find people who are referencing you and linking to one of your social media profiles. You can reach out to them and ask them to link to your main site instead.

For both of these, just follow the steps in the last section on how to find mentions.

Another great way to reclaim links is through a reverse image search.

Are people posting images from your site on social media and not linking back to you? You can simply reach out and ask them to attribute it to you.

5.  Mention influencers or brands

When you boost someone’s ego with your content, they are more likely to link out to it.

It’s a great strategy to produce impressive results, especially if you understand the trust pyramid and use it in your content strategy.

Here’s how it works:

First, you have to make readers aware of their pain points.

Blog posts and infographics are great ways to expand their understanding of the topic.

People link to content they find useful, that they connect with on a personal level, and that they want other people in their network to benefit from.

Next, show how your strategy works by using examples or case studies.

These will allow the reader to believe, trust, and like you.

Once you have them in your corner, invite them to share your post on social media.

Invite people to guest post for you.

You might also see these four stages formulated as “AIDA.”

“Ego baiting” is probably my favorite, and one of the easiest, link building strategies.

It helps build links and shares on social media.

You don’t have to go to extensive lengths to attract attention to get others to give you a reciprocal link.

Richard Marriott has a perfect example of an “ego bait” blog post.

He interviewed 53 experts about their favorite blog promotion tools to create an expert roundup post.

And it generated over 130 comments — including from the contributing experts.

It also generated 237 unique links from 46 root domains.

All of that from one post. That’s how powerful social media is.

The same page has also generated over 1,000 social shares in less than six months. Here’s the data from Buzzsumo:

6. Use infographics to boost shares

One of the most often shared types of content is infographics.

Many websites have been built solely for the purpose of creating and selling infographic content.

Why are infographics so popular?

Well, we’re visual creatures. No one wants to read a 3,000-word article that is nothing but text.

Especially when we’re only looking for specific information.

If you had to read a huge document or quickly scan a visual summary, which would you choose?

I know I’d definitely choose the visual option.

I use them all the time because they work. They get shares, and they get links.

Kissmetrics has an entire section dedicated to infographics.

People love to clip images from your infographic for their own blog, meaning you’ll get tons of links.

Infographics work well as link bait for companies who don’t have the capacity to create their own.

We simply have a much stronger ability to pick up content quickly when its visual.

It’s impossible to look at a huge block of text and understand it.

Picture a page in a novel with no indentation, no paragraphs, no bolded words, bullet points, or other visual aids.

You would need to read through the whole thing to understand it.

An infographic puts information in such a visual way that you can almost instantly understand it.

So how do you start using infographics in your social media?

Well, I use a couple of different web tools to make my own.

I currently like Infogram and Piktochart the best.

Both of these options have pretty similar services. They also both offer free and paid options.

Infogram offers over a million free images but it only includes 35 possible templates to choose from.

Piktochart, on the other hand, lets you choose from over 600 different templates.

You can check them both out for free and then decide which one better suits your style and content needs.

After you’ve designed your own infographic, make sure that you post it on your site and include an embedded link.

That way, when you and others share it on social media, it will link them back to your website.

Kissmetrics created this infographic about The Science of Brands on Instagram and embedded their site link in it.

This one infographic alone resulted in 28 links, included several high-quality ones from sites such as AddThis and WebProNews.

How did it get so many links?

Social media!

It was liked on Facebook 272 times, shared on LinkedIn 524 times, and pinned on Pinterest 450 times.

Do you want to use infographics but you’re not comfortable creating your own?

There are a number of fast and relatively cheap options to have them created for you.

Sites such as Fiverr offer a number a different people who will build an infographic for you for as low as $5.

Are you struggling to decide what to put in your infographic?

The easiest way to start is to take content you’ve already created.

Choose a blog, podcast, or video you have made that contains multiple facts and interesting tidbits of information.

Try to pick something that is getting a lot of traffic. That way, you already know the information is interesting.

You can then break this down into the high-level points and make it visual to repurpose it as an infographic.

Remember to post the infographic on your site first.

You can even post it within the content you repurposed. For example, adding it to the blog post you used to create it.

Then, share the infographic (including it’s embedded link) across all of your social media platforms.

This increases your chances of getting more links back to your website.

People are much more likely to reshare an infographic than just an article.

7. Focus on generating second-tier links.

Second-tier links are when you link to someone else’s site, which then links back to yours.

For example, when I guest blog for Huffington Post, they put my name and byline at the top of each article.

This then links to an author bio on their website, which is linked to my websites.

If  I share this article on social media, I’m sharing a link to huffingtonpost.com and not to one of my own sites.

However, it can still drive traffic (and links) to QuickSprout, for example, since it’s linked to it.

One of the biggest benefits of focusing on second-tier links is that you’re not sharing your own website content.

This appeals to people because they see it as more trustworthy and less salesy than when you’re simply promoting your own stuff.

