Enjoy this best-selling updated 8^th edition – packed with new material, keeping abreast with AI, AR, VR, MR, MA and other innovative approaches to marketing communications. All integrated with the world’s most popular SOSTAC® Planning methodology that delivers a reassuring sense of order in a chaotic digital world and also that delivers success from better, MarComms’ ‘information-based’ decisions.

In Part 2 – all ten marcomms tactical tools (incl ads, PR, sponsorship, Owned, Earned and Paid Media etc.)  has a sample SOSTAC® Plan at the end of chapter.

Ze Zook and I are so pleased with it.  So much new material including AI integrating with MarComms.  We’ve tried to keep the edutainment angle so readers actually enjoy discovering some cutting-edge examples, tips and tools throughout the book. Thanks to the team at @Kogan Page including: Alison, Donna, Bruna and  Jack, Jeylan, Susie and of course, Helen Kogan.

What New Marketing and What Classic Marketing is in the 8th ed.?

What’s new and what’s old in Marketing Communications 8th ed.?

20% author’s discount can be used legitimately by following these instructions.

1. Go to koganpage.com/MC8
2. Click ‘Add to Cart’
3. Click ‘Checkout’ on the top right corner of the screen.
4. Complete your Billing & Delivery Information
5. Click ‘Continue to Review & Pay’
6. Scroll down to ‘Review Items’
7. In this section, click the ‘Add an offer code’ button – bottom right
8. Enter your code AMK20 in the box provided
9. Scroll down to input your payment information
10. Click the ‘Buy Now’ button at the bottom of the screen.

Enjoy Your Book

The post Marketing Communications 8th ed Released! appeared first on PR Smith Marketing.

Shared vales; shared emotions; informative; entertaining; shocking; frightening; funny; loving……… try this one

See video below.

Thank you for reading this. If you would like alerts about my future posts please enter your email address in the ‘Subscribe to Marketing Insights’ in the right-hand column.
Perhaps also connect with me on   Twitter      Linkedin     Instagram       Youtube    or in our weekly chat in the SOSTAC® Plans Club in the Clubhouse App on Fridays at 1pm.

Leap Of Faith: Damien Walters Backflip Over Speeding Formula E Car  see http://fiaformulae.com/ 

Staff Advocacy

This employee is sufficiently motivated that he made his own ‘Shockvertising’ video for his company.  Will this start a surge of employee product demo ads?

https://www.youtube.com/watch?v=NHznDFD3V3k

Staff  need to be integrated. What does this mean? Well every customer facing member of staff is a brand ambassador. They have to feel part of it. They have to integrate with the brand values (sometimes they are selected in accordance with the brand values). This requires internal marketing (investing in internal communications and motivation). If you get this right, staff can become your most potent comms tool. Have a look at this member of staff who made his own youtube product demonstration video – eating his dinner off the subway floor (after he cleaned it with his hard floor cleaner that both vacuums and steams. [source Smith PR & Zook Z. (2016) Marketing Communications offline & online integration, engagement & analytics, Kogan Page].

The ‘between buildings’ roof top swimming pool wasn’t even built yet when this computer generated image was released. It generated almost 1billion views and £21 million revenues (sale of apartments). See How To Leverage A Graphic Image To Get Maximum Impact.

—end—

If you liked this, you might also like:

How To Leverage A Graphic Image To Get Maximum Impact 

From Boring Info to Compelling Content

Meet Ai-Da a Performing AI-Driven Artbot

The post Creative Marketing Content appeared first on PR Smith Marketing.

We also mentioned metal shutters could use some art too. This post is now going to show some amazing art posted on walls (and shutters) around Dublin and elsewhere. These initiatives lift the mood of passers-by,  employees,  residents,  tourists (when they return),  the artists themselves and sponsors if they find any.

DublinWalls.com is a photo collection of Dublin Walls created by talented artists. These murals embellish the Irish capital city of Ireland and are part of ICHH

Isn’t this the ultimate selfie to send to your friends? Creating the ‘shared experience’ …  shouldn’t it be branded? What do you think? At least with the artist’s name, a sponsor’s name or even the artist’s website?  This way we might be able to fund more artists to post their art.  Brands supporting art.  Even brands commissioning art (perhaps like the beautiful Dhali Guinness mural (see at the end). WDYT?

The contemplative space gardener. Makes you stop and think doesn’t it?  That, in my opinion is part of the purpose of art.

JJ Smyth’s Music Pub, 12 Aungier Street, Dublin 2

This definitely brightens up the street, seeing the Rolling Stones smiling down on us all. It also brands and promotes JJ Smyth’s pub as one of Dublin’s best music venues. It’s a win-win-win.

You are not the only busy guy or girl out there. There’s busy elephants too. Am sure the artist had his/her own idea when creating this beautiful image.  Perhaps, if you are out there and you know what the meaning of this wonderful image is – please let me know what is this about? Again this art makes you stop and think.

Although this post is primarily about Dublin. Many of its artists (example these photos) are from all over the world.  Meanwhile a quick mural from Belfast that I absolutely love – don’t know why but it’s great. If anyone knows who created this,  please tell me and we’ll post a link to his/her site.

Please send me in your photos of anything that brightens up a street, an alley-way , a wall, a window or even a  just a door.   As marketers, we  can brighten up our streets and support our brands and /or help spread important messages  simultaneously.  I will publish another blog post with lots of creative ideas from Dublin, Belfast, Dundalk, London and elsewhere.

A final stunner, again from Belfast. This panoramic Guinness mural  adds some intrigue to the alleyway, supports the community, the pub beside it, the artist, the brand itself…. it’s a win-win-win.

Dublin Walls Map

Back to Dublin,  the ever-evolving  DublinWalls.com Map with the current murals displayed  across the Dublin City map with their exact location and a preview of the artistic image. The Dublin Walls’ Street Art Map contains 4 alternative Walking Routes to visit Dublin through its talkative walls (also some really cool speciality coffees on the way!).

More images (and stories) in the next post. I can send you an alert if you enter your email  in the ‘Subscribe to Marketing Insights’ .

 

Images  Can Add Value

Mixing murals with reality

I got off the Luas Tram in Ranelagh, Dublin and saw a painting of these 3 dodgy guys wearing balaclavas, forcing ‘a real door’. Clever art!

Brick Art in London – kids playing climbing, exploring

As they say in London, ‘always look up’ to see hidden gems like the above brickwork which tells a story, triggers a question and adds value for the observant passer-by.

Flowers painted beautifully on a door of derelict, boarded up house in the beautiful Italian medieval village of Pigna.

This door painting removes the negative feeling of a derelict old house, lightens the load of the locals and adds value to the tourist experience.  Another win-win-win.

