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Delightful AI from Google Doodles

Today’s Google Doodle celebrates two awesome achievements, hundreds of years apart in history: Artificial intelligence and the music of Johann Sebastian Bach.

Check it out if it’s still live, or watch the video below to learn how the team at Google worked across departments to pull this delightful experience together.

It makes AI and machine learning approachable

Google Doodles can have a “water cooler” appeal akin to TV shows like Game of Thrones and LOST. That means that it’s easy to spread the word about something cool and interesting, and it’s mainstream enough that you can have a conversation about it with your friends over IM or colleagues at lunch.

This is the first Google Doodle that uses AI and machine learning, and it makes it clear to the user how those technologies are being applied. The short intro is fun and easy to understand, and then it’s dead simple to build your own melody. Once you’re done, the processing message explains that 306 Bach compositions were analyzed to help inform the AI on the best harmonies for the melody you provided.

When the hamsters are done running the wheels, you get a beautiful composition (my sample size of 6 compositions have all been great!). If you like what you hear, you’ll be prompted to submit the output back to Google to help compile an even larger Bach harmony dataset, which will continue to make AI smarter.

AI-powered music? We’re all musicians now!

Sure, it would probably still take years of training to become a world-class composer, but for all the budding and aspiring musicians of the world, think about how AI and machine learning can help accelerate that training. For those of us who aren’t musically inclined, AI-driven music composition applications could be a great tool we could use when we need some catchy tunes for a project, like a video or podcast.

Do you have some thoughts on the Google Doodle? AI or machine learning? Leave them in the comments!

5 similarities between B2B and B2C marketing

Marketers are all consumers. Sometimes we consume for our personal needs and wants, and sometimes, for our organization. As a B2C marketer, I’ve also played the role of the customer in the B2B marketing process. I’ve researched a product or service that would help my company – including consuming all of that delicious B2B content, like webinars, ebooks and live events – and eventually purchased an enterprise-level product.

Here are 5 similarities I’ve noticed between B2B and B2C marketing.

  1.  It’s all about relationships

    Yep, it’s good to be friendly no matter who your buyer is. And sure, there may appear to be more conversations, content consumption and meetings leading up to the purchase of an enterprise-level product. But think about subscription-based consumer services, like internet access or cell phone service. When you’re considering a long-term commitment to any service provider or complex product, you’re going to want to form a relationship with the seller. Good lifecycle marketing in the “learn” stage of LBGUPS is the key to building that relationship.

  2. A personal touch is always best

    There’s a reason personalization is so big in both B2C and B2B: 75% of consumers are more likely to buy from a brand that recognizes them by name. Think about the overlap between these same consumers and business buyers, influencers and decision makers. It figures that buyers on the business side would respond well to personalized B2B marketing, too.

  3. Process matters

    The best way to create a repeatable path to success is with a process. The process a B2B marketer follows may be longer and different from the one a B2C marketer follows, but the fact remains: process matters. Moving from ideation to strategy to tactics is always part of a successful marketing planning process.

  4. Be good to your buyer post-sale

    I guess this could fall under “relationships”, but even if it does, I think it’s worth mentioning twice. Customer service and support are the key to retention and reducing churn. Give them the support they need after the sale with timely product or service tips as well as on-demand and self-serve troubleshooting. Love your customer, and they’ll love you back.

  5. There’s value in being a jack of all trades

    Knowing at least a little bit about a lot of different things can help any marketer. Can you write? Awesome. Got an eye for design? Perfect. Do you understand how to code? Trifecta. Sure, it’s great to have a deep knowledge in a handful of areas, but a jack of all trades brings value to any organization. They can work with colleagues cross-functionally, write proposals, lead projects and manage opportunities and constraints.

Can you think of some other key similarities between yourself and your B or C counterparts? Throw them in the comments!