Wrap-Up Mobile Marketing Innovation Day 2017

Wrap-Up Mobile Marketing Innovation Day 2017

On May 4, the 6th Mobile Marketing Innovation Day took place at Studio 44 in Vienna. More than 650 marketing enthusiasts gathered to listen to keynotes of top speakers from Facebook, Google, Mastercard and many more.

Why mobile?

Susann Fischer from Facebook / Instagram sums it up:

  • We spend up to 3 hours per day on mobile devices
  • Facebook and Instagram make up 20% of the time we spend in front of the screen – this is one in every four minutes
  • 72% of research by potential customers is done via mobile devices
  • and, distraction is 79% lower on phone than it is on TV

This clearly highlights the importance of a mobile presence per se, and the importance of creating engaging and informative content for mobile users. Susann highlighted the 3 key factors to successful campaigns on Facebook: targeting, placement and creative. Especially smart targeting, ie. creating content that fits a specific target group, and video content were highlighted.

Smart payment and conversational marketing

Gerald Gruber from Mastercard talked about another aspect of the mobile era – the future of payment. Due to rapid technological developments, the payment industry faces new challenges and opportunities, leading to the fact that there are currently more than 300 different methods of payments world-wide. According to Gerald, the future will be bound to the developments in the areas of AI and biometrics: from fingerprints, to face recognition and identification via heart rate.

Another important aspect is the power of conversational marketing. Markus Buchner from atms pointed out that messaging apps have surpassed social media networks and highlighted their potential to get in touch with your customers. Engaging with customers via messaging is a fast and inexpensive way of reaching a large audience.

Further topics included mobile storytelling, performance marketing driven by machine learning and the rising importance of mobile research. Ralf Ohlenbostel and Giulia Tobaldin from Zalando wrapped up the event by giving a summary of the most important current trends in mobile marketing, and highlighted the importance of conversational interfaces and Progressive Web Applications (PWA). This was followed by closing remarks from organizer and JMC GEO Josef Mantl.

Forbes Austria: The night of the Robosapiens

Of General AI and Terminators

On April 19th, Forbes Austria opened their doors to talk about the future of Artificial Intelligence. The keynote was held by Ben Goertzel, book author and Chief Scientist at Hanson Robotics.

If this rings any bells, you might know Sophia, a humanoid robot designed to look like Audrey Hepburn:

Ben emphasized the importance of general AI. The AI we are using and advancing right now is narrow AI. It’s the type of Artificial Intelligence that is good at carrying out specific tasks, such as Alpha Go is better than humans at playing the board game Go.

General AI, however, will be able to generalize tasks and also be able to perform when conditions of the tasks change. Ben predicts general AI to take off in the next 3 to 8 years – a paradigm shift that will have a huge impact on human nature. When asked if this doesn’t scare him, he simply said ‘General AI might be scary and dangerous, but so was evolving out of caves’.

Of fear about job loss and future applications

Another topic raised was the fear that AI might take away people’s jobs. Ben laughed and said: ‘ 10 years ago, everyone was afraid that AI might kill us all – like in the Terminator movies. Now, everyone is afraid of loosing their jobs. What are they afraid of – being unemployed the 10 years before the machines kill them?’

According to Ben, the future applications of AI are exiting and widespread. The topics he is most fascinated about are humanoid robots and the combination of AI and humans (eg. A neural lace à la Allan Musk). The latter could help humans to keep up with AI. However, Ben raised a certain issue: not all people might want to be ‘transformed into a cyborg’ and might resist against being advanced by technology. Ben argued that these people might not be able to keep up with the mental capacity of the once deciding to opt-up.

He jokingly said ‘maybe there will be a Zoo of non-technology users’.