The Invisible Brand: Marketing in the Age of Automation, Big Data, and Machine Learning MP3 CD – オーディオブック, MP3オーディオ, 完全版
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Marketers are harnessing the enormous power of AI to drive unprecedented results
The world of marketing is undergoing major change. Sophisticated algorithms can test billions of marketing messages and measure results, and shift the weight of campaigns - all in real time. What's next? A complete transformation of marketing as we know it, where machines themselves design and implement customized advertising tactics at virtually every point of digital contact.
The Invisible Brand provides an in-depth exploration of the risks and rewards of this epochal shift - while delivering the information and insight you need to stay ahead of the game.
Renowned technologist William Ammerman draws from his decades of experience at the forefront of digital marketing to provide a roadmap to our data-driven future. You'll learn how data and AI will forge a new level of persuasiveness and influence for reshaping consumers' buying decisions. You'll understand the technology behind these changes and see how it is already at work in digital assistants, recommendation engines, and digital advertising. And you'll find unmatched insight into how to harness the power of artificial intelligence for maximum results.
As we enter the age of mass customization of messaging, power and influence will go to those who know the consumer best. Whether you are a marketing executive or concerned citizen, The Invisible Brand provides everything you need to understand how brands are harnessing the extraordinary amounts of data at their disposal - and capitalizing on it with AI.
It is where psychology and technology come together, and it what the author refers to as psychotechnology.
My college background is primarily in psychology and business. During my undergraduate years-oh so many years ago- (late 90's), I fondly recall some early psych classes that centered around persuasion and social influence. I was especially riveted after having just stepped out of high school in a small town, to a huge university, and the internet was not much of a thing yet, let alone Internet of Things (addressed in book)-- and the class was extremely eye opening in terms of how marketing and the PRINTED world around us influences us in ways we are not aware. It isn't necessarily with nefarious intent, but just to make the message find the person and the person find the message. So a message (or say an ad, for that time) could be altered and delivered in various ways yet essentially all say the same thing (buy me, believe me, etc). More educated are more data driven- so more wordy ads versus more simplified image driven ads. The product could have been for a basic face cream. Back then, our greater understanding of the world was derived mostly from print- newspapers, magazines, and then on various levels newscasts and pseudo news entertainment programs. Limited by time, limited by hoping something sticks to a certain section of viewers and readers.. Very effective... But then.. the internet happened. And this opened up a whole new way to deliver information and for that information to be delivered in a very specific way, with personal attention. It could be done in real time, it can be done over and over in both obvious and subtle ways. Shotgun buckshot versus sniper rifle.
Then during my time in graduate school for a masters in business (more recent, mid 2000's) the ever growing digital technology included the emergence of blue tooth (had not yet hit critical mass, was still primarily a logistics technology in business), smartphones were in discussion but not yet developed (though I did have a cutting edge Microsoft Pocket PC- web pages only as APPs were not yet heard of yet, the US was only on the cusp of 3g networks, gmail was brand new with its ever growing storage capacity and in-mail advertisements, AND not everyone was on (nor heard of) FB yet. Yet, we knew that there was a growing and ever present influence every time we connected to the internet. So now think of all the people who have since joined FB (before it was just our friends, then it turned into parents, grandparents, and basically who doesnt have a FB?--for example to show how many more people use the internet in such a short period of time), and how more often than not someone has a smartphone (by choice, and also by design of fading out analogue phones) and using apps, etc.
And now in just the last few years-- a growing emergence of "smart home" technologies, where everything is connected to the internet, and all of these things get to know who we are, where we are, can anticipate our needs, can help us, er influence us in making buying decisions, and so on. So whats next in store for us?
We think we are making decisions free from influence, but everything we do is being collected, analyzed, and then sent back to us in the form of - read this, buy this, believe this, buy into this, etc. We think we are getting unbiased information, but we are getting information that has been tailored to our interests, our behaviors. The digital world knows more about us than most of us know. And it is amazing how much information is gathered. It is amazing how sophisticated this world has become in that regard. It has ALWAYS been a thing, but it is easier, faster, and much more thorough now. Anyway, with all this technology, our lives are transformed. Even if you think you don't use it (well you do, if you are reading this review), but if you know someone who scoffs at smartphones, web use, etc so they think they are free from this influence, they would be wrong. The tv programming still does its thing, the magazines, newspapers, your store savings card, etc all give and receive information. We are all part of the internet of things. Fascinating.
So it isn't a book to tell you how to deal with it, or to avoid it, but rather to just know about it and how to work with it. Just learn about it, understand it.. its our world now.
Overall, I think it is a worthwhile book to read. Some repetition, some dry spots, but overall too informative and interesting not to read and talk about.
The book is organized into two parts, with five chapters in each.
PART ONE: Emergence
Chapter 1: The Invisible Brand Takes Over
Chapter 2: The Root of the Invisible Brand in Digital Advertising
Chapter 3: Persuasion Equations
Chapter 4: Infinite Date from Smarter Things
Chapter 5: Beyond the Turing Test
PART TWO: Synthesis
Chapter 6: Marketing with Psychotechnology
Chapter 7: Nature Versus Nurture Versus Neural Networks
Chapter 8: The Algorithmic Economy
Chapter 9: Privacy, Propaganda, and Politics
Chapter 10: The God Algorithim
conclusion, notes, index
However it should be remembered that voice interfaces are not the only, or necessarily most important technology for delivering this personalized, persuasive experience. Such technologies, as Virtual Reality, Non-Linear Media Stories, Internet of Things devices, and Generative customized media are important other delivery mechanisms for the Machine Learning-based Personalized and Persuasive Marketing and Media Content described in the book.
This is an excellent tutorial and overview of Programmatic Marketing Personalized through AI and Machine Learning.
The author relates how AI is and will more so become a huge part of everyday life. With personal information being collected about us at so many points, we are destined to a new world. One where invisible influence is ever present. A future that offer great potential and great responsibilities.
To learn how prevalent this new technology AI will become, read this book...