Thought Leaders in Artificial Intelligence: Socialbakers CEO, Yuval Ben-Itzhak (Part 5)

Yuval Ben-Itzhak: Using newer digital channels to reach their audiences indicates that they need to master that specific content ad. They need to have analytics. They need to have measurement to help produce the content. For digital marketers today, there are many channels to reach their audiences. Each of these channels has its unique content type and attributes that the marketer needs to use different tools to operate them.

For example, if you need to reach audiences through YouTube, Instagram, or Facebook, each of these channels require analytics, measurement, ad infringement, and knowledge of what really works in a particular investor. So the digital marketer needs to use almost 90 tools to reach audiences across digital channels. I saw a survey that showed B2B company Cisco using almost 40 different tools in marketing just to reach their audiences.

Imagine the marketer as a non-tech person who needs to deal with all those tools together. For entrepreneurs that are looking to enter this market, there’re plenty of opportunities. How do you make the lives of marketers easier and simpler? How do you help them to operate across all these channels but still remain efficient and productive and achieve their ROI?

Sramana Mitra: So you’re saying that what you would like to see is one company consolidate all these different functionalities to deliver one tool which cuts across all these functionalities instead of having to go for point products?

Yuval Ben-Itzhak: Yes, I think marketing needs an operating system. That operating system wasn’t invented yet. There are tools to do email marketing. There are tools to do web personalization. There are tools to do social media. But how does the marketing group actually operate together? How will they leverage the data coming from these systems to make the right decisions and execute them in an autonomous way so they don’t need to run after every ad and after every channel? This is something that still doesn’t exist at the scale of where digital marketing is today.

Sramana Mitra: The interesting issue is that putting all of these pieces together in one product is a hugely expensive affair. That also prevents people from being able to do something of that scale. If you’ve been in startups for a long time, you know how generally the way startups come to fruition is through one’s idea that’s then built up and people start selling that idea, start getting traction, then start raising money.

People genuinely don’t start startups by saying “I’m going to take this whole category and build one product which then will take all these 40 different products and build one product consolidating all their functionality.” That’s a fat startup.

This segment is part 5 in the series : Thought Leaders in Artificial Intelligence: Socialbakers CEO, Yuval Ben-Itzhak
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