IBM Watson’s 2019 Marketing Trends Include Balance Of Data And Emotion

Marketing will be determined by the customer in 2019 as CMOs and digital agencies adapt to “The Emotion Economy,” IBM Watson predicts. IBM Watson Marketing identified nine trends to look out for in the coming year, including the continuance of personalization trends and the dawn of data mastery.

Not surprisingly, IBM places emphasis on artificial intelligence, of which it offers solutions. Other observations, however, mirror recent analyst predictions that brands will strive for customer trust, agile marketing and use GDPR to one’s advantage.

Marrying Emotion With Data

Consumers are largely driven by how they feel when making purchases and this is especially true for young generations.

“When customers are engaged emotionally, they are much more compelled to take the actions that drive business,” writes IBM Watson Marketing. “If a brand wants to sustain that growth, it must pull these emotional triggers again and again.”

Those triggers could be standing for or against a hot topic, as demonstrated by Nike, or coming together for the greater good. A recent study by Accenture Strategy found that 62 percent of customers want companies to take a stand on current and broadly relevant issues such as sustainability, transparency and fair employment practices.

Likewise, customers appreciate it when a brand “gets them.” Customer experience (CX) is the new funnel—strengthening existing relationships and creating lifetime value rather than focusing on single transactions.

2019 will be the age of the tech-savvy marketer, IBM Watson Marketing predicts, and fate will favor the AI-powered strategy. Predictions, tests and deep customer history dives will allow CMOs to make educated decisions, balancing personalization with agility.

“If a brand wants to sustain that growth, it must pull these emotional triggers again and again.”

Enter The “Martecheter”

Between ever-changing consumer landscapes and GDPR, it’s no wonder that “director of marketing data” is this year’s hottest new role. This leadership position will take on the role of a bridge between data integration, collection and analysis.

In short, marketing leaders must be fluent in both marketing and martech. Single-skilled marketers can no longer function in today’s fast-paced, digital world. IBM cited a gap between digital and corporate marketers—General Assembly marketing assessments found that digital marketers outscored their corporate counterparts by 73 percent.

“Operational nimbleness combined with cross-disciplinary marketers” can support a growing ecosystem of purpose-built marketing tools, IBM Watson noted, placing an emphasis on the uniqueness of every business model and customer base.

As technology continues to advance, CMOs have to do the same, Equinox CMO Vimla Gupta told AList in a recent interview.

“This job is changing on a dime every single day,” said Gupta. “It is becoming increasingly technical. Understanding how the technology can help you and how to use it, how to invest in it, recruit the right people or partner with the right agency is critical.”

Philadelphia Launches Holiday Campaign With First-Ever “Double Diptector”

Philadelphia Cream Cheese launched a holiday advertising campaign that leads with a new spot highlighting the world’s first Double Diptector to catch those guilty of dipping their bitten chip a second time. The campaign is a new comedic approach for the company and aims to promote the brand as a snack food for parties and not just an ingredient for cheesecake or a bagel accompaniment.

The ad spot starts with the party host in her kitchen revealing how to throw the “perfect party” with the dips—then cuts to a guest double dipping and being caught, thanks to the double diptector.

The smart device—that looks like an average chip and dip bowl—pairs with the app to track and catch the double dipper. It alerts the app user with a loud alarm if someone commits the crime. The company actually invented the device and has put a version up for bidding on eBay.

“We wanted a fun, creative way to launch our new Philadelphia Dips that would tap into culture and become something that people could not only relate to, but want to talk about and share. Dips are highly relevant during the holidays and served at holiday parties and family gatherings,” said Megan Magnuson, Philadelphia associate marketing director.

The shift towards changing Philadelphia’s brand to an everyday food option was first noticed in their 2017 in the “It must be the Philly,” campaign. The ad shows office workers rushing into a budget meeting because there is cream cheese. Soon after, the brand rolled out cheesecake cups and prepacked chips with cream cheese dip.

The marketing effort illustrates the brand’s role in “elevating everyday occasions.” It was also the first campaign since the merger between Kraft Foods and H.J. Heinz Co.

