A guide to making marketing human in the age of artificial intelligence

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There is no denying that we are entering a new phase in how technology helps to connect brands with consumers.

We are moving from visual interfaces to text and voice. Language. Speaking to our devices like we speak to our friends, family and colleagues.

As messenger apps secure the lion’s share of our connected time, customers will increasingly expect and want to interact with brands in these channels.

It’s easier, effortless and convenient. And Facebook, and Viber, and Kik,...

By Dom Duhig, 19 January 2017, 0 comments. Categories: Automation, Branding, Campaigns.

The 10 things you need to ask for in a marketing automation demo

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Marketing budgets continued to rise in 2016, advancing to 12% of company revenue, on average, according to Gartner. This ongoing investment in the profession has left the majority of marketers optimistic about the year ahead. However, with increased spending power comes heightened scrutiny from those holding the purse strings, and an even greater focus on ROI.

So, whether...

By Adam Oldfield, 18 January 2017, 0 comments. Categories: Automation, Best Practice, Email marketing.

Why you should unwrap your beacon strategy this Christmas

Along with Christmas cheer, the festive season brings with it fierce competition as brands and advertisers vie for visibility in a very crowded retail space. Achieving cut through is a struggle for advertisers.

They are confronted with the double hurdle of delivering the correct kind of content whilst facing mounting consumer apathy towards advertisements. 

What’s more, in an era of big seasonal campaigns with everything becoming an ‘event’ (started by flagship retailers such as John...

By Dan Francis, 22 December 2016, 0 comments. Categories: Automation.

Interview: Lithium CEO on how AI will change the face of marketing in 2017

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Emerging technologies are already beginning to shape how marketers perform their everyday roles; but what’s in store for the years ahead? MarketingTech gets some expert advice from CEO of Lithium Technologies Rob Tarkoff around AI, social media and replacing the CRM.

Tarkoff is certainly no stranger to the world of martech and social media, having joined Lithium in 2011 from Adobe, where he had led its $1b Digital Enterprises Solutions business unit.

By Rachael Power, 07 December 2016, 0 comments. Categories: Automation, Big Data.

Five practical use cases for dynamic predictive marketing

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The use of predictive analytics has increased steadily over the past few years as marketers see the value in investing in this trend.

A study by Forrester Consulting reported that predictive marketers are 2.9x more likely to report revenue rate at a higher than industry average. These marketers are also 2.1x more likely to hold a commanding leadership position and 1.8x more likely to exceed...

By Pauline Brown, 29 November 2016, 0 comments. Categories: Automation, Best Practice, Big Data.

Oracle adds new features to Marketing Cloud product

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Oracle has released some new enhancements for its Oracle Marketing Cloud suite that aim to "simplify digital marketing" and enhance the delivery of personalised, cross-channel content. 

The feature additions to Oracle Eloqua and Oracle Content Marketing are as a result of customer expectations meaning many businesses need to rethink internal marketing processes to streamline customer expeirence. 

This means marketers and salespeople need to work closer together to...

By Rachael Power, 29 November 2016, 0 comments. Categories: Automation.

US election: The role of media, AI and bots

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Florida, the biggest prize of all the election 'swing states', was decided by just over 100,000 votes in a state turnout of almost 9.5m, eventually falling in favour of Donald Trump, which in turn paved the way to the White House.

This close result in itself is not entirely surprising, as four years ago Barack Obama won the state by an even smaller margin, however it seemed symbolic of an election cycle that has divided the nation like possibly no other before it.

As an impartial observer,...

By Ronny Raichura, 10 November 2016, 1 comment. Categories: Automation.

Twitter's direct message chatbots: Our verdict

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Brands who use Twitter direct message as a customer service tool should be pretty happy with the platform's latest addition.  

Twitter is now allowing brands to set their own welcome message, which automatically appears when a user opens the DM box. This tells customers how they can interact with the brand and can include deep links and other features.

But the magic is in the platform's new Quick Replies feature, essentially a chatbot which prompts people with suggestions as to how to...

By Rachael Power, 04 November 2016, 0 comments. Categories: Automation, Social Media Marketing.

Marketers becoming more optimistic about company martech adoption

Technology seems to be evolving at a faster and faster pace as the years progress, and marketing tech is an area that's certainly not immune to this speeding up of advancements.

So it may come as no surprise that half of marketers think that the martech landscape is evolving quicker than companies' adoption of the tech. That's according to a new piece of research by digital marketing agency Walker Sands Communication, which examined what marketers think about the pace of change. 

In...

By Rachael Power, 02 November 2016, 0 comments. Categories: Automation.

IBM Watson being used for native advertising

IBM's AI software Watson is now being used to create better semantic targeting for native advertising with ADYOULIKE. 

The tech scans publisher pages of ADYOULIKE's global network of premium publishers, analyising them contextually for topics, sentiment and semantics instead of just looking for keywords.

This means the platform can deliver native content in-feed in a more relevant and targeted way, by looking at where, why and how the existing editorial content on each site is ‘talking about’...

By Rachael Power, 26 October 2016, 0 comments. Categories: Automation, Personalised Marketing.