• Alexandra Pontikis

Succeeding In The Digital Landscape: Our Talk At NZTE Google Day

Updated: Jul 16, 2019

Last week we were invited to present at Google’s London headquarters in front of 40 New Zealand Trade & Enterprise advisors, and companies from the tech, food & beverage, fashion and health sectors. Watch this video for highlights from the event: 

The event was designed to shed light on best ways to succeed in the digital landscape; and give the opportunity to companies to discuss directly with in-market experts about how digital can help them grow faster in Europe.

We talked about converting valuable traffic into sales for E-Commerce businesses; and using social media as a strategic tool rather than a simple broadcasting tool.

With as many as 96% of online shoppers leaving stores without making any purchase, 70% of visitors abandoning their shopping carts and 49% of visitors needing about 2-4 visits before buying anything (Statista, 2019), a seamless and ethical customer experience is the battleground to compete with competitors in the run towards sales optimization. 

When it comes to social media marketing, a well-designed sales funnel is key in order to get more clients and drive high-quality customer acquisition. Social media drives the traffic while the funnel nurtures the leads and converts them into customers. There are 3 stages of brand awareness: exposure, engagement and influence - all stages are critical in converting valuable leads and require a fully-optimised social media strategy. 

And indeed, customer experiences on social media should not happen by accident, but instead should be engineered. This means that one should really understand his customer’s journey and its moments of truth, and base his next best actions on smart and predictive data analytics. 

DeepMind and general-purpose artificial intelligence (AGI)

In that sense, Google UK Head of Strategy - Craig Fenton, talked about Digital Disruption and in particular about data intelligence as one of the key areas of research and top future trends. He mentioned amazing company DeepMind, a division of Alphabet - who is currently leading the way in terms of artificial intelligence research and its application for positive impact.

Credit: Google DeepMind

Companies such as DeepMind are pushing the boundaries of AI and machine-learning, by developing programs that can learn to solve any complex problem without needing to be taught how. The company was founded in London in 2010 and backed by some of the most successful technology entrepreneurs in the world and acquired by Google in 2014.

For e-commerce businesses, this could mean better, smarter and more sustainable business decisions. For example, by helping improving the overall efficiency of logistics in the supply chain.

But from a macro perspective, the work conducted by AI companies could be the way towards maximising the positive and transformative impact of machine-learning. From climate change or learning how to use less energy for example; to healthcare issues and delivering better care for conditions that affect millions of people worldwide, the applications are endless.