“The Philadelphia brand’s overall tone of voice is optimistic, warm, playful and real. As we’ve launched our new Philadelphia Dips, we leveraged a tone that is cheeky, smart and clever in a way that endears the brand to our consumer,” added Magnuson.

In the past, Philadelphia concentrated on presenting their ingredients—made with fresh milk, real cream and no preservatives. In 2014, the company redesigned their cream cheese packaging to make it more modern and appealing.

The brand is encouraging fans to weigh in on the double-dipping debate using #doublediptector on social media.

Dara Treseder On Her New Role As Carbon’s CMO

Dara Treseder knows a thing or two about marketing technology. The former CMO of GE Ventures and Business Innovations has spent her career promoting and exploring the scientific world and was named one of Forbes’ top 50 CMOs to watch. Last week, Treseder joined 3D printing brand Carbon as chief marketing officer and is ready to apply what she’s learned to this emerging market.

Treseder sat down with AList to talk about her career move from GE, the changing CMO landscape and why its critical for the marketing team to spread passion throughout an entire company.

How are you applying B2C knowledge to your new role?

I really think about human-to-human. B2B and B2C are definitely different approaches. I love to bring a purpose-driven, customer-first approach. Mission and purpose first.

We’re taking an ingredient brand approach—building our own brand so people know who we are and what our products stand for so that when they see one of our partners manufacturing with Carbon, they understand what that means. They [would] understand our commitment to a sustainable future and choose our partners’ products because they know they were made with the environment in mind. One of our commitments is to reduce plastic pollution. We enable parts to be designed and manufactured with dramatically less material.

There will definitely be joint marketing efforts that we do with our partners to ensure that their customers are aware of what we’re able to offer.

Now that you are promoting 3D printing partnerships, how does personalization tie into your strategy at Carbon?

We are able to use data to create better products, which puts us in a powerful position. It allows [Carbon] to surprise and delight their customers in a way that they wouldn’t be able to do if they weren’t embarking on this journey of mass customization. I think it’s amazing because it’s not just a marketing gimmick. Our technology enables customization at a level that hitherto has not been possible.

Dara used the example of Adidas, whose Futurecraft 4D running shoes won a Gold Lion for Innovation at the Cannes Lions Festival of Creativity this year.

This is a big move for you and CMOs tend to change companies rather frequently. Why do you think that is?

We’re kind of in a new era. Business needs are changing. People talk a lot about the moves CMOs are making but that’s representative of the fast pace of today’s consumers. Things are moving really fast. The role of the CMO is constantly evolving and some of these transitions are good—good for the company and good for the CMO because it allows for the development of an innovative perspective.

I’m really passionate about the technology and I love the people, so when I was given this opportunity, it seemed like a good next step for me.

On that note, how important is it to be passionate about the brand you’re marketing?

It’s critical [to love the brand you’re marketing]. I couldn’t work for a company if I wasn’t deeply passionate and in love with its purpose and its mission. Without that, it’s hard to craft the message or share that enthusiasm. It’s important not just for CMOs, but all the marketers on their team. It’s also important that the marketing function works to spread that love and passion to every part of the organization. Companies that are made up of employees that are deeply connected to its mission and purpose are the best ones to work for.

Dara participated in our Advertising Week Panel, THE REBOUND: Recovering From Failure, which you can watch here.

Networks, Consumers Benefit From Roku’s First-Ever Stream-a-thon

Roku announced the company is launching its first-ever ‘Stream-a-thon’ from December 26 to January 1, allowing users to stream a collection of shows and movies for free. Roku will give the gift of complete seasons and movies from networks such as HGTV, Food Network and Discovery within the “Featured Free” section.

“The holidays are the perfect time for new and avid streamers alike to discover, enjoy and share in full seasons of top shows for free,” said Roku chief marketing officer, Matthew Anderson.

“…As the leading platform for streaming free content, the Stream-a-thon is a great way to thank our customers. We’re delighted with the quality of shows and to be working in partnership with some of the biggest and best providers across television,” added Anderson.

Roku has always been focused on selling advertising, from the branded direct buttons on the controller to banner ads on the homepage. But in recent years the company has gone full force into programmatic and direct advertising. Earlier this year, the company announced for the first time advertising, as opposed to devices sales, made the bulk of their revenue YoY.