The more shares and traffic you get for the main site, the higher the odds that you will also get traffic and links back to your own site.

After all, if you really like my article on Huffington Post, it may make you interested enough to want to read more of what I’ve written.

And that will lead you to follow the link back to my website.

This works best when the site you’re linked to has high authority or appeal of its own. However, you can do it for any articles, videos, or websites where you are featured, referenced, or mentioned.

Second-tier links have a second benefit as well. When people see how much your social media has boosted a website, it will give others an incentive to have you guest post for them as well.

8. Use social media to improve pitch responses

Earlier I spoke about how a major struggle for professionals building links is a lack of responses.

I just shared with you how second-tier links on social media can increase your response rate.

That’s not the only way social media helps.

Before you ever send a pitch email, connect with the brand, person, or website you want to pitch to on social media.

Don’t just friend and forget either.

Engage with them by replying to tweets, mentioning them in posts, or re-sharing their content.

This will make you visible to them and show them the benefit of working with you before they even read your pitch.

You can also join a guest blogging group or social network on social media.

This helps you find unknown opportunities and potentially gain contacts looking for guest posts.

Suddenly your cold pitch is now a warm pitch. The instant you switch from cold to warm, your success rate goes up.

9. Focus on creating social content

Social media isn’t just a place to share content from your website. It’s also a medium for creating content.

You can use social media platforms to create podcasts, webinars, video tutorials and more.

Every time you do this, you should be linking it back to your website to build links.

Then when people share it, it will also be building links to your website.

Video is growing in popularity. In fact, 85% of the US Internet audience watches videos online.

Creating videos will increase your traffic and your share rate.

Especially if they’re Facebook videos.

Facebook native videos have a 1,055% higher share rate than other video formats!

The popularity of podcasts has been growing every year as well.

Just like video link building, podcast link building is meant to be an extension of your brand — though, similarly, you can promote it alone.

Think transcripts, quotes, mentions, links, and social amplification.

But perhaps the biggest selling point is the increased exposure as an authority in your specific industry and the opportunity to talk directly to your target audience.

You don’t need to create your own podcast either.

To secure a spot for an interview, do your research.

Take a look at the topics that big podcasters in your niche are covering to find a gap that may not have been discussed yet.

Then reach out to them on social media followed by an email pitch.

Make your email pitch relevant to the podcast and address people by their first name.

10. Promote events or hold contests

Backing local or big events and hosting contests are huge opportunities to get links.

Creating an event page on Facebook with a backlink to your website is a quick and easy way to get shares.

People will not only want to sign up for an exciting event, but they’ll want to share it to get their friends to attend as well.

Don’t want to host your own event? Consider these other options:

Sponsor an event
Sponsor local bloggers to host an event for you
Promote that you will be giving away cool swag at an event
Collaborate with other big names by adding your swag to another event gift bag
Request to speak at a local event and promote it in advance on social media
Promote for a local charity
Write an article about a recent or upcoming event and share it on social media

When you’re all done, you can also pitch to local news outlets about the event. They are craving interesting local content, so it never hurts to ask.

You can also hold a contest, which you promote on social media to drive shares and links.

Facebook makes it easy to run contests. Just make sure you comply with their rules.


If you want to show up in search engine results and grow traffic to your site, you need to be actively building links.

It’s getting harder to build quality links than it used to be with so many people competing for authority sites.

That’s why you need to go beyond pitches and start tapping into the power of social media.

Social media builds engagement and interaction, which will naturally lead to link building.

Start with the basics. Make sure your profiles have your links on them.

Look for fans, influencers, and businesses with broken links to connect with using social media.

Repost anything featuring you as a guest to boost second-tier links.

Use social media to build relationships with authorities before you follow up with email pitches.

Share infographics and create shareable social content such as videos and podcasts.

Drive attention by promoting events and hosting contests.

Follow these steps, and you’ll have at least 61 new links in no time.

How do you build links through social media?

The post Link Building Made Simple: How to Build 61 Links Using Social Media appeared first on Neil Patel.


Unlock the Power of Data and Machine Learning to Reach New Audiences


Google hosted an event in Vancouver on March 1st, 2018 called “Decoding the New Consumer”, which promised to help attendees unlock the power of data and machine learning to reach new audiences.

This is an exciting topic for anybody working in digital marketing and advertising today, and I wanted to share some key learnings and highlights from the event. Eight of us from 6S Marketing attended,  with everyone from senior leadership to project managers and digital marketing strategists.

Big team from 6S out at the Google event “Decoding the new Consumer” this morning. #GooglePartnersCa

A post shared by 6S Marketing (@6s_marketing) on Mar 1, 2018 at 10:17am PST


About the Event

“Finding the right buyer, at the right place, and delivering them a customized message that turns them into a loyal customer, is not a new business goal.

