Strategies & Tactics

In Brief: Marketing With AI; Relying on TV News

February 1, 2018

[pro stock studio]
[pro stock studio]

Americans Want Brands to Be Transparent About AI Marketing

A survey by digital communication company SYZYGY found that Americans are unfazed by the idea of their favorite brands using artificial intelligence (AI) to market to them — if the brands are transparent about it.

Seventy-two percent of respondents say their opinion of a brand wouldn’t change if they knew their latest ads were generated by AI. And 63 percent won’t hold a brand in negative regard if they use robots instead of humans for customer service and support.

However, respondents feel strongly that these brands should ask for consent before using AI. Seventy-nine percent agree that it should be illegal for AI applications (such as social media bots, chatbots and virtual assistants) to pose as real people, with an even greater majority — 89 percent — believing that AI marketing should be regulated with a legally binding code of conduct.

Megan Harris, managing director of SYZYGY, predicts that these anxieties will lessen as AI becomes more ubiquitous in everyday life. “I expect that people will become more comfortable with AI’s use in marketing, just as they have adapted to self-serve checkout counters in grocery stores,” she says. “They’ll learn to trust the technology, appreciate the speed and convenience, and understand that the tech helps keep prices down.”


U.S. Adults Are Relying Less on TV News

Pew Research Center recently reported that the number of Americans relying on television for news is rapidly declining. Though 57 percent of U.S. adults regularly obtained their news from TV in 2016, only 50 percent did in 2017.

This depreciation applies to all three main types of programming, too — with cable TV news reliance decreasing from 31 to 28 percent, network TV viewership dropping from 30 to 26 percent and local TV use nose-diving from 46 to 37 percent for American adults.

Pew connects this decline to the television-watching habits of young, college-educated citizens. For instance, just 8 percent of survey respondents between ages 18 and 29 get their news from network TV, with 18 percent and 10 percent of respondents in the same age bracket relying on local TV and cable TV, respectively. And while 47 percent of individuals with a high school diploma or less regularly obtain their news from local TV, only 26 percent of respondents with at least a college degree do the same.


The Targeted Marketing Strategy Behind Netflix’s Latest Film

Rather than promote its action film “Bright” with traditional tactics — like plastering it on billboards and bus stops and having star Will Smith work the late-night circuit — Netflix threw its efforts into an extensive targeted marketing strategy, writes The Verge.

The company’s approach focused on bringing people to the movie rather than bringing the movie to people. Netflix determined which users would likely be interested in the film and then marketed to them directly. This push ranged from mentioning “Bright” in the browsers of prospective viewers to using an algorithm to create custom thumbnails where the images and color palette corresponded to a user’s interests.
 
The campaign won’t end now that the film has been released; Netflix will continue to refine its idea of who “Bright” appeals to, as it better understands the demographics of its viewers. (In the first three days, 11 million people streamed it.)

As Verge reporter Bryan Bishop writes, “For users who don’t know ‘Bright’ exists, its appearance in the browsing interface will be a moment of discovery, whether it’s Dec. 22, 2017, or sometime in 2020.”


Why You Should Spend Less Time Perfecting Your Résumé

Because 87 percent of recruiters use LinkedIn to hire new employees, traditional résumés are quickly becoming useless, writes Fast Company.

Résumés also paint an inaccurate picture of a candidate, says Carisa Miklusak, CEO of the algorithmic hiring platform tilr. They incorrectly prioritize experience over skills — making it difficult to understand a prospective employee’s value — and are inefficient for companies looking to find and vet freelance workers.

“Résumés slow the process down, and we have unemployed people who still can’t find jobs,” she says.

Even with their growing obsolescence, Miklusak says that résumés are a part of hiring that won’t be going away soon. However, networking with employees of your dream company, cold calling a hiring manager or including a paragraph in your application that summarizes your skill set may be a better use of your time than trying to craft the best and most eye-catching CV.

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