For the past year, innovators like Elon Musk (Tesla) & Mark Zuckerberg (Facebook) haven’t stopped talking about artificial intelligence (A.I.) and Machine Learning (ML). Facebook recently hired a former IBM executive, who innovated Watson. You may recall Watson gained national popularity when it wowed the tech industry and claimed a corner of U.S. pop culture with a 2011 win against two of Jeopardy’s greatest champions. This is the A.I. disruption.
A.I. : Billions Served
Borrowing from McDonald’s, if A.I. were a brick and mortar storefront, it’s sign would read: Billions Served. Most of us are already experiencing A.I. in our daily lives. Virtual personal assistants like Siri, Alexa, Google Now, and Cortana are all intelligent digital personal assistants that use A.I.. Nearly everything you see on Facebook is shown to you because of decisions made by an A.I.-based algorithm. The same is true of your Google search results. The continued development of A.I. is drastically changing the way companies market their products and services to individuals. Companies realize that to sustain or obtain a competitive advantage, they must embrace A.I. technology whether they’re ready or not.
Can A.I. Help Marketing?
Because of the sheer number of ways individuals can view or hear advertisements on a daily basis, both online and offline, getting your brand message to actually reach your customers at the right time has become increasingly complicated. Studies show individuals are exposed to over 5,000 commercial messages per day. TV ads, radio ads, magazine ads, billboards, banner ads, road signage, text ads, postcards, letters, coupons and the list goes on and on. It’s a lot.
To put this in perspective, for fun, let’s take a little test. In the past month, you’ve been exposed to over 150,000 ads. Take one minute and write down how many ads you can remember from the past month. Ready? One minute…Go!
How many did you remember? Fifty? Less than twenty? Only seven? What does this prove? You’re not paying attention to most ads if you’re not actively in the market for something.
Companies have been trying to gain the attention of the right audience for their product or service for decades by targeting audiences by age, income, gender, geography, and other demographic criteria.
While targeting has become more sophisticated throughout the years, over 95% of people still don’t respond to ads.
Why are advertising response rates so low? Is the advertising reaching all the wrong people? Of course not. Most of the people aren’t in the market for that product or service.
In a shocking study, that’s held solid for nearly two decades, it was revealed that less than 3% of individuals are in the market for any given product or service at any given time. Only 3% or less are ready to buy a new car, home appliances, an engagement ring or a new roof, for example.
Timing is everything. Simply put, the majority of individuals that see or hear an ad aren’t currently in the market for that product or service. What does this mean? It means that even when you advertise to the “right audience” much of the budget is wasted on individuals who aren’t paying attention because they’re not in the market. This is marketing to the “haystack” in search of the 3% “needles” who are in the market. So how do you find the “needles” in the haystack?
It’s all possible through a new A.I. technology named Aubry.
Meet Aubry. The A.I. powered technology taking the guesswork out of marketing and advertising
Aubry (askaubry.com) can create a list of individuals who are actively in the market for any given product or service. Aubry can find the 3%.
On average, 85% of individuals conduct research online before buying. Their pre-buying online behavior includes but isn’t limited to: searching keywords, reading articles, watching videos, interacting on social media, and reading online reviews.
Today’s buyer completes dozens, sometimes hundreds, of online behaviors before they make a purchase. If a company knew what these behaviors were and who the individuals are completing them, wouldn’t that be a competitive advantage?
Think about it. Right now, if you knew who the 3% of individuals were, wouldn’t you have a much greater chance of them paying attention to your ads, remembering your ads and buying from you before the competition?
Aubry is an A.I. technology that reveals the contact information of individuals preparing to buy what you sell right now. What Aubry does is drastically different from other marketing tech available on the market today. Most marketing is based on demographics and/or past behaviors. Aubry identifies real-time buying behavior, making demographic targeting a thing of the past.
Aubry uses a supervised ML algorithm to monitor 19 billion real-time behaviors per day. Companies armed with Aubry’s intel can market to individuals preparing to buy what they sell using various marketing channels including Google, Facebook, YouTube, Instagram, Pinterest, LinkedIn, email, and even direct mail. By only marketing to the 3% of individuals in the market for what you sell, companies can reduce their cost per lead and increase their profits.
Results have been significant. One specialty outdoor retailer reduced their cost per lead by 42%. A high-volume mortgage broker reduced their cost per lead from $64 down to $20. Incredibly, a law firm achieved a 21% click through rate from their Facebook ad campaign using Aubry (national average CTR is about 1%).
Beyond the cost savings, Aubry uses machine learning to create a custom “buying profile” which continues to improve marketing conversions over time.
Ask Aubry who’s in the market for insurance, engagement rings, a mortgage, a new home, a car, a boat, furniture, an attorney, a financial advisor and she’ll give you the list of individuals who are ready to buy. Because the ads are targeted only to individuals preparing to buy, companies are rewarded with higher click through rates and increased conversions.
These leads are not magic beans. You still must have a brand message and value proposition that converts.
Aubry is for medium and large companies and the investment is significant. Companies that perform the best with Aubry have demonstrated they’re capable of converting paid media into sales.
One other important thing to note; Aubry is competitor exclusive. Once a territory is purchased the leads from that territory cannot be sold to a competitor. Territories are commonly sold by state.