Mobile has changed everything, but it’s only Act One. Machine learning in marketing is set to drive the industry’s next revolution. Google’s Senior Vice President of Ads & Commerce, Sridhar Ramaswamy, reflects on the implication of this change and how leading brands will navigate the shift.
What’s the next big thing? What comes after mobile? Where is marketing headed?
I often get asked these types of questions. Many of us who work in ad tech do. And while fortune teller is a job title most of us wouldn’t claim, I am increasingly confident about what the future will hold because it’s coming so clearly into view.
Here’s why: The future coming into view is an acceleration of what we see today. It’s unfolding before our eyes. And if we press pause and reflect for a moment on what’s happening, it’s as exciting as anything I’ve witnessed or worked toward during my 14 years at Google.
For consumers and marketers alike, mobile has forced a rewriting of the rules.
Reflecting on the big picture reveals—in an equally obvious and striking way—just how much of a game-changer mobile really is. For consumers and marketers alike, mobile has forced a rewriting of the rules. Consumers have become more empowered than ever to get what they want, when they want it. Waiting has become a thing of the past. That translates into today’s pervasive micro-moment behavior—immediately turning to a device to know, go, do, and buy. To capitalize on that behavior and win over consumers, marketers have been forced to rewrite the rule book. You’ve had to double down on addressing the needs of consumers in the moment, committing to being there and being useful each and every time you can help advance the journey. In short, marketers have had to start being a lot more assistive.
But mobile isn’t just an epic game-changer. It’s a prerequisite, Act One. Just one critical leg of the journey. Pick your analogy, but I like to think of mobile as the force that’s accelerating a train we’re all now aboard. It’s critical to get it right—because strategic shifts made today lay the groundwork for what’s coming.
As new smart devices continue to emerge and as consumers embrace new, more natural ways to interact with those devices (like voice commands), the micro-moment behaviors mobile kick-started will only multiply. And as data and machine learning become more sophisticated in enhancing everyday consumer experiences, the expectations for relevant, personalized, and assistive experiences will continue to skyrocket. We’re heading toward an age of assistance where, for marketers, friction will mean failure, and mass messages will increasingly mean “move on.”
We’re heading toward an age of assistance where, for marketers, friction will mean failure, and mass messages will increasingly mean “move on.”
In this new age, it won’t be enough just to be present across more micro-moments. We’ll all be expected to stay a step ahead of consumers—to know their needs even better than they do. Successful marketers will have a much deeper understanding of their customers at every encounter. They’ll focus on acquiring a detailed, data-driven view to really know them and help them along their individual journeys. That’s the assistive mindset that will be required to win.
If I didn’t believe so much in the role of technology, I might get worried. How can we as marketers possibly scale relevant messages and experiences across all devices at all moments? How can we possibly deliver smart marketing that recognizes each customer is unique, while simultaneously driving the bottom line? But I’m not worried. I’m thrilled. It is precisely technology—specifically the promise of data and machine learning—that will enable us to get this right.
Some organizational change will be required. And it will be necessary to embrace new standards for business as well as invest for the future. Here are three things to focus on as we navigate this shift together:
Raising the bar on mobile: To delight and be useful, we need to deliver fast, relevant, assistive experiences. It’s important to lay the groundwork early with incredible mobile experiences.
Being smarter with data: A better understanding of consumers, coupled with smart automation, will enable personalization at scale. The ability to connect first-party data to media execution will be foundational to success.
Embracing omnichannel assistance: Leading brands will bridge online and offline, delivering seamless experiences throughout the consumer journey.
There’s much work to be done. But in many ways, this future is what we at Google have been building toward for the last 18 years with Search. We can apply our data, intelligence, and scale to help marketers deliver the most useful messages for each and every micro-moment. I’m no fortune teller, but I believe the future is going to be pretty exciting, and I’m thrilled to be on this ride with all of you.
All highly successful people, all professionals that operate at the top of their fields—the masters—are all consistent. Great salespeople are consistent, great real-estate people are consistent, great investors are consistent, and great athletes are consistent. I asked a golf pro what it would take to fix my golf game and he said all I needed to do was get consistent. He said with every club I have, get consistent. Same club, same swing—different club, different swing, it doesn’t matter just be consistent.
The masters do the same things over and over and over again.
They do it at the same time, the same pitch, with the same level of enthusiasm over and over again. This is an incredible truth about all successful people. There is a lady I know who is a highly successful person but I got to know her when she wasn’t so successful. She was a waitress in La Jolla, CA and she wanted to quit being a waitress and build her career. As a waitress people visiting town were always asking her for directions and she went out and built this business based on people asking her questions every day. She built a map guide for the tourists and sold advertising to the merchants.
