13 Ways AI And Automation Will Improve Agency Work

Typically, agency work requires a creative mind and approach. At first glance, artificial intelligence (AI), which removes the human element from certain processes, may not seem like the best fit for this industry. However, when combined with human creativity, AI and automation can make an agency team more efficient—if applied the right way.

We asked a panel of Forbes Agency Council members how AI can help in their field. Their best answers are below.

Members of Forbes Agency Council share ways artificial intelligence and automation can boost an agency's productivity.

Members of Forbes Agency Council share ways artificial intelligence and automation can boost an agency’s productivity.

PHOTOS COURTESY OF THE INDIVIDUAL MEMBERS.

1. Better Lead Generation

AI has arrived and it’s already making a big difference for our agency and our clients. For example, using AI-driven automated attendants, businesses can boost efficiency and improve digital lead quality. In addition, when used in combination with high-quality business contact data, AI accelerates workflows related to complex business-to-business sales cycles and marketing processes. – Paula ChiocchiOutward Media, Inc.

2. Data-Driven Client Opportunities

Artificial intelligence can pull and analyze data much faster than our team ever could on its own, and it has the ability to learn from that data to make future searches more directed and relevant. Our agency utilizes AI to look at market comparisons for our clients and make sure that we aren’t missing any exposure opportunities that we might not have found via our own research. – Meredith XavierThe Ligné Group

Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?

3. Superior Market Segmentation

AI and automation in marketing are already helping businesses deliver impressive results. And in the near future, I think it will enable companies to create next-level segmentation and craft ideally tailored prospecting strategies. It will also minimize human input, which will significantly save lots of resources. – Solomon ThimothyOneIMS

4. Improved Resource Management

The more logical the job, the easier it is for us to delegate it to AI. A great example of this is resource management. These tasks are ideal for AI, letting team members focus efforts on nonlinear creative tasks that can’t be done by an algorithm. I think we’ll find more and more repetitive tasks being done by AI, and the more accurate the information we give it, the better the results will be. – Benjamin CollinsLaughing Samurai

5. Larger-Picture Trends

At its very basic state, people look to remarket to consumers, and the way they do it is creepy—“We saw you looking.” With AI, you can now look at the larger picture and establish trends for what creative to show a consumer when. For example, why not offer them a discount prior to them visiting your site rather than after? AI can help you understand the trends and match messaging to audiences. – Michael HubbardMedia Two Interactive

6. Sentiment Analysis

AI is already a valuable tool in advanced public relations reporting, but I’m excited to see how new advances can help with things like sentiment analysis. It’s a key factor in assessing engagement and customer or media perception, but algorithms today aren’t great at picking up on contextual clues. – Kathleen LucenteRed Fan Communications

7. Quick Responses To Common Questions

I was moved by a recent article on the new editor at Elle magazine. They have a Slack channel that answers questions using AI. It allows their staff to be much more data-driven in decision-making and even in content creation. This is a model for how every creative endeavor can benefit from on-the-spot answers and fearless questioning. – Dan CohenFull Court Press Communications

8. Reduced Manual Work

As automation tech continues to progress, humans will be forced to focus more on doing innovative work that matters. It will mean that marketers and agency owners like us will get more and more freedom to focus on innovation through “knowledge work” rather than the act of being busy through “manual work.” Humans are better at complex problem-solving, while machines are better at simple tasks. – Adam GuildPlacepull

9. Solid Proof Points For Creative Decisions

Designing a piece of creative involves key decisions, from the words we use to the images we place to the layouts we pursue. AI can be effective in augmenting these decisions. Consider the volume of data each campaign generates, from views to engagements to conversions. Now consider using this data to build a predictive ability that can guide creative decisions. AI brings science to our art. – Andrew AuIntercept Group

