For some time now Bernie has been talking about the growing importance of learning how to use Artificial Intelligence for marketing. While we still have a lot to learn, AI has finally developed to a point that it can be used effectively, at scale, to reach more customers in personalized ways.

Bernie’s guest on this episode is Andrew Malcolm, Chief Marketing Officer at Evernote. Andrew tells how he and his team are doing exactly that and explains why their approach has enabled Evernote to evolve into a technology-driven marketing organization. Toward the end of the conversation, Andrew wraps up with best practices that can be applied to your organization.

Anyone interested in the future of marketing tech needs to hear this real-life application of AI to marketing.

Believe It Or Not, AI CAN Be Used To Market In A Personalized Way

It’s a strange way to say it, but Andrew Malcolm describes the approach the Evernote team takes in integrating AI into their marketing systems as being “creatively analytic.” They use big data, machine learning, and AI to connect to just the right person at just the right time – and it’s through that approach that they are able to do something paradoxical – deliver personal marketing using a machine.

It’s an insightful approach that is enabling them to market effectively for 2 cents per user, per year. Did you get that? Their approach is a demonstration of powerful, personalized marketing that is scalable and effective.

In this conversation Andrew outlines how to establish a system of AI-powered marketing through determining what TYPE of message is best to deliver to your customers first (based on geography, device type, time of day, their setting, and the type of content they are already interacting with) and then use the probabilities you discover to deliver the right content with a touch of human creativity.

Andrew and his team have spent the time to work out an incredible system for Evernote and what he shares on this episode can help you blaze the same trail in your marketing department, so be sure you listen.

Modularizing Content To Fit The Needs Of A Customer

Bernie’s curiosity about the use of AI and machine learning in Evernote’s marketing strategy led him to ask Andrew a question about how the Evernote team is making content that is personalized, yet relevant to a wide variety of users.

Andrew’s answer reveals a powerful insight into the very structure of content itself. He says that all content is made up of a series of components that remain the same, but may be rearranged or selectively chosen or left out. What is included or not depends on individual customer scenarios.

Humans can’t make the kinds of determinations to make it happen, but machines (otherwise known as algorithms, not true physical devices) can based on thousands of data points. The right content can be selected from a repository of available content and displayed for a user in a way that fits them, in seconds rather than hours.

But before taking that step, the system needs to key in on the moments in a customer’s experience that matter the most in order to know WHEN to deliver the content at the most opportune time. Andrew explains that the important thing is not that you need to know exactly WHAT to say to a customer, it’s that you know exactly WHEN to say it. That’s why the Evernote team spends lots of time doing what they call, “moment testing” rather than copy testing.

Find out how Evernote’s marketing department uses moment testing, a content cache, and AI to send users the right messaging at exactly the right time – on this episode.

The Tools You Need To Use Artificial Intelligence For Marketing

As you begin thinking about using artificial intelligence in your marketing systems, you’re naturally going to wonder what tools you will need. Andrew warns that at this point in the development of AI, tools that say they contain everything you need to automate your marketing effectively are making claims they can’t always back up, so you should be wary. He advises that you keep it simple.

The first thing you need is not a piece of software, but clean data. The tools you wind up using will only be as good as the data you provide to them, so you need to make sure that you’re getting accurate data that represents your customer’s experience well. Beyond that, you’ll need a content management system, an analytics tool, a campaign management tool, and some sort of data repository.

Listen to this episode to hear Andrew’s explanation of how these basic tools have been combined at Evernote to create an automated marketing system that provides personalized, customer-specific content to their marketing team so that a final, human touch of creativity and customization can be added.

How To Get Started Using Artificial Intelligence For Marketing

As you consider using AI as part of your marketing systems, don’t be overwhelmed. There are low risk ways to get started, because you’re not experimenting with critical aspects of your marketing mix.

Andrew gives an example of this sort of experiment using the homepage of a website.

By making use of geotargeting you can offer a different, culturally attractive version of your website to visitors depending on what part of the world they are viewing from. And how do you know what content to provide to users from different parts of the world? By the data you’ve been able to collect through your own software or services.

Andrew explains it all in this conversation and it’s not as complicated as it sounds. The integration of AI into marketing is becoming a reality right before our eyes. Don’t miss out on this incredible opportunity to put your marketing approach on the cutting edge, reach customers in a more personalized way, and do so faster and more economically than you ever have before.

Outline of This Episode

  • [0:31] Chief Marketing Officer at Evernote, .Andrew Malcolm
  • [2:29] The easiest way to turn your ideas into actions: Evernote – and Andrew’s role at Evernote
  • [3:30] Creatively Analytic Marketing: The new approach using technology
  • [5:20] Personalizing content using machine learning and AI
  • [7:05] Modularizing content to make the experience easier and still customized
  • [9:40] What channels are at your disposal? How can you use them to deliver your messages?
  • [12:38] Technology needed: clean data, the type of targeting, the right systems
  • [15:04] Approaches that are working – and those that are not working
  • [17:03] Tips for the listener who is just getting started doing using AI for marketing
  • [19:23] Categories of tools to consider for AI in marketing
  • [25:20] The difficult dynamics of building a team that is able to do marketing using Artificial Intelligence

Resources & People Mentioned