About this Episode:
Joseph is joined by our special guest Eric Vardon, a successful entrepreneur in technology and AI.
Eric discusses that Morphio works to improve content creation through the technical side of marketing and content creation, through auditing tools, rather than the organic side of content.
Connect with Eric:
Connect with our host Joseph Franklyn McElroy:
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Joseph introduces the topic of today’s episode, AI automation and digital marketing, as well as his guest for the episode Eric Vardon, a successful entrepreneur in technology and AI. Eric gives a short history of his career leading up to the present day, as well as his time directing a youth roller hockey league. The two discuss how Eric was able to grow and expand his agency following the 2008 recession, which focused on the math behind marketing, explaining what their marketing budget should do, and what to expect from their marketing plans. He explains his agency’s goal is to give a business model to marketing and saw great success through this goal. The two discuss Eric’s packaging of his services, and Eric explains that they focus on the different variables to best package his agencies services, and through this was able to get a holistic view of the consumer. Joseph brings up the point of customizing package services after already starting a campaign with a new client so that after they see success through a predetermined package, they are excited about a customized package. The two discuss trying new things with marketing for clients, and how it is important to balance what is already succeeding with new techniques so that one doesn’t accidentally ruin a relationship with a client through a failed attempt at a new marketing technique. Joseph and Eric discuss how Eric has adjusted his business throughout the Covid-19 pandemic, and how realizing that operating under Covid-19 is a possibility post-Covid-19, in the way of running a business virtually.
The two discuss Eric’s inspiration to start his new business, Morphio. He explains how exciting it was to start a business, and how he noticed in his previous business ventures he saw that his employees have become burnt out and underutilized through doing menial and repetitive tasks. This observation inspired him to create AI software to take care of the menial tasks, so that he can have his teamwork to the best of their ability, thus Morphio was formed. The two discuss the Search Engine Optimization (SEO) aspects of Morphio AI, and how the AI identifies and matches keywords, as well as recognize what changes to a web page impact the organic rank of a web page the most. Eric explains why it’s important for agencies to use predictive analytics, and how its importance lies with budgeting and forecasting the opportunities at hand, to provide suggestions to the campaign and budget to create better performance for the campaign. He also brings up the point that by using predictive analytics, you no longer have to manually go through each and every keyword, allowing you to have more time to problem solve for different aspects of a campaign itself rather than the data aspect.
Eric explains that Morphio works to improve content creation through the technical side of marketing and content creation, through auditing tools, rather than the organic side of content. There are three main ways to use their services, the automation side (analysis of ongoing SEO), reporting perspective (SEO competitors page), and budgeting perspective (successful keywords and campaigns). The two discuss the expansion of AI in recent years, and how many people can now go to college or university to focus solely on machine learning and automation. Eric explains society’s opinion towards AI has changed significantly recently, as people no longer are afraid of AI, and many people, including himself, view AI as customer service. The two discuss how the creative components on web pages, such as images and videos, that are performing are becoming more and more easier to be used as a roadmap for an AI perspective. Eric explains that the writing of web pages is very creative-based, should stay that way, and does not need to be delegated to AI. Joseph agrees with this point, as he believes that storytelling is a human essence, and that machine learning tends to be either not trained enough or too trained, and end up duplicating content in terms of writing. The two discuss zapier, and how each of them makes use of the tool.
Joseph brings up a quote from Eric on a previous podcast he was a guest on, “the future isn’t about advertising a product, it’s about being smart enough to realize when a customer needs a product before they do”. Eric expands on the quote, and how he looks at that quote from an SEO perspective, and that one can achieve the mindset of the quote through customization of content based on data collected from previous campaigns. Eric compares the feeling of being a customer of something receiving flyers trying to convince them to be a customer to the same situation but digital. He believes that this discontent is even more heightened online, which is why it is important to not continuously run the same content for a marketing campaign. The two also discuss whether or not people will rebel against what AI can do, and Eric says he believes that people will not as long as a line of invasion of privacy is not crossed, and that can be solved through the customer service aspect of AI. Eric discusses new projects he is embarking on, as well as his interest in cryptocurrency and how it might impact marketing.
00:00:31.230 –> 00:00:40.920 Joseph McElroy: howdy thanks for joining us on this week’s episode of wise content creates wealth, you heard that content is king well wise content rules, the world.
00:00:41.280 –> 00:00:47.820 Joseph McElroy: This podcast is about understanding how you can make and utilize wise content to improve your financial success.
00:00:48.420 –> 00:00:57.270 Joseph McElroy: I am Joseph Franklin McElroy and I’m a marketing technology expert who has built a multimillion-dollar business I’m also an award-winning content producer.
00:00:57.720 –> 00:01:07.860 Joseph McElroy: My company is Galileo tech media and we are a leader in providing wise content and smart SEO to companies are around the globe.
00:01:08.430 –> 00:01:18.510 Joseph McElroy: Why is content that incorporates search science behavioral science Ai data and process to make content that converts better and gets better rankings.
00:01:18.870 –> 00:01:29.880 Joseph McElroy: Since 2014 we provided this to a suite of global clients helping them get maximum visibility and organic search social media presence and effectiveness with their marketing conversions.
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00:01:51.900 –> 00:02:03.240 Joseph McElroy: our agenda today is Ai automation and digital marketing and my guest is Eric Martin, who is an Ai tech entrepreneur C suite executive, and advisor.
00:02:03.570 –> 00:02:17.820 Joseph McElroy: And he’s leveraging extensive experience in business development startups is the broad air and broad areas of expertise, including brand development digital strategy communications entrepreneur leadership and sales growth so hi Eric.
00:02:18.450 –> 00:02:19.890 Eric Vardon: How are we doing today Joseph.
00:02:20.160 –> 00:02:25.740 Joseph McElroy: I’m doing very well so you’ve had a fairly explosive career, so far, can you hit the highlights wars.
00:02:25.950 –> 00:02:31.140 Eric Vardon: Ah, so far, I don’t know I feel like I’m maybe near the end but I guess now.
00:02:32.430 –> 00:02:34.290 Joseph McElroy: you’re still a baby no I.
00:02:34.890 –> 00:02:50.700 Eric Vardon: I learned very early on won’t date myself but wanted to build websites and that’s ultimately what I went to school for when you know when not a lot of people were doing it and mid to late 90s, I guess, if if you can well, I think we can both remember that back that far but.
00:02:51.210 –> 00:02:59.070 Eric Vardon: I’ve been in the industry, ever since and technology and marketing and on the Agency side and as an entrepreneur always looking for the next.
00:02:59.370 –> 00:03:09.120 Eric Vardon: a fun thing to work on and that’s always led to you know the next project and super excited to be here and chat a little bit about it so that’s the quick version.
00:03:09.750 –> 00:03:18.540 Joseph McElroy: Go you know, I was looking over the overlook at your LinkedIn profile and I see that you are a director of roller hockey in London.
00:03:18.900 –> 00:03:21.810 Joseph McElroy: I don’t worry about that this is for your kids no.
00:03:21.840 –> 00:03:31.530 Eric Vardon: Well, of course, a little bit for me a little bit for the kids but yeah we started a not-for-profit here in in our city to get the kids going.
00:03:32.010 –> 00:03:39.210 Eric Vardon: There used to be a leak here not to get into the details, but it kind of fell off the wayside, so a few of us got together and figured out that we.