10. Automated Marketing Campaign Funding

We built machine learning into our in-house analytics platform to identify what campaigns are converting over others with specific acquisition cost goals. The AI then automatically reallocates funds from the campaigns that are failing to those campaigns that are netting the strongest return, while also updating audiences in real time, so our clients’ ad spend is never wasted on underperforming ads. – Josh SampleDrive Social Media Saint Louis

11. De-Siloing Marketing And Sales

Agency sales and marketing departments work closely to bring in new clients, but their perspectives and goals on how to achieve this success often differ. Current marketplace AI solutions can bridge the divide between attracting leads and moving them through the funnel with automated data capture and pattern identification. The result? It’s easier to identify quality leads and build nurture flows. – David KilimnikHero Digital

12. Customer-Service Chatbots

Live chat is a great way to engage visitors to your website, but many companies—particularly small businesses—are scared to deploy it because they don’t think they can adequately staff this function. Chatbots are a compelling way to use AI to provide quick answers to prospects who don’t want to wait 24 hours or more for an email response. – Scott BaradellIdea Grove

13. Search-Centric Content Creation

It’s all about search right now. AI can help make search more usable and conversational for people, which in turn will get them better search results. However, this makes content—meeting buyer personas where they’re at and answering their questions—even more important. AI will force us to be more customer-centric in the content we put out. – Sarah MannoneTrekk

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LES AMOURS TUMULTUEUSES DE LACOSTE par BETC

Les histoires d’amour finissent mal en général, sauf chez Lacoste. BETC signe la nouvelle campagne de la marque intitulée «Crocodile Inside» qui montre une dispute de couple, interprété par Oulaya Amamra (Divines) et Kevin Azaïs (Les Combattants), dont les saillies passées en mode silencieux font triompher l’«Hymne à l’amour» d’Édith Piaf. La querelle prend des proportions de tremblement de terre, l’appartement se fissure, le bâtiment s’effondre… Des effets ébouriffants qui rappellent ceux de la publicité «Odyssée» réalisée en 2003 par l’agence britannique BBH pour Levi’s. Malgré tout, les deux jeunes gens finissent dans les bras l’un de l’autre avec la baseline «Life is a beautiful sport». Une réconciliation qui rappelle les précédentes campagnes de Lacoste, surfant déjà sur le frisson amoureux, comme «The Big Leap» ou «Timeless» de BETC Paris qui nous ont dopés d’adrénaline et d’ocytocine en 2017.

“Mary Poppins Returns” – Gold de la catégorie “Best Use of Native & Content” / AMMA Awards 2019 – Une ‘collab’ F.L.A.S.H. et Havas Media Belgium

“Mary Poppins Returns”, grand gagnant de la catégorie “Best Use of Native & Content”

 

Un AMMA pour RMB & Havas Media

 

 

Bravo, ils l’ont fait !

 

Ce 16 mai, lors de la cérémonie des AMMA (Annual Master in Media Awards) organisés par CommPass en collaboration avec l’UMA à l’Auditorium 2000 de Brussels Expo, F.L.A.S.H. et Havas Media ont remporté ensemble le Gold Award dans la catégorie « Best Use of Native & Content » avec le case « Mary Poppins Returns ».

Souvenez-vous : « Le Retour de Mary Poppins », produit par Walt Disney Pictures, sort au cinéma le 19 décembre 2018. Le challenge ? Promouvoir la sortie en salle de façon originale et donner l’envie au public de renouer avec le personnage de Mary Poppins, 54 ans après la diffusion du 1er film.

La stratégie élaborée par F.L.A.S.H. avec Havas Média repose sur 2 éléments :

  • impliquer une personnalité appréciée des Belges et capable d’illustrer l’univers magique de Mary Poppins
  • associer la promotion du film à celle de « The Voice Belgique », la promo de l’un et de l’autre débutant à la même date

 

A la demande de F.L.A.S.H. et d’Havas Media, Loïc Nottet endosse le rôle d’ambassadeur de marque pour Disney et réalise un clip vidéo dans lequel il réinterprète la célèbre chanson « Supercalifragilisticexpialidocious ».

