Is AI just the latest victim of the mar-tech hype cycle, or will it really have a lasting impact on how marketers operate?
The answer is probably both, but the long-term impact may be more profound than is immediately obvious. Right now the focus on AI is as a tool for marketers to achieve conversion by refining how and when they reach customers, and which which messages. In this respect AI is being used to extend and simplify work already taking place in customer personlisation. The hope is that AI will simplify these tasks and free marketers to get back to marketing and out of data science. But how much of a role will remain for all but the best marketers?
And what happens when consumers begin to get hold of true AI agents of their own, that are capable of scouring the market and seeing through the clever manipulations of marketers to gain the very best deals possible?
Will the future be one where AI-based marketers are marketing to AI-based consumer agents? And if so, exactly what role is left for people?
Read more about the future of AI in marketing in this feature article for CMO Australia, then make up your own mind – before an AI makes it up for you.
That cyber attacks can have a strong impact on brand value is indisputable, with the damage to the brand potentially outstripping the value of lost intellectual property or other damages. The extent of brand damage from a cyber attack can also be directly proportional to the quality of the brand’s response.
Data security is not just an issue for the IT or cyber security team. The damage from a cyber attack can affect the entire operation, and especially its brand reputation, and as such it is a topic that a broader set of executives are taking an interest in.
CMOs in particular are coming to realise that the era of data-driven marketing brings with it new responsibilities in terms of how their organisations manage and protect the customer data they are using. and that this data can be highly valuable to malicious actors.
So it is not surprising to hear that a growing cadre, led not surprisingly by marketers in the tech sector itself, are equipping themselves to better understand how their data is protected, and how best to limit the damage when an attack does take place.
You can read more about what they are doing and the links between cyber security and marketing in this article for CMO.com.au.
Photo by DAMIAN SHAW.com
Startups are renowned for being able to build brands off a shoestring budget – a talent that at times has left established competitors scratching their heads about how they can rise to prominence with such small budgets.
Craig Davis is now learning those lessons first hand. The former chief creative officer of Publicis Mojo is now heading up marketing for a small but exciting Australian startup, the parcel delivery service Sendle.
He describes the experience so far as being like an MBA in the new ways of brand building. Given how successful many startups have been in stealing attention (and revenue) from big-spending established competitors, it may be an experience that more up-and-coming marketers might want to see featured on their resume.
You can read more about Craig and the lessons he is learning in this article for CMO.com.au.
Its easy to forget that all the tools and methodologies that make startups successful are equally available to existing organisations – if they choose to use and master them. So it was great to see an example of a government agency adopting the agile development methodology in conjunction with its digital agency when it came to revamping its core website.
You can read more about the agile partnership between Tourism Victoria and its agency IE Digital in this story for CMO.com.au. For Tourism Victoria, embracing a new way of working together delivered greater transparency into the development process, and ensured that it knew exactly what it would be getting for its money.
All marketing is about people – surely? As with all things related to digital marketing, the term ‘people-based marketing’ means much more than what it seems. While much of the marketing world works on probabilities – buying ads in a certain program at a certain time will ‘probably’ reach a certain audience, people-based marketing aims to be very specific – reaching actual (although usually ‘anonymised’) individuals whose attributes have been pre-determined through some form of opt-in system. To learn more, take a look at this article I wrote recently for CMO.com.au.
I’ve been watching the ‘smart cities’ movement for a while now, as town planners have grappled with the question of how to use technology to make our cities better places to live. Often the discussion has taken a very technical turn, and got caught up in discussions around the deployments of Wi-Fi networks and sensors.
Cities are inherently human places however, so it is refreshing to see Adelaide City Council put its people at the heart of its smart city strategy. Technology does not usually form a major part of destination marketing (at least beyond the media used for its dissemination), but you can read more about how Adelaide is using technology attract and retain citizens in this story for CMO.com.au.
Taking money is ultimately the most important part of the sales & marketing cycle for for-profit businesses. So with consumer expectations of customer service continuing to rise, its no surprise that many companies are now turning their focus onto smoothing and improving this vital process. Companies like Uber and Airbnb are showing the way in terms of making the transaction process all-but-invisible, and new tools and services are extending that capability to an increasing variety of transactions. You can read more about trends in payments in this article for CMO Australia.
I’ve been watching the impact of digital services on traditional businesses for what seems like a long now, but that doesn’t stop me from jumping at the chance to do it again. In the latest edition of the Australian Institute of Management magazine I get to talk about digital disruption and its impact on all sectors (not just taxis and accommodation).
It was also a great excuse to talk to one of my favourite thinkers on this subject, Vaporized! author Robert Tercek, who also made a great contribution to my own book A Faster Future some years ago.
The main point that I make in the article is that disruption is not a matter of ‘if’ but ‘when’ – and even if your own business has yet to face a disruptive competitor, their very existence is changing the expectations of the customers you service. You can check out a PDF of the magazine by clicking here – at least until they change the edition over (my article starts on page 21).
It used to be said (with thanks to Rita Mae Brown) that insanity was doing the same thing over and over again and expecting different results. In the age of disruption, insanity is doing the same thing over and over and expecting the results to stay the same.
It doesn’t seem so long ago that some of products and technologies that are commonplace today were still resident in the realm of science fiction.
The coupling of smaller and more powerful technology with human imagination is likely to have an even more profound impact on our lives in the immediate future, and you can read about nine transformative technologies in this article for CPA Australia’s INTHEBLACK website.
At first glance, 3D printing really does look to be the stuff of magic, with the ability to create solid objects seemingly out of thin air being one of the best examples of technology crossing the boundaries into sorcery. But despite its coolness, the 3D printing is yet to move beyond novelty value for the average consumer, in part due to the limited range of materials that can be printed at an affordable cost.
But as the cost of printers continues to fall, the range of printable materials will increase, and it is most only a matter of years (not decades) before high quality metal parts can be printed by the average business. When that happens, the impact on the logistics industry is likely to be significant, as the old model of shipping and stocking parts gives way to manufacturing on demand.
For the moment however 3D printing is a developing opportunity, with unknown upside for those companies that dive in.
In this feature for CRN magazine I explore the growth in 3D printing from the perspective of the companies that are selling the machinery, and look at the next steps the industry will take on its road to mainstream adoption.