00:03:39.660 –> 00:03:47.670 Eric Vardon: Get the sport growing again and it’s a great way to spend time in the Community and make sure kids are healthy and active so thanks for asking.
00:03:47.880 –> 00:03:56.460 Joseph McElroy: i’m you know I really think I really I like that sort of thing you know i’m i’m going to be 60 this year and I have three year old twins.
00:03:57.480 –> 00:04:01.800 Joseph McElroy: So all the help I get into Community anywhere is always beneficial.
00:04:03.840 –> 00:04:05.700 Joseph McElroy: So I just dated myself, but what the.
00:04:05.700 –> 00:04:06.150 Eric Vardon: hell yeah.
00:04:07.440 –> 00:04:18.360 Joseph McElroy: So you know I you know you you built an eight figure agency right and it was one of the fastest growing agencies for around for a while and then you.
00:04:18.630 –> 00:04:24.510 Joseph McElroy: Have and then you sold it, how did you do it, what was the secret of that kind of growth and what was it like you know building and selling.
00:04:24.900 –> 00:04:37.980 Eric Vardon: yeah I mean I think timing is a big part so in about 2010 you know a little about a year and a half after the downturn and in 2008.
00:04:38.910 –> 00:04:46.230 Eric Vardon: clients, I think, ultimately, and I had been in the industry, but the voices in the conversations and questions changed from.
00:04:46.530 –> 00:04:55.110 Eric Vardon: Okay here’s the money work on a project and and to hear some money work on a project but make sure I know exactly what this money is doing, where it’s going and.
00:04:55.380 –> 00:05:02.610 Eric Vardon: Is it providing a return and started to hear that more and more and more so in 2011 we started arcane.
00:05:03.000 –> 00:05:13.470 Eric Vardon: which was our agency at the time, and ultimately we just put math behind marketing, so we would work with our clients understanding their business work on some projections and modeling.
00:05:13.770 –> 00:05:18.510 Eric Vardon: In terms of what their marketing budget should do and the income.
00:05:19.080 –> 00:05:29.310 Eric Vardon: That they were adding in revenue that they should expect and really just trying to have conversations in terms of you know, average cost per good and in you know average order size or.
00:05:30.000 –> 00:05:36.390 Eric Vardon: lifetime value and really just trying to put some business modeling behind their marketing which they hadn’t done before, and really try to correlate it.
00:05:36.900 –> 00:05:47.580 Eric Vardon: And ultimately, what we did was execute on on some of those objectives and financial financial goals and when we started to do that, we saw fantastic returns and again in through.
00:05:48.000 –> 00:05:58.470 Eric Vardon: 2011 12 through 15 We grew from you know john and I and our basements to 100 people and almost 15 million in revenue and three office four offices across Canada and.
00:05:58.740 –> 00:06:08.940 Eric Vardon: clients all over North America and and We grew with our clients, because we were giving them fantastic return on their investment in marketing in content in seo and anything that we could do.
00:06:10.050 –> 00:06:14.160 Eric Vardon: And when you compound that with new business and then the growth of both of those at the same time.
00:06:14.550 –> 00:06:23.130 Eric Vardon: When really it was just Google is starting a little bit of Facebook and then every other media option under the sun, we really just did a good job executing with our clients and grew from there.
00:06:23.790 –> 00:06:33.750 Joseph McElroy: Did you I read, I read a blog post about you really bit of opponent of packaging services, making your services in the packages, is that something that you did.
00:06:34.440 –> 00:06:44.100 Eric Vardon: yeah it’s a good question, I mean, I think, for us it was always providing the right type of package and solution based on the business and the need the geography and the team and budget and all those great things.
00:06:45.090 –> 00:06:55.380 Eric Vardon: But ultimately I was really bringing in together and so having multiple content providers multiple agents multiple seo but the data itself.
00:06:55.710 –> 00:07:03.750 Eric Vardon: continued to be more fragmented, so if we could centralize that and then centralize the services that we offer, of course, we would grow our bottom line.
00:07:04.080 –> 00:07:09.420 Eric Vardon: And revenue and growth, but ultimately we had greater clarity on the holistic view of a consumer.
00:07:09.810 –> 00:07:19.080 Eric Vardon: And, and with that power became again the ability to tap into that data to ultimately make more decisions on where the money or investment of marketing dollars and time.
00:07:19.410 –> 00:07:24.060 Eric Vardon: should flow sometimes that opened up net new opportunities for services based on your question.
00:07:24.480 –> 00:07:31.260 Eric Vardon: And sometimes it brought up services that we just haven’t you know, had an initiated for client itself but yeah the packaging.
00:07:31.590 –> 00:07:43.830 Eric Vardon: Also, added to the value mindset of a customer thinking well i’m getting these five things now i’m getting 10 but i’m paying a little bit more than I was before, but seeing greater amount of value and service.
00:07:44.490 –> 00:07:45.750 Eric Vardon: really is a winning combination.
00:07:47.040 –> 00:07:54.750 Joseph McElroy: So that’s interesting, so you didn’t start a new client with packages and then then as you learn more about them, you would customize it.
00:07:54.840 –> 00:07:57.000 Joseph McElroy: And customize the soap services they got.
00:07:57.600 –> 00:08:02.670 Eric Vardon: yeah I think we quickly learned that sometimes you take what you can get and try not to be too greedy.
00:08:03.150 –> 00:08:09.360 Eric Vardon: proving yourself with a little bit of time budget or our client that maybe has been burned in the past or hasn’t done it before.
00:08:09.690 –> 00:08:13.860 Eric Vardon: is always the best way to show that you are going to do what you say you’re going to do.
00:08:14.070 –> 00:08:26.040 Eric Vardon: And then from there, the trust is instilled and you can kind of add on value added services from there, so does depend on the situation, but ultimately over time, we were able to combine our offering into a pretty succinct package.
00:08:26.640 –> 00:08:36.450 Joseph McElroy: yeah I really like that, I mean I am you know when you do when you try to do custom custom proposals for every client you start spinning your wheels a lot.
00:08:37.260 –> 00:08:48.810 Joseph McElroy: yeah oh yeah we do you end up creating a custom, one for each one and then they’re not even really serious whatever so it’s better to get in with something fast that works, you know works get them.
00:08:49.200 –> 00:08:54.330 Joseph McElroy: to feel good about it, and then you customize after you know you have a paying client that feeling good about your services right.
00:08:54.630 –> 00:09:04.530 Eric Vardon: yeah I mean you, you you bring up a good a good point that reminds me think of sometimes as marketers or you know entrepreneurs agency owners, what have you business people, we.
00:09:04.980 –> 00:09:14.070 Eric Vardon: We think we can solve a solution that maybe we haven’t done before, and sometimes or most often that is driven by trying to obtain revenue or or goals or new business.
00:09:14.520 –> 00:09:25.050 Eric Vardon: And so, sometimes we promise more than we can execute on, and it can be a slippery slope, because all of a sudden, maybe it’s a client that’s been around a long time and you’re doing something new that you haven’t before.
00:09:25.260 –> 00:09:35.760 Eric Vardon: you’re not setting expectations properly, you could really you know alienate that customer you could lose the customer and also lose confidence as well, so i’m always a proponent of.
