Benefit or buzz: IAB looks to gauge true value of blockchain in digital advertising

Few industries have escaped the hype around the transformational, nay, revolutionary, benefits of blockchain technology, and the digital advertising community is certainly not exempt.

Owed to its fundamental blueprint of distributed ledgers, enabling secure, public and decentralised transaction records data, documents, and of course, currency, blockchain has been widely touted as a transparent and less expensive solution to the “murky” world of...

By Mark Jones, 20 July 2018, 0 comments. Categories: Advertising Technology, Automation, Programmatic.

Google rolls out rack of machine learning ad tools

Just a week after announcing a wide-scale rebrand of its ad products, Google yesterday (July 10) launched a suite of new ad tools boxed together using its machine-learning tech capabilities.

The updates were announced in a blog post by Jerry Dischler, the ad tech giant’s vice president of product management, who said the tools came as growing consumer demand for “helpful and...

By Mark Jones, 11 July 2018, 0 comments. Categories: Advertising Technology, Automation, Paid Search, Search Marketing.

Delving into a brand’s social ecosystem: AI and the refinement of data

It was only eleven years ago - in 2007 - that I set up the first social media agency in the UK. It seems inconceivable now to look back at a mere decade and see how drastically the social media landscape has shifted since then. We have gone from ‘innovative and cool new thing’ to the very foundation of marketing strategies.

Whilst the advent of social media has profoundly disrupted how marketers operate, everything from blogging to influencers and Wikipedia have seemingly had their day. Ours has...

By Joel Davis, 02 July 2018, 0 comments. Categories: Automation, Data-driven marketing, Social Media Marketing.

Nine in 10 marketers admit their marketing automation is not up to scratch

For all the talk of marketing automation software’s power to streamline menial tasks, it seems few marketers are actually getting it right.

In fact, a survey by GetResponse and SmartInsights on the activities of 585 marketers across B2C and B2B firms, spanning 19 industries, found that less than one in 10 (8%) considered their use of marketing automation software to be meeting a high rate of effectiveness, while 28% rated their expertise with the software ‘basic’.

A further 19%, meanwhile,...

By Mark Jones, 14 June 2018, 0 comments. Categories: Automation, CRM, Email marketing.

Azuqua onboards SaaS giants Adobe, Zendesk for software integration

Software automation and integration company Azuqua has announced a raft of large SaaS (software-as-a-service) companies joining its Connect Partner Program, which aims to cut down the need for internal development time and tactical acquisitions when customer demands change.

Adobe, Zendesk, Allocadia, and Workfront are some of those high profile outfits now employing the service, among 15 additional companies who have not been named by the Seattle-based group.

Azuqua’s CEO Todd Owens is confident the...

By Mark Jones, 07 June 2018, 0 comments. Categories: Automation, Marketing Cloud.

Breaking the mould: Viewability and creativity in the digital economy

If you visited HotWired.com on October 27 1994, your eye would have probably been caught by an unusual flashing banner emblazoned across the top of your screen. Standing at 60 pixels tall and 468 pixels wide, the internet’s first advertisement was garish, tacky and the nemesis of exasperated dial-up connections worldwide - but it was a massive success.

The advert itself was a part of...

By Eric Visser, 05 June 2018, 0 comments. Categories: Advertising Technology, Automation, Data-driven marketing, Programmatic.

Five ways marketing automation won't help your business

Marketing automation, as an industry, is growing phenomenally. In fact, the inaugural Marketing Automation Technology Forecast, 2017 to 2023 (Global), produced by Forrester at the end of April, predicts that annual spend on such martech will reach $25bn in five years’ time.

The reason for this is – in a large part – due to the fact that many brands are yet to adopt automation...

By Adam Oldfield, 29 May 2018, 0 comments. Categories: Automation, Customer Experience, Data-driven marketing.

Why “romanticising the loss of jobs to technology is like complaining antibiotics put grave diggers out of work”

“Romanticising the loss of jobs to technology is little better than complaining that antibiotics put too many grave diggers out of work. The transfer of labour from humans to our inventions is nothing less than the history of civilization. It is inseparable from centuries of rising living standards and improvements in human rights.

“What a luxury to sit in a climate-controlled room with access to the sum of human knowledge on a device in your pocket and lament how we don’t work with our hands...

By Jeremy Waite, 22 May 2018, 0 comments. Categories: Automation, Best Practice, Customer Experience, Data-driven marketing.

Artificial intelligence in content marketing: Three key areas of focus

One of the most interesting qualities about AI technology is that the benefits are virtually limitless. Nearly every industry stands to gain in some way from the power of machines, and this technology is just as relevant to content marketers as it is to the most complex tech companies.

However, it seems that the integration of AI and marketing is only beginning to grow.

By Manish Dudharejia, 14 May 2018, 1 comment. Categories: Automation, Content Marketing.

A double edged sword: How to wield AI wisely

Recent research conducted by Adobe amongst 13,000 marketing, creative and technology professionals has found that organisations who are engaging with AI are 50% more likely to exceed their own business goals – which makes it unsurprising then that 46% of brands are set to adopt the technology before the end of 2018.

But what does sudden mass adoption of AI look like? Brands must be wary of using AI to conduct...