Le clip est diffusé sur les pages Facebook et Instagram du chanteur tandis que le plan média combine un sponsoring TV, une campagne digitale et un relais actif sur les réseaux sociaux (Facebook & Instagram) de « The Voice Belgique ».

Pour renforcer la campagne et le buzz viral autour du clip, F.L.A.S.H. et Havas Media imaginent plusieurs formes de « native content » : relais de l’action par la presse invitée lors du tournage du clip, reportage diffusé sur La Une dans « C’est du Belge », écho à la promo du film au travers de « Viva for Life » (costumes du clip vendus aux enchères au profit de l’action, etc).

Le case “Mary Poppins” est simultanément un exemple parfait de « campagne cross-média », de « fit sponsoring », de « celebrity marketing »  et d’ « event activation ». Il répond parfaitement aux 3 critères du « Best Use of Native Content » :

  • une planification optimale (en termes de calendrier) de la diffusion des contenus sur les différentes plateformes
  • une parfaite adéquation entre les canaux sélectionnés, la cible de l’annonceur et l’univers magique de la marque (« The Voice Belgique : là où naissent les étoiles »)
  • une large amplification « naturelle » de la campagne au travers du « earned media »

 

Découvrez ici le case en détail

55 video marketing statistics for 2019

Video continues to be one of the most effective elements in a digital marketing strategy as we roll into 2019 — and with good reason.

source: https://biteable.com/blog/tips/video-marketing-statistics/

As a visual species, humans find videos more engaging, more memorable, and more popular than any other type of content out there. Video as a means of storytelling and advertising is no longer a nice option – it’s a necessity. If you want to increase conversion and exposure, a video marketing strategy is the only way to go.

Marketing videos can take many forms, such as:

  • Explainers
  • Presentations
  • Video blogs (vlogs)
  • Tutorials
  • Webinars
  • Ads
  • Customer testimonials
  • Interviews
  • Live streams
  • Product videos
  • Live video

To showcase just how important video content is in the digital world, we’ve compiled a list of the latest social media video marketing statistics from around the web. Video marketers, take note.

Video trends

Savvy marketers, take note: video is here to stay. Even Mark Zuckerberg believes video is a critical part of our future. The sheer volume of video content online is growing exponentially, as these stats demonstrate.

  • 81% of businesses use video as a marketing tool — up from 63% over the last year. (Hubspot)
  • 6 out of 10 people would rather watch online videos than television. (Google)
  • Mobile video consumption rises by 100% every year. (Insivia)
  • By 2022, online videos will make up more than 82% of all consumer internet traffic — 15 times higher than it was in 2017. (Cisco)
  • 78% of people watch online videos every week, and 55% view online videos every day. (HubSpot)
  • A Facebook executive predicted that their platform will be all video and no text by 2021. (Quartz)
  • YouTube is the second most popular website after Google. (Alexa)
  • Users view more than 1 billion hours of video each day on YouTube. (YouTube)
  • 59% of executives say they would rather watch a video than read text. (Wordstream)
  • 75% of all video plays are on mobile devices. (eMarketer)
  • Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text. (Insivia)
  • 72% of customers would rather learn about a product or service by way of video. (HubSpot)
  • People are 1.5 times more likely to watch video on their mobile phones. (Facebook)
  • 92% of users watching video on mobile will share it with others. (Wordstream)
  • By 2020 there will be close to 1 million minutes of video crossing the internet per second. (Cisco)

Social video statistics

As more social networks follow Facebook’s lead and prioritize video content, the importance of video messaging across all channels has increased.