00:09:36.060 –> 00:09:47.220 Eric Vardon: Definitely trying and testing new things, but be careful to set expectations properly on exactly what you hope that your clients going to achieve the last thing you want is to not meet those expectations, and you know lose the business.
00:09:47.610 –> 00:09:53.880 Joseph McElroy: there’s always the always the urge to try something new, you know in this industry we’ve always been on the treadmill.
00:09:54.420 –> 00:10:06.900 Joseph McElroy: Trying to be ahead of the curve right and trying to always gotta keep on what’s most relevant new and what’s happening now, and sometimes you jump into it well, well before you actually can deliver it in a way that’s bravo for you, whether.
00:10:07.560 –> 00:10:12.840 Eric Vardon: that’s right now it’s it’s human nature, more than likely, but sometimes we got to say no to that.
00:10:14.580 –> 00:10:18.600 Joseph McElroy: And that’s one of the difficulties of my existence to say no to the new.
00:10:20.970 –> 00:10:23.850 Joseph McElroy: Like these podcasts are new for me, but I think they’re doing well, so.
00:10:24.270 –> 00:10:27.150 Joseph McElroy: I had to we had to this coven times.
00:10:28.200 –> 00:10:33.540 Joseph McElroy: To read the redefine if you’ve done things and he’s covered times to redefine how you knew outreach.
00:10:34.020 –> 00:10:41.790 Eric Vardon: Oh yeah absolutely I mean jumping from many, many we were so focused on in person relationships.
00:10:42.360 –> 00:10:51.030 Eric Vardon: For many reasons being in service business and and all those kinds of things you know we’re accustomed to an old school way of thinking, you have to be in front of the client to.
00:10:51.330 –> 00:10:59.520 Eric Vardon: Then you know something like this happens in your force completely 100% virtual and online and we’re lucky, I think, being a tech tech companies that.
00:10:59.790 –> 00:11:07.890 Eric Vardon: You know that part was easier for us having everyone having laptops etc, but that mindset alone of of just being able to communicate.
00:11:08.370 –> 00:11:16.110 Eric Vardon: You know, with the small examples of dogs barking and kids and adjusting to that I know for everybody was unbelievable that so that’s the easy one for sure, but.
00:11:16.920 –> 00:11:28.950 Eric Vardon: A lot of the as things current you know kept being delayed and delayed, it became not just Okay, we have to do this, for now, but we’re going to do this for the long term and actually really change, in effect, how we hire.
00:11:29.490 –> 00:11:34.440 Eric Vardon: You know what our people look like in terms of locations, we hire them in and the geography.
00:11:34.860 –> 00:11:51.780 Eric Vardon: makeup skill sets so to me that was probably the biggest mind shift, we can run businesses virtually we can run processes virtually and, in many cases I think it’s going to lead to a better quality of life in an engaged team so to me it really centers around those types of adoptions.
00:11:52.170 –> 00:11:57.330 Joseph McElroy: cool well when we come back we’ll talk about your new your new enterprise morpheus.
00:11:58.860 –> 00:11:59.370 Eric Vardon: sounds great.
00:14:55.260 –> 00:15:04.710 Joseph McElroy: howdy this is Joseph Franklin McElroy back with the wise content creates wealth with podcasts with my guest Eric Martin so Eric.
00:15:05.520 –> 00:15:18.360 Joseph McElroy: you’ve you’ve sold an agency, I see you’ve been in some of your advisors on some other companies, but what was the passion that drove you to become a founder and work in the trenches again with the new company called mafia.
00:15:19.110 –> 00:15:28.770 Eric Vardon: Well, I think that back when, as I mentioned earlier, during our original hyper growth stages, I mean you got to think about.
00:15:29.460 –> 00:15:44.790 Eric Vardon: going from a couple people in a basement to moving our office three times and buying a few companies and having offices across our country and hiring staff and VP executives and bank loans and all the craziness that goes on.
00:15:45.870 –> 00:15:54.450 Eric Vardon: You know, moving to 100 people in that much revenue and growth was exciting and fantastic and unbelievable one day I remember always remember we had 11 people start, we always do.
00:15:54.690 –> 00:16:12.360 Eric Vardon: We always do Monday kickoff made 11 people start on one day was it was crazy all that being fantastic we we didn’t see the bottom line of our business potentially with expectations move as much as we thought we would based on where our top line revenue was going.
00:16:13.620 –> 00:16:22.440 Eric Vardon: So we started to like we do with all clients is look inwards and and really understand what our data was telling us, and we were seeing you know busy TEAM members.
00:16:23.520 –> 00:16:31.800 Eric Vardon: You know, being a little bit burnt out and maybe not as focused as you needed to on results and so all of the things that we had promised and what God has to our success.
00:16:32.730 –> 00:16:43.770 Eric Vardon: came down to a lot of repetitive tasks and a lot of menial work that really wasn’t engaged engaging are expensive and unbelievable you know workforce and humans.
00:16:44.190 –> 00:16:50.880 Eric Vardon: So we started a bill automation to your answer and we were looked at, you know different ways that we could take the mundane repetitive.
00:16:51.450 –> 00:17:02.520 Eric Vardon: tasks as well as the the issues and mistakes that we were making that were impacting the results of our clients and ultimately that’s where morefield was born inside the Agency and really was built to.
00:17:03.030 –> 00:17:10.500 Eric Vardon: be the growth engine inside that could give us the automation and the growth that we’re we’re looking for not rolling solely rely on on people.
00:17:11.340 –> 00:17:19.470 Joseph McElroy: So so more videos now a standalone company and you claim to empower businesses with Ai and marketing capabilities, what does that mean.
00:17:19.740 –> 00:17:35.280 Eric Vardon: that’s right yeah so when you think about all those the tasks of a typical marketer we live within the platforms of choice that we use the google’s the facebook’s you know the on and on, in terms of where we’re spending not only our time, but also our clients media dollars.
00:17:36.330 –> 00:17:48.180 Eric Vardon: I think what’s interesting is that, through more fuel ultimately is built to protect us as marketers from the things that happened that impact the results that ultimately we’re trying to achieve both for ourselves and our own businesses or for our clients.
00:17:48.780 –> 00:18:07.380 Eric Vardon: And we actually pulled 301 agencies and marketers and ask them what it was that was causing them the most amount of stress and it was credit card failures, you know misaligned tracking or broken pixels the credit card going down ads going down or turned on or off.
00:18:08.400 –> 00:18:15.150 Eric Vardon: Just a few examples, and it was these types of things when you’re running multiple campaigns or sometimes hundreds of campaigns, if not thousands.
00:18:15.510 –> 00:18:26.940 Eric Vardon: That when when you really look at it it’s those fires those issues that come up that ultimately take you or us away from the goals in our day to day tasks, so that all has compounded over the last few years on, to just an.
00:18:27.690 –> 00:18:38.760 Eric Vardon: Unbelievable amount of of error prone issues that face us as marketers so warfield ultimately aggregates all of your marketing data and helps you address flag.
00:18:39.060 –> 00:18:48.240 Eric Vardon: Those issues before they become mistakes, you can catch them and ensure that your team is protected clients are protected and ultimately the campaigns are protected from the performance.
00:18:48.780 –> 00:18:52.680 Joseph McElroy: Is that what you call the anomaly detection software.