She came to me and asked to know how she could know for sure—for SURE—that she would be successful. I said to her that she needs to go for it and that she would need to do the same thing over and over and over again. I told her to figure out her presentation and do it over and over, and when it doesn’t work, make the changes and do it over and over again. I told her to wake up at the same time every day to be more productive. She asked me why that was, and I explained that it would bring consistency and discipline to her life.
When I told her to work out at the same time every day she told me, “No Grant—this is about my business”. I explained to her here is what you do—wake up and exercise at the same time every day, start calling on clients at the same time every day, end your day at the same time every day, and she’s like, “how does waking up at the same time every day help me?” Because it gets you consistent, and consistency builds discipline.
The one thing that I see in people that want to be successful is that they go for 2 or 3 days and then they stop. Consistency builds discipline, disciplined actions done consistently create success. Quit making it up. Come up with a consistent, disciplined approach to your life. Lay your life out this week with some consistency. Start with today. When will you wake up? What do I do next? What do I do when I get to work? Get consistent and quit making it up. Successful people don’t change their approach unless it doesn’t work—they only change to change with conditions.
A consistent approach starts with getting consistent in your day-to-day operations. If a particular approach doesn’t work and you keep changing it, then you’ll think nothing works. Come up with an approach and be consistent with it until you’re sure which parts of it don’t work. Pick any successful person—like someone in a multi-level marketing company and they’ll all say the same thing. Get a story and tell it over and over and over again—do not change the story. Change the people you tell it to, don’t change the story.
Great leaders are consistent, and people can follow consistency. If I’m a leader and I’m not consistent nobody wants to follow me because they don’t know where I’ll lead to. Great athletes are consistent. If You could duplicate the best golfer’s swing you’d be better at golf. You don’t need your own swing—you need a consistent swing—because an amateur swing is not consistent. Those people who are not consistent are left with random outcomes.
You can’t be in control of random outcomes.
In my selling career, I just got highly consistent. I did the same things every day. I still do. I wake up at the same time each day, I go to the gym at the same time every day, and I eat similar foods in the morning, afternoon, and at night. When I don’t have consistency I get randomness that I can’t control. So bring consistency to your life and your career. Do the same things over and over so you don’t have to spend energy on creating what you’re going to do next. Consistency will make you successful.
If you have just been winging it, my advice to you today is to get on Cardone University and start watching 6 segments per day. Be consistent with it and get the rest of your life consistent. Over time, you will get your life and finances on track—I promise.
Do it today, because otherwise you will be left with only the consistency of living paycheck to paycheck—register here.
Read more at https://www.linkedin.com/pulse/consistency-success-grant-cardone-1?trk=v-feed&trk=v-feed&lipi=urn%3Ali%3Apage%3Ad_flagship3_feed%3BfyoKLvCcTIHGiUKaOI%2B5Cg%3D%3D
May 5th, 2017 by Maciej Heyman
Factors such as strong demographic changes are expected to drive the global eyewear market
In 2015, the global eyewear market was valued at more than US$ 90 Bn, which is expected to register a CAGR of 5.8% over the forecast period to reach nearly US$ 170 Bn by the end of 2026. The global eyewear market is expected to represent absolute dollar opportunity of nearly US$ 80 Bn between 2016 and 2026. In 2015, total eyewear consumption across the globe accounted for 1,250 Mn units in volume terms, which is expected to increase to 2,147 Mn units by 2026. The global eye wear market is expected to register a CAGR of 5.1% in terms of volume over the forecast period.
The global eyewear industry has witnessed major expansion of key players with a diverse product portfolio. The global eyewear market is highly competitive with players focusing on offering unique eyewear designs. Competitors with an objective to gain high market share and increase their geographical presence are focusing on strategic acquisitions and on increasing their marketing and distribution channels.
Growing premiumization coupled with affordable luxury is boosting the global eyewear market
Modern day changing lifestyles entails individuals to purchase sunglasses, lenses, and frames according to the ongoing fashion trends. Earlier, premium range of eyewear was available only in selected stores and was not easily accessible. In the current market scenario, global eyewear manufacturers are expanding their businesses to developing economies with an aim to accommodate the high demand. Also, the number of consumers who long to experience luxury eyewear is growing. These simultaneous factors increase the penetration of premium range products. Further, companies are launching new products in growing markets with an affordable price tag in the premium range as well, making the global eyewear market highly competitive.
A sample of this report is available upon request @ www.persistencemarketresearch.com/samples/14320
Innovation in the eye care industry strengthens the growth of the global eyewear market
The eye care industry is technologically developing at a faster pace. From evolution of eyeglasses to soft contact lenses, technology is being developed in order to meet the unmet demands of consumers. In this journey of development, the important objective of manufacturers is to search and develop the technology or product that will support consumers throughout their lives. These technological advancements in the eye care industry are driving the global eyewear market.