  • 65% of people use YouTube to help them solve a problem. Want to build a house or remove weird parasites from your eye? YouTube might have the answer. (Google)
  • Social media posts with video have 48% more views. (HubSpot)
  • 45% of Twitter users want to see more videos from celebrities. (Twitter)
  • Over 1.9 billion people use YouTube. That’s about one-third of the internet. (YouTube)
  • The highest earner on YouTube made $22 million last year. He’s 7 years old.
  • YouTube has 23,946,561 subscribers (and counting!) (SocialBlade)
  • 62% of people said they were more interested in a product after seeing it in a Facebook Story. (Marketing Land)
  • Facebook has over 8 billion video views per day. (TechCrunch)
  • 75 million people visit Facebook’s video platform every day. (Adweek)
  • Social video generates 1200% more shares than text and image content combined. (G2 Crowd)
  • Video promotions are now equally as popular as photo promotions on Facebook. (Socialbakers)
  • Snapchat users watch 10 billion videos each day. (Mashable)
  • Video campaigns on LinkedIn have 50% view rates. (LinkedIn)
  • Social video gets shared 1200% more than text and images combined. (Wordstream)
  • Mobile video ad spend is expected to be around 72% of the total digital ad spend this year. (eMarketer)
  • 81% of businesses prefer to use Facebook for their video marketing. (Buffer)
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Find out why businesses prefer Facebook

Learn (from marketing professionals) how to grow your business with Facebook video.

Video marketing statistics

Don’t just take our word for it – check out these mind-boggling stats showing the proven power of using video to increase brand awareness and kick your marketing efforts into overdrive.

  • Videos attach 300% more traffic and help to nurture leads. (MarketingSherpa)
  • A website is 53 times more likely to reach the front page of Google if it includes video. (Insivia)
  • Including a video on your landing page can boost your conversion rate by up to 80%. (Unbounce)
  • Nearly 50% of internet users look for videos related to a product or service before visiting a store. (Hubspot)
  • Video increases organic search traffic on a website by 157%. (Conversion XL)
  • 25% of companies publish videos every week. (Buffer)
  • 85% of consumers want to see more video content from brands. (HubSpot)
  • 65% of executives have gone to the marketer’s site and 39% have called them on the phone after watching a marketing video. (Forbes)
  • 97% of marketers say video has helped users gain a better understanding of their products and services. (Hubspot)
  • 52% of marketers say video is the type of content with the best ROI. (HubSpot)
  • Adding video to your emails can increase click rates by 300%. (HubSpot)
  • 50% of viewers aged 18-34 said they would stop what they were doing to watch a video from their favorite creator. (Google)
  • On average, people spend 2.6x more time on pages with video than without. (Wistia)
  • 64% of consumers will make a purchase after watching branded videos on social platforms. (Tubular Insights)
  • Video is expected to make up 82% of internet traffic by 2021. (Cisco)
  • YouTube video kills it with over five billion views every dayVideoNitch

Video marketing bestpractices

While video marketing is a powerful tool, there are a few things you should keep in mind before launching your video campaigns.

  • Videos under two minutes long get the most engagement. (Wistia)
  • 85% of Facebook videos are watched without sound, while 60% of Instagram Stories are watched with the sound on. (Instagram)
  • Google Chrome blocks autoplay ads as a way to make the 82% of consumers that hate autoplay stick around. (Marketing Land)
  • 33% of viewers will stop watching a video after 30 seconds, 45% by one minute, and 60% by two minutes. (Ad Age)
  • 65% of viewers skip online video ads as soon as possible. (CNBC)
  • 93% of marketers use video. (SingleGrain)
  • 73% of B2B marketers say video positively impacts their ROI. (Tubular Insights)

The takeaway

Still with us? Cool. We’ve got two final key statistics for you:

  • 71% of people watch more video than they did a year ago. (HubSpot)
  • 83% of marketers would increase their reliance on video as a strategy if there were no obstacles like time, resources, and budget. (Buffer)

As the above stats show, while there are a few caveats (keep it short, and no autoplay please) most users are more than happy to be marketed to using video. However, many marketers don’t feel they have the time, ability, or budget to create the multimedia content that their audience craves

Best Game of Thrones ads of all time

After eight seasons, the series has reached an epic end, so Campaign has rounded up the best campaigns produced around the fantasy show. Warning: contains spoilers (naturally).