00:18:52.920 –> 00:19:02.220 Eric Vardon: that’s right, and so we do this manually every day we know what we hope are the expectations are, at least in terms of what we want our marketing dollars or time or effort to achieve.
00:19:02.760 –> 00:19:09.330 Eric Vardon: And when they fall outside of those expectations ultimately that’s an anomaly, and so you’re taking the simple mindset of a human and putting.
00:19:09.540 –> 00:19:22.170 Eric Vardon: Some machine learning and Ai around it, so that it could occur, you know, whenever it needs to occur, but it’s going to be caught faster and it’s going to have more accuracy in terms of what that anomaly detection means and then how to address it.
00:19:22.980 –> 00:19:29.220 Joseph McElroy: So I was reading your site and you had a blog post about Ai your your software and seo.
00:19:29.850 –> 00:19:31.110 Joseph McElroy: And it made a.
00:19:31.140 –> 00:19:39.330 Joseph McElroy: point that we that we not only detection you’re a marketing software can discover keywords and topics that have massive potential, what does that mean.
00:19:39.630 –> 00:19:47.220 Eric Vardon: yeah so we you know traditionally with seo fellow nerds you know you have your the URLs are the brands that matter, the most.
00:19:47.880 –> 00:19:59.010 Eric Vardon: we’re always tracking against the content, the keywords and you know the the on page and off page work that we do to see how that rank fluctuates right based on our competitors.
00:19:59.850 –> 00:20:11.370 Eric Vardon: So it’s a lot of manual work and almost impossible for us to know as marketers when you have a key keywords that we care about and we have you know URLs and or websites or landing pages that were monitoring.
00:20:11.670 –> 00:20:14.970 Eric Vardon: How do you know both with our own end of the competitors.
00:20:15.480 –> 00:20:23.520 Eric Vardon: The changes that they make that affect the Google rank both positively and negatively it’s almost impossible thing to do so again, we put some software behind that.
00:20:23.970 –> 00:20:29.730 Eric Vardon: So ultimately you’re matching those keywords you’re matching the clients or your own data and all of a sudden, we can start to then.
00:20:30.120 –> 00:20:37.710 Eric Vardon: Address and detect what changes have the most amount of impact on that organic rank from a negative or a positive perspective.
00:20:37.980 –> 00:20:48.870 Eric Vardon: And we actually scrape and pull in that information in terms of was an H1 was that a your own additional URL was it the content itself that was added that affected that page rank good or bad morpheus can.
00:20:49.200 –> 00:20:55.350 Eric Vardon: detect that for you and bring in those reports automatically and and it’s an unbelievable competitive advantage for sure.
00:20:56.040 –> 00:21:05.280 Joseph McElroy: That sounds interesting and I think I saw that you focus on really given them the low hanging fruit that’s like where the opportunities are the most of massive right.
00:21:05.730 –> 00:21:12.120 Eric Vardon: that’s right, well, we all have our own ways of executing in our workflow in our mindset at morpheus we don’t want to take.
00:21:12.510 –> 00:21:19.710 Eric Vardon: our beloved marketing friends away from the tool sets that we use in love, but we sure, do you want to protect them and we want to be able to flag.
00:21:20.040 –> 00:21:27.360 Eric Vardon: issues before they become mistakes and allow them to then execute as they see fit, so, even though morpheus does have suggestions and we have unbelievable ways.
00:21:27.600 –> 00:21:40.140 Eric Vardon: Within our system that we can provide opportunities and ideas for marketers but ultimately we’re going to execute it in the way that each of us want to and we’re just trying to help you know, save some time in distress, our our beloved marketers.
00:21:40.800 –> 00:21:44.880 Joseph McElroy: So i’m assuming you’re a is using predictive analytics Is that correct.
00:21:45.030 –> 00:21:46.230 Eric Vardon: that’s right yeah.
00:21:46.470 –> 00:21:51.330 Joseph McElroy: So is it is it, why is it important for agencies use predictive analytics.
00:21:52.140 –> 00:21:56.610 Eric Vardon: yeah well, I mean I think it’s it’s constant, I mean the one conversation we have.
00:21:57.030 –> 00:22:09.210 Eric Vardon: nine times out of 10 is around budgets and the management on expectations of what budgets are going to do, how they’re going to perform and, ultimately, what does that landscape look like from a forecasting perspective so.
00:22:09.510 –> 00:22:18.990 Eric Vardon: I would say it’s probably our most beloved feature, we have sort of different various options, you can have more of a basic budgeting monitoring and then more of an enhanced.
00:22:19.680 –> 00:22:32.490 Eric Vardon: In terms of the predictability it’s, how can I forecast the opportunities at hand, how can more Feo in our API help provide suggestions to those campaigns and or to where the budgets are allocated for better performance.
00:22:32.850 –> 00:22:41.040 Eric Vardon: And then, what are the expectations that we as marketers can potentially pass on to our clients in terms of where we hope that those expectations and results are going to come from.
00:22:41.280 –> 00:22:46.260 Eric Vardon: Right now it’s a very manual process it’s really difficult to manage and if you have a bunch of different clients or.
00:22:46.680 –> 00:22:51.540 Eric Vardon: With agencies, mainly with a lot of us with you know juggling all sorts of different types of clients.
00:22:51.780 –> 00:23:00.600 Eric Vardon: it’s almost impossible to really control those expectations so from a predictive manner budgets is usually a big one, because the sensitivity around the investment of the dollars.
00:23:01.020 –> 00:23:08.550 Eric Vardon: And it’s like I said it’s becoming more and more apparent that all of us need help really trying to manage those expectations on budget control.
00:23:09.390 –> 00:23:17.130 Joseph McElroy: yeah I mean understanding what it even cost to do seo is becoming more and more difficult, every day, so I could see where.
00:23:18.150 –> 00:23:31.980 Joseph McElroy: You know, actually bringing that kind of knowledge predictive analytics into the process for pricing budgeting for clients and helping them achieve what what you know it can be anything good game, how many keywords you go after that sort of thing so.
00:23:32.220 –> 00:23:40.350 Eric Vardon: It never stops that’s the that’s the bottom, we never have enough time to invest that time into the most creative or Problem Solving ways.
00:23:40.590 –> 00:23:50.730 Eric Vardon: That our clients are really hiring us, you know, to achieve or bring up we’re so focused on the day to day repetitive sort of mundane stuff and the keyword slamming and all those kinds of things which are great.
00:23:51.180 –> 00:23:58.890 Eric Vardon: But you know we’re all in this business to really try to solve problems on what gets us out of bed and gets us excited so we just want to have more time to do that.
00:23:59.850 –> 00:24:03.780 Joseph McElroy: So you mentioned, you had done research, so you guys do quite a bit of research.
00:24:04.560 –> 00:24:08.070 Joseph McElroy: And you’ve done a another 300 digital marketing leaders.
00:24:08.550 –> 00:24:25.560 Joseph McElroy: And they had highlighted their top three uses of Ai has been gaining a deeper understanding of customer segments and optimizing a budgets and campaigns, as we talked about and automating manual data aggregation analysis, do you do, you have tools that target all three of those areas.
00:24:25.950 –> 00:24:33.330 Eric Vardon: yeah we do, and I think I mentioned, the most recent which is placement auditing, which is a really interesting thing, so all of us, specifically being at home.
