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.

Marketo launches new account based marketing product

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Engagement marketing software provider Marketo has launched a new account-based marketing product this week.

Marketo Account-Based Marketing (ABM) aims to give marketing and sales teams the tools to collaborate and target accounts in personalised ways. 

In a recent survey of over 100 global marketers carried out by Avention, 90% said they see ABM as relevant to their businesses and 86% are confident it will...

By Rachael Power, 13 September 2016, 0 comments. Categories: Automation.

Can bots help marketers connect with consumers more effectively?

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If you stay up to date with martech news, you’ve most likely seen bots getting their time in the spotlight. While it’s too early to say that they are taking over social media, it’s clear that they’re opening doors especially for consumer brands and B2B companies.

Bots are a big potential opportunity and if their mechanisms keep evolving, that may begin to impact everyday life.

For those who don’t know what bots are,...

By Konrad Pawlus, 12 September 2016, 0 comments. Categories: Automation.

Campaign Monitor launches new suite of marketing automation features

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Campaign Monitor has launched a new suite of marketing automation features designed for fast-growing companies.

60% of marketers at today’s biggest brands in the Fortune 1,000 use marketing automation, but smaller and growing brands are slower to adopt, according to research by Raab Associates.

Campaign Monitor's therefore launched its Visual Journey Designer, which will allow...

By Rachael Power, 19 August 2016, 0 comments. Categories: Automation.

Why marketers need to learn to trust the machines

City A.M. previously published an article titled “Why marketers need humans behind the programmatic steering wheel”.

The author highlighted how automation has transformed the marketing industry, and argued that for marketers to achieve successful automation, humans need to lead as machines lack the ability to predict or detect subtle changes or circumstances that make consumers respond to ads.

It also argues that ads that...

By Jason Trout, 02 August 2016, 0 comments. Categories: Automation.

Brands: Would you let a computer do the talking for you?

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When was the last time you found yourself talking to your computer or smartphone? Whether it’s Cortana, Google, Siri or any of the other voice recognition systems out there now, these are the just the beginning of the growing number new approaches to computer learning and marketing.

If proof that we are entering a new era of machine learning and artificial intelligence (AI) look no further than Google’s project DeepMind, which is the tech giant’s AI computer that...

By Rachel Aldighieri, 01 August 2016, 0 comments. Categories: Automation, Branding.

Meet the nextgen of chatbots: Personality-based AI

The way in which people engage with brands has changed. Gone are the days when it was a one-way interaction; younger demographics especially love a value-add exchange with brands they can identify with.

Chatbots have been heralded as one way of opening up the channels, but as with every new marketing tech innovation, you need to get it right. Brands need access to tech that can do the job well and not make the experience clunky and robotic.

One company that recognises this issue is

By Rachael Power, 29 July 2016, 0 comments. Categories: Automation, Personalised Marketing.

Time to set the record straight on marketing automation

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It’s time to set the record straight on marketing automation, particularly around email.

For years, curious marketers have had doubts around the logistics of integrating automated communications into their existing campaigns, concerned about the costs associated with major service providers and the technical requirements for keeping effective campaigns going.

The missed opportunity is considerable.

A

By Josie Scotchmer, 28 July 2016, 0 comments. Categories: Automation.

Marketing cloud giants join forces as Oracle snaps up NetSuite

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Marketing cloud giant Oracle has announced that it will acquire NetSuite for $9.3bn. 

It's entered into a definitive agreement which is set to close this year, and the sale is worth about $109.00 per share in cash.

Both NetSuite and Oracle are big players in the cloud marketing landscape. Oracle has an entire cloud-based marketing package that focuses on automation and analytics and NetSuite has a strong marketing automation portfolio which includes an integrated CRM.

The...

By Rachael Power, 28 July 2016, 0 comments. Categories: Automation, CRM.

What's next for nextgen marketing and martech?

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Both at my own company and elsewhere I’m increasingly hearing the expression next generation (or ‘nextgen’) being used in reference to marketing technology. 

This has got me thinking about what it actually means, and who gets to decide whether a new software product or release qualifies being defined as part of the next generation?

In human terms, each generation of children replace their parents, who in turn replace the grandparents’ generation.

However,...

By Ian Fremaux, 26 July 2016, 0 comments. Categories: Automation, CRM, Data-driven marketing.

Is automation the marketing stack’s Holy Grail?

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For marketers, it’s imperative to deliver relevant, personalised content to customers to be heard above the noise; and technology is the surest path to enabling today’s new vision of automated marketing.

The $1.8bn acquisition of Marketo is a recent indication of marketing automation’s importance to the growing marketing stack and driving a more personalised customer experience. But marketing challenges don’t just end once marketing automation is...

By Corinne Sklar, 26 July 2016, 0 comments. Categories: Automation.

Digital AI assistants: What opportunities are there for marketers?

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If we’ve learned one thing from Behavioural Economics it’s that human decision making is imperfect, and in so many ways.  

Our imperfection comes in countless guises, each with a different name. Confirmation bias, fundamental attribution error, sunk cost fallacy; in fact the Wikipedia page listing out every recognised decision making flaw making runs to 173 separate entries.

Faced with complex choices and limited time to make...

By Will Collin, 28 June 2016, 0 comments. Categories: Automation.