Humans and Robots - How Marketers Can Use Data for Better Success #HelloConference - Insights from Mark Schaefer and Christopher Penn

I attended the Hello Conference hosted by Brooke Sellas of BSquared Media, it was fantastic. The two keynote speakers spoke on TWO DIFFERENT topics, yet so similar. The warm, funny and friendly Mark Schaefer shared insights from his book "Marketing Rebellion". He shared the importance of marketers relying LESS on technology, speeds and feeds and instead doing MORE to listen to what their customer wants and doing it. He gave two poignant examples.

North Face. Mark shared how North Face, instead of a traditional advertisement showcasing their clothing and gear, they sponsored a video showing the pain, joy, success and challenges of being an outdoor sports enthusiast. Mountain climbing, kayaking and more. This is their core audience and they inserted their brand into this imagery that their customers would most "get" and enjoy. He also shared about a soap company. Proctor and Gamble spends millions on advertising, however, there's a little soap company that makes hand made soap and they're doing well (I think). How? They're appealing to people who want lovingly made, organic soap. No one knows or cares who makes Ivory, but people care enough to support and pay 10x more for this particular hand made soap. This is all about being MORE HUMAN

Christopher Penn is one complex and friendly data geek. He's a coder and a marketer and very good at both. The crux of Christopher's talk was that we are INUNDATED with data - flooding in it. It's NOT possible for marketers to know how best to spend their money. Hence the benefit of artificial intelligence and machine learning. He shared how marketers can take data from their campaigns to find how to more intelligently invest their marketing dollars. Even beyond this, imaging taking a hashtag from Twitter conversations - millions of posts - and being able to distill it into the top 10 or 50 keywords and elements of importance to that conversation.

The best of both worlds is not just humans and not just robots. Human's alone can't move fast enough or consume vast amounts of data. Robots cannot smile, be empathetic or give a hug. Only humans can.