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Below is our recent interview with Harry Kanistik, Co-Founder at Frank.Ai:
Q: How did you come up to the idea for Frank?
A: A couple of years ago while working at McCann Erickson’s Estonian branch and spending countless hours on managing online campaigns for his customers, Harry felt the need for a much easier tool for managing online campaigns. He was looking for something that everyone could use themselves without training and big budgets. He didn’t find a suitable solution anywhere and started thinking about building something on his own. He shared his idea with Jan (former CEO of McCann Estonia) and Ivar (former Digital Director Omnicom Group) and they decided to make it a reality. Along the way, Ahti, one of the original engineers at Skype and PipeDrive, joined the team as CTO.
Q: What is cross-channel advertising and why is it important?
A: Historically businesses have hired people to manage their Facebook Ads, Google AdWords, etc separately, this creates unnecessary competition inside of the business and both time and money is wasted as campaign managers are not working togheter.
Cross-channel methodology is to look data together to make better decisions with a goal to maximize the conversions (sales, signup, leads, etc) to lower client acquisition cost (CAC) and increase return on investment (ROI) for the business.
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Q: How exactly does your platform work?
A: Frank’s brain is connected to Facebook, Google and two million other websites via API’s. Frank takes care of the setup, optimization and reporting for your ad campaign.
Q: What is the role of AI in the future of marketing?
A: AI marketing companies such as Albert.ai and Frank.ai have already started to replace manual tasks such as campaign optimization. In the near future we start to see decline in ad agencies and there is less need to hire people to optimize your ad campaigns as technology is just more effective way to do this. Most of marketing jobs will shift to strategy and creative.
Q: What are the biggest challenges that marketers are facing right now?
A: Marketing generally, marketing technology and ad platforms such as Facebook Ads, Google AdWords are involving quickly and most marketing manager and smaller agencies just can’t keep up with the change, so the biggest challenge is lack of know-how.
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Q: What do you see as the biggest opportunities for marketers over the next few years?
A: Digital is creating lots of new opportunities for smaller and medium sized businesses to compete with larger players. Big opportunity is to shift more of your offline budget to performance marketing and use platforms such as Frank.ai to replace the know-how and time cap. It only takes few minutes to create a campaign on Frank.ai and rest is done by Frank in the most effective way possible.
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