Cognitive computing

Lights, Digital, Action: In the age of A.I. marketing, telling a compelling story through digital video matters


In the age of A.I. content marketing, telling a compelling story is now a video experience

Author: Mark Daniel

AI (Artificial Intelligence) is enabling a new toolset for marketing that promises to increase your visibility with potential customers. People walking by your business or some location selling your products will soon be getting a message or informational video selling them on the benefits of your goods and services and perhaps offering them a special discount.

While there has been a huge investment in perfecting these AI offerings, most businesses still have difficulty telling their story once they have an audience. If the person gets an informational video that doesn’t make sense, takes too long to tell or is just plain boring, customers will probably remember NOT to buy from that vendor in the future.

Businesses need to learn how to communicate with their potential customers in the digital world before they make mistakes that can ruin their brand. Many are turning to professional video and filmmakers to tell their story. Unfortunately, most of those filmmakers don’t know how to tell your story and will produce a useless and sometimes harmful video that sets your business back instead of moving things forward.


Finding The Story

Lights, Digital, Action - Before you think about producing a digital video for your sales and marketing efforts, you need to know how to build your story:

  • What is the problem that your goods and services solve (people are hungry for a tasty sandwich)
  • Why are your goods and services the right solution for them (Our sandwich is tasty, quick to buy, inexpensive and easy to eat on the run)
  • What are the benefits to the customer (You’ll stop being hungry while loving the sandwich you are eating. In fact, you may want another!).

Sounds simple, right? Then why do so many businesses put out confusing or uninteresting
videos that do nothing to generate interest in their products?

The reasons are many, but one of the biggest is that telling the right story in the right way can be hard for most people. Also, much of the messaging done today, especially video, is done in a manner that cannot be quickly and easily absorbed by the customer. Videos become longwinded explanations best suited for trade shows or become too quick and cryptic to allow the customer to understand why they should bother with you in the first place.


Positioning The Story

AI is helping us move beyond the “search and find” world of the internet and moving to
becoming our personal concierge.
The way that happens is to make content available to the
customer without waiting for serendipity to happen.

To position the content in the right way, every message you create must be accompanied with detailed metadata to will allow the AI tools to pick the right messages for the right people.

Today’s content is usually metadata poor and cannot be used to target interested customers. It’s the metadata about the story that helps find the interested potential customer and the story itself that helps get the business.

It really is no longer a matter of putting a video out on YouTube for the customer to find or to be linked to from your web page.

Most informational videos will soon be pushed to the viewer through AI. Those viewers may never go to your web page ever. That’s good news for you if you have the right story ready for them. It’s bad news if you have the wrong story.   

Ready to find your right digital video blockbuster?  For advice and digital strategy for more effective engagement, Let's talk! 


Growth, efficiency and security: three digital technologies every executive should know in 2017

As companies gear up for 2017, digital business opportunities abound for forward thinking leaders.   For Sales Growth, Efficiency, and Security (+speed) - the digital landscape holds a number of strong opportunities in the year ahead.   Understanding the possibilities, and how they add value to the broader business, is key to any digital transformation. 

For Growth - Sales Engagement Platforms  

The number one thing that drives corporate growth is sales.  And the growing number of sales engagement platforms in 2016 was not by accident. The recent Aragon Research report on Sales Engagement Platforms has pegged the market today at $780m, and expected to grow to $5b by 2021.    Often times sales engagement (or enablement depending on the marketing twist) – is focused on helping business leaders best identify the ‘hot leads’ and strong sales candidates that can help move a quarter or make a business year.   

Why should CxO’s and IT leaders care?  The need for better sales techniques and technologies has reached an all-time high as companies have realized static growth through traditional sales processes and solutions.   Many of the leading platforms in this area are ‘born on the cloud’ – and integrating with the leading CRM and contracts management platforms.   Breaking the mold and finding new ways to identify, connect and engage customers will be key in 2017 for growth minded companies.    

This year, solving what your sales engagement platform play will be key to many companies’ growth success.  

For Efficiency - Cognitive computing (and the variations of artificial intelligence)

The proverbial genie is out of the bottle with artificial intelligence, and 2016 witnessed a number of tech vendor commitments (and some deliveries) of A.I. for sake of business.   The commercial leader, IBM, has brought to market strongly the IBM Watson platform, enabling dozens of industries and thousands of companies in the quest for great efficiency.    Salesforce, always a tech leader, will also be introducing Einstein into their platform in 2017.  And Microsoft is quick to follow with Cortana and other predictive analytics capabilities.   

Key questions to answer on artificial intelligence:  In the mash up of buzz words and hype around the capabilities, does your business (and IT group) know the difference between machine learning and cognitive computing?    More important, do you know which is right for your business now, and in the future? The efficiency gains (and in some cases, workforce transition or replacement) from the use will be long running.    Building a strategy today that embraces the possibilities, with a long term view will be crucial to maximize the efficiency gains possible for your business.  

For Security (and speed) – Blockchain

From his recent TED talk, Don Tapscott, a leading digital strategist and speaker, shares his insights into how the block chain technology will impact nearly all facets of human life.

How will blockchain make the world different in 2017?  In short, Blockchain helps drive security (and speed) by improving the real time authentication of transactions and removing the ‘middle man’ in the clearing and authentication process.   By making the transactions ‘completely trustworthy’, the authentication time and processes can be changed from hours and days (think transferring funds across a banking network or between countries), to microseconds.  

Two illustrative scenarios that are impacted by blockchain (and more to come): 

First, in Financial Services.  The availability of funds, and real time acquisition time possible with the blockchain authentication process, changes the underlying business model for the financial services market itself.  The fees, processes, timing involved, and infrastructure of over 100 years is challenged with the adoption of block chain.  How does a bank or institution charge for microsecond processing in the future state?    More important, how does that impact the flow of capital between individuals and businesses worldwide.     

Second, Verification of financial reports and records in the accounting industry.  Today millions of auditors and tax processors around the world conduct regular analysis, reporting and auditing processes, mostly still in a quarterly or annual cycle with complex platforms and processes.    When the need for ‘trusting the books’ is automatically performed with blockchain capabilities, how does that impact the accounting industry?   In short, it can drastically shift the value proposition (and need) for financial review and reporting.   And it forces a digital rethink of the industry itself and the value it will provide to companies ahead.    

As companies consider security and speed opportunities in 2017 – consider how your company might adopt block chain to transform your business.   If authentication, authorization, and speed are priorities for your company, block chain will provide a competitive advantage which you can take up.

Digital capabilities and transforming your business in the implementation process is something we help companies with every day.  Are you ready to become a digital business?  

Get in touch to learn how!