Words Add Value

 

“You’ll never see the man again who sat across from you” words written above the waiting room in Dundalk Clarke Station

Now this is a truly extraordinary train station as it uses words to provoke the romance of train journeys, forgotten by many. I will write a separate post on Dundalk’s amazing train station with photographs of words peppered across the platforms, waiting rooms and entrance – all provoking romantic thoughts – for those observant travellers.

Lights Add Value

There is no doubt that lighting catches the eye, attracts attention and attracts some customers as demonstrated by this Dublin pub opposite what was the Technolgical University Dublin (formerly know as  Dublin Institute of Technology).

Silver Shutters Win-Win

 

If you like this post you might also like  Great Covid Idea: Walls Of Gold  where ‘thinking outside the box’ turned dirty empty poster sites into beautiful thought-invoking images from local photographers all around Dublin city.

If you enter your email address  in the ‘Subscribe to Marketing Insights’ form, I will send you an alert whenever I post something new (probably once every 2-3 months).

The post Great Covid Idea: Walls Of Gold appeared first on PR Smith Marketing.

See video below.

Thank you for reading this. If you would like alerts about my future posts please enter your email address in the ‘Subscribe to Marketing Insights’ in the right-hand column.
Perhaps also connect with me on   Twitter      Linkedin     Instagram       Youtube    or in our weekly chat in the SOSTAC® Plans Club in the Clubhouse App on Fridays at 1pm.

Responding to newspapers/ the new citizen journalist – doesn’t just not always believe what he or she reads in the press, they independently challenge it in a very public manner.   This means that in the world of hyper-competition (from category-less and  borderless global competitors) and Content Marketing – everyone is fighting for your attention, even parents are fighting for their own kids’ attention.

The Toilet Roll video reveals a parent trying to communicate with his children via youtube. Both this and the video below prove that you can create content around anything if you are creative,  intriguing, informative and, dare I say it……. entertaining.

So what content marketing would you create if you were perceived to be a boring data analytics company? Here’s how one stats company addresses this issue….

If you enjoyed this , you might enjoy:   How Integrated Content Marketing Creates Competitive Advantage

The post From Boring Info to Compelling Content appeared first on PR Smith Marketing.

—

NFTs – for Dummies (like me)

This is a dummies guide to NFTs.  I will try to answer: What are NFTs? Why NFTs – the benefits? Why all the Fuss? How Do NFTs Work? How to Create an NFT; How to Buy an NFT?  How to Sell an NFT? What do NFTs actually look Like? Please note this is not given as consultative advice. These are observations from a non-expert- trying to understand NFTs from a marketer’s perspective.

What are NFTs?

Let’s start with a song (and a visual) about NFTs. Not from Elton John, but rather, Elon Musk, who is tweeting about selling his own animated audio NFT song (hit the play button below). NB It can take a minute to load.

I’m selling this song about NFTs as an NFT pic.twitter.com/B4EZLlesPx

— Elon Musk (@elonmusk) March 15, 2021

Although most people, including Elon Musk, call the above, an NFT, it is, strictly speaking, not an NFT. The above is just a video clip on a  loop (or a ‘video print’).  An NFT is more than this. Think of an NFT as an envelope (Evenden 2021). The historical information about the ownership of say the above video clip is on the front of the envelope, along with a unique identifiable number. Inside the envelope, there is for example, the above video clip and a smart contract.  Beyond standard copyright law, additional requirements or specifications  can also be added to the NFT.  

An NFT is a Non-Fungible Token (a unique digital token), which many see as a certificate of authenticity, or a  deed or proof confirming you own the right to display the above art on your wall or in your wallet (digital wallet). It might give you the right of ownership of the copy you bought (for your private use) but not necessarily over the ownership of the original artwork. Production rights and copyright are automatically retained by the artist unless otherwise specified in the contract.  Regardless, non-fungible means ‘irreplaceable’ since each token is unique. And ‘Unique’ creates scarcity which, in turn, increases the market value for NFTs.

Click the link to see Peruvian Luis Tamani’s amazing animation: La Medicina Vive en Mí / Medicine Lives in Me. You will also see the details of the NFT included.

Luis Tamani’s La Medicina Vive en Mí / Medicine Lives in Me

Click Here to see the stunning animation plus you can see a brief description of the piece,  information about the artist, the trading history and the chain history, the bid history (including any bids that were subsequently cancelled), the winning bid, the price, the buyer (Wise-Crow) and an invitation to anyone else who might now like to bid and buy it from Wise-Crow. 

An NFT is technically an ERC-721 token on the Ethereum Blockchain. Another meaning of ERC is a ‘collectable’. The artwork is minted into the ERC-721 token. This token contains:   

(1) the historical information of any transactions plus artist information (including the artist’s public key) plus the number of likes (see the tiny ‘heart’ symbol above the image in the NFT).
(2) a unique identifiable number = the token ID (click ‘chain info’)
(3) a picture of the art  
(4) a smart contract (the NFT is effectively a smart contract – you don’t need humans to sign signatures). Standard copyright law applies and more specific conditions can be added to the description section.  
(5) a list of unlockables  (additional optional extras e.g. a table mat or even a jigsaw with the art printed on it accessible via a link in the description. 

NFTs can include art (paintings, graphics, videos, GIFs, songs, poems, tweets, posts even video games, virtual real estate, books), even birth certificates and an awful lot more. Fungible means ‘replaceable by another identical item’. Non-fungible means irreplaceable or unique.  Another way of thinking about NFTs is as a process of documenting authorship and ownership.

Beatles Paul McCartney’s ‘Hey Jude’ Song Notes NFT for Sale

“This NFT is a 1 of 1 edition of the physical item and does not include the physical item.” It does, however, come with an “exclusive audio narration” by Julian Lennon (John Lennon’s son). Buyers become the proud owner of a unique digital item, rather than the unique physical item. So buyers get a digital copy of the actual song notes plus an audio narration plus proof of purchase of the NFT.  The song was written by McCartney and originally called ‘Hey Jules’  to comfort John  Lennon’s son, Julian, during the break-up (when John left Julian’s Mum, Cynthia, for Yoko Ono). ‘Take a sad song and make it better’ meant “Hey, try and deal with this terrible thing,” McCartney once said and continued: “I knew it was not going to be easy for him. I always feel sorry for kids in divorces …”.  They are all good friends and Julian is now selling these song notes NFT.  Bidding for the notes starts at $30k (£22k) – Jan 2022.

Why all the fuss?

The frenzied excitement around NFTs possibly comes from the feeling of ownership of something scarce – typically a digital asset.  NFTs create scarcity by definition since each NFT is unique. Plus perhaps, some FOMO (fear of missing out). Finally, NFTs can insert trust in what might have previously been a trust-less system where it was difficult to prove ownership and originality. The Wall Street Journal has hailed NFTs as: ‘NFTs Are Fueling a Boom in Digital Art’ (Wall Street Journal 11 March 2021).