00:24:33.570 –> 00:24:39.960 Eric Vardon: More than we used to just use the example of say YouTube where okay my daughter, you know will sometimes use my.
00:24:40.350 –> 00:24:46.680 Eric Vardon: Show grab my iPad and just you know put on something for her you know, whatever the commercial cartoon is etc.
00:24:47.190 –> 00:24:51.210 Eric Vardon: And all of a sudden i’m assuming she’ll be remarketed to with you know.
00:24:51.660 –> 00:24:59.520 Eric Vardon: Maybe beard options or or shaving options or men’s clothing options because it’s my phone is my device and they’re tracking against me well.
00:24:59.790 –> 00:25:09.300 Eric Vardon: All of a sudden marketers are spending ad dollars, putting it in front of my daughter my daughter has a whole issue there, why are the privacy controls on etc so i’m just using a fictitious example of course.
00:25:11.010 –> 00:25:13.740 Eric Vardon: Never nobody ever does this and let’s their kids use their phones.
00:25:13.740 –> 00:25:15.720 Joseph McElroy: But I my three year olds never get older my.
00:25:16.200 –> 00:25:16.860 Eric Vardon: Never so.
00:25:17.580 –> 00:25:22.860 Eric Vardon: How many times is this happening, you know, in terms of how from a waste of dollars perspective.
00:25:23.400 –> 00:25:28.170 Eric Vardon: You know, are we allowing our ads to to be served improper area so.
00:25:28.410 –> 00:25:40.470 Eric Vardon: Again again One example that falls around the budget side, but ultimately it’s around the campaign placements where it’s really difficult to know and Google doesn’t really want you to know, maybe as much as we hope that they would.
00:25:41.070 –> 00:25:50.550 Eric Vardon: In terms of that performance it’s necessarily not their job, either, but we need to, we need to know that that’s being displayed in in the audience that we hope with that we’re tagging and that we’re profiling.
00:25:50.940 –> 00:25:55.740 Eric Vardon: And that we’ve segmented against and if not, I want to change and retract and then move on to a different.
00:25:55.980 –> 00:26:08.340 Eric Vardon: Performance option so that’s one way to use that to use your question on how we’re doing it from a placement perspective was to identify those issues and flag them, so we can allocate those dollars in assets in segments that are performing properly.
00:26:09.030 –> 00:26:13.500 Joseph McElroy: cool and how do you how do you how’s your software understand customer segments.
00:26:14.280 –> 00:26:25.230 Eric Vardon: yeah so the big piece is how it works now is an aggregation using Google analytics, and this is going to further move to to other platforms as well, but.
00:26:25.590 –> 00:26:37.320 Eric Vardon: In many of these options can be done this one, specifically, it can be done manually through Google analytics but also you’d have to do it on a daily or an aggregated perspective on a daily or an hourly basis or even weekly.
00:26:38.370 –> 00:26:44.040 Eric Vardon: So interest levels, you know how many what is the baseline conversion rate for different audience segments.
00:26:44.460 –> 00:26:52.440 Eric Vardon: We pulling all that automatically in our compiling audience segments in terms of than where they live, household income will profile against that.
00:26:52.800 –> 00:26:59.520 Eric Vardon: Different keywords attribution against different you know social media platforms, that they would you know use, etc.
00:26:59.880 –> 00:27:07.320 Eric Vardon: All those kind of things culminate into our segments feature which automates that and displays it through emails or or our slack integration.
00:27:07.830 –> 00:27:13.500 Eric Vardon: When new segments are found, which then allows us to be able to re target through through our platforms to so.
00:27:14.040 –> 00:27:27.060 Eric Vardon: it’s a really interesting way that marketers right now using subjective information can put some power of of our tool to be able to know more deeply around those segments, but the ones that are actually converting and buying, which is a big differentiator.
00:27:27.750 –> 00:27:33.510 Joseph McElroy: cool well when we come back we’re going to dig a little deeper into the industry which you’re playing.
00:30:20.850 –> 00:30:29.760 Joseph McElroy: hi this is Joseph Franklin mcilroy back with the wise content creates wealth podcasts and my guest Eric well done so Eric.
00:30:30.930 –> 00:30:36.450 Joseph McElroy: You know this podcast is about wise content, which is i’ve positioned to be in content that.
00:30:37.080 –> 00:30:51.930 Joseph McElroy: You know, is modified by Ai or big or information from big big data or behavioral science, or even semantics, or you know where are the where the process produces it in a better, more scale, the way.
00:30:53.070 –> 00:31:02.550 Joseph McElroy: So where would your software come into play and actually modifying or you know doing things with content that make it more effective.
00:31:03.750 –> 00:31:19.440 Eric Vardon: yeah I think it’s probably from our perspective it’s it’s a little bit more technical in terms of content, so I think of seo when I think of some of the performance technical components of what really makes a great seo foundation.
00:31:20.580 –> 00:31:34.380 Eric Vardon: You know perform the way we hope it to perform some of our features allow content marketers that have a strategic focus on both on page and off page use some of our auditing tools in a really interesting way.
00:31:34.950 –> 00:31:43.230 Eric Vardon: So it could be, with new clients, it could be with existing but we kind of have three different ways to use our system there’s the automation side.
00:31:43.650 –> 00:31:47.430 Eric Vardon: of our business and the analysis of ongoing seo.
00:31:48.090 –> 00:31:59.190 Eric Vardon: You know more technical components of the pages to make sure that even if you have a new client you could use our tool do a quick audit and be able to see all the fundamentals from an seo perspective that may or may not be actively.
00:31:59.790 –> 00:32:08.910 Eric Vardon: On or actively engaged within the specific brand so that’s one big way, the other is to from a reporting perspective, be able to put in measures to.
00:32:09.540 –> 00:32:15.990 Eric Vardon: Using the monitor, but in a way to report that you can actually share with TEAM members or even clients or your boss, or whatever the types of.
00:32:16.830 –> 00:32:26.040 Eric Vardon: successes that you’re seeing from that type of analysis, we mentioned earlier talked a little bit about our seo competitors feature I think that’s the most obvious that is bringing in.
00:32:26.460 –> 00:32:32.400 Eric Vardon: More on page real life content changes that are affecting truly pagerank both good and bad.
00:32:33.030 –> 00:32:39.570 Eric Vardon: In a way, that can can ensure placement is happening in ranking is happening in a way that you can protect yourself.
00:32:39.900 –> 00:32:48.000 Eric Vardon: And i’d say, lastly, from a from a budgeting perspective and from a suggestions perspective, looking at if you’re in the performance side of campaigns.
00:32:48.300 –> 00:32:55.650 Eric Vardon: What are the keywords and what are the successful campaigns and that those contents that are performing in a way that you hoped and being able to actually.
00:32:55.920 –> 00:33:08.730 Eric Vardon: monitor and then affect change quickly on so there’s a few different ways, not to get into to too many of the features, but we do take a strong approach in terms of content seo probably more so than we do on the organic side of content.
00:33:09.330 –> 00:33:12.630 Joseph McElroy: mm hmm so i’m in this industry.
00:33:13.770 –> 00:33:21.600 Joseph McElroy: There I think there’s been like a pretty pretty dramatic increase in the Ai and say the last five years.