In June, Roku created an audience marketplace for buyers and sellers, and can be used programmatically or traditional methods of direct selling. It more effectively targets audiences by leveraging Roku’s first-party data and proprietary ad technology. Roku has extensive insights into its millions of OTT streamers and can precisely target specific segments at a household level.

Advertisers can take advantage of it through programmatic or traditional direct selling methods. Viacom, AT&T’s WarnerMedia and 21st Century Fox are a few of the initial networks that signed on to sell TV ad inventory in the audience marketplace.

Roku’s ‘Featured Free’ navigation section came along in August in order to provide customers with an easy way to find free streaming entertainment. Stream-a-thon is seemingly an extension of that service.

Both provide advertising and help’s Roku push users to download different network apps and possibly drive a conversion for that network, creating a new subscriber. Viewers will also be served with ads along the way. Stream-a-thon is another step in the tenets Roku is building its future on, and one wherein consumers reap the benefits.

“Data-driven selling [and] programmatic-based techniques are, in our opinion, a central component of the future of the way TV advertising is going to be traded,” CFO Steve Louden said in August, during the company’s Q2 earnings call with investors.

“From the very beginning, our goal with advertising at Roku has been to elevate [and] evolve the state of advertising—to make TV advertising natively targetable, interactive [and] much more highly measured like any digital media that a modern marketer expects.”

AList reached out to Roku for comment but have not heard back at time of publishing.

YouTube Announces 2018’s Top TrueView For Action Ads

Grammarly, and League of Legends made YouTube’s top 10 True View for Action ads in 2018. The leaderboard showcases the ads with the best performance determined by an algorithm factoring total reach, clicks and engagements. The top ten videos range from a proofreading app to a mattress company. All the ads have one thing in common, they break down and explain their product clearly.

TrueView is YouTube’s opt-in ads—allowing users to continue watching if they wish, and brands will only pay per opted-in view. Viewers can click on elements to take direct action in TrueView ads and there is a link on the bottom left-hand corner inside the video and another link in the right column outside the ad.

Grammarly’s “Enhance your writing” video shows different people talking about how much Grammarly helps their daily life. In the first few seconds a woman says, “if you write anything on your computer, you need to get Grammarly.” Viewers can download it for free, the text “download for free” remains on the screen the entire video.

In project management tool’s ad, the compaby explains “What using feels like.”

League of Legends’ad “What is League of Legends? Told by Nevercake” shows main character Nevercake explaining the game with a quirky, unique humor. “If you had friends they would already be playing” the character says.

Top 10 TrueView for Action leaderboard:

  1. Grammarly “Enhance your writing” – 301,742,418 views
  2. “What using feels like” – 50,192,818 views
  3. League of Legends “What is League of Legends? Told by Nevercake” – 23,367,136 views
  4. Nectar Sleep “Make America sleep again” – 11,943,412 views
  5. World of Warships “Why haven’t played World of Warships yet?”- 44,615,138 views
  6. Honey “Never search for a coupon code again – 25,454,890 views
  7. Wix “Create a professional portfolio website, Jay Pharoah” – 69,354,686 views
  8. Netflix “The Kissing Booth” – 4,560,290 views
  9. GlassesUSA “You Need New Glasses” – 35,432,509 views
  10. Udemy “Learn drawing on Udemy” – 79,216,770 views

In October, the YouTube announced the changing criteria for the ads. They now count an engagement whenever a user clicks or watches 10 seconds of a TrueView for Action ad.  A conversion is counted by default when a user takes action with an ad within 3 days of an engagement.

Lyft Launches L-Less OOH Campaign; Aims To Help New Yorkers During L Train Closure

Lyft is jumping in to help out Brooklyn train riders. In April, the L Train is shutting down for 15 months. The MTA will suspend service between Bedford Avenue and 14th Street/Eight Avenue. The shutdown will cause a major disruption for many NYC residents—about 400,000 of them.

Lyft launched an OOH campaign called “Something’s Missing,”  that drops the letter L from its copy and logo in solidarity with those affected. Examples like “ong ive Brook yn” have already started to pop-up around New York. The big pink billboards and transit wraps direct locals to to explain all the travel remedies the company has created.

