Article URL: https://www.dover.com/open-roles/growth-product-engineer
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Email: resume@desmondw.comDell Technologies Inc. DELL shares rallied in the extended session Wednesday after the computer maker said it was finally spinning off its majority stake of VMware Inc. VMW. Dell shares surged 9% after hours, following a 0.2% rise in the regular session to close at $92.70. VMware shares declined 0.3% after hours, following a 0.7% … Continue reading : Dell to finally spin off VMware stake
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Deepfakes are receiving a lot of bad press.
U.S. Sen. Marco Rubio (R-Fla.) called the technology a propaganda weapon.
Facebook’s COO Sheryl Sandberg said deepfakes raise the issue of not believing what you see.
Investigative journalist Rana Ayyub was targeted with a deepfake pornography video to discredit and silence her.
With so much negativity around the tech, is there any chance of it bringing good into the world?
Yes! The possibilities when you combine AI technology with marketing are exciting and can change how we speak with our customers forever.
When used with positive intent, they are a potent marketing tool.
Below, I’m breaking down exactly what these videos are, the drawbacks of using them, and the different ways marketers are currently using deepfakes to create stronger campaigns.
Have you seen a YouTube video of Barack Obama calling Donald Trump a “complete dipshit?” What about Jon Snow apologizing for the disastrous season finale of Game of Thrones?
If you answered yes, you’ve seen a deepfake video.
The term “deepfake” was coined in 2017 and is a combination of “deep learning” and “fakes.” It uses deep learning technology (a branch of machine learning) to create the dupe.
Artificial Intelligence (AI) learns what the source face looks like at different angles and then superimposes it onto an actor’s face, essentially creating a mask.
For example, let’s say you have a database of audio clips or video files of a person. You could create a hyper-realistic fake video of celebrities discussing the future of cinema or revenge porn.
Hollywood has already taken advantage of deepfakes by transposing real faces onto other actors. The most notable example is bringing Carrie Fisher back to life for a short scene in Rogue One: A Star Wars Story.
While many fear the technology being used for nefarious ends (more on this below), deepfakes offer a range of intriguing possibilities. You can create apps to try a new hairstyle or use it to help doctors with medical diagnosis.
With the rise of deepfake technology, it’s not hard to understand why some people are skeptical and even terrified of it becoming widely adopted.
After all, the advances in this technology make it harder to distinguish what is real and fake.
It can lead to serious dangers like fake news, putting words in politicians’ or celebrities’ mouths, and ruining someone’s life with fake pornography.
Deepfakes can breed a culture of mistrust and not knowing what to trust. If the president holds a press conference inciting violence, but it’s a deepfake, how do you know what to believe?
For example, a deepfake of Mark Zuckerberg made the rounds on the internet. The video shows Facebook’s CEO giving a speech about how the platform “owns” its users and crediting an organization called Spectre for Facebook’s success.
Another con is the opportunity it provides for scammers. Audio deepfakes have already been used to defraud people out of money.
For example, a German energy firm’s U.K. subsidiary paid nearly $243,000 into a Hungarian bank account after a scammer mimicked the German CEO’s voice.
The core message for both examples is not knowing what is real.
Consumers are already doubting what they are reading online with social media sites like Facebook, Twitter, and Instagram, adding fact-checking processes to content. Deepfakes can create more distrust of everyone around us and make us question everything we are seeing and hearing.
With all the backlash and potential pitfalls of deepfake technology, can marketers use it for good?
The answer is yes!
Some of the world’s biggest brands are already experimenting with deepfakes and using them to create unique and engaging content.
As long as you’re transparent about using the technology, you can create a more dynamic consumer journey.
Imagine having an influencer agree to an ad campaign and only provide you with 20 minutes of audio content and a few video shots.
No lengthy photo shoot or filming days required.
Not only does it help you save time, but it opens the door to creating dynamic campaigns, a.k.a. microtargeted ads at scale.