00:33:22.890 –> 00:33:29.610 Joseph McElroy: Where do you think that these capabilities capabilities of really focused and where they come from and who’s driving them.
00:33:30.720 –> 00:33:39.240 Eric Vardon: yeah I mean I think timing is a big one, so computing power and the sort of widespread adoption of being able to.
00:33:40.050 –> 00:33:51.750 Eric Vardon: You know even go to a university and create or college and be able to you know obtain a degree across machine learning and being able to actually apply that into more of a broader.
00:33:52.260 –> 00:34:02.190 Eric Vardon: Industry, I think, is is helping so timing is one, and then the technical components of the software and the hardware being able to allow the computing power to match up.
00:34:03.120 –> 00:34:13.950 Eric Vardon: I think ultimately adoption outside of the timing portion is important because we’re no longer maybe scared of Ai you know, taking over the world, I think.
00:34:14.220 –> 00:34:18.450 Eric Vardon: You know, we view it really as a form of customer service in a sense, where.
00:34:18.810 –> 00:34:28.440 Eric Vardon: None of us want to do repetitive mundane tasks, specifically in our day to day, we want to be creative, we want to problem solve right, we want to be able to be strategic.
00:34:28.950 –> 00:34:37.980 Eric Vardon: And so that adoption of the mindset of saying Okay, maybe I can release 20% of what I do because I don’t want to do that part anyway, which usually takes up 80% of the time.
00:34:39.330 –> 00:34:45.990 Eric Vardon: You know and be able to have that freedom and that the mindset that i’m not busy i’m not, as you know, burnt out or worked.
00:34:46.320 –> 00:34:55.020 Eric Vardon: is going to allow me to be a better person in human and marketer in this case, you know that’s the way we have the view of the lens of of how all that’s kind of coming into the timings part of of Ai.
00:34:56.040 –> 00:35:13.680 Joseph McElroy: So there’s I think in even more recently there’s been a big push now a lot of tools that are actually trying to create content with Ai yeah i’ve actually interviewed a number of companies doing, that is, that is, that a direction you you’re going as well to actually generate content.
00:35:13.950 –> 00:35:14.940 Eric Vardon: I think.
00:35:16.470 –> 00:35:29.700 Eric Vardon: We might be part of it in a very passive way, I think that you know, depending on where our business grows the content side for us is probably more centered around the creative components of content.
00:35:30.960 –> 00:35:41.580 Eric Vardon: The natural language processing part of Ai, I think, is still a long ways away in terms of being able to.
00:35:42.060 –> 00:35:54.480 Eric Vardon: Properly suggest suggest content across multiple languages in a context that could be usable so I just don’t think that our businesses is sent setup sorry for for that.
00:35:55.200 –> 00:36:04.410 Eric Vardon: But to your point the creative components on images placements and the type of content video you know those types of things that are performing.
00:36:05.370 –> 00:36:15.180 Eric Vardon: that’s I think an easier roadmap for us, you know, over the course of the next year or two to be able to obtain but definitely keep an eye on it, Joseph it’s a great question I just think we’re.
00:36:15.570 –> 00:36:22.830 Eric Vardon: From an industry and technology is not definitely our focus and I think we’re a long ways away from seeing that truly as a reality, from an API perspective.
00:36:23.520 –> 00:36:30.120 Joseph McElroy: yeah you know that you know actually writing content brings up the question I know that you spend some time thinking about this.
00:36:31.380 –> 00:36:45.240 Joseph McElroy: You know that replaces that one of the major jobs that people online is writing you know and and I think in general, Ai there’s a discussion to be had about the automation versus human work yeah what’s the right balance, what do you think about that.
00:36:45.420 –> 00:36:59.610 Eric Vardon: Well it’s similar to creative execution as well, which is and with writing are highly subjective processes and and again highly manual and also very creative and they should stay that way, but there are also very.
00:37:00.780 –> 00:37:02.190 Eric Vardon: Simple word i’m looking for.
00:37:04.170 –> 00:37:12.210 Eric Vardon: Structured I guess or objective types of of performance driven campaign writing, for example, that are really about conversion.
00:37:12.750 –> 00:37:16.680 Eric Vardon: And in ultimately don’t need as much strategic thinking.
00:37:17.760 –> 00:37:24.210 Eric Vardon: Because they’re a bit more of a commodity right so let’s say we can analyze 1000 campaign adwords.
00:37:24.630 –> 00:37:33.750 Eric Vardon: structures and we can find out what the best and most performing ad structure is going to be in Google does a lot of this all day long is going to suggest use this sentence with this word, etc, etc.
00:37:34.800 –> 00:37:41.880 Eric Vardon: That is a formulaic approach to a very objective way of executing on a commodity that is you know, maybe the Ad approach.
00:37:42.120 –> 00:37:49.740 Eric Vardon: after a certain period of time for let’s say Google ads or something like that to me that is we’re not far away from if it’s not already happening already be able to.
00:37:49.950 –> 00:38:00.330 Eric Vardon: You know objectify that and being able to put it into an objective sense, where it is really about the math and what’s working great, but if you’re going to think about a creative campaign or a way to really bring.
00:38:00.930 –> 00:38:07.530 Eric Vardon: In and create copy that’s going to engage somebody through a blog or seo practices or you know through storytelling.
00:38:07.920 –> 00:38:15.150 Eric Vardon: that’s really what we want to do as marketers and writers, or whether it’s the mix of creative or content writing or or copy work.
00:38:15.750 –> 00:38:25.110 Eric Vardon: You know I don’t think that’s going to be replaced at any point in time, and hopefully never because to me that’s really the strategic part of of you know what marketers can do in a good way.
00:38:26.010 –> 00:38:38.430 Joseph McElroy: No, I mean, I agree with you, I think storytelling is the you know and that’s the essence of human human behavior requires you know I mean I don’t think Ai will.
00:38:39.390 –> 00:38:53.760 Joseph McElroy: You know they when we i’ve interviewed some of the things they talked about the scene automation and creating this content and one of the things that they have a problem with is the benefits of the machine learning is not trained or two well train and actually creates duplicate content.
00:38:54.210 –> 00:38:57.030 Joseph McElroy: And it’s kind of odd right it’s like too much data are not an.
00:38:57.030 –> 00:39:06.690 Joseph McElroy: updated using the same role resolve is just the creates duplicate almost you know it spits out, you know what you can find online somewhere else so.
00:39:07.140 –> 00:39:18.960 Joseph McElroy: Obviously, the training and from content out on the web and it’s in that sort of like in between space work yeah well actually produce content that’s unique, but it still has telling the same stories.
00:39:18.960 –> 00:39:19.860 Eric Vardon: Right now.
00:39:19.950 –> 00:39:30.750 Joseph McElroy: yeah so and while that might be effective in the first go around on say creating some content for seo long does it because you got to keep creating new stuff.
00:39:32.550 –> 00:39:33.600 Joseph McElroy: becomes repetitive.
00:39:33.750 –> 00:39:35.700 Joseph McElroy: And so.
00:39:37.530 –> 00:39:38.220 Joseph McElroy: You know the.
00:39:39.270 –> 00:39:40.260 Joseph McElroy: One of the things that.
