Future of Marketing/マーケティングの未来

When I was brainstorming marketing plans of my web service, one YouTube video caught my attention. The video was about the presentation by Maciek Laskus in Web3 conference. You can watch this video if you have time but I will explain the important concept here. The key concept is ID graph. ID graph is like a comprehensive understanding of all of the identities you have. This gives a marketer ideas of how one person is perceived by rest of the world. Using the ID graph, it is possible to anticipate what a person wants next and use the information and do intent marketing effectively.

This is the dream of marketing. If we can shoot ads to users’ intents, advertisements will no longer be something annoying from outside of the community. I want advertisements to be contents which users enjoy and actually get what they want.

He also talked about one interesting theory about attention. He mentioned that status of a person in any group can be explained mathematically. According to him, your hierarchy in a group is determined by how much attention your group gives to you and how much other people are receiving attention. This is now easy to measure because communication is happening digitally among people. Since attention is scarce for a person, the amount of paid for you in a group gives you status. This is extremely interesting theory because if we can calculate status of a person in different groups, we can anticipate who are more likely to make decisions in a group. This means we can anticipate what kind of decisions are likely to be made by analyzing these decision makers.

Even though it needs a lot more research and information, ID graph is definitely interesting technology and I want to see how this would change our digital life. My explanation might be too broad so if you are interested in this, watch the video from the link below!

自分のマーケティングのやり方を考えている時に、YouTubeですごく興味深い動画を見つけて、衝撃を受けました。Maciek Laskus氏がWeb 3 Summitでプレゼンしている映像なんですけど、ID Graphの説明と有用性を色々な角度から説明していてとても勉強になるんで皆さんも見てくださいね!

ID Graphの説明を簡単にすると、データの海に漂う個人に紐付く様々な匿名性を持つ複数のアイデンティティを特定して個人が持つ情報を立体的なグラフで纏めれる技術です。この技術を使うことで、ユーザーが次に何を知りたがるか、購入したいかの予測が立てる事が可能になり、Intent Marketingの完成形を作れるのでは、と僕は一人興奮していました。

Maciek Laskus氏はもう一つAttentionについての面白い理論を説明していて、僕が一番おもしろいなと思ったのは、人間社会のどの様なコミュニティや団体でも個人のヒエラルキーの立ち位置即ちステータスは数学的に計算が可能という事です。この理論は人間の注意力(Attention)が有限である事を前提に、個人がグループの中で他の人達からどれだけ注意力を貰っているか、そして他の人たちがどれだけ注意力を貰っているかをオンラインで行われた会話のデータを基に計算するというものです。最も注意力を貰っている個人はその特定のグループの中で何らかのステータスを得、意思決定などを任されるようになります。



Published by yudaiseattle

Seattleでウェブサービスを開発しようとしている日本人学生です。 意識の高い投稿があるか分かりませんが、留学生のリアルな様子やウェブサービス立ち上げの様子を届けていけたらなと思います。

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