Case in point: David Beckham’s 2019 malaria awareness ad. The deepfake had the soccer star speaking in nine languages and is an excellent example of how this technology can increase a campaign’s reach.
Translating an ad into multiple languages also allows brands to enter new markets seamlessly and speak to consumers in their native tongue while still benefiting from the influencer or celebrity’s likeness.
While some people want to ban deepfakes because of how they can be used to deceive people, it’s a creative and groundbreaking technology for marketers when used for good.
If you’re in the fashion industry, you could easily show models with different skin tones, heights, and weights.
With the average person seeing thousands of ads per day, using this tech to create psychological ownership and see the product as an extension of themselves is vital to cut through the noise.
It also helps marketers create hyper-personalized ads. The benefits of creating a shopping experience catered to multiple segments mean you can reap the rewards of personalized marketing.
Another way to create ownership with deepfakes is using the technology to create personalized videos of your clients using or wearing your products.
For example, Reface AI lets users virtually try on the new Gucci Ace sneaker as part of a virtual try-on haul. Users can browse through the footwear options and view it on foot by pointing the phone at their feet.
Savvy marketers know the likelihood of a sale increases if people feel like they own the product. It doubles down on the sensory experience where the longer someone spends looking and holding a product, the more likely they will buy it.
Deep learning can help stimulate the same experience with a deepfake of the customer behind the wheel of the latest BMW or a makeup look with the newest MAC eyeshadow palette.
For the events and art industries, deepfakes open up a world of exciting possibilities. The technology can help you recreate objects or people anywhere in the world at the same time.
An example is the Dalí Museum in St. Petersburg, Fla., which uses a deepfake of Salvador Dalí to greet guests. It creates a more engaging experience for visitors and brings the surrealism master back to life.
Dalí’s video was created by using over 6,000 frames of video footage from past interviews and 1,000 hours of machine learning to overlay it onto an actor’s face. What makes the deepfake even more impressive is that Dalí is interactive. The video has more than 190,000 possible combinations depending on a person’s answers.
While we already have holographic concerts for iconic musicians like Michael Jackson, deepfakes would create a more hyper-real experience for attendees. Art exhibitions can use the technology to display artworks around the world simultaneously.
Marketers can take it one step further and create deepfakes of products prelaunch (like the new iPhone) to generate buzz and create an interactive Steve Jobs to answer questions about the latest device.
Marketers can use deep learning to create ad campaigns we would have never been able to do 20 years ago.
State Farm is leading the pack with its ad for The Last Dance, an ESPN documentary on Michael Jordan and the Chicago Bulls.
Using deepfake technology, State Farm superimposed 1998 SportsCenter footage to make it look like Kenny Mayne predicted the documentary.
The ad’s success led to a follow-up ad with Keith Olbermann and Linda Cohn “predicting” Phil Jackson’s success when he left Chicago to lead the Lakers.
These deepfakes serve to purely delight audiences and create a viral piece of content for the brand.
One of the most successful deepfake examples using market segmentation is the 2018 Zalando campaign with Cara Delevingne.
The campaign’s concept was to create awareness around Zalando now delivering Top Shop fashion to people in the most remote parts of Europe.
With a single video shoot, they created 60,000 bespoke video messages for every tiny town and village in Europe using deepfake technology to produce alternative shots and voice fonts. Then using Facebook’s ad targeting, they showed users the specific video which mentioned their hometown.
The campaign received more than 180 million impressions, and Top Shop sales increased by 54 percent.
This can help marketers eliminate further customer generalizations or affinity grouping and create content that speaks to people on a more individual level.
Do you have a product with a learning curve? You can use deepfake technology to educate your customers on how to use it and improve their skills.
For example, if you’re a camera brand like Canon, you can use an AI instructor to help novice photographers learn faster. The technology can point out compositional mistakes, advise on camera settings, and help them slowly master their device.
At trade shows, you could have potential customers practice taking photos, learning from the AI, or testing their skills against the deepfake. It can help create an interactive experience, put the product in the person’s hands, and start building brand loyalty.