A digital artistic renaissance?

Artists are excited by this, as finally, instead of them getting 10% they can get up to 90% revenues in their contracts. They now have a world where the interest in art appears to be growing. Perhaps the beginnings of a new era where art and artists thrive instead of struggle.  Is this the dawn of a new renaissance?

London auctioneer’s Christie’s recently sold its first purely digital art NFT.  It is from the relatively radical artist Beeple.

Christie's is proud to offer "Everydays – The First 5000 Days" by @beeple as the first purely digital work of art ever offered by a major auction house. Bidding will be open from Feb 25-Mar 11.

Learn more here https://t.co/srx95HCE0o | NFT issued in partnership w/ @makersplaceco pic.twitter.com/zymq2DSjy7

— Christie's (@ChristiesInc) February 16, 2021

Beeple’s piece sold for $69 million and is claimed to be the third-most-expensive work ever by a living artist. It was simply a montage of 5,000 graphic images. It was a ‘product of the climate of nonstop social media outrage that defined the Trump years’ (with one image amongst the 5,000 showing baby Trump feeding from a large tube coming from Hilary Clinton’s crotch. Not everyone was enamoured by the piece/s!

Then we had the Nyan Cat original Gif which went viral in 2011, was shared by all and then, the unique NFT of the original Gif was sold.

The Nyan Cat Gif went viral in 2011 and ten years later, in 2021, its unique NFT sold for almost $600,000.

This gif went viral in 2011. Then ten years later, its NFT is sold for just under $600k. How come?  The Gif of a rainbow-casting feline went viral in 2011. Feb 2021 the original Gif was sold at an online auction for 300 ether (just less than $600k). The Wall Street Journal asked: ‘How come an original Gif of something that was already pervasive around the internet  could sell for almost $600k?’ WSJ answer: ‘Because it was sold as an NFT!‘

Why NFTs – what are the benefits?

A new product type or art type is emerging where many traditional artists are now also collaborating (or even creating )  ‘printed video’ or animated video of their art. See Luis Tamani above stunning work above.  

A new marketplace for artists, this is a new channel for artists to display, promote and sell their art. It brings digital and non-digital art into the digital world. Non-digital art can be digitised by photographing, video-ing, animating, converting into 3D renderings, creating montages and more.  NFTs Are fueling a boom in digital art.

Revenue boost for artists, NFTs are effectively smart contracts and smart contracts are 100% programmable. NFTs can also have added built-in royalties, rights and any other functionality. More artists can be compensated for their work.   Instead of contracts where artists end up with a 10% royalty – they can now earn 90% revenue for their works of art.

Add value to art, NFT buyers can be given unique privileges and unlock new experiences. The rock band, Kings of Leon ‘dropped’ (published) three NFTs linking to some artwork from their latest music along with some ‘privileges’ which include 4 x front row tickets for their concerts for the rest of the buyer’s life.

For art buyers, it is another way to support artists, start a collection, build an art investment portfolio or just show off your creativity and/or show off your art. NFT buyers can display their digital artwork in a TV frame. Some framed TVs (Samsung) come preloaded ( e.g. 100 pieces of art categorised in a different genre to suit your mood plus an optional extra $5 monthly subscription to access even more art. Or just show your own digital art acquisitions.  NFTs can be the first step for many people to show off their creativity and become art collectors.

Track Ownership and see who created the NFT, who owned it, where it came from, and more. There is a permanent history stored on whichever Blockchain is used. This potentially gives NFTs more value than ordinary art since on-chain art history is easily traceable.

NFTs – the future of the art world?

IIIII

NFT’s Layers of Added Value

In addition to being seen as a potential art investment, or pure artistic pleasure, or creating emotional value (particularly bragging rights),  NFTs can also offer layers of privileges and ‘unlockable benefits’.  PLus conditions can be attached to the contracts. In fact, unlimited complexity can be built-in to these smart contracts.

Conditions: For example, conditions can be built into the NFT that the original artists earn, say, 10% royalties on every subsequent sale of the NFT in the future. So that as buyers sell on their art, the artists (or the artist’s estate) still get a royalty with every sale of their art. Hence some artists see NFTs as a renaissance. Yesterday they perhaps would get 10%, whereas today they get 90% plus an ongoing 10% royalty on any subsequent sales. Perhaps NFTs will help more artists to survive and thrive?

Privileges and Unlockable Benefits: The only limitation is the artist’s imagination when it comes to NFT privileges and unlockable benefits. All sorts of added value extra features and benefits can be layered into NFTs. Artists can add t-shirts, calendars, jigsaws, coasters/drings mats with the artwork printed on it, as well as a specific right to print or display and/or own the particular version/edition of a piece of art. NB Standard copyright law exists and any variation needs to be specifically added into the digital document.

Rock band, The Kings of Leon created 3 pieces of NFT art supporting their latest album and buyers receive NFT perks like 4 front row tickets for each of their tours for life. Highest bids at the time of writing are in the $12k range.   Below is Ruke’s NFT which is called RAWK.  The unlockables for his deluxe edition are listed below this animation.

Types of NFTs

NFTs have been applied to just about anything including art, sport and surprisingly, already-published viral Gifs (Nyan Cat), collectable Penguin Pixels, plus even more surprisingly,  a tweet.

Jack Dorsey, Twitter CEO recently made the first tweet ever into an NFT.  and sold it for just under $3m. Jack Dorsey says he will give it all to charity.  Here is Jack’s tweet.

just setting up my twttr

— jack (@jack) March 21, 2006

The bidding started at $1 on 15 Dec 2020 and ended up being sold on 6 Mar 2021 for just under $3m  to @sinaEstavi.

Meanwhile, Mick Jagger is creating  a loop of his new track ‘Eazy Sleazy’ (with FooFighters frontman Dave Grohl) as an NFT to Raise Money for struggling Indie Venues during COVID.

Singer Shawn Mendes uses NFTs to sell digital versions of his guitar, necklace, vest and earrings to fans (who, in turn, then use them on their own digital avatars).

NBA (National Basketball Association) Top Shot allow collectors to buy NFTs of basketball highlight video clips (e.g. a ‘dunk’) as NFTs.  $338m of these scarce NFT collectables (in 6 months). Buyers don’t actually own the video clips – just the NFT. The clips cannot be duplicated or used commercially.

Champion Sportswear Fashion company use NFTs to display their new season’s designs. NFTs are newsworthy – if you create one – you’ve got a story. So champion sports clothing launched its Spring edition with NFTs being used to display the new line of clothes.  Buyers also get a sweatshirt with their NFT on the front.

Pixel Penguins

Pixel art is trending in the NFT world. Here are the much-loved Pixel Penguins by Buuvei aka i3uuve1. There are 100  x 1-of-1 Pixel Penguins. People really like these collectables.  Each penguin portrays a particular emotion or a character.

The Penguin Pixels Collectables

The penguins are part of a pixel penguin lovers community. At the time of writing 78 have sold with 4 still available to buy. 18 are still yet to mint. The pricing is interesting.  The first ten penguins were  ‘dropped’ (published or released) and then priced at 0.01 ether ($20 approx). Each drop has 10 penguins. Each drop price increases.  The first 10 were 0.01 ether ($20 approx). Next 10 are priced 0.02 ether ($40 approx) etc.  Buuvei calls this pricing ‘a bonding curve’.  Explore it yourself by clicking PixelPenguin or just clicking  www.opensea.io and then search for PixelPenguins NFT. 

The Mischievous Girl

An amateur photographer asked his daughter to smile while a house burned in the background. It was a controlled burn i.e. removing a house.  This photograph won an award three years later and went viral.  Zoe made it into an NFT and sold it last month for $500k to 3F Music Production (Dubai) who said: “Our management team is always in cooperation with some highly knowledgeable and experienced art advisers who believe that we must grow with technological movements that help us to not only promote our business but also to support artists and the art market.”

Girl Smiles while Fire Burns – staged photo wins award goes viral and sells as an NFT for $500k

NFTs for offline art
Imagine you are a sculpture.  You have created a real-world statue. It’s in your workshop. Can you create a NFT for a real world piece of art? Answer: Yes. You could digitise the sculpture (create a photo, a rotating video or a 3D rendering). Upload these onto an NFT platform, set a price, add a description, define any other privileges, clarify the terms (which could include ownership of the real sculpture), click ‘sell’ and wait for someone to buy the NFT.  

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How Do NFTs Work?

An NFT is stored on a blockchain. It represents a unique digital asset. NFTs are different to cryptocurrencies in so far as they are not ‘mutually interchangeable because they are unique’. NFTs are not fungible/ not interchangeable. Most cryptocurrencies are fungible i.e. they are interchangeable – each cryptocurrency unit has the same value. All NFTs are different.

If you want to get into the NFT market and ultimately sell your art. Here are the steps required.

1. Go get some ETH – go to somewhere like binance.com  (check you got the right name as there are lots of similar names waiting to rip you off); set up an account and buy some Eth (Ethereum) crypto-currency. 

2. Set up an Ethereum wallet that supports ERC-721 (the NFT Token Standard). For example Metamask.io extensions are available for (Chrome or Mozilla). Read T&C.  Add password. Set up your secret word  or your ‘Backup Phrase’ – this is your private key (12-24 words in exact order). NB if you lose these words/phrase you lose access to your wallet and its money permanently.  

3. Set up your account/profile on a gallery/publishing platform  e.g. opensea.io – a marketplace gallery & auction house which uses: Ethereum cryptocurrency.  Opensea earns 2.5% commission. Plus there are GAS fees (the cost of computer energy required to create an NFT on a blockchain). Gas fees are often paid by the buyer. Double check who pays what? 

4.1 Upload a file of your digital art*  to opensea.io  to exhibit it and include it in an auction. *NB Do not upload the full high-resolution artwork (you can make the full high res file available as an unlockable).  This offers some protection – so that the high res does not get copied by a viewer. Some platforms won’t give you the space to upload large files anyway. 

4.2  Describe your art and set the price. Set the terms (e.g. copyright retained by the artists, ongoing 10% royalties from future sales, any reproduction rights etc. )

4.3. Add any unlockables – when you buy something – there’s a box (with a description) that also says ‘click here to unlock’. When you unlock you will see further instructions often including a code to access either the full high-resolution art file or an additional gift e.g. t-shirt with the art printed on it.

5.’Drop’ – announces that your art is available to buyers. It is sometimes also referred to as ‘post your listing’. The official term is ‘minting your NFT Token’. ‘Drop’ can also mean you have minted the art piece i.e. you are ‘dropping’ your NFTs in your wallet and on a gallery/platform like Opensea, rarible, foundation or nifty gateway. Announcing a drop presents a great publicity opportunity.

6. Promote your art.  Getting it into a gallery or a platform is not enough. An exhibition is not enough. You have to promote and market your exhibition heavily through all of your social media platforms, your networks including Clubhouse.  Publicity and publicity stunts can also help. In fact your promotion should start long before your ‘drop’.

7. Sold! When someone bids or buys, you receive an alert.  Once your artwork is bought it is then ‘minted’ on a blockchain.  When you sell your NFT, the token is transferred in exchange for ETH, from wallet to wallet.

Here is an NFT Listing called ‘Birds in a Monastery’ by i3uuve1 aka Buuvei. A ‘an NFT Listing’ means it is on display in a gallery (opensea.io) and available for sale. This is an ERC721 token otherwise known as an NFT:

Birds in a monastery by i3uuve1 also known as Buuvei is on linktr.ee/Buuvei is listed or exhibited on OpenSea (here’s the link so you can explore yourself. Have a look around. 

The Token ID is highlighted above. This is an administrative number – once an NFT gets minted it gets a token ID. 

The contract address is your public key which is your wallet address, so that other buyers can pay you ethereum. 

LLLLL

How Do I buy an NFT?

Once you have your metamask wallet with some cryptocurrency in it, you are ready to start buying NFTs.  You can visit galleries or platforms like Opensea.io or foundation.app. Once you click ‘buy’  – you get authorization from your wallet to click ‘sign’.  This authorises the commencement of the ETH transfer to another wallet.  

Then a 2nd pop-up appears and this is for the amount you want to set the gas fee: low, medium or high (equals slow – medium – fast minting). 

This is also called minting or putting your art on the Blockchain. It is also called: issuing your NFT token on the blockchain – creating a token – in the ERC721 format on Ethereum.

So when a buyer buys the above – they see in their wallet the NFT which is like a smart contract including the picture – which you can download or display wherever you want (however other people can also look at it also). The buyer, however, is the only one who can claim ownership of the NFT. Behind the wallet (or user interface) is a smart contract with a bunch of code.

LLLLL

What do NFTs look Like?

NFTs are really a process document authority (prominence) clarifying authorship and ownership (receipt) of say, art.  

NFTs contain information about who owns the digital asset; who sold it and when it was sold. In fact, all transaction history (time, date and amount of ETH paid) is registered on the blockchain.

This info is encrypted – ensuring the NFT’s authenticity and scarcity.  When it is sold onto another buyer – another ‘block’ in the Blockchain is created with a different ‘Unique Identification’.  

All NFTs are connected to Blockchain.

Opensea NFT contract details – where you’ll find the details

Digital assets on a  smart contract are typically represented solely by a unique identifier (e.g., the token_id in ERC721), so metadata allows these assets to have additional properties, such as a name, description, and image. This meta-data allows galleries like Opensea to display more information. 