Lyft will match shared ride passengers heading in the same direction for a low fare letting drivers use the carpool lane, there will be at least 3 passengers. There will also be more fixed pickup spots in congested areas for more efficient pickups.

Cars won’t be the only method of transportation. The ride-sharing company partnered with New York City to acquire Citi Bike earlier this year. It will triple the size of its bikeshare service to 40,000 during the shutdown. 

Out-of-home has seen a bit of a resurgence with similar messaging from other brands. Last year, Spotify launched “2018 Goals”for the holidays. It used its data (listener habits from 2017 combined with current events) to conceive some funny sayings such as “Eat vegan brisket with the person who made a playlist called ‘Leftist Elitist Snowflake BBQ.’”

For the Lyft campaign, the brand is also cutting the price of its all-access plan to $169—to get 30 rides for 30 days. A big discount from its usual price of $299.

New Yorkers are currently getting a taste of the closure, there’s been a few weekend shutdowns this year.  Lyft encourages users to share their commuting solutions through the site or social media with the hashtag #RideOnBrooklyn.

This campaign launched before another big announcement.

On Thursday, Lyft beat rival Uber in filing for an IPO giving the company a “first-mover advantage.” It was valued at $15 billion in a private fundraising round.

The filing is expected to become publicly available in early 2019. It will be an assessment on how much investors want tech companies and the ridesharing business.

Gaining Actionable Understanding of Your Brand’s Personality

By J. Galen Buckwalter, Ph.D., Chief Scientific Advisor, Soulmates.AI and CEO of

Everyone responsible for a brand knows it has a personality, but turning that knowledge into action is not easy. Personality in people can be tracked in ways that help you leverage what you discover, but brands have not had the same metrics available to them. That has finally changed with research that led to the first true personality survey for brands, providing them with a dimensional view of their companies’ goals and values.

This was long in the works. For the first time in early 2004, psychologists settled on a universal definition of the dimensions of human personality. The effort to define traits began at least as far back as when Greek philosopher Hippocrates used the four bodily fluids to guide his thinking on personality. More empirically valid efforts began in earnest during WWI, when it became painfully evident that not everyone could be exposed to the carnage of war and return home with the same cognitive and emotional profiles they had when they left. While theories and assessments abounded, it wasn’t until the end of the 20th century that we started to see a consensus emerge. With the HEXACO personality inventory and the power of a machine learning technique called Natural Language Processing (NLP), it is finally possible to analyze written language at scale to get the most direct expression of one’s personality.

The American Psychological Association defines personality as something like the characteristic patterns of thinking, feeling and behaving that make an individual unique. Slow down and think through what that sentence means, this explains that personality encompasses how we think, feel and behave. What HEXACO provides is understanding on a level that allows us to measure the very essence of what makes us unique. After 10 years of research using HEXACO, it has proven useful in predicting outcomes in leadership ability, job preference and satisfaction, political attitudes, fidelity in relationships, Machiavellianism, academic performance and credit risk. The best-known example of using personality measurement for this purpose is eHarmony, a company that matched single people based on profiles observed among successfully married couples.

The success of eHarmony was a key factor in leading the Soulmates.AI group to explore situations where this logic can be applied to other relationships, particularly those related to marketing. To consider how to understand the relationship between individuals and companies, we needed to understand how to measure the traits of companies.

We are not considering, as the Supreme Court had to do recently if corporations are people. But companies and brands, in general, must adopt personality characteristics if they hope to distinguish themselves as unique from other brands and stay relevant in an era when shopping on Amazon can make brands invisible to consumers.

Consumers interact with brands as they do with people; they develop feelings, stereotypes, even a sense of loyalty or distrust. Consumers make decisions based on these feelings, behaviors, and emotions. So, if we engage with brands in the same way we do with people, the logical conclusion is that we should be able to measure and research brands along the same dimensions of personality found in people. While it is one thing to argue that brands have a personality, it’s an entirely different pursuit to measure this in a way that allows us to match social media creators to brands for collaboration that feels authentic. With this hypothesis, Soulmate.AI and my company, psyML, began work to show we could capture brand personalities with a survey tool and use natural language processing to analyze social media content produced by both brands and social media creators. We began with 122 items and with three iterative factor analyses along with several methods of estimating reliability and we ended up with the first psychometrically valid HEXACO assessment of brand personality. Our hypothesis was shown to be strong and results promising.

