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NEWS, VIEWS, STATS AND OPINIONS
Upfronts
Predictive Spending: AI vs Human
Figaro Digital caught up with John Watton, senior marketing director, Adobe, at the Adobe Symposium in October
to discuss Adobe’s move into AI technology.
As marketers, we of course use a variety of channels in order to reach and engage with our customers. However, the level of each channel’s technology and consumer behaviour changes. “When I started there was very little you could do as a marketer to build that connection,” says Watton. “You could phone someone up, invite them to an event, and do some PR. There were only three or four channels.” These channels haven’t
gone away, of course – all but fax marketing remain in our arsenal. But digital has uprooted our options – and budgets.
“Everything has a role,”
says Watton. “It’s not like there’s a then and now, there’s just an evolution […] A lot of our focus now is on using predictive capabilities to
shape the channels we use, and how we spend our money. We’re looking back at all of our channels, and understanding what has the best impact on what we want to achieve; then recommending a budget mix.”
alone. We have to have some learning capability that gives and learns.” Does this mean marketers’
You have to have a brand identity, and
to understand who you want to be in that experience. AI
facilitates that, rather than determining it.”
So where is customer
experience heading? “We’re already embedding a lot of AI into our technology,” Watton visitors to our website every month. We can’t possibly scale up the experience we want to give everyone
#StopFundingHate
Activists are often the savviest when it comes to hijacking social media platforms.
brand marketers are spending their budgets.
#StopFundingHate has used its voice to contest where
What’s the old saying – all publicity is good publicity? A new social media campaign is putting the theory to the test with its attempt to challenge brands who advertise with newspapers such as the Daily Mail, saying that to do so is to enable their
controversial rhetoric. After a relatively short campaign, Lego responded on Twitter that it would not be planning any future promotional activity with the newspaper, a tweet which has since received 45,000 retweets and earned
roles are at risk – is the ‘rise of the machines’ going to put us all out of a job? Watton isn’t worried. “You have to have a brand identity, and to understand who you want to be in that experience. AI facilitates that, rather than determining it.” AI is not going to take our
place, but rather it’ll feed the research we’re doing into where to put our budgets. “Technology isn’t the answer – it’s still about people and process, so brands need to think about their culture, and how they’re organised, and the process they have. The latest shiny tool won’t necessarily make your customer happy, but it might help you in the long term to understand your customer.”
the spotlight for the toy company – just in time for Christmas. John Lewis, however, has stated that it will not be reviewing its advertising policies amidst calls to boycott the shop over the festive period.
“Given just how many
6 issue 29 winter 2016
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