A quick look at the MarTech keynotes: Wednesday’s daily brief

We have a whole day ahead of us, full of lectures, panels, meetings and greetings, and continuous coverage at MarTech Today.

When the people of Martech come together, there is a sense of purpose. It can be about changing the customer’s wishes or about a theme like omnichannel (remember?). It seems that everyone is together digitally. As several speakers and marketers I spoke with have said, our interaction seems more intentional.

It was also mentioned in Kim Davis’ opening speech. Martech was on a “continuum of change”. This means that the pandemic was anything but a revolution, but a great accelerator of the change that we have already seen. The same goes for the customer: B2C and B2B. They tried to tell us that the digital transformation is making their messages more accessible. During the pandemic, made our lives more manageable and achieved our goals.

Successful marketers have had several ideas this year, as you will see on the first day. If you missed yesterday’s events, there is still time to participate. We see them!

The customer was already changing

On January 1, 2021, Kim Davis, editor-in-chief of MarTech, who launched the MarTech conference today, explains: “Suddenly, it wasn’t all new. It wasn’t sudden. We live and work in constant change.” it will happen in 2018 and 2019, but it flew like a rocket in 2020 ”.

Now, a year after the pandemic, with recovery and vaccination, traders and agencies have stepped up their game to adapt and survive. Brands are more digital and empathetic and do not thrive in these areas. That’s because the changes we’ve been through have been going on for a long time, since the first cases of COVID-19.

The shift to digital architecture that has transformed many companies in the past two decades was a major boost last year. The pandemic gave the consumer a voice. The need for empathy grew during the summer with the emergence of national discourse and the painful recognition of injustice and inequality. The assassination of George Floyd in Minneapolis gave the brands a moment of confrontation as so many people of all ages reacted to what they saw as signs of systemic racism in the country.

In the marketing world, brands realized that the normal product offering was not the right choice. Conversations about brands need to change.

More creativity with free code acceptance

Without code and AI, marketers can do the important “what if?” Choose “How are you?” the culmination of MarTech’s introductory speech by Scott Brinker, editor of HubSpot’s chiefmartec.com and VP Platform Ecosystem. The context is the digital workspace, which will certainly survive the frontiers of the pandemic. This workplace is characterized, for example, by flatter and faster organizational structures, distributed (remote) teams, quick decision making, and, of course, more technology. From Brinker’s perspective, the workspace, especially for marketers, is not possible through coding tools, driven by the rapid development of AI.

Three interconnected main functions no longer require programming skills.

1. Automation: the ability to automate routine activities and processes;

2. Increase: learn new creative and analytical skills; YOUR

3. Integration: connection with other tools and data in the workspace.

The new challenge, of course, is to control the potential explosion of creativity. “The challenge is not the challenge of a code tool,” says Brinker, “it is the challenge of this new business environment.” Smaller, faster organizations need “decentralized self-service”. It is no longer necessary to execute projects in centralized offices, such as IT. It removes bottlenecks and creates opportunities for all team members who have an idea to act, rather than adding it to a development guide.

Every word starts with the solution to find the right words

Keowee, a performance-oriented marketing language company, recently changed its name to Anyword. And now it has introduced a solution that uses artificial intelligence and natural language processing to generate and optimize text and link it to performance measures and KPIs. Marketers can offer this turbo language through ads, emails, social channels, and websites. The company claims that it can process and analyze language from human sources and automatically adapt to its target audience. In addition, the text is linked to an intuitive scoring system that organizes variations in copies and predicts results so that marketers can measure performance before launching a campaign, avoiding expensive and time-consuming A / B testing.

Why do we care?

Optimization with AI technology can be the foundation of any campaign. Look at the implementation of IBM Watson to improve the vaccination of billboards. With digital data points, Watson technology can automatically see which target audience responds best to the ad, for example with a blue background versus a green background. It will then quickly correct these elements. A solution that specifically manages language performance can alleviate the pressure on content marketing teams by using more intuitive methods to achieve the same KPIs. These fragmