I am increasingly interested and fascinated by the possibilities associated blockchain-based Artificial Intelligence.
Naturally, I am turning some of that interest towards the question of: how will marketers use this new-found AI capability to offer better, more relevant value propositions in ever-faster cycles?
This came to mind as I was reading an article in the Johns Hopkins Engineering magazine (Go Blue Jays!) entitled “So Long, Trial and Error.”
The author, a professor at JHU, is focused on elevating the use of computer simulations within healthcare delivery to the same levels that car, bridge, and airline designers use. In her envisioned future, each one of us will have a virtual heart that takes into accounts all of our unique inputs (DNA, blood flow, cholesterol, etc.) and once a problem has been detected, the computer simulation work begins, with the goal of identifying the best treatment prescription.
My question then is: what if we were to do the same thing in the marketing world, but instead of virtual hearts, we are talking about virtual networks/eco-systems/communities?
Just like Bitcoin, Ethereum, and all the blockchains have test-nets, marketers could map the networks of their communities, how they are interconnected and how information has (or has not) historically made it way through the network.
Then, marketers could run simulations that would allow them to predict which type of activity (a blog post, an email, a video series, an article) would yield the greatest reach and results in terms of desired activity.
It sounds crazy, I know, but marketing is often plagued by the ROI question. Within marketing, there’s an opportunity cost. Should I invest in PR or community building? You need to do both, of course, but in what ratio?
If we could model our networks and how they might respond to a given initiative (and the components that make up that initiative-more factual vs. more emotional, for example), marketers may be able to start optimizing their spend and optimizing their results.
The AI tools getting created now could become a part of a marketing arms race that gives early adopters a chance to tighten their OODA loops, learn faster, and execute faster which will widen the gap between them and their competition.
Computer-simulated community marketing. There’s a job that didn’t exist before.