How Will These Major Changes in Marketing Affect You?

How Will These Major Changes in Marketing Affect You?

Written by: Jamie Lin

Live from Inbound17

If you own a business, you know that you should invest in marketing. That’s how growth happens. But unless you’re a marketer, chances are that the intricacies of different marketing methodologies are not very interesting to you. If I had a penny for every time I’ve seen someone’s eyes glaze over when I explain the inherent benefits of CPI versus CPC and the suggested value attributions for each… you get the idea.

That’s part of my challenge as a digital marketer: taking the numbers and turning it into something that non-marketers care about. So, when I say “Inbound17,” that may mean nothing to you. Allow me to explain: it’s a conference where digital marketing specialists get to discuss the changes they’re seeing and the challenges that they are facing to figure out how we’re going to adjust our methodologies for a better solution.

And it’s happening right now. The question now is: how do your current marketing efforts stack up? Is your strategy as efficient as it can be, or is it becoming outdated in the rapidly changing world of marketing? That’s what FiComm is here to find out.

This year, our team was invited to attend a preview day for Inbound17 where we got a first-hand look at what we can expect for the rest of the week. These are the trends we’ve noted during our preview and are excited to explore during the week.

Related: Speaking Digital with Google Analytics

Facebook is (no surprise) changing us all

You may know that Facebook is the biggest – and one of the oldest — social media platforms in existence. When even your grandmother knows how to find and friend you, you know it’s ubiquitous.

If you’re even a little social media marketing savvy, you know that Facebook has one of the most comprehensive data aggregation systems around.

What you may not know is that because it is ubiquitous, popular marketing strategies and platforms will change to meet the Facebook mold. The social media giant unleashed its algorithm update late last year, and we are now seeing a shift in the consumption of ads, articles, video, you name it.

How to use this information: While many advisors worry about how Facebook communications affect compliance, you need to know what’s going on with it to know how it affects your organization’s marketing process. How are the platforms you currently use going to evolve in the next 6 months?

Messaging is becoming increasingly essential

Isn’t it better to get ahold of a real person than to interact with some faceless bot? Of course it is. Which is why messaging apps are on the rise. Messenger apps function similar to SMS texting, only it doesn’t incur the traditional SMS fee, which is a big deal if you communicate with people internationally. For businesses, that means that your consumer can research your brand and online presence while also communicating with you in a more direct way than email.

How to use this information: There is a whole new avenue of customer outreach communication that you could be missing. It may be worth researching how many of your current clients would be interested in communicating via messaging.

Account-Based Marketing (ABM) is the new buzzword

With more data than ever, targeting ideal audiences is only getting more refined. Some marketers have taken this a step further; they’ve taken that data to create campaigns that feel so targeted, that it seems like they were created for one person. The secret: they are. Ad agencies are now rolling out entire campaigns based on one person they have selected as their contact of choice. The result: bigger accounts, more loyal customers, and a lower relative cost per acquisition.

How to use this information: there are more minute ways of taking advantage of your marketing data, if you’ve got the tenacity.

Megan Carpenter
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Megan is CEO & Co-Founder at FiComm Partners, LLC. Her team develops winning communications strategies for entrepreneurs in the independent advisory community, and busines ... Click for full bio

At Tokyo's International Robotics Exhibition, Innovation Was the Star

At Tokyo's International Robotics Exhibition, Innovation Was the Star

Writtren by: Jeremie Capron, Director of Research

Last week, the ROBO Global team traveled to Toyko for a whirlwind week of meetings, research, and exploration at the bi-annual International Robotics Exhibition. One of the biggest industry events in the world, the conference hosted more than 130,000 visitors and featured more than 600 exhibitors and 2,775 booths. To say that the 50% growth of the show floor since just two years ago is impressive would be an understatement. But what was even more notable than the size of the event was the sheer magnitude of innovation that was present at every turn. Here are just a few of the highlights:

Intelligent robots took center stage.

Of course, “intelligence” is relative, but the leading industry players, including Fanuc, ABB, Yaskawa, and Kuka all demonstrated robots that embed significantly more intelligence than two years ago. One of the most impressive examples: Kawasaki Robotics demonstrated a new robot that can learn how to manage the intricate process of aligning component pins on a car seat to install it on a car frame. We watched as a human instructor used a joystick to help the robot maneuver and “feel” the holes so it could successfully slide the pins into place. After a few dozen guided attempts, the robot was able to learn the process, and the need for human assistance was eliminated. Even more amazing was that this kind of learned skill can be shared instantly with other robots, enabling exponential learning across the factory floor. 