By Sam Madden, 11 May 2018, 0 comments. Categories: Advertising Technology, Automation, Data-driven marketing.

How voice AI is the game changer for the 3 Rs – reviews, returns and restocking

Despite the belief voice-controlled devices are only used to ‘ask Alexa’ what the weather will be like or to play a song, two in ten (20%) of device owners in the UK are already using them to connect with retailers.

Voice AI is undoubtedly changing the way we shop and it will continue to do so, with voice-controlled device shopping expected to triple this year. However, before voice...

By Amit Sharma, 04 May 2018, 0 comments. Categories: Automation, Commerce.

Frictionless marketing: How automation can drive better experiences

James Dyson’s inventions could arguably be used to define what frictionless business looks like. From the hairdryer to the vacuum cleaner, and now onto the electric car, his vision for innovation through simplification is an inspiration to many.

It was with surprise, then, that I read a news article recounting comments he made around how automation will boost employment and “should not be feared”. As a marketing professional I have long held the belief that business is about human...

By Connie O'Brien, 25 April 2018, 0 comments. Categories: Automation, Customer Experience, Data-driven marketing.

The rise of the machines in digital marketing: Building relationships between brands and consumers

Today, we rely heavily on information technology to increase our brand image and reach consumers. In 2018, the rise of the machines (minus the I, Robot plot twist) is evident in the popularity of augmented reality (AR). The AR industry is experiencing serious growth compared to that of virtual reality, due to the likes of Ikea Place, Snapchat and Pokémon Go. Flow Digital, a digital marketing agency based in Newcastle, are looking into the...

By Lauren Green, 25 April 2018, 0 comments. Categories: Automation, Data-driven marketing.

Google introduces AdSense Auto Ads

Google is bringing more AI into its ad business with the introduction of a new ad unit for AdSense. The new release aims to use the power of machine learning to try and optimise ad placement.

The new Auto Ads uses machine learning to “read” webpages and work out what the most appropriate places to put ads might be, and how many ads should be run. Publishers can activate the feature by adding a single line of code to their pages.

The service first appeared in a quiet, limited beta in in the second...

By Colm Hebblethwaite, 22 February 2018, 0 comments. Categories: Advertising Technology, Automation.

Bing’s marketing predictions for 2018

It’s that time again when we look back at what happened in 2017 and predict how it will shape the year to come.

The world of marketing was certainly a busy one during 2017. We talked a lot about personalisation, and whilst that will remain incredibly important, the next step in 2018 will be marrying it with intelligent search intent data, to deliver true value to consumers.

It was also hard to escape the phrase ‘artificial intelligence’ in 2017 and based on this, next year is set to be...

Accelerating production — the modern digital marketing challenge

‘Digital’ has provided many large, well-established organisations with challenges as well as opportunities. It’s no secret that organisations aim to innovate, but they often struggle because they are lumbered with legacy technology. The tech that they invested in years ago no longer solves modern-day innovation challenges, which have moved on significantly.

Legacy tech particularly holds back large enterprises, where habits are hard to break, or ‘unlearn’. New businesses on the...

By Sarah Knight, 03 January 2018, 0 comments. Categories: Automation, Customer Experience.

How to cut through the cognitive marketing platform hype to realise success

Consumers are surrounded by artificial intelligence, from the iPhone’s Siri to voice-first user-interface devices such as Amazon’s Echo to the emergence of autonomous vehicles through Google’s Waymo. The same is true for brands, which are bombarded by marketing technology platforms that tout how their latest artificial intelligence capabilities will give brands an edge in the marketplace and, above all, solve their marketing challenges.

Attend...

By Mark Weidner, 02 January 2018, 0 comments. Categories: Automation, Branding, Customer Experience.

2018: Chatbots will unlock new era for marketers with unseen data potential

A new untapped marketing channel, effective content distribution, always online and personalisation at scale. These are the four primary benefits people often speak of when promoting chatbots. While I agree wholeheartedly, I do think one of the most significant benefits often remains overlooked.

Unparalleled business intelligence and data.

With a chatbot, brands have more information than ever at their fingertips. In fact, they have so much data it will quickly become overwhelming if they do not know what to...

By Dean Withey, 19 December 2017, 0 comments. Categories: Automation, Data-driven marketing.

Creativity and AI: where do we go from here

AI’s raison d'etre in the creative fields isn’t to replace the art of the human mind; it’s to aid the process and help champion creativity.

The reach of artificial intelligence (AI) in creativity - and how far we’re willing to let it go - is an overarching topic amongst many creatives. They are still unsure about the level of trust they should place in the technology and if it’s there to replace or aid them.

CreAItivity

The idea of associating creativity with a machine has,...

By Olga Egorsheva, 16 November 2017, 0 comments. Categories: Automation.

Why automated content writing isn't worth the risk

A sense of impending doom has intensified in recent years, with various news reports and television dramas depicting a near-future of fallible humans being forced onto the breadline, replaced by a superior workforce of robots.

While this dystopian theme has long been the fare of science fiction, for many, the prospect of C-3PO delivering their P45 is fast becoming a reality.

Indeed, the BBC’s ‘Will a robot take your job?’ report - collating data...

By Magnus Linklater, 15 November 2017, 0 comments. Categories: Automation, Content Marketing, Data-driven marketing.