In exploring a hypothesis, one needs to explore what’s been done elsewhere, hoping to find indications to suggest you aren’t tilting at windmills. Applying HEXACO to brands threaded that needle. As we worked on our research, three University of Belgrade researchers not only had the same idea, they recently published a study demonstrating the presence of a HEXACO-like structure when analyzing 120 brands. The study showed that HEXACO traits predicted substantial amounts of variance in such aspects of consumer-brand relationships as attitude toward the brand, perceived quality of the brand and brand loyalty. These results support findings by the Soulmates.AI team that using HEXACO as a means of measuring and researching brands is on an appropriate path.

The first use of the Brand Personality Survey (BPS) is two-fold. The BPS is being used to provide companies with an in-depth understanding of their current brand personality as recorded by a brand expert. This information is then used to algorithmically match the brand with social media creators based on the brand’s personality. This one-of-a-kind analytic and matching system is available as a beta at Soulmates.AI to enhance existing social media creator matching platforms.

The BPS on its own can be used to truly understand how concepts most important to your company can be used to properly plan the message you send to consumers, the content you create for them and ultimately, the products and services you offer to consumers. By reviewing the results of the BPS, you can gain greater clarity into how you are appearing to your consumers. Importantly, BPS can be matched with NLP analysis of your brand’s social profiles to ensure that your content is accurately portraying the persona you want to project.

Through deep analysis by both psychometricians on our team and branding experts with decades of experience in the field, the report from the BPS effectively explains how brands can act based on the insight provided by their HEXACO scores.


Digital Data Assets Surpass Traditional Data For First Time, IAB Report Says

According to IAB’s State of Data 2018 report, for the first time in history marketers are investing more in digital data assets than traditional “terrestrial” data. Digital assets being those typically taken from consumers’ anonymous website behavior, with traditional being “direct mail and other offline communications.”

The research for the report was gathered by Winterberry Group and is based on several in-depth interviews with senior-level marketers in addition to aggregation of publicly available financial information.

In 2018, third-party digital data will account for $3.67 billion—up 36.9 percent from last year—compared to the $3.62 billion invested in terrestrial/PII assets. This expected increase is due to a rise in programmatic advertising. It also comes despite increased scrutiny on the use of consumer data.

“This year, as we build upon that first effort to provide the first historical view of domestic data expenditures and the dynamics undergirding them, we have another conclusion to make: data expenditures aren’t just big- they’re growing at a more rapid pace than the media channels with which they’re typically associated,” said Jonathan Margulies, managing director of Winterberry Group.

The report also found U.S. companies are accelerating their spending on third-party, audience data for advertising and marketing efforts.

This year, companies are expected to spend about $19.2 billion on U.S. audience data acquisition ($12 billion) and data activation solutions ($6.1 billion)—a 17.5 percent increase from 2017.

The growing investment in third-party audience data comes from the challenge marketers face establishing an understanding of who their individual customers and prospects are as they go over various touchpoints such as transactional, digital, traditional and promotional.

“Programmatic advertising has taken a central role in the marketing landscape and this study shows how increasingly vital third-party data has become as a result,” said Orchid Richardson, vice president and managing director, IAB.

“Third-party data provides insights—from geolocation to interests and more—that can help brands deliver highly personalized messages to consumers and expand audience.”

Investing in solutions to adequately combine the functionality of numerous established tools (CRM databases and DMPs) with a long-term view of creating a central view of prospect and customer audiences is one of the driving points in audience data activation solutions.

New regulations further impacted the growth within data management, processing and integration.

This year, GDPR changed the dynamic of third-party audience data forcing providers, who didn’t track the origin or supply chain of their audience, to exit or refine their approach to achieve agreement.

The passage of the California Consumer Privacy Act (CCPA), to take effect in 2020, will most likely have a similar impact as GDPR—marketers and data providers will look to anticipate any effects.