00:39:42.030 –> 00:39:55.050 Joseph McElroy: This is sort of non sequitur going into here but we’re talking about automation you know I I read that you’re big you’re big on automating unless you actually use ap are quite a bit to explain some really great zaps for your work right.
00:39:56.520 –> 00:40:05.490 Joseph McElroy: What is the one of the things you do, what are the some of the things you do with your API things like connecting your wordpress to your social media and stuff like that.
00:40:06.210 –> 00:40:21.090 Eric Vardon: yeah I mean I think just being in this industry, for a long time, I remember before you know before even wordpress was around there was something called you know blogger, which was one of the original sort of blogging tools right and.
00:40:22.170 –> 00:40:33.000 Eric Vardon: We had a you know sort of a a website for a Community here in Canada design and exchange and we kind of hacked together, it would spit out.
00:40:33.960 –> 00:40:44.610 Eric Vardon: An xml file we kind of hacked it into flash at the time and sort of created our own way, that it would pull automatically updates on this content, etc, so we didn’t have to hard coded into.
00:40:45.060 –> 00:40:52.290 Eric Vardon: You know into flash at the time, so again dating myself but i’ve all personally always been interested in trying to find efficiencies through.
00:40:52.650 –> 00:40:58.890 Eric Vardon: Any way possible, that can save me time and the more time I have, and the more automation it continues to compound.
00:40:59.340 –> 00:41:07.710 Eric Vardon: And then you know to me it’s a it’s a it’s a recipe for being able to really do what you do best and not what takes up the most time.
00:41:07.980 –> 00:41:13.710 Eric Vardon: And I think you’ll you’ll see that in in many of the things that get me excited but, of course, within our business.
00:41:14.400 –> 00:41:22.590 Eric Vardon: Now it’s, ultimately, you know that at a you know 1000 degree everything looks looks for a more efficient way.
00:41:23.130 –> 00:41:38.580 Eric Vardon: to execute and I think now given ever we’re in this, you know crazy world of we’re all too busy time is the most precious thing we have, and so, why would we do that and execute on the things that don’t get us excited so yeah always been a part of my my beliefs for sure.
00:41:38.910 –> 00:41:47.640 Joseph McElroy: Well, I I actually do quite a bit of myself and one of the things I know, combining this Ai stuff with Xavier build syndication networks right to.
00:41:47.640 –> 00:41:49.170 Joseph McElroy: syndicate content but you’re essentially.
00:41:49.170 –> 00:41:58.320 Joseph McElroy: Putting content out there that’s duplicated the content that’s on your main site, but if you had an Ai that could just rewrite the content right.
00:41:58.410 –> 00:42:01.050 Joseph McElroy: doesn’t matter that it’s still the same story because.
00:42:01.440 –> 00:42:05.280 Joseph McElroy: You know, it is a slightly different version of the same story, but that’s the purpose.
00:42:05.520 –> 00:42:08.790 Joseph McElroy: So I think that would be a great nice product to see out there.
00:42:08.850 –> 00:42:12.330 Eric Vardon: yeah that’s an interesting idea almost like a duplicate content.
00:42:13.350 –> 00:42:26.550 Eric Vardon: threshold, so you can see how close you are to the original content without impacting the intent of the story, or the content itself, but without you know, making Google angry from a duplicate perspective yeah I like that.
00:42:26.730 –> 00:42:36.210 Joseph McElroy: yeah cool alright so we’ll take it take our last break and then we come back we’ll talk about what you see in the future, and maybe some of the other things that you’re doing all right.
00:42:38.220 –> 00:42:41.580 Joseph McElroy: you’re listening to talk radio nyc.
00:42:44.220 –> 00:42:44.400 and
00:44:53.340 –> 00:45:02.640 Joseph McElroy: hi this is Joseph regular McElroy back with lies content creates wealth podcasts and I guess Eric we’re done so Eric I saw a quote.
00:45:03.510 –> 00:45:10.500 Joseph McElroy: Out there and some I think another podcast you did that I thought really sort of the essence of what I think of is.
00:45:11.220 –> 00:45:17.940 Joseph McElroy: Why there’s going to be more wise content, and it is, and you said, the future isn’t about advertising a product.
00:45:18.390 –> 00:45:30.510 Joseph McElroy: it’s about being smart enough to know when a customer new customer needs your product or service service before they do, can you expand upon that, where do you see that going, especially in what you’re doing.
00:45:31.320 –> 00:45:47.280 Eric Vardon: yeah I mean I think it’s always been the sweet spot of of the mindset of consumer and trying to understand those patterns and behaviors around the triggers that we as marketers can look inside look into our data for.
00:45:48.300 –> 00:46:00.750 Eric Vardon: Where you know we we can find out kind of where they are in their their buying cycle, you know fairly easily it’s become more easy or readily available over over time.
00:46:02.190 –> 00:46:13.290 Eric Vardon: But yeah there’s there’s many examples I mean just even getting into the, the key word examples within Google example like somebody simple example i’ve kind of always uses.
00:46:13.800 –> 00:46:26.610 Eric Vardon: You know, searching new home versus new home near me versus you know new home rates tomorrow or new home rates, you know you know, whatever those examples are.
00:46:27.210 –> 00:46:29.610 Eric Vardon: A couple different things, you can say is maybe somebody.
00:46:30.480 –> 00:46:39.270 Eric Vardon: just interested in the home or their you know really looking for rates, I mean it’s a simple example, but you can see the difference of the mindset of where somebody is sort of instantly so.
00:46:40.230 –> 00:46:44.730 Eric Vardon: it’s one that I always use, and it can correlate to too many different types of things, but.
00:46:45.720 –> 00:46:56.220 Eric Vardon: You know, we as marketers need to really understand and ensure that the different types of mindsets in those examples, mean that we should be serving content that addresses the mindset at that same time.
00:46:56.580 –> 00:47:04.140 Eric Vardon: And I think most often marketers are can be lazy and trying to have a one size fits all approach to our content or creative.
00:47:04.440 –> 00:47:11.670 Eric Vardon: That it’s a well that’s good enough, based on where the you know where the individuals at and have one static ad with one promotion.
00:47:12.030 –> 00:47:22.380 Eric Vardon: When you should even those four examples that I use should be completely different mindset with completely different content with unique images that are constantly tested all the time for performance so.
00:47:23.340 –> 00:47:27.600 Eric Vardon: You know that’s the way we’ve always had a lens as marketers and even within our business to say.
00:47:27.960 –> 00:47:35.280 Eric Vardon: You know, think about it it’s like the old flyer model you keep sending you’re already a customer and someone sends you something in the mail saying hey why don’t you become a customer.
00:47:35.430 –> 00:47:48.180 Eric Vardon: How angry that makes you feel well there’s no difference in digital in fact it’s hyper escalated because I think consumers more often expect that we can deliver them something at the right moment the right time, with the right medium.
00:47:48.990 –> 00:47:55.920 Eric Vardon: I think that’s only going to escalate as things kind of grow it as our audience is younger that grows older with more dollars and exposed.
00:47:56.100 –> 00:48:07.890 Eric Vardon: Income but they’re you know we’ve lived in this life cycle for a very long time, from a technology perspective so to me that’s how I would answer it in terms of where I believe consumer patterns shift that should affect the content strategies.
00:48:08.760 –> 00:48:09.180 Joseph McElroy: You know.