Of course, there’s always going to be a few bad apples. While some people are causing mayhem with deepfakes, there are plenty of golden opportunities for marketers.
This technology allows you to create hyper-personalization, duplicate your marketing efforts instantly, increase brand loyalty, and use product ownership to increase sales.
What are your thoughts on using deepfakes in marketing? Do you think its potential to do good outweighs the bad?
If a company counted roughly half of the U.S. population as customers, you’d be pretty eager to use that platform to advertise your business, right?
Well, that’s exactly what Walmart Marketplace allows you to do. It gives you the ability to reach a huge market of highly targeted, engaged consumers, so why doesn’t it get as much attention as other platforms such as Amazon?
If you’re not on Walmart Marketplace already, then chances are you should be. Here’s how you can use advertising to get the most out of it.
Walmart Marketplace is where third-party sellers can upload, manage, and sell their products on Walmart’s website.
As the largest retailer in the world, it was only a matter of time before Walmart started to flex its muscles in e-commerce, and in recent years, it’s seen tremendous growth thanks in part to Walmart Marketplace. With a large audience and millions of engaged shoppers, Walmart Marketplace could be a necessity for any online retailer in the same way that Amazon is.
Getting your products on Walmart Marketplace is a great step to take, but to maximize your sales, you should consider how you advertise. Marketplace offers lots of useful ways to reach your target customer, and you may find they can provide a very good return on ad spend (ROAS.)
Understanding your customers is the only marketing strategy you need. A big part of this is reaching your customers where they hang out. For 150 million Americans a week, that’s at Walmart.
The stats behind Walmart are significant, and just by looking at the numbers, you can get a sense of why it’s important to be on Walmart Marketplace:
Walmart isn’t just about its physical stores, though. It’s also got a large e-commerce presence, and many of its shoppers are engaging with it. The buyer journey is truly omnichannel in the modern world, with 35 percent of Walmart shoppers researching products on Walmart.com before they go to a physical store.
Amazon might have a bigger profile in the online world, but this doesn’t mean Walmart Marketplace is some hidden gem where you can achieve easy success. There’s a huge amount of competition on Marketplace, and while growing your profile organically is important, you’ve also got to make the most of the advertising options available to you.
These options may look very similar to other large online marketplaces, but there are some unique features on Walmart Marketplace you can use to your advantage.
In recent years, Walmart Marketplace has been rapidly growing and improving the seller experience. If you’re familiar with Amazon Seller Central, then you will notice a lot of similarities, but some features differ slightly.
On Walmart Marketplace, you can:
Every step in this process is important, so your Marketplace account is a key place you will visit regularly. Small details make a big difference when it comes to selling online, so it’s important you write great product descriptions, choose the right price points (Walmart is quite sensitive about this, so be sure to read all the terms and conditions), and come up with an effective fulfillment plan.
Like with Amazon, you can send your products to a Walmart fulfillment center, but this feature works very differently, with sellers having a lot more control over the shipping process.
To get the most out of these features, you must understand your own business well and create a business plan for how you’re going to maximize your sales on Walmart Marketplace.
Advertising isn’t one-size-fits-all. People go through a complicated customer journey when buying your products, so you need to be able to reach them in a variety of different ways.
Walmart advertising is particularly good at this, offering advertisers many different tools to help them reach their target audience.
With six different ad types, it allows you to reach customers at the awareness, consideration, and decision stages of the buyer process, establishing your brand in people’s minds and driving sales.
To set up each type of ad, simply:
When we think of search engines, we think of Google, Bing, and Duck Duck Go. We don’t think of social media platforms or big e-commerce platforms like Walmart Marketplace or Amazon.
That’s exactly what these platforms are, though. They’re search engines that allow people to find and buy products. This means the types of Walmart advertising you use probably look very similar to the PPC ads you run on Google.
Search in grid Walmart ads allow your products to be featured when a customer types a certain query into the search bar. For example, if your keyword is “nuts,” your product will show in the search grid when people type that query.