Global Eyewear Market Forecast, By Product Type
In terms of volume, the spectacles segment is expected to register a moderate CAGR over the forecast period
In 2015, the spectacles segment was valued at nearly US$ 28 Bn, which is expected to register a CAGR of 5.3% over the forecast period to reach nearly US$ 50 Bn by the end of 2026. The spectacles segment is projected to create absolute $ opportunity of nearly US$ 22 Bn between 2016 and 2026. In 2015, total spectacles consumption stood at 404 Mn units in volume terms, which is expected to increase to 667 Mn units by 2026. This segment is expected to register a CAGR of 4.7% in terms of volume over the forecast period.
Global Eyewear Market Attractiveness Analysis, by Product Type
Plano sunglasses segment is expected to be the most attractive segment in the global eyewear market over the forecast period
Among the product type segments, the plano sunglasses segment is expected to register the highest CAGR during the forecast period. The plano sunglasses was estimated to account for the highest value share of 46.8% in 2016 and is expected to project significant market share by 2026 end.
View Report Table of Contents, Figures, and Tables@ www.persistencemarketresearch.com/market-research/eyewear…
In terms of revenue, Western Europe was estimated to account for the highest revenue share of 32.4% in 2016 followed by North America. Revenue from the eyewear market in Asia Pacific Excluding Japan (APEJ) is projected to expand at a CAGR of 7.0% over the forecast period. Moreover, Asia Pacific Excluding Japan (APEJ) is expected to be the most favorable region in terms of incremental opportunity lying ahead for high revenue generation. The mature markets i.e. Western Europe and North America are more structured and likely to create a substantial demand for eyewear during the forecast period. The Latin America and Middle East & Africa eyewear markets are estimated to collectively represent 7.5% of global eyewear market value share.
Collaboration between Essilor International and Luxottica Group is likely to have a major impact on the global eyewear market
In January 2017, Essilor International announced a partnership with Luxottica Group, an Italy based prominent player of eyewear products. The objective of this partnership is to grab the increasing demand for eyewear products in the global market along with creating a strong market position.
Read more at http://www.military-technologies.net/2017/05/05/eyewear-market-to-reach-us-170-bn-by-2026-pmr-report/
April 6, 2017 by Kelly Cushen
I met with a very well respected Operations Manager in the Franchise industry a few days ago. It was a terrific meeting with great outcomes.
As we were wrapping up, I thanked him for making the time to see me. I explained that it was very difficult to even get replies to emails let alone someone give me the opportunity to meet with them. “Everybody is so busy and I don’t want to seem pushy…. sales is not my background, but this is such a great product. I can’t understand why people won’t even consider looking at something that will increase their sales.”
He told me the story of one of his first mentors. He said that at the back of his office there was a cartoon (similar to the attached). He said that this picture had always stuck in his mind and that his boss at the time always encouraged him to give people time. Even if it’s a few minutes… you never know what they have to offer.
Wise words indeed!
Read more at https://www.linkedin.com/pulse/i-dont-have-time-see-any-crazy-salesman-battle-fight-kelly-hutchinson?trk=v-feed&lipi=urn%3Ali%3Apage%3Ad_flagship3_feed%3BSFzZVbafZjknP5LUinDPNg%3D%3D
May 4th, 2017
SIDNEY, Neb. (AP) — Cabela’s first-quarter earnings fell 17 percent to $19.1 million on disappointing sales of outdoor gear at its stores and on its website.
The Sidney, Nebraska, company had earnings per share of 28 cents. That’s down from 33 cents per share, or $22.9 million, a year ago.
Earnings would have totaled 40 cents per share without restructuring charges. The company is continuing to cut expenses ahead of its planned $4.2 billion sale to rival Bass Pro Shops later this year.
The results released Thursday beat Wall Street expectations. Analysts surveyed by Zacks Investment Research expected earnings of 36 cents per share on average.
The outdoor sporting goods company’s revenue declined 3 percent to $834.9 million in the period, which fell short of forecasts. Six analysts surveyed by Zacks expected $856.3 million.
“We continue to be very pleased with the results of our expense and process improvement initiatives,” CEO Tommy Millner said.
Shares of Cabela’s Inc., which have fallen roughly 6 percent since the beginning of the year, rose slightly Thursday.
Bass Pro, based in Springfield, Missouri, is paying $61.50 per share to acquire Cabela’s. The two companies plan to sell off Cabela’s credit card unit before joining.
The deal still needs approval from antitrust regulators at the Federal Trade Commission and banking regulators who are reviewing the sale of the credit card unit.
Read more at https://www.usnews.com/news/best-states/nebraska/articles/2017-05-04/cabelas-1q-profit-falls-17-percent-on-declining-sales