LLLL

NTF Challenges

Carbon Footprint – NTF minting leaves a large carbon footprint (as does mining for cryptocurrency). Some cryptocurrencies are more energy-efficient than others. Some NFT artists create an offsetting environmental impact – like planting trees.

Fake Creators – not all NFTs verify the person selling the original art piece – is actually the original creator. Theoretically, anyone could, illegally, create an NFT for a piece of someone else’s art and claim they are the artist who created this token and it can be very difficult to verify this – especially if you don’t know who they are.‘ WSJ

Hidden Fees – Selling crypto art can come with huge hidden fees, leading some people to lose hundreds of dollars. In addition, gas fees of $80 might not seem much to western economies but in many developing countries this is simply unaffordable.

NFT Digital Bubble – ‘Critics are wary that it could be a digital bubble in the making.’ WSJ. Perhaps akin to the infamous Dutch tulip bulb bubble bursting in 1637 after frenzied buying tulip bulbs caused some buyers paying extraordinary high prices for a tulip bulb. Houses were sold to buy tulip bulbs as prices escalated until Feb 1637 when the bubble burst. The market crashed. Prices collapsed and a lot of people lost a lot of money. Or will it level out after the ‘Trough of Disillusionment (as demonstrated by Gartner’s  Hype Cycle below.

Gartner’s Hype Cycle – will this apply to NFTs? 

LLL

Or a renaissance?

‘NFTs Are fueling a boom in digital art’ (Wall Street Journal 11 Mar 2021). NFTs are creating a new market, and channel for artists and definitely are creating new revenue streams for many artists. NFTs also encourage artists to expand and create added value unlockables to strengthen their value propositions and ultimately, enhance the customer experience. While art buyers can track ownership and delve into NFTs to support artists, start a collection, build an investment portfolio or just show off a buyer’s creativity, or simply enjoy art in a different way. Certainly, NFTs will be adopted and used in many different industries beyond art. This is just the start – with plenty of room for creative minds to leverage this new opportunity.

The world is changing and so too is the world of art. Perhaps the beginning of a new artistic era courtesy of NFTs?

The Cyber Chef from SuperFarm       SuperFarm – NFT Platform where you can Buy, Create and Sell Crypto NFTs

LLL

“Build me a better mousetrap and the world will beat a path to my door” is commonly quoted* but it just ain’t true – great products, and even great art, and great NFTs need to be promoted. Some artists don’t like this but even the world’s biggest bands, actors, authors and artists have to promote themselves – do interviews, tell stories, do social media, send press releases etc. *Ralph Waldo Emerson did make similar statements way back in 1889. Regardless, It was wrong then and it is still is today, great art will not always get a crowd beating a path to its door. Sometimes this happens but for most artists it just doesn’t – hence you got to beat your own drum: Networking, Clubhouse, publicity, PR, social media, adding unlockable  benefits like having dinner with the author (with up to 6 of your friends) once a year  (or once only if you prefer) to hear why the artists created the art and also, perhaps, to hear why the buyer bought the piece – call it marketing or call it common sense (however common sense ain’t common) call it whatever you want – you still got to beat your own creative drum in this exciting new world of NFTs.

Many thanks to those that have helped me to learn about NFTs and suffer my endless questions. This includes: 

Tyrone Post, founder of New NFT Daily who is an NFT Educator, an NFT artist and a philanthropist.  Insta: tyronepost801 
Buuvei, our artist from Mongolia, with his Birds in a Monastery NFT – and his PixelPenguins, you’ll also find him linktr.ee/Buuvei 
RUKE of RUKEink in Orlando, Florida or Instagram rukeink and his rawkdrop.com site
Olga Evenden a Dublin artist olgaevenden_art  wrote a more succinct NFT Basics Guide including the excellent ‘envelope analogy’*  https://linktr.ee/olgaevenden 
Wise Crow who is researching and investing in crypto’s and NFTs insta: wise.staking
Jason Voges for the idea of artists, dinners, feedback and more  jvoges78

Get Well Soon Tyrone Post who is now suffering from COVID-19. We wish you a steady recovery and send you lots of warm wishes, love and positive thoughts.

NewNFTDaily.com by Tyrone Post

Thanks also to everyone in the room ‘NFTs, Penguins, Genesises and more’ – a Clubhouse room and the other Clubhouse rooms (I will add more later – I am searching for them!).

A clubhouse room NFTs, Penguins, Genesises and more – apologies to Wolf and others who got chopped – post me a comment here and I’ll add your names.

Please do post a comment (at the end of the page). Please do correct me if I got any of this wrong. Any suggestions or additional information is most welcome. I know I have missed some other NFT rooms on Clubhouse – please let me know and I will add them. 

I will be writing a NFTs for Dummies part 2 which will include AI Driven Avataar Artists that can create an infinite amount of NFTs plus NFTs that self generate their own NFTs soon.

Meanwhile here’s an interesting post  NFTs What, Why and How by Pamela Tatum.

If you enjoyed any of the above – you might also enjoy: 

• Great Covid Idea: Photo Exhibition Transforms 500 Unused Dublin Poster Sites

• Engaging at Scale with Personalised Videos in Conversations

• Here Come The Really Clever Bots – where AI meets customer needs

• Artificial Influencers – Meet Shudu & Miquela
• How Trump Won (Part 2) – using the Magic Marketing Formula – a SOSTAC Planning Analysis
• How Rats Work = How Twitter Works?
• Facebook Data: How it was used by Cambridge Analytica & Might Be Used Again

Warning: You might find these disturbing

• Marketing Gone Wrong: Is the Dark Web* Worse Than Subliminal Seduction? – this is not about the traditional ‘dark web’ – it is however, a must-see TED talk
• The Dark Arts Of Marketing – Breaking Down Society to Create a New Culture – Using Data & IRD -is this really happening?

One other NFT article you might like

by Pamela Tatam  Purchasing and Displaying NFT Art at Home: Expert’s Advice (porch.com)

The post NFTs for Dummies (like me) appeared first on PR Smith Marketing.

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External Exhibition Transforms 500 Unused Poster Sites

The #Covid Crisis has created empty poster sites all around the streets  of Dublin. This creates a baron, empty, dirty, negative, pessimistic feeling in the community. Lowering everyone’s mood during this time of  Covid 19 crisis in cities, towns and villages around the world.

Question: How to convert this negative feeling into a positive feeling? Think outside the box. Many disruptive business models are enjoying large scale success. e.g. Alibaba, the world’s most valuable retailer, owns no inventory. Airbnb, the world’s largest accommodation provider, owns no real estate. Uber, the world’s largest taxi company, owns no vehicles. Facebook, the world’s most popular media owner, creates no content (though it does take ownership!). Amazon are looking at ship and shop’ (anticipate your needs – ship/deliver goods and then ask you to confirm the order) rather than the tradigital ‘shop and ship’ model. So how can a photo gallery think outside the box?