Like with traditional search engines, it takes time to build your organic presence on Marketplace, so search in grid Walmart advertising gives you the ability to feature at the top of the results more quickly.
To set one of these ads, your products must fulfill several requirements:
Once you meet all these requirements, then search in grid ads are an ideal way to get your products in front of your target audience.
Whereas search in grid ads are all about getting a certain product in front of your audience, brand amplifier ads are about showcasing your brand.
You might have a whole range of exciting products that people want to try, and in this case, a brand amplifier may be the right form of Walmart advertising for you. Rather than your product appearing in the search results, a brand amplifier shows a banner with your brand name and a selection of your products above the results.
This is a great way to boost brand recognition and get people to engage with your products.
With an eye-catching logo, a customizable headline, and up to three of your products shown, this can help you grab people’s attention and encourage them to explore your brand further.
Sometimes people shop online and know exactly what they want, but in many cases, they want to compare products to find the best one. To help people do this, Walmart places product carousels that show customers different product options on search, category, and product pages.
Some of the results on the product carousel appear organically, but some are paid ads.
This is another opportunity to reach a targeted audience with your products. If someone is already looking at a product page and comparing their options, chances are they’re motivated to buy, and this is an excellent time to bring them to your product pages.
These different forms of Walmart advertising might seem very similar, but they each have their benefits. Another great option is the Buy Box.
The Buy Box appears on product pages and offers your product as an alternative to the one they’re looking at, which makes it a great place for your product to appear. If the customer has any issues with the product they’re considering, then the next option they’re presented with is to check out your product.
With the Buy Box, customers can quickly compare two products, so it’s a perfect place for your ad to appear. It puts your product in the mind of the buyer and establishes it as a viable alternative.
Getting your product noticed at this late stage in the buyer’s journey is a great tool to have.
Walmart advertising isn’t limited to result-based product ads; it also offers options for more content-based advertising through its display ads.
Just as Google allows advertisers to display ads that pop up on websites across the internet, Walmart offers a similar feature. They allow you to reach customers at many different stages of the customer journey, whether they’re on Walmart-owned properties or third-party websites.
Onsite display ads are content-based ads that allow you to advertise across all of Walmart’s platforms, including Walmart.com and Walmart apps.
Display ads are prominent features across the web, and they’re a chance to grab people’s attention and earn their clicks. To do this, you’ve got to be creative with your ads, and it’s no different on Walmart.
One advantage you have with Walmart is that you benefit from the huge amount of data it has on people’s shopping habits. This enables you to choose your ideal Walmart customer to target and make sure you’re getting your ads in front of the right people.
With onsite display, your ads become truly omnichannel, reaching people however they interact with Walmart and allowing you to see your results all in one place.
Just because someone has clicked away from your product page doesn’t mean they won’t purchase in the future.
They may have been doing some initial research and are thinking about coming back to your product later. When someone leaves your product page, you want to make sure your brand remains fresh in their mind.
Offsite display ads can be the perfect way to make sure people don’t forget about your products.
Through retargeting, you can reach targeted Walmart customers across the internet. These display ads can show on social media platforms and third-party websites, making sure your product stays in the mind of your audience, and they’re able to quickly go back and make a purchase.
Retargeting can be an extremely efficient use of your budget if you’re using the right strategies, and Walmart gives you all the tools you need to do this.
To succeed in marketing, you need to make sure you’re advertising on the platforms your customers are using. For 150 million Americans, Walmart is that platform. Of course, to make the most of your audience, you also need the right tools. With a rapidly growing online presence, that’s precisely what Walmart can offer you.
Boosting your organic presence is a crucial part of being on any marketplace, but Walmart advertising also offers you an excellent platform to sell more products. If you can be targeted and creative with your use of Walmart advertising, you could expand your reach and boost sales quickly.
As ever with advertising, it’s about finding the strategies that work best for you, and Walmart gives you more than enough tools to do this. Your customers are spending money at Walmart every week, so when are you going to start taking a piece of the pie?
Have you advertised on Walmart Marketplace? What was your experience?