00:48:10.350 –> 00:48:16.590 Joseph McElroy: Given that you know people have a certain expectation of what’s known about them and not known about them, you know.
00:48:16.980 –> 00:48:27.240 Joseph McElroy: i’m I wonder what is the level of predictability that will be accepted, you know as an example, few years back, there was a story of target knowing a woman is pregnant and.
00:48:27.720 –> 00:48:37.830 Joseph McElroy: I mean for TV advertising or baby products before she told anybody freaked her out right and maybe that was just the nature of it just been a new kind of concept.
00:48:38.250 –> 00:48:50.640 Joseph McElroy: But even today, you know you talk to people and they’re freaked out when they say something about say baby products and all of a sudden that baby products, specifically comes up on Facebook, and so they are they listening to me and that sort of stuff.
00:48:50.970 –> 00:48:54.120 Joseph McElroy: But more likely it’s just from their behavior that they’ve been doing.
00:48:54.570 –> 00:49:03.660 Joseph McElroy: You think there’s a point where people will rebel against the the what Ai is able to understand about them.
00:49:04.200 –> 00:49:13.470 Eric Vardon: I mean yeah I think your example is perfect, I remember that happening and and it’s definitely a mindset of a different generation, which I will put myself in.
00:49:13.890 –> 00:49:18.000 Eric Vardon: As well I just think that the though that is going away for sure.
00:49:18.540 –> 00:49:24.600 Eric Vardon: When I talk about customer service, I actually think and maybe it’s because i’m in marketing and I understand this stuff I don’t know but.
00:49:24.990 –> 00:49:36.660 Eric Vardon: I almost expect that you know I get in my car and I turn on the car and Google knows that i’m going to work, for example, that is helpful so right and maybe i’m not going to work and i’m going somewhere else that day.
00:49:37.830 –> 00:49:43.710 Eric Vardon: You know, but those types of ideas, where if it’s not creepy if it’s not intrusive and it is actually helping.
00:49:44.370 –> 00:49:51.810 Eric Vardon: With what i’m trying to do, and if I am pregnant and I am going to be looking for that I would want a smart brand to be able to think about.
00:49:52.020 –> 00:50:01.410 Eric Vardon: What i’m going through as a pregnant woman looking for you know the things that i’m looking for I think that’s Okay, if the line is not cross and to me that’s where the customer service comes in.
00:50:01.710 –> 00:50:06.510 Eric Vardon: That to me is a smart way of the brain can look at their data to say i’m going to provide value.
00:50:06.870 –> 00:50:11.370 Eric Vardon: and bring them into my ecosystem and community in a way that shows that I care, and I know my audience.
00:50:11.700 –> 00:50:21.840 Eric Vardon: So to me that’s the balance and you’re right definitely brands and companies could probably take advantage of it, but I think we can all see through it now and that’s me more detrimental cool.
00:50:22.260 –> 00:50:23.040 Joseph McElroy: So you got.
00:50:24.390 –> 00:50:29.430 Joseph McElroy: To close, it up here you got any new projects you’re working on that you’re excited about you want to tell us about.
00:50:29.850 –> 00:50:37.080 Eric Vardon: Well yeah I mean all all the time, I think it’s I mean the biggest thing to me I keep looking to the right because i’m a fan of.
00:50:38.370 –> 00:50:44.910 Eric Vardon: Of cryptocurrency and I think it to me represents a really just big shift both.
00:50:45.630 –> 00:50:54.240 Eric Vardon: From a financial and a currency perspective, but also how you know it’s sort of dividing this mindset of you know what is right and what is wrong and.
00:50:54.510 –> 00:51:01.770 Eric Vardon: You know, with covidien pandemic and with you know fine you know, finance and currency changes, and all this stuff going on at the same time.
00:51:02.370 –> 00:51:10.230 Eric Vardon: To be i’m quite interested in how that is going to impact consumers how it’s going to impact commerce how it’s going to impact our business of.
00:51:10.770 –> 00:51:25.470 Eric Vardon: Marketing and data and so i’m you know really interested in where that takes our industry, because I think it’s going to have more impact than a lot of people think so that’s one area of interest you know personally that I also think links into everything.
00:51:26.610 –> 00:51:30.450 Eric Vardon: Around commerce and finance, and you know quite excited to see where that goes.
00:51:30.840 –> 00:51:36.630 Joseph McElroy: fabulous So is there ways people can follow you and talking to keep track of what you’re thinking and talking about.
00:51:37.140 –> 00:51:49.290 Eric Vardon: yeah I mean linkedin is still the best place so you can find me there just do a Google search for Eric burdon V, as in Victor ar do, and hopefully it’s linked somewhere Joseph i’m sure it will be, but.
00:51:49.560 –> 00:51:58.530 Eric Vardon: yeah connect follow i’m happy to have any chats with anybody on this stuff it’s a it’s my passion, as well as my work so anytime Come on, and reach out.
00:51:59.010 –> 00:52:04.860 Joseph McElroy: Well fabulous, thank you for being on the show, and I will be sure to follow you as well as a very interesting chat.
00:52:05.250 –> 00:52:06.870 Eric Vardon: Thank you just thank you.
00:52:07.620 –> 00:52:11.550 Joseph McElroy: So this podcast is part of the talk radio dot nyc.
00:52:12.600 –> 00:52:13.650 Joseph McElroy: Where it’s a.
00:52:14.970 –> 00:52:26.430 Joseph McElroy: podcast network that has live podcast every day, the one following, I think, following this one is JEREMY fox has to be entrepreneurial when I recommend you watch that.
00:52:26.910 –> 00:52:31.440 Joseph McElroy: I also have another podcast on this network so gateway to the smokies podcast.
00:52:32.100 –> 00:52:39.030 Joseph McElroy: Talking about the great smoky mountains were destination marketing firm and I haven’t had a destination down there, called the middle or new tell resort.
00:52:39.450 –> 00:52:50.340 Joseph McElroy: And so I talked about the smokies as a way about the demonstrating our our marketing approach to the destination working and also to talk about the this place and I love.
00:52:50.790 –> 00:53:01.950 Joseph McElroy: As mentioned before my company is Galileo tech Media we help those and targeted marketing campaigns, who need to know which tactics or best persuade prospects to buy or taking another course of action.
00:53:03.120 –> 00:53:10.020 Joseph McElroy: We use hard data as part of the wise content plan to eliminate eliminate and substantiate key decisions revolving around.
00:53:12.210 –> 00:53:20.280 Joseph McElroy: We make companies have better organic connections with their customers, you can find us a Galileo tech media.com.
00:53:21.450 –> 00:53:29.070 Joseph McElroy: This bond podcast has a website it’s wise content creates wealth COM, where we live data and information such as linkedin.
00:53:30.510 –> 00:53:43.260 Joseph McElroy: profile of our guests, we also stream live on facebook.com slash wise content creates wealth and then the flow zoom video that seems like those zoom video was also provided recorded.
00:53:44.940 –> 00:53:47.100 Joseph McElroy: On wise content creates wealth calm.
00:53:49.140 –> 00:54:03.480 Joseph McElroy: And I want to thank you all next week same time Fridays from one to two, we will have another great episode about wise content creates well and again thank my guest Eric render and we’ll see you next week.