State Of Digital

The road to success is lined with the headstones of businesses that couldn’t adapt to the next stage of the technology adoption life cycle. When a new form of tech debuts, there are always early adopters keen to get on board ahead of the crowd, even if that means taking a risk. But it’s a mistake to assume that said crowd will then follow in the early adopters’ footsteps automatically.

In our first podcast with Daniel Priestley, we looked at his five step framework for becoming a Key Person of Influence (KPI). While becoming a KPI is all about how to position you or your colleagues as subject matter experts, 24 Assets is about how to build things within your business that work independently of your team, contributing to the business’s growth and stability without requiring continuous investment of your time.

If Silicon Valley Bank’s CEO had been more vocal on social media, the bank might not have collapsed. In March 2023, they sent out a covert request for additional capital. Conversations between institutional and retail investors started bubbling almost immediately. Journalists joined the fray. Then the depositors got involved, forming the straw that broke the camel’s back. Two days later, they went bust.

Generative AI is great for customer targeting, personalisation, and campaign optimisation. But it’s not a magic marketing fix-all. From copywriting to research panels, there are many things that solutions like ChatGPT aren’t quite ready for — including helping you meet your net zero targets. Steven Millman, global head of research and data science at first-party data platform Dynata, is here to tell us why.

Right now, every marketer is being told to ‘do more with less’. In other words, they need to optimise; to get better results out of what they’re already doing. And someone who knows a lot about how to do that is Julian Thorne, COO of AI-enabled CRO solution, Sub(x). Where AI solutions like ChatGPT come up with the next ‘best’ (AKA most likely) word in a sequence, Sub(x) comes up with the next best offer or action to offer website visitors based on their unique circumstances.

If you’re sick of hearing about AI, it’s likely because of one of the following things: LinkedIn grifters banging on about how they used it to allegedly quintuple their turnover overnight. Constant fear mongering about how it will make all marketers redundant by 2025. You don’t know how to use it to get the results you want. But are tools like ChatGPT actually any use to marketers today? As with most things in life, the answer is far from black and white.

Everything is information – that was the key outtake we gained from attending futurist Amy Webb’s Emerging Tech Trend Report keynote at SXSW in Austin, Texas (10-19 March 2023). It was a theme which continued throughout the event, as the countless applications for AI and other emerging technologies across sectors lead us towards ethical and societal considerations that would have meant nothing just a few years ago.

In a recent podcast with VMware’s VP Marketing, John Watton, we were talking about channel strategy and the importance of partnering with other organisations if your product on its own can’t solve the customer problem. I commented that our conversation reminded me of Whole Product Marketing, a concept described by Geoffrey Moore in his seminal book Crossing the Chasm. (The podcast is a great listen for anyone in tech marketing btw, John is a legend).

The top 10 international Pay Per Click Industry News from November 11 to 25, 2022, commented live by Gianpaolo Lorusso, the founder of ADworld Experience (Europe’s Largest PPC Only event). #1 Using PMax only for shopping ads or on all channels?