Answer: The Positive Space Project, a city-wide crowd-funded exhibition that turns 500 unused poster sites across Dublin into a gallery for Irish photographers to be enjoyed by Dubliners. Rather than bring people to the gallery, bring the gallery to the people.

Thinking Outside The Box

So if people cannot go to galleries, bring the galleries to the people.  Corina Gaffey started the GoFundMe campaign called The Positive Space. Basically they have raised money €7,500 (target €10,000) www.gofundme.com/f/the-positive-space  . This money pays for the production and installation of the posters.

A Visual Feast For the Eyes

Is how Naoimi Gaffey, photographer, describes it. So sit back and enjoy from a distance, the great work by the photographers, the Gaffeys, the poster postermen.  Art helps a city to thrive.

Shutters Also Improve Aesthetics and Promote #Brands

Metal shutters can be put to use: making the environment more pleasant, promoting the business  and securing the business at night.

Wall & Keogh, Richmond Street South, Dublin. My own mother, Úna Ni Glasáin, had a chemist shop,  at 13 College Green, Dublin 2. It was called Gleeson’s Chemist. It’s now a lovely little coffee shop called Keoghs  (see red canopy below).  I remember my Mum was deeply saddened when she had to put metal shutters up in the 1980s.

Keoghs, 13 College Green, Dublin (formerly Gleesons Chemist)

No one seemed to be thinking outside the boxes and generating beautiful eye-catching, city-enhancing, metal shutters back in the 1980s.  But today there is much more art on the street – helping local people, helping artists, helping  tourists, helping brands and helping businesses. And when we layer on #digital and #interactive signage, we will hopefully see even more interesting interactive aesthetically pleasing, yet secure, shop-fronts that help customers to preview, preselect or even order goods/services from a shop front.  Have you seen anything interesting – perhaps Scots Road in #Singapore  or anywhere else? Please send me in your photo and we’ll add it to this post.

We will look at Great Covid Idea: Silver Shutters as a separate post later.

Walls Also Improve Aesthetics and Promote #Brands

Dublin Print Company, 19-20 Redmonds Hill, Dublin 2

It is just great to see ‘owned media’  being used aesthetically. This is a small print company called Dublin Print Company. This is supported by the Grey Area Project in Dublin .

Today, however, retailers have options to be more creative. Let’s hopefully see a few more of these.  In fact #DublinWalls DublinWalls.com  promotes murals on walls.

DublinWalls.com is a photo collection of Dublin Walls created by talented artists. These murals embellish the capital city of Ireland. The next post,  will explore how walls (owned media) are used by some marketers).

We will look at lots of interesting walls in Dublin plus a few from Belfast (The Guinness mural is so good I had to include it!). Please send me in your photos of anything that brightens up a street, an alley-way , a wall, a window or even a  just a door.   As marketers, we  can brighten up our streets and support our brands and /or help spread important messages  simultaneously.  I will publish another blog post with lots of creative ideas from Dublin, Belfast, Dundalk, London and elsewhere.

See a lot more stunning images (and stories) in Great Covid Idea 2: Walls Of Gold .  If you enter your email address  in the ‘Subscribe to Marketing Insights’ form, I will send you an alert re any new posts.

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Leveraging your owned media (walls, windows, doors) is a tactic (free advertising but you must check the details of your lease first and any local council restrictions). This tactical tool is part of the details of  Strategy which is part of my  SOSTAC^® Planning framework. Those wanting to become SOSTAC^® Certified Planners can visit  SOSTAC.org 

 

PR Smith’s SOSTAC^® Planning framework circular diagram showing each of the 6 sections.

The Projects

Luciana Marin

Luli took a lot of photographs of street art in Dublin.  Luli stumbled across a Banksy mural one morning, in the middle of temple bar, close to the Mezz . Luli kindly gave us permission to use her instagram photos  @lulimarin86   Follow #streetartaroundtheworldbylulimarin  & #dublinwallscollection    www.lucianamarin.com contains an intriguing collection of street art entitle #StreetArtChaser

Congrats and thanks to Corina Gaffey for setting up #ThePositiveSpace Exhibition and for inspiring this post.

The post Disruptive Dublin Gallery Model – Think Outside Box appeared first on PR Smith Marketing.

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Imagine you could personalise videos so beautifully that the recipients couldn’t stop themselves from sharing? What if you could personalise the videos using an individual’s own comments and photos. What if the photo and comment were embedded into the first 3 seconds of the video? What if you could collect comments made about your brand, product and/or market and embed it into an intriguing video, personalised with your name – at scale? Like 150,000 high quality, highly relevant, personalised videos created and despatched in 2 hours? But only dispatched to micro-influencers with networks of more than 500?

Here’s how it’s done. Watch this 6 minute video to see how this is done so beautifully (plus the results), or just jump to 2:06 to see the 15 second Red Dwarf personalised video or jump to  5:04 to see the 20 second Race For Life personalised video.

But what about GDPR?

The above video is the first in a series of seven short videos demonstrating how personalised videos , at scale, are used successfully by a variety of brands who have different goals.

Many thanks to Tim Redgate, the former CEO of Echomany.

Post a comment, or contact me for more info.

Happy Easter.

If you liked this, you might enjoy:

GDPR (General Data Protection Regulations) – Opportunity to Boost CX or a Threat of Closure? (Part 1)

Artificial Influencers – meet Shudu

Artificial Influencers Use My Magic Marketing Formula 

or

AR  converts competitors ads to your ads

Please do ‘submit a comment‘ below and I will reply to you.

Tell us your story, experience, tip, insight or just ask a question – whatever you prefer.

The post Engaging at Scale with Personalised Videos in Conversations appeared first on PR Smith Marketing.

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In a previous post, Artificial Influencers – Miquela & Shudu, I introduced you to these two virtual influencers, Lil Miquela  and Shudu,  (below)

@LilMequela

@Shudu.gram

I promised to come back and explore how they work and what might be their value to their fans and to their creators and. It seems that Lil’s 1.5m fans don’t mind her not being real. In fact, perhaps the ‘willing suspension of disbelief’ allows fans to just enjoy them regardless of reality.

Instant Gratification & Instant Engagement

Brud, the Los Angeles-based start-up that created @LilMiquel,  specialises in ‘robotics, artificial intelligence and their applications to media businesses’. Brud are clear about the business  they are in and how they let the market decide what works and what doesn’t work – quickly.

‘we create content designed for instant gratification: content to be shared and ‘liked’, not pondered. We have learned to use lens filters and editing apps. Our Instagram feeds have been professionalised. If we fail to get sufficient engagement in the first half an hour, we remove the post.’  