Mobility was the focus of dozens of mobile robot platforms, each exhibiting various degrees of autonomy.

Omron highlighted its autonomous indoor vehicles that use advanced technology recently acquired from Adept. KUKA’s iiwa mobile robot features a sensory arm that detects contact immediately and reduce its level of force and speed instantly—and can even navigate autonomously and act in swarms. And Nabtesco and Harmonic Drive demonstrated highly engineered reduction gears that take rotational movement and robotic dexterity to a whole new level of performance.

Machine vision and augmented/virtual reality were in the spotlight.

Keyence premiered new 3D vision systems that are broadening the scope of robotic applications by refining the precision at which robots can pick, sort, and handle even the most delicate and fragile items. DENSO, which is better known for its automotive parts than its robots, demonstrated a multi-modal AI robot that can be controlled by humans with VR goggles and sensors. DENSO has made significant headway in robotics in recent years, especially in the electronics assembly market, with a series of small form factor robots.

Collaboration was the talk of the show.

A new generation of collaborative robots was on display, demonstrating how people and robots can work together safely. ABB previewed its newest collaborative robots—single-arm models that combine cutting-edge capabilities with a smaller footprint and higher payloads than its popular dual-arm industrial robot, YuMi. Of the multiple corporate collaborations that were announced, ABB and Kawasaki Robotics made headlines with the news of their partnership to develop collaborative robots and create common industry standards for robotics safety, programming, and communication.

These highlights were just the tip of the iceberg. Toyota’s T-HRC, a humanoid robot, performed “dabs” for an enthusiastic audience. Kuka AG’s LBR iiwa (a “Leichtbaurobotor” intelligent industrial work assistant) poured bottles of beer for attendees. There was a power-assisted suit from JTEKT that gave participants super-human strength, and “Miim,” a life-size humanoid robot that features 30 body motors and 8 facial expression motors, as well as speech recognition software to recognize speech patterns and even detect ambient sound. There was even a soft, robotic toy dog, “Hana-Chan,” that smells and reacts and behaves much like, you guessed it, a dog. From industrial to healthcare to entertainment—and everything in between—there was a robot to thrill and amaze anyone and everyone.

What is particularly refreshing about being in Japan (where I lived and worked for nearly seven years) is the pure excitement about robotics, automation, and artificial intelligence (RAAI). This is a country that is depending on this technological revolution to help solve many of its most critical concerns, including an aging population, decreasing workforce, and a need to produce enough goods and food to sustain its society far into the future. The Japanese people embrace RAAI technologies with vigor, and that energy is infectious. (It’s no wonder that 30% of the companies in the ROBO Global Robotics & Automation Index are headquartered in Japan and have continued to deliver some of the most stunning results. Learn more in the ROBO Global Q3 2017 Review.) 

Related: China's Push Toward Excellence Delivers a Global Robotics Investment Opportunity 

While we were at the show, we were fortunate to have formal and informal meetings with the CEOs and CFOs of more than a dozen companies of interest, each of which is leading a specific innovation that ROBO believes will serve as a core industry capability moving forward. I’ve known some of these leaders for years, and their companies already boast sizable market caps based on their established success. Others we spoke to are newer players that are in the early stages of growth, but that hold great promise for the future. Every discussion we had gave us greater insight into not only where these companies and the industry as a whole are today, but more importantly, what the future holds for them—and for us.

At ROBO Global, our goal is to ensure the ROBO Global Robotics & Automation Index is consistently aligned with the fast-changing robotics industry and provides diversified exposure to technology leaders across the entire supply chain—innovators large and small—who are positioned to fuel the tremendous growth to come. What was evident from every discussion, every demonstration, and everything we saw in Toyko last week was that robotics and AI is still in its infancy. The future of robotics will surely surprise us all, and our job at ROBO Global is to help investors capture the growth and returns opportunity presented by the robotics and AI revolution—both today and far into the future.EndFragment    

ROBO Global
Robotics and AI
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ROBO Global LLC is the creator of the ROBO Global® Robotics and Automation Index series, which provides comprehensive, transparent and diversified benchmarks representing the ... Click for full bio