ARTIFICIAL INTELLIGENCE IN DIGITAL MARKETING

| February 29, 2020

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Artificial Intelligence is basically teaching the machine to think and react as humans would. It’s about imitating how the human brain works. AI is already being widely implemented in Digital Marketing. Artificial Intelligence is used in personalized marketing a lot, empowering brands to provide personalized ads and email marketing campaigns targeting each individual consumer in a meaningful way. So it’s clear that AI is the future of Digital Marketing.

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Stockland

Stockland is one of the largest diversified real estate groups in Australia with $15.2 billion of real estate assets. We own, manage and develop retail town centres, workplace and logistics assets, residential and retirement living communities. Our vision is to be a great Australian real estate company that makes a valuable contribution to our communities and our country. Since 1952 we have been shaping places that enable a better way to live every day.

OTHER ARTICLES

Elevating the leader in ABM

Article | July 10, 2020

Position Demandbase as the leader in Account-based Marketing (ABM). The April Six team ultimately completed a redesign of the brand, a lead-gen campaign, corresponding content drivers, and an event-activation program aimed at convincing B2B decision-makers to “Demand more.”

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CONTENT MARKETING

AI predicted to futureproof the influencer industry

Article | July 10, 2020

We’re now living in a world dominated by technology and digitisation. Whatever the business or industry may be, technology is sure to be at the heart of it, and if it isn’t already, it will be very soon. Thanks to the effects of the coronavirus pandemic, the entire world has been thrust into upping the ante when it comes to living much more digitally and often, virtually. Not only are our usual get togethers being replaced by Zoom and FaceTime calls, but we are finding ourselves surrounded by technology in all aspects of life, and this will only continue. Social media influencers kept the entire nation entertained throughout each and every lockdown, but now we’re seeing an influx in the number of virtual influencers filling our social media feeds, too. Amelia Neate, Senior Manager at Influencer Matchmaker explains the role of AI within the influencer marketing industry and what we can expect from it, both now and in the future. The rise of artificial intelligence With the influencer marketing industry set to grow by 15% on a global scale, it is important for brands, agencies and influencers alike to adapt to the current times in order to see progression and boost sales. Artificial intelligence (AI) isn’t something we would necessarily associate with influencer marketing, but it is fast becoming a crucial aspect of many industries and businesses. And with that in mind, it is something we must utilise and understand, rather than shy away from. Thanks to the effects of 2020, we have been forced to completely digitise our businesses quicker than we could have thought possible – but we did it, as did everybody else. And with an influx of technologies becoming available to us, we’re able to develop our businesses and industries even further. Although an unlikely partnership, AI-powered tools and influencer marketing could become quite the powerhouse, changing the landscape entirely. AI and influencer marketing agencies The relationship between artificial intelligence and influencer marketing has the potential to be quite literally, ground-breaking. If used correctly, AI can be used to streamline the jobs of marketers and agencies, allowing them to focus on the human elements within influencer marketing. Artificial intelligence can home in on problem-solving, data analysis and research, leaving the influencer marketing strategies to us, the experts. AI-powered platforms can help agencies and brands identify fake followers, inauthentic engagement and unreliable social media influencers. As well as this, AI is able to process and detect relevant and valuable content, and with the help of machine learning (MI) and natural language processing (NLP), can revolutionise the way brands and agencies conduct the way in which they work. With the ability to generate likes, industries, demographics and interests of the influencer’s following, AI is not only beneficial for brands seeking to create collaborative campaigns, but also for influencers who are looking to understand their audience that little bit more. By developing a better understanding of their audience and social media followers, influencers are able to ensure the content they put out is relevant and useful. This in turn, helps brands decide who they should work with. Measuring success with AI Not only can AI, MI and NLP help with the start of an influencer marketing campaign, but they also have the ability to collect data, analyse results and measure the levels of success. Monitoring the results and performance of an influencer marketing campaign can be quite the task, and by using AI-powered tools, we are able to measure its success and more importantly, the return on investment (ROI). Analysing a creator’s content and metrics, artificial intelligence is also able to examine the likes, comments, engagements rates and even conversion rates of a post, in whatever format. AI has the power to predict ROI through performance benchmarking and forecasts, providing both influencers and brands with an estimated result based on their desired objectives. A vision for the future As we continue to see a rise in the use of artificial intelligence within the influencer marketing industry, we can also expect to see an influx in the number of virtual influencers filling our social media feeds. Yes, you read that right – virtual influencers are becoming a force to be reckoned with, competing against the likes of real-life influencers. Despite the fact that they don’t really exist, these influencers have most definitely made their mark on the industry, some of which have even worked with global brands such as Nike and Fenty Beauty. This new wave of CGI influencer is fictional and generated by computers, however they have very realistic characteristics as well as the personalities of humans, and what’s more, brands are lining up to work with them. It isn’t just virtual influencers that are becoming much more prominent as we enter a new decade of influencer marketing, though. Virtual assistants are now a part of the influencer marketing industry, too. Whilst we may not typically associate Amazon’s Alexa or it's Google competitor with influencer marketing, they are in fact, influencers in a whole new form. Now, consumers use their virtual assistants to ask for advice, or for product recommendations and for those that have one at home, they become a live-in influencer. Supporting brands and businesses within the retail industry in particular, just how much more will we see of virtual assistants as influencers? Only time will tell, and we can’t wait to find out. Whilst it may seem like AI can take over the roles of us as humans, it simply cannot replace the work we do, but rather, enhance it. If influencer marketing agencies utilise the tools available to us in the form of artificial intelligence, it allows us to streamline our processes, work closely with other people and focus on what we do best - building long-lasting relationships and partnerships whilst creating innovative and impactful campaigns.