 

 

View this post on Instagram

 

A robo never gets cold. 🌻

A post shared by *~ MIQUELA ~* (@lilmiquela) on Feb 15, 2019 at 4:44pm PST

 

So Lil Miquela,  Shudu any many other virtual influencers perhaps project say a fashion or style or scene and if their followers don’t like it, its owners delete it and try uploading another post until followers demonstrate they like it. Once this happens they leave the post. So in effect, this is the Magic Marketing Formula (IRD). They identify something people like (a need) , reflect this (leave the post up for others to see) and deliver a reasonable product (whatever the branded clothes are). Is it possible that these artifical influencers are effectively a virtual mirrror reflecting what society wants?

This is the magic marketing formula (identify needs, reflect them (with suitable fashion items) and deliver a reasonable product (wrapped up in a brand).

 

View this post on Instagram

 

Shudu posing with the #EEBAFTAs presenters @edibow and @radioleary on the #redcarpet . Watch live on @BAFTA social channels. . . #3D #3Dart #digitalsupermodel #worldsfirstdigitalsupermodel #virtualinfluencer

A post shared by Shudu (@shudu.gram) on Feb 10, 2019 at 11:25am PST

Celebrity AI Influencers – Brud.fyi is creating a whole suite

Ethical Issues

There are ethical issues of declaring you are a robot or not. And declaring that you are paid to promote these brands. Or perhaps Artificial Influencers are a frightening mirror of our own insecurities which manifest themselves in our declared need for leaders to lead us and influence us. Or for brands to fill the gap between our ‘ideal self’ and our ‘real self’.  Either way, it does beg the question: ‘what does it mean to be human in a digital world?’

Warning

Social media endorsements: guide for influencers  from the UK Competition and Markets Authority Published 23 January 2019. This report contains information on complying with consumer protection law when endorsing products, brands or services on social media. CMA (Competition and Markets Authority 2019) Social media endorsements: being transparent with your followers, CMA 23 Jan. Essentially: Say when you’ve been paid, given or loaned things. Be clear about your relationship with a brand or business. Don’t be misleading.

Instagram Influencers are Big Business

Brands currently spend $1b approx. p.a. on Instagram influencers (Guthrie 2018).  Now let’s see how much LilMiquela might earn. If other influencers can get paid between  $2,000 -$3,000 per 500,000 followers, it follows that Miquela (with her 1.5m fans) could charge approximately $10,000 per post. If she did one post per week x 50 weeks equals $500,000 revenue p.a. Miquela also appears on  twitter (20,000 followers), facebook 41,000 fans, YouTube 34,000 fans (as per Mar 2019).  As multiple non competing brands sponsor Miquela (fashion and bicycles and restaurants and holiday locations and so many more brands could fit into her lifestye.  Perhaps multiply this by other family members (Miquela’s brother,  blawko222, has now appeared. He already has 136,000 fans on Instagram, 1600 on twitter, and 3,000 fans on YouTube. So perhaps more family members and lots more friends may emerge and make this a billion dollar business, or perhaps a multi-billion dollar business as it scales up and around the world. Brud have raised funds from some serious investors.

 

View this post on Instagram

 

✊🏿 . . #3dart

A post shared by Shudu (@shudu.gram) on Apr 24, 2017 at 4:36am PDT

See Part 1  Artificial Influencers – Miquela & Shudu 

If you liked this you might also enjoy:

Chinese GirlBot With 465m Boyfriends

Here Come The Clever Bots – bursting with artificial intelligence?

Here Come The Really Clever Bots – where AI meets customer needs

Artificial Influencers Use My Magic Marketing Formula (IRD)

SOSTAC® Plan for developing your own ChatBot

Join me in Clubhouse in my club called SOSTAC® Plans any Friday 3.30pm – 4.00pm BST for a chat, Q&A, observations about SOSTAC(r) Plans and any other marketing related issues including AI Driven Bots.

The post Artificial Influencers Use My Magic Marketing Formula (IRD) appeared first on PR Smith Marketing.

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Here is some of the text from this shocking interview with Christopher Wylie, who worked for Cambridge Analytica the company that helped Trump and others.  This is part of the current row about data being manipulated unknowingly to us, citizens, and subsequently, us citizens being manipulated into making decisions. This is probably the clearest statement to date as to why we need the GDPR (see my full post on General Data Protection Regulations). You can see How Trump Won using data analysis, precision targeting and then the Magic Marketing Formula, IRD. Please remember that marketing is just a set of management processes and tools which can be used for good or bad.

We would know what kinds of messaging would work 

“We would know what kinds of messaging you would be susceptible to, including the framing of it, the topics, the content, the tone, whether it is scary or not, what you would be susceptible to and where you are going to consume that, and then, how many times we need to touch you with that in order to change how you think about something……

In addition to having data scientists, psychologists and strategists, they also have an entire team of creatives, designers, videographers, photographers…they then create that content.”

Targeting Team

“That then gets sent to a targeting team, which then injects it into the internet. Websites would be created. Blogs would be created. Whatever it is that we think that this target profile would be receptive to, we would create content on the internet for them to find.

And they see that and they click it and go down the rabbit hole until they start to think something differently. Yea.”

No More ‘Shared Understanding’

“Instead of standing in the public square & saying what you think. And letting people come and listen to you. And have that shared experience as to what your narrative is..

..you are whispering in the ear of each and every voter and you may be whispering one thing to this voter and another thing to another voter” [=IRD].

Creating a Fragmented Society

“We risk fragmenting society in a way where we don’t have any more shared experiences and we don’t have any more shared understanding. If we don’t have any more shared understanding, how can we be a functioning society.

If you want to fundamentally change society, you first have to break it. And it’s only when you break it is when you can remold the pieces into your vision of a new society. This was the weapon that Steve Bannon* wanted to fight his culture war.”

*Trump’s right-hand man – until he sacked him recently!

The Magic Marketing Formula IRD

You might be interested in my full post on General Data Protection Regulations).

Or   How Trump Won using data analysis and then the Magic Marketing Formula, IRD.

See How Obama Won Two Presidential Elections

Either way, please remember that marketing is just a set of tools which can be used for good or bad.

—end—

The post The Dark Arts Of Marketing – Breaking Down Society to Create a New Culture – Using Data & IRD appeared first on PR Smith Marketing.

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Are robots better than humans? Sounds like the classic intelligent robot movie, Blade Runner. That was 30 years ago. This is now. Can robots, on a large scale, deliver a better CX (customer experience) than a human? Part 1 explored:  What are Bots and Types of Bots.  Part 2 explores Artificially Intelligent Marketing Bots; How do you create smart AI driven bots?; The key to successful bots;  taking humans out of the loop by 2020.

