Seven years ago ­– no four score, no 4C even – my book, Everything I Know about Marketing I Learned from Google, was published by McGraw-Hill.

Across some 350-odd pages, I laid out twenty marketing principles embodied by Google that brands would do well to emulate.

In the final chapter, titled “Future-Proofing” I posited that virtual personal assistants – aka app-sissants ­– were poised to change the face of marketing.

Mind you, this was well before we had talking speakers in our homes. Heck, this was before Siri had been bought by Apple.

Back then these “social machines” were still far-fetched semantic web scenarios dreamed up by the likes of Sir Tim Berners-Lee.

In an interview for my book, Dag Kittlaus, founder of Siri and more recently of Viv (acquired by Samsung), had this to say about the implications for marketing:

“When machines can understand what people are asking of them and then take actions on their behalf — applying ‘personal context’ information such as understanding who is asking? Where are they? What time of day is it? What do they like? Etc. — it largely bypasses the need to put an explicit advertisement in front of them. This may eventually lead to the death of traditional advertising as we know it today.”

Now, here we are in 2017 and traditional advertising may not be dead but digital has crossed the chasm and we’re certainly seeing more applications of “personal context” as channels like TV become automated and addressable.

Indeed, marketing in the moment is more important than ever as consumer expect relevance and timeliness in every brand interaction.

So future-proof your marketing today and Carpe Momentum! Also, be sure you’ve enabled the 4C skill on your Alexa.

With that, I invite you and your app-sisstant to enjoy the rest of 4C’s Insights.

Read the rest of 4C’s Insights Volume 58 here.

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