Game of Thrones: concluded this week
Game of Thrones: concluded this week

Last night (20 May), one of the most successful series in TV history, Game of Thrones, came to an end.

The fight for the throne saw Bran the Broken become king and Daenerys Targaryen take a knife to the chest in a twist of fate that drew mixed reactions – more than a million viewers have signed a petition to have the eighth season remade.

But whether you want to subject producers to a Cersei-style walk of shame or hail the queen in the north, it’s undeniable that some spectacular activity around the show has been produced.

Here, Campaign rounds up the best Game of Thrones ads, experiences and collaborations.

Johnnie Walker goes white

Diageo collaborated with HBO to launch a limited-edition White Walker variant, inspired by the show’s zombie-like characters.

The bottling nods to the “frozen north”, from where the White Walkers emerged, and was available from February.

To mark the launch, Johnnie Walker also created the “Frozen frost“. The 2018 experience in east London gave fans the chance to walk through a “bone-chilling winter landscape” and take in the “crisp air” before trying the drink. The activation was delivered by PMK BNC.

Wildling-esque characters sit on Aldi’s ‘throne’

Aldi got in on the action ahead of the show’s final season with a Game of Thrones twist to its long-running “Like brands” campaign.

In the funny spot by McCann UK,  “Game on Thrones” reveals two Wildling-esque characters playing chess on their royal “thrones”, comparing branded toilet roll with Aldi’s own.

As Aldi says: “Choosing your loyalties can be a dangerous game, but not when it comes to toilet roll.”

All men must die – or, rather, dine

To mark the release of the fourth season on Blu-ray and DVD, HBO launched a pop-up restaurant.

Paraphrasing the High Valyrian saying, the “All men must dine” banquet was created to resemble a small council meeting in King’s Landing.

Unlike previous deadly dinner parties on the show, guests were treated to Westeros-inspired dishes, cocktails and entertainment.

The three-day experience took place at the Andaz hotel at London Liverpool Street in 2015. HBO enlisted pop-up specialists the Wandering Chef and Grosvenor Mixologists to create the event.

A Game of Thrones exhibition

Sky Atlantic brought the fantasy series to The O2 for an epic exhibition.

The experience showcased 70 original artefacts, including select pieces from the fifth season and Jaime Lannister’s golden hand.

Visitors could also enjoy various interactive experiences that utilised technology, from seeing what they would look like as a White Walker to virtually ascending “the wall” at the Oculus Rift station.

John Bradley (who plays Samwell Tarly) made a guest appearance at the 2015 event. Following its success in London, the experience headed to Tel Aviv, Amsterdam, Berlin, Madrid, Paris and Stockholm.

You know nothing, John Dough

Inspired by the character Hot Pie, Deliveroo teamed up with the actor himself, Ben Hawkey, to open a bakery.

Fans could purchase direwolf-shaped loaves – like the one Hot Pie baked for Arya Stark – for £1 ahead of the show’s seventh season.

The produce was sold by You Know Nothing John Dough and debuted on the Deliveroo app for a limited time in 2017.

Lunchtime is coming…

When it comes to holding back a crowd, there is only one man to do the job. KFC paid homage to Game of Thrones’ sixth season, when viewers finally find out the meaning behind Hodor’s name, by enlisting actor Kristian Nairn to hold back a hungry horde of customers.

Hodor is a KFC employee in “Lunchtime is coming” by Bartle Bogle Hegarty. He finds himself stuck repeating “Chicken with fries” over and over again, with the phrase morphing into “Chicken with rice”, KFC’s new healthier option.

Fire and ink

Dedicated fans could mark their love for the show on their bodies forever at Now TV’s tattoo studio.

Visitors could choose from a range of designs by Lauren Winzer, who created the “pack survives” tattoo on Sophie Turner, who plays Sansa Stark.