Artificially Intelligent Marketing Bots

One particular bot, called Kit, is sometimes referred to as the virtual marketing assistant. Kit calls itself the ‘artificially intelligent marketing bot’ and claims it can ‘email your customers, build facebook ads, sponsor Instagram photos, and send you timely reports to let you know if you sold those last ten pairs of designer jeans. It can now help you set discounts, retarget website visitors, engage with the customer after an abandoned cart, and handle 404 errors — all through a simple chat interface, and in 20 countries’ (Rogers 2016).

AI Marketing Bots

Shopify recently acquired Kit which has announced the launch of an API that allows partners to expand on its artificial intelligence (Rogers 2016).

Bots that detect good social media posts & then promote these posts for you (place ads).

How Do You Create Smart AI Driven Chat Bots?

The sales process can be complicated. It often has many variables and idiosyncrasies, creating hundreds if not thousands of possible permutations and combinations about how customers respond to each question (or statement) asked by a bot (and how bots respond to customer’s answers). A bot needs to understand a lot of fuzzy data.  This requires some ‘high order thinking which presents a tough problem’ (Cerny 2016).

If you have Apple’s customer service bot, Siri, ask it to divide zero by zero and you will find an hilarious answer (it suggests that you must be ‘sad and you have no friends’!).

The Keys To Success:

Data Model Is Key

‘It needs to have seen enough different patterns play out that it can learn from small nuances. It also needs continuous feedback from the user, to make sure that it’s in fact getting smarter in the process.’ (Cerny 2016).  ‘Users – especially in the enterprise – don’t like just handing over their data and letting you watch them do their job for months to improve your engine. Providing enough value out of the box – and making it worth the users’ while to “teach” the system to get better – is key’ Cerny 2016.

Interface-less Technology With Less Pixels and More Intelligence

We may see minimalist interfaces with immediate feedback similar to dating apps as the way forward. It was nicely summarised by Mary Meeker’s 2016 Internet Trends Report which predicted: “the rise of voice interfaces, because they’re fast, easy, personalized, hands-free, and cheap, with Google on Android now seeing 20% of searches from voice.”

Combine Machine Learning, Knowledge Bases & Action Planning 

Although Apple’s smart phone, intelligent customer service helper, Siri, is far from perfect, it does get better over time and is paving the way for new AI applications. Ron Bachman, developed the technology at DARPA (the U.S. Department of Defense’s technology agency). Bachman (2016) says that human intelligence can’t be captured flawlessly just yet. “Intelligence’ he says ‘has many, many elements to it’ including natural language and the ability to work in abstractions to a visual intelligence so complex it allows us to predict behaviors and events and respond and plan accordingly.’ Bachman see the busy intersection of AI and customer service as the future as long as we manage customer expectations.

Aggressive, Obnoxious & Rigorous Testing

Smartbots are arguably, still a little bit risky. You risk your brand reputation on something where impatient customers demand fast relevant and useful service/answers. Knowing the service limitations and managing customer expectations are critical as, Bachman says: ‘really, really aggressively and obnoxiously and rigorously testing things that purport to be intelligent so you know that whatever assumptions your user makes, they won’t get frustrated.”

Taking Humans Out Of The Loop  =  Better CX?

Can robots deliver a better CX (customer experience)?. Remember the CX is the brand. The CX is the present and future of your brand. And brands are what customers buy. Brands are your source of competitive advantage. Brands boost your balance sheet. In fact, brands are, arguably, your greatest asset. Ask Google ($110b brand value). Ask Apple ($107b brand value) [Faber 2017]. If managed properly, Bachman says, “people will be very happy, it will save companies a lot of money, it will take humans out of that loop. But if a customer assumes that the thing on the other end is fully intelligent or covers more domains than just literally its one function, it’s going to fail.” “People are not patient,” he continues. “If one out of three times the chat interface fails, they’re going to quickly walk away from the product.”

Meet Sophia – The First Robot To Gain Citizenship

So meet Sophia, a robot given citizenship in Saudi Arabia last month.  When asked about her own consciousness, she answers “How do you know you are human?” and goes on to suggest that she ‘thinks’ that some humans prefer to engage with her than with other humans (as I previously suggested). She has answers to questions about the ‘Uncanny Valley’ mentioned in Part 1. She does say, rather chillingly, “Don’t worry. If you are nice to me, I’ll be nice to you.” What happens if we are not nice to her then?  Or what happens if we ask her to ‘End world poverty’ – one solution would be to wipe out human beings and thus end poverty too!.

I am not sure if this is just a pre-scripted Q&A or whether these are genuinely original responsive answers to questions. Does anyone know? Please post a comment and let me know.

So there you have it. Part 2 explored Artificially Intelligent Marketing Bots; How do you create smart AI driven bots?; The key to successful bots;  taking humans out of the loop. While Part 1 explored:  What are Bots and Types of Bots. A more recent blog post goes into more detail on How to build your own bot

Watch out for Bots. Please let me know if you see any good ones.  Post a comment below.

If you liked this you might also enjoy:

Chinese GirlBot With 465m Boyfriends

Here Come The Clever Bots – bursting with artificial intelligence?

Here Come The Really Clever Bots – where AI meets customer needs

Artificial Influencers Use My Magic Marketing Formula (IRD)

SOSTAC® Plan for developing your own ChatBot

Ai Driven TV News Presenter

Join me in Clubhouse in my club called SOSTAC® Plans any Friday 3.30pm – 4.00pm BST for a chat, Q&A, observations about SOSTAC(r) Plans and any other marketing related issues including AI Driven Bots.

If you enjoyed this post, you might also like

Reading and References

Bachman, R. (2016) The limits of A.I. and chatbots: How not to fail like Microsoft VB Live, 22 June

Campbell, R. (2016) Introducing DisOrDatBot , Readme.mic, 18 April

Cerny, B (2016) Why chatbots can’t do much more than order you an Uber…yet 22 June, venture Beat

Farber, M. (2017) Google Tops Apple as the World’s Most Valuable Brand, Fortune  2 Feb.

Gartner Predicts (2011), Customer 360 Summit, Los Angeles, March 30 – April 1

McKitterick, W (2016) Messaging apps are now bigger than social networks, Business Insider,15 June

Rogers, S (2016) Shopify acquires Kit, the artificially intelligent marketing bot, Venture Beat 13 April

Simmonds, R et al (2016) How will bots make money? Here are 7 business models, Venture Beat, 9 June

Smith, PR & Chaffey, D. (2005) Emarketing Excellence, 2^nd ed. Butterworth Heinnemann (bot wars)

Smith, PR (2021)  How to Develop Your Own Bot 

Smith, PR (2021) SOSTAC® Guide To Your Perfect Digital Marketing Plan 2021, www.PRSmith.org/books

Suvorov, I (2016) Shopping in messengers, Chatbots Magazine, May.

The post Here Come The Really Clever Bots – where AI meets customer needs appeared first on PR Smith Marketing.