In 2019, experts believe the industry will get closer to solving attribution, get new transparency standards and there will be increased spending on data management and governance.



Report: Most Consumers View AR Ads Favorably, Share With Friends

Augmented reality (AR) is a bustling new landscape for audience engagement and a majority of users actually enjoy advertising on the platform. According to SuperData’s new mobile augmented reality (AR) report, brands can no longer ignore this demographic, but not all AR users are the same.

SuperData estimates the AR market to be over one billion users. These figures were calculated using information from proprietary data sharing partnerships, consumer studies, web and search analytics, publicly announced revenue and sales figures and information from trusted industry sources, SuperData explained.

Two in three AR users view augmented reality ads at least once per month, the report suggests, and 74 percent of those that see ads share them with their social media followers. It should come as no surprise, then that the most popular type of AR mobile app is social media at 84 percent, with companies like Snapchat and Instagram’s wide array of filters and camera effects.

When it comes to AR advertising, most users in SuperData’s study consider the format a good thing, perhaps because of the novelty—56 percent of users see them as a creative use of technology.

That’s good news for Shazam, which launched its AR marketing tools last March. Since then, the tech has been used to promote a number of brands from whisky brand Glenlivet and grocery chain Asda to Michael Jackon’s album “Scream” and Netflix’s Stranger Things.

Ecommerce brands like Amazon and furniture retailer Wayfair are also engaging users with AR formats. The standard Wayfair app lets users apply “stickers” to their spaces—2D silhouettes of furniture items that users can zoom in and out on to imagine how they’d fit into their spaces.

According to SuperData, the largest AR demographic is women between the ages of 18 and 34. To reach this segment, the study recommends using AR social features. In-game advertising, on the other hand, would likely be more effective for reaching men of the same age.

Digi-Capital forecasts that AR (mobile AR, smartglasses) could approach three and a half billion installed base and $85 billion to $90 billion revenue within five years. Consumers spent $3.4 billion last year on augmented, mixed and virtual reality in 2017, according to SuperData.

Burger King Just Used Geofencing As A Defensive Marketing Tactic

Burger King is offering Whopper sandwiches for a penny, but consumers have to get near a McDonald’s to unlock the deal. This unusual offer leverages the disparity between the number of Burger King versus McDonald’s locations, thus turning a hindrance into a tactical advantage.

Beginning on Tuesday, hungry consumers can open the newly revamped Burger King app and venture within 600 feet of a McDonald’s location. Doing so will trigger a deal within a geofence, allowing them to order a Whopper for one penny. Consumers are then directed to the nearest Burger King location for pick up. The promotion, dubbed #WhopperDetour, will run for a limited time through December 12.

Geofencing uses GPS or RFID technology to map out an area of choice, allowing brands to trigger an event once a user enters. HBO used RFID wristbands to send shareable Game of Thrones content to visitors at San Diego Comic-Con last year, for example. Aside from the occasional coupon, the technology is still finding its marketing footing. Burger King is offering a coupon, sure, but using geofencing around a competitor’s location is definitely a unique way of utilizing the tech.

The quick-witted quick service restaurant “announced” the promotion with a cryptic tweet that quickly earned over 15,000 likes and 4,600 retweets. An hour later, Burger King launched the promotion with the slogan, “The Whopper Detour: Only ‘at’ McDonald’s.”

Sending your customers to your biggest rival sounds counter-intuitive, but consider the fact that Burger King has around 6,600 locations in the US compared to McDonald’s’ 14,000+. According to parent company Restaurant Brands International (RBI), Burger King experienced growth of seven percent in Q3, with new restaurants popping up at just over six percent.

The promotion makes it easier to unlock the deal than sending them directly to Burger King, while allowing consumers to join in the brand’s competitiveness.

When it comes to Burger King marketing, their motto seems to be, “it’s so crazy that it just might work!” It often does.

Just look at the series of gibberish tweets the restaurant sent last week. A series of random characters managed to go viral—something even the most carefully planned campaigns often fail to achieve—before Burger King revealed the return of its Cini Minis.

RBI recently unveiled a new, modern “Burger King of Tomorrow” restaurant image with plans to roll out across the US. Part of the connected experience includes mobile ordering.