Winzer and a team of artists inked 100 free tattoos at Soho studio The Circle, which was given a Seven Kingdoms-style makeover.

Bleed for the throne

Ahead of the final season, HBO challenged Game of Thrones fans to prove their devotion by helping end blood shortages around the world.

The broadcaster’s “Bleed for the throne” blood-donation activation, in partnership with the American Red Cross, featured six days of co-ordinated giving from fans across the US.

The partnership kicked off with an immersive experience at this year’s South by Southwest festival. Fans who donated blood received an exclusive “Bleed for the throne” T-shirt.

It was staged in partnership with Droga5 New York, with Giant Spoon devising the SXSW experience.

Tourism is here…

Tourism Ireland has produced a series of epic experiences as part of its long-standing partnership with the series and HBO.

In 2015, it brought an animatronic dragon to Belfast Zoo. The infant male dragon was operated by two controllers and had a 10-feet-wide wingspan. Visitors were able to watch the dragon’s feeding time, as well as a check-up with a vet.

The following year, it hand-crafted custom doors depicting episodes from Game of Thrones’ sixth season. For the “Door of thrones” campaign, 10 carved wooden doors featured in venues near filming locations across Northern Ireland.

To promote Northern Ireland as a set location, the organisation created a 77-metre-long, Bayeux-style tapestry featuring key Game of Thrones scenes in 2017. Devised by Publicis London, the final tapestry was woven at Tomas Ferguson’s – one of the last surviving linen mills in the country.

In its most recent campaign “Glass of thrones“, stained glass window installations appeared in locations around Belfast, where much of the series was filmed, to promote the final season.

Creatively inspired by fan search data, the six installations depicted key moments, including battles, dragons, White Walkers and matrimonial massacres.

The windows formed a 1.8-mile fan trail and concluded at Titanic Studios, where much of the show was produced. The campaign was delivered by Publicis London.

Shame!

SodaStream enlisted the help of two Game of Thrones actors, Thor Bjornsson (The Mountain) and Hannah Waddingham (Septa Unella), to push its environmentally friendly messaging.

In “Shame or glory”, by Allenby Concept House, nun-like character Septa Unella follows a man as he leaves a supermarket carrying two heavy cases of sparkling water, repeating the word “shame”. It spoofs the infamous sequence featuring Cersei Lannister in season five.

BMMA – 18th of June: Fairtrade – from supply chain to human chain by Nicolas Lambert Director Fairtrade Belgium

Is more human centric deal between consumers and industry possible?

Tackling the problem of poverty among farmers in southern parts of the World and making our purchases more sustainable is definitely not an easy challenge.  How can you handle this when you are an NGO with limited resources?  Perhaps the answer lies in applying the African proverb ‘If you want to go fast, go alone, if you want to go far, go together’.

Nicolas Lambert, Managing Director of Fairtrade Belgium and Professor of Marketing at the Louvain School of Management, will explain how Fairtrade Belgium is trying to create a human chain around a common ideal, an interesting example of ‘purpose-led marketing’.

photo-nicolas-lambert.jpg

Since June 2016, Nicolas Lambert is the Director of Fairtrade Belgium (previously known as Max Havelaar). He is also Professor of Marketing at the Louvain School of Management (UCL). Nicolas spent almost 20 years in various marketing positions in the FMCG sector both in Belgium and at European level, working for Unilever, AB Inbev and Heineken (Alken-Maes). In 2010 he was voted Marketer of the Year by Trends and STIMA and Advertiser Personality of the Year by PUB and UBA. He was president of STIMA in the period leading to the merger with IAB and BDMA to form BAM (Belgium Association of Marketing). Nicolas is married with two children, Lucas (14) and Marion (12), and he is a proud citizen of his city, Mons. He loves travelling and reading, and sings in a classical choir.

If you come by car we advise you to use the “Poelaert” car parking.

Mandatory : formal dress code  (for men jacket is recommended).