TechManch 2019: Technology is shaping the future of marketing: Tamara McCleary, Thulium
McCleary, CEO of Thulium, explains how digital transformation has become the key to building a successful marketing plan
The first day of exchange4media group’s TechManch 2019 saw a key note address by Tamara McCleary, CEO of Thulium. She spoke on the topic-- The Future of Marketing: How Technology is changing everything.
In her immersive keynote, McCleary took the audience into the future of not only life, but the future of marketing as well. She explained how technology is changing everything.
Martech and digital transformation have become the key to building a successful marketing programme, delivering exceptional customer engagement and experience. Harnessing the power of the latest technologies is delivering unique opportunities for marketing to take a power seat at the executive table by aligning marketing to business growth objectives, she said.
McCleary started the session by talking about her life in 1980s when she was a nurse. And how she decided to go back to becoming a molecular physiologist and then a cancer researcher. “And that's how I got to learn about artificial intelligence (AI) and machine learning,” she said.
Taking the audience into history, she spoke about cave walls with handprints and then how humans saw the evolution of communication through radio and TV. She spoke about the time when the world wide web was discovered to the present when we all carry AI in our pockets.
“Now we have cloud computing. And cloud in the marketing sphere has absolutely shaken up our entire communication vehicle. Within the next 10 years or less, you will be able to communicate with your pets. Did you know that? Yes, there's a device coming out,” she mentioned, adding, “We're doing this with data, copious amounts of data.”
McCleary furthered the conversation by talking about connecting emotionally with a consumer.
“Our marketing success equation has a huge factor to do with humans. But I also want to caution you that humans are captured through engagement with emotion. We try to connect emotion to create an experience that aligns them to the brand. So these experiences are part & parcel of what I want to discuss with how we're going to use technology to craft unique human experiences for an emotional connection, which draws in brand loyalty. Artificial intelligence is helping us to have the engagement with data and analytics.”
Going ahead, she said, “Technology is shaping marketing. We're trying to influence humans in such a way as to get them to take an action. If we didn't, there wouldn't be business. This is the point of marketing. So technology is getting quite sophisticated. We're moving from the old model, which is marketing to the masses. We're now creating a perception of marketing one-to-one. We're still marketing to the masses, but we're doing a one-to-one in the perception when we use technology and data to understand how each individual wants to be marketed to.”
McCleary later engaged with audience by playing a small game where she asked the crowd to identify an AI and human. She demonstrated how technology is beginning to infuse itself into the very fabric of our human existence.
“Mobile is absolutely fascinating and it has completely changed our culture.”
Giving the audience an analysis, she shared that 65% of us sleep next to our mobile phones more than we do with our significant other. “Mobile is powerful. But you know, mobile is third. And what's even more powerful than mobile is social media,” she said.
Talking about AR and VR, she said, “We’ve seen very little in the way of technological innovation past year on the consumer product side of the AR/VR, particularly in the areas of decreasing consumer technology costs and solving some of the physical effects of the technology. AR, on the other hand, is taking many steps forward. Pokemon Go is a perfect example of the desire for consumers to use even the most basic of AR technology. AR is also taking off in the industrial sector. I’m far more bullish on AR as the business and healthcare use cases currently are very promising and incredibly practical.”
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