AI & Big Data Are The Biggest Marketing Disruptors
Two weeks ago, B&T attended SaaS vendor Acquia’s APAC conference in Melbourne, where industry leaders and innovators got to the heart of the issues surrounding the martech industry.
On the day, we heard from Luis Serpa Andrade, exploratory innovation & experience design at UL — a global safety science company — who gave us a lesson about the front line of digital platform development.
Wanting to know more about the current and future state of digital experiences, B&T interviewed CMO of UL, Kathy Seegebrecht. Read what she had to say about the biggest marketing disruptors, what the future of the martech industry will look like, and more.
Do you think some brands/companies are trying too hard to be different and innovative that they miss the mark?
I enjoy studying brands and watching their strategies play out. It’s an interesting time to be posed that question. UL celebrates our 125th anniversary this year and we are working hard to not only innovate our business and industry but also to differentiate our brand in commoditized areas of our business.
I don’t really think there’s such a thing as ‘trying too hard’. The critical success factor is identifying critical needs for your stakeholders and customers, and delivering an effective and innovative value proposition. If we get those two things right, getting credit in the marketplace comes down to an effective marketing and communications strategy.
Do you think the idea that content is king is still relevant today? Is it more or less important?
Yes, content is king is still a relevant concept for today. It’s important that it be served up in a way that target audiences want to consume, available on the devices of their choice, and readily accessible when they want to consume it.
Why is it important to have rules and standards across content?
Rules and standards across content are critical to building and reinforcing a brand and its value proposition. Without those rules, users are confused about what a brand means and what it stands for. Content expressing many and varying voices simply undermines brand investments.
What is the biggest disruption the marketing industry is facing today?
I believe AI and big data are two of the biggest sources of disruption for the marketing industry today. This includes both good and bad sides of disruption. On the good side, new and evolving technologies like AI (Artificial Intelligence), ML (Machine Learning) and NLP (Natural Language Processing) have significantly improved the results of marketing efforts, from content creation to search optimization, targeting/personalization and measurement of campaign effectiveness.
On the bad side, the sheer amount of data available on online channels today, coupled with bad data and lack of adequate context, leads to confusing/inconclusive insight or, worst, incorrect predictive models that are still being used to support critical market decisions.
Additionally, this overload of data (and tech options) are driving a forced acceleration of all digital marketing related activities. Most marketing departments are being pressured to provide ever more accurate insights and ROI while facing limitations like redundant tools, agencies/vendors over-promising results and lack of in-house technical resources with deep understanding of these new technologies (and their limitations/traps).
Finally, privacy concerns and stricter global regulations are making it more difficult to ensure that correct data is used in these processes, increasing the risk of relying on inadequate sources and becoming non-compliant.
Being able to architect your digital platforms to fully leverage new technology/capabilities without succumbing to the pressures of our modern fast-paced world pressures (and thus falling victim of ill-thought solution design that compromises all your investments) is the real challenge marketing faces today.
In your opinion, what does the future of the martech industry look like?
That depends a lot on the type of needs or size of the company using martech solutions.
Large global corporations with diversified channels are investing more and more in building internal capabilities because they cannot withstand the constant change and fragmentation of the martech stack and are resorting to building their own ecosystems (or digital platforms) using a mix of open platforms and best-in-class components from the available digital landscape.
This allows these companies to retain the knowledge (or intellectual property) associated with their solutions, support security needs and ensure support to custom processes while minimizing impacts from ups and downs on ever-changing tools and tech in the market.
Latest News
Enjoy A Hahn Solo… And May The Fourth Be With You
This May the fourth Hahn will celebrate alongside Star Wars fans rewarding their passion via a giant Hahn travelling solo through the sky. It’s the one day of the year when all sci-fi fans rejoice and giggle to themselves and Hahn in partnership with Thinkerbell, UM and Affinity is celebrating with an out of this […]
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.