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5 Ways How AI Is Changing B2B Marketing

Article | July 10, 2020

You may not agree with the fact that B2B marketing and Artificial Intelligence (AI) are a match made in heaven. The truth is, Artificial Intelligence as it is today is changing a lot of things in our lives, and B2B marketing is no exception. Artificial intelligence is all about equipping machines or computers with certain algorithms and cognitive ability that enables them to perform tasks that are usually executed with human intelligence. Today, we see manifestations of AI technology already impacting our day to day lives. So many home appliances and children’s toys we see today are already leveraging AI technology. Thus, it doesn’t come as a surprise that AI is poised to change B2B marketing forever. AI is already being used by B2B marketers to find solutions to the marketing challenges they face daily. Over 80% of B2B marketing executives already agree to the fact that AI will completely transform B2B marketing 5 years from now. Moreover, a recent survey undertaken by a group of marketers recognized AI as the most likely technology to be utilized by marketing professionals in 2020.

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Reuters Events Launches Strategic Marketing USA Setting the Future of Marketing

Article | July 10, 2020

The last 6 months have been a whirlwind and keeping up with customer expectations is almost impossible, let alone getting campaigns together in a timely manner. (You’re not alone, it’s been a tough slog.) Consequently, most of the marketing community - not unlike the rest of the world - are exhausted and anxious to get their strategy back on track. Here’s where we come in… Reuters Events: Strategic Marketing USA (Nov 5-6, Online & On-Demand) brings together 5000+ CMOs and marketers to set benchmarks, showcase innovation, and map the future of marketing – a future where brands are purpose-driven, campaigns are intelligently data-backed, and innovation drives growth. Sign up now! Strategic Marketing USA (Nov 5-6, Online & On-Demand) is another edition to Reuters Events strategic series of board level meetings. Rather than discussing the how to’s of marketing, this is the meeting place of the world’s most influential CMOs where news will break, benchmarks will be set, and marketing leaders attending will pioneer the way forward. With a huge focus on interactivity, this meeting is set to be a 2020 must-attend. Four essential themes for 2020: • CMO Strategy & Trends: CMOs share their plans for keeping brand relevancy in an ever-changing world, honing brand purpose, reinventing a legacy, and creating a culture of innovation. • Customer Insights & Understanding New Consumer Behavior: Customer needs, wants and expectations have changed. It’s time to fully understand your customer and their journey to unlock data-driven personalized experiences. • Agile Content & Creative: Cut through the noise with impactful interactions that inspire and create a lasting connection. Use this shared global experience to connect on an emotional level, telling stories that are hyper relevant, but grounded in brand. • Digital, Social & Influencers: As we follow social-distancing guidelines, the channel of choice for many is social and influencers are at their most impactful. Video, influencers and the formula for social success. Check out the detailed Strategic Marketing USA agenda here! “Thinking it terms of functional boundaries – where marketing produces “traffic” and product drives “conversion” and customer service “saves” the experience, is very much outdated. The role of the CMO, or a chief growth officer, is to do everything it takes to drive the growth of the business – be it through advertising, PR, product, or customer service. We need to stop being functional specialists, often speaking about the brand most of the time, and become true business leaders, who are able to use a wide toolbox of functional expertise to grow the business.” - Alex Weinstein, Senior Vice President, Growth, Grubhub CMOs and marketing leaders shaping the future of marketing weigh in as speakers, including: Penny Baldwin, CMO, Qualcomm Ira Rubenstein, CMO, PBS Evan Jones, CMO, Fender Leela Srinivasan, CMO, SurveyMonkey Kevin Peck, SVP, Global Branding, AT&T Andrew Strickman, Chief Creative Officer, com Doug, Jensen, SVP, Estée Lauder Alex Weinstein, SVP Growth, Grubhub Connie Chan Wang, Director, Global Brand Marketing, LinkedIn Erica Chan, Head of Brand and Marketing, com View the full speaker line-up for Strategic Marketing USA! “Brilliant brands, brilliant missions, and brilliant minds all in one place to share, listen, and learn from – it’s a collaborative, crowdsourced economy” – Alison Herzog, Director, Global Social Business & Digital Strategy, Dell Reuters Events: Strategic Marketing USA will be live November 9-10th and available on-demand for a limited time after. Primarily made up of CMO case studies and panel discussions, the agenda will feature discussion streams and Q&A from the audience consistently throughout the two days. Additional workshops and roundtables will also be run sporadically throughout and following the summit. Attended by 5000+ marketing leaders, this is the must-attend meeting of 2020. Registration is free for a limited time only, so check out the website here!

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Spotlight

Stockland

Stockland is one of the largest diversified real estate groups in Australia with $15.2 billion of real estate assets. We own, manage and develop retail town centres, workplace and logistics assets, residential and retirement living communities. Our vision is to be a great Australian real estate company that makes a valuable contribution to our communities and our country. Since 1952 we have been shaping places that enable a better way to live every day.

Events