However, innovations in consumer-based data analytics and machine learning now make realizing this goal more achievable than ever.

Decoding the New Consumer is a full-day event that equips attendees with strategies to unlock the power of their data and utilize machine learning to tap into new insights and new opportunities. Insights are then driven to action through campaign building workshops tailored to their business goals.

During this exclusive full-day event, you’ll collaborate with audience and marketing experts to:

Learn how changes in consumer behavior have created new marketing opportunities
Understand how data analytics and machine learning can optimize your ability to touch and influence customers along their new path to purchase
Build a prioritized, action-oriented campaign that aligns with your business goals”

Stream of Consciousness Ideas Board by @corycatures

A Brief Summary

The event was MCed by Nate Stone who is the head of Google Agency Partners. Early in his opening talk, I recognized some key messaging that is becoming familiar. Google has been talking about micro-moments for a few years and they are defined as: “micro-moment occurs when people reflexively turn to a device—increasingly a smartphone—to act on a need to learn something, do something, discover something, watch something, or buy something. They are intent-rich moments when decisions are made and preferences shaped.”

Some new messaging that I have heard and has struck a chord with me was a statement about Google’s approach to newer evolving technologies.

“Google was late to mobile, but we are not going to be late to AI and machine learning.”

I have heard this from several Google employees over the last few days. Nate continued, “Machines understand what we say and now we are talking to them like they are our friends. Today’s consumer is curious, demanding, and impatient.”

Today’s Consumer is Curious.
Nate explained that for both big and small decisions, consumers are using search to ask more unique and varied questions than ever. They want to find the “best” and in the past two years, mobile searches for “best” grew by 66%. For example, mobile searches for “best toothbrush” have grown by more than 150% over the past two years. They also want other’s opinions and searches for reviews on mobile have increased by more than 200%. Today’s consumers define what’s high vs. low consideration for themselves. By understanding when and where people are searching, brands can be ready to show up with the right advice whenever people need it.

Today’s Consumer is Demanding.
They expect technology to know what they want and cater to them personally, without even having to ask. Google has seen a rise of context-free searches and in the past two years, mobile searches for ‘where to shop’ and ‘where to buy’ have grown by more than 100%. According to Google, there has been a rise in conversational searches such as ‘What’s the weather today?’ and these are up 89% since July 2015. Inferring and interpreting context will be crucial. Focus on capturing and using as much contextual information as possible to truly understand what consumers are looking for and deliver on their expectations.

Today’s Consumer is Impatient.
Whether they are searching for answers, completing tasks, or making purchases, consumers want to act immediately and get things done instantly. They’re looking for timely information and in the past two years, search for “open now” has more than tripled. 53% of mobile site visits are abandoned if they take more than three seconds to load. They want to buy things at the last minute. In the past two years, mobile searches related to “same day shipping” have grown 160%. Google recommends that brands need to be fast and frictionless and that high-speed online experiences are now table stakes.

Emily Meinke, Agency Lead, kicked off the event with  her talk titled “Beyond Demographics.” She referenced a quote from McKinsey that I have likely botched but the key message still shines through:

“This is the dawn of marketing’s golden age, and those that don’t evolve and adapt will be left behind.”

Spotify is a company that Google likes to showcase. Emily presented an example of how machine learning is used by Spotify to understand who you are and what you want to listen to. She showed us the Spotify billboard that said: “Dear person who played ‘Sorry’ 42 times on Valentine’s Day.”

What Spotify is demonstrating is that they understand us, and it’s not based on demographic information but rather the information and communication that we are consuming.

The key message that I took away was that we need to understand the new consumer and their intent, identity, and context. Understanding your audience and delivering content to them at the right time is crucial. Who are they? What are they interested in? How to find more people that behave like them.

Next, we heard from Jason Fahlstrom, Executive Summits Evangelist, ML & Performance at Google. His talk was about “Demystifying machine learning: A marketing view on AI.” He started things off with a bold statement: “Google wants to become an AI first company.”

Jason talked about Waymo and how Google’s self-driving autonomous vehicles work. The following video was released on February 28, 2018, and describes it perfectly.

[youtube https://www.youtube.com/watch?v=B8R148hFxPw?rel=0]

Next, he chatted about other machine learning examples and practical uses such as Blue River’s Precision Weed Control Machine. This video demonstrates this very cool farming technology.

He also shared a few key definitions.

Machine Learning: “Machine learning is the science of getting computers to act without being explicitly programmed. – They learn from examples.”

Deep Learning: “A technique of machine learning where algorithms arranged in layers that mimic the human brain’s learning patterns (neuro nets).

The last speaker before lunch was Brooke Taylor, Audience Engagement Specialist from Google New York. She talked about Google’s ability to use machine learning and AI to deliver custom ads based on data that it analyzes in a split second.”In the blink of an eye, Google is able to analyze 70 million signals” to deliver relevant ads.

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