New Technologies Mean New Marketing Innovations
Much of the exclusive content on CMO.com in the last couple of weeks has focused on the roles of technology and innovation in marketing, especially with Advertising Week Europe taking place 18–22 April. As technology continues to develop, its role within marketing will inevitably increase for marketers who are trying to stay ahead of the curve. It will also inspire new innovations as marketers try to find new and relevant ways to reach consumers.
Dylan Stuart, Partner, Strategy at Lippincott, shared the importance for companies to be “selectively excellent.” Selective excellence involves intentional and explicit compromise in some areas of the customer experience in order to focus on innovation and excellence in others. These choices create a distinct value for the customer. Stuart offers several examples, such as Hyundai’s use of technology to sell cars in the UK through digital showrooms.
CMO.com sat down with Kate Ancketill, CEO, GDR Creative Intelligence, for a sneak peak of her Adobe Summit EMEA talk on the “fourth industrial revolution.” Ancketill describes the fourth revolution as “the fusion of physical, digital, and biological technologies.” The impact on marketing is significant because of the potential to immerse customers into an experience. She also shared how AI is becoming a reality that will help people to improve their overall performance.
The future of programmatic marketing was a hot topic at Advertising Week Europe. Oli Whitten, SVP of Europe and interim head of international at Rubicon Project, shared his opinion that advertising will continue to move in the direction of programmatic because customers are using the technologies that are available to them. This means marketers have to keep up, and automation will be key in that pursuit. Jonathan Forster, VP EMEA advertising & partnerships at Spotify, argued that people who are buying in more traditional ways need a better explanation of automation. Many other industry leaders agreed that programmatic is the direction marketing is headed.
Matthew Dearden, president of Clear Channel, in his AdWeek Europe session, “Creativity Meets Technology,” posed the question of creativity’s place in online advertising with the rise of ad blocking capabilities. Richard Eyre, chairman of IAB UK, suggested that creativity still has a place, but we’re at a time when creativity, media, and technology need to work together. Gerard Grech, CEO of Tech City in London, echoed the sentiment, pointing out that “the reason London is one of the world’s top-three tech hubs is the interaction of different skillsets.”
Natalie Bell, MD of Manning Gottlieb OMD, in her AdWeek Europe session, “New Realities for Marketing,” shared her expectations for the role of virtual reality (VR) technology in marketing. She shared that VR technology isn’t at the widespread adoption stage yet, but it is at a place where it can meet marketing and business challenges. Gill Worby, Virgin Media’s digital marketing manager, agreed with Bell’s analysis and shared how Virgin’s recent release of VIVID 360, a live-action VR experience, in stores aims to “increase dwell time and footfall.”
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