Dear ,
Saturday, July 20th, 2019, marked the 50th Anniversary
of the day Neil Armstrong and Buzz Aldrich walked on the moon.
To watch this event, people crouched around black and white televisions.
Before this, only science fiction authors like Ray Bradbury and Arthur C. Clarke imagined what existed on other worlds.
As a marketer I am filled with awe that President John F. Kennedy’s motivated the nation to put 4% of its economy towards this audacious goal.
“We choose to go to the moon in this decade and do the other things, not because they are easy, but because they are hard, because that goal will serve to organize and measure the best of our energies and
skills, because that challenge is one that we are willing to accept, one we are unwilling to postpone, and one which we intend to win.” —September 12, 1962
Last week, at MAICON19, David Meerman Scott told the behind-the-scenes marketing story that made the NASA Space Program a reality.
NASA lacked sufficient marketing and PR resources to sway public opinion.
So NASA reached out to the marketers at the companies building and supporting their work. As a result, this collective effort raised the program’s visibility and changed public opinion.
What does this mean for your marketing?
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Stand for something greater than your business and financial goals. Translation: Dream bigger and be more inclusive as you do it.
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Create blockbuster content for your business. Keep it relevant and visible over time with other content formats. For example, Scott wrote Marketing the Moon: The Selling of the Apollo Lunar Program (2014) and later helped transform it into a 3 part, TV documentary.
Last week, The Marketing AI Institute held its first MAICON conference in Cleveland and the experience blew me away.
To quote MAICON attendee, Actionable Marketing Guide CTO, Larry Aronson:
“Marketing AI is the future and its launch date is now!”
At its core, Marketing AI applies time-tested marketing and direct response principles to your data and associated information to yield exponentially improved success rates by:
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Analyzing bigger datasets in very short periods of time,
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Detecting trends humans may miss, and
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Creating personalized audience experiences.
The problem with your current data:
It looks backwards, not to the future! It shows what your audience, prospects and customers did in the past.
MAICON19 spotlighted 7 major Marketing AI use cases:
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Provide expanded competitive analysis.
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Transform your existing content ala Netflix for prospects and customers. (Hat tip: PathFactory’s Cassandra Jowett!)
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Create personalized content and email experiences at scale.
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Provide analysis to determine content niches, focus keywords, and competitive content strategy.
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Support search, content discovery and audience engagement.
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Sales enablement.
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Offer improved customer service via chat, text and email.
To be a Marketing AI smartie, subscribe to these newsletters:
Put MAICON20 on your list for next year, this is going to be the must-have marketing conference ticket. (Hat tip to Paul Roetzer, Sandie Young, Kelley Whetsell and the PR2020 team! They hit this
conference experience out of the park.)
This week, I’m attending Voice Summit in Newark. I was inspired by Mitch Joel and Duane Forrester at MAICON to get up to speed on voice search. (This is not an affiliate link!)
On July 31st and August 1st, I will be at CommerceNext in New York. It’s focused on next level customer
acquisition for DTC marketers! (This is not an affiliate link!) Please let me know if you’re attending or will be in New York!
On September 6th – 9th, I'm presenting at Content Marketing World (aka: CMWorld) in
Cleveland. If you haven’t purchased your ticket yet, please use code COHEN19. Since it’s an affiliate code, I’m offering any of my readers who use my code a 1-on-1 meeting during the conference. (That’s a $300 value!)
Shout out to new readers:
Te, Caroline, Sonia, Renat, Mary, Simpy, Jared, Christina, Mike, Eve, Gord, David, Pranoti, Las, R. J., Adrienne, Pam, Maayur, Daniel, Prahlad, Nikolay, Steve and Rohit. Welcome and thank you for joining our community.
Heidi Cohen,
Actionable Marketing Guide
Happy Marketing,
Heidi
PS: Do you have a friend or colleague who would benefit from reading the Actionable Marketing Guide newsletter? If so would you please forward this email to them?
CMWorld 2019 features over 150 sessions covering two dozen tracks. I'll be there along with 200 other speakers from around the world.
Register today. Use my code: COHEN19 to save $100.
Need inspiration to create regular servings of content on a recurring basis?
Take a page from the highly compensated Late Night Television creators. Includes examples and tips. They also work for blogs and email newsletters.
Have you dipped your toe into the Marketing AI waters yet? Don't worry! This article will bring you up to speed.
Has the summer heat and humidity zapped your creativity?
Apply the Mad Libs approach to this list of 100+ summer titles. Any one of these titles will inspire you to write an article or your brain will start thinking of better options for your subject.
HEIDI COHEN AROUND THE WEB
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