This book offers a direct, actionable plan CMOs can use to map out initiatives that are properly sequenced and designed for success--regardless of where their marketing organization is in the process. The authors pose the following critical questions to marketers: (1) How should modern marketers be thinking about artificial intelligence and machine learning? and (2) How should marketers be developing a strategy and plan to implement AI into their marketing toolkit? The opening chapters provide marketing leaders with an overview of what exactly AI is and how is it different than traditional computer science approaches. Venkatesan and Lecinski, then, propose a best-practice, five-stage framework for implementing what they term the "AI Marketing Canvas." Their approach is based on research and interviews they conducted with leading marketers, and offers many tangible examples of what brands are doing at each stage of the AI Marketing Canvas. By way of guidance, Venkatesan and Lecinski provide examples of brands--including Google, Lyft, Ancestry.com, and Coca-Cola--that have successfully woven AI into their marketing strategies. The book concludes with a discussion of important implications for marketing leaders--for your team and culture.
When Fortune 500 companies need to reenergize or reinvent a lagging brand, they call Steve Stoute. In addition to marrying cultural icons with blue-chip marketers, Stoute has helped identify and activate a new generation of consumers. He traces how the "tanning" phenomenon raised a generation of black, Hispanic, white, and Asian consumers who have the same "mental complexion," based on shared experiences and values. This consumer is a mindset--not a race or age--that responds to shared values and experiences, rather than the increasingly irrelevant demographic boxes used by corporate America. Stoute believes there is a language gap that must be bridged in order to engage this market force, and this book provides that translation guide. Drawing from his company's case studies, as well as from extensive interviews with leading figures of multiple fields, Stoute presents an insider's view of how the power of popular culture is helping reinvigorate the American dream.--From publisher
An entertainment and tech insider--YouTube's chief business officer--delivers the first detailed account of the rise of YouTube, the creative minds who have capitalized on it to become pop culture stars, and how streaming video is revolutionizing the media world. In the past ten years, the internet video platform YouTube has changed media and entertainment as profoundly as the invention of film, radio, and television did, more than six decades earlier. Streampunks is a firsthand account of this upstart company, examining how it evolved and where it will take us next. Sharing behind-the-scenes stories of YouTube's most influential stars--Streampunks like Tyler Oakley, Lilly Singh, and Casey Neistat--and the dealmakers brokering the future of entertainment like Scooter Braun and Shane Smith, Robert Kyncl uses his experiences at three of the most innovative media companies, HBO, Netflix, and YouTube, to tell the story of streaming video and this modern pop culture juggernaut. Collaborating with Google speechwriter Maany Peyvan, Kyncl explains how the new rules of entertainment are being written and how and why the media landscape is radically changing, while giving aspiring Streampunks some necessary advice to launch their own new media careers. Kyncl persuasively argues that, despite concerns about technology impoverishing artists or undermining artistic quality, the new media revolution is actually fueling a creative boom and leading to more compelling, diverse, and immersive content. Enlightening, surprising, and thoroughly entertaining, Streampunks is a revelatory ride through the new media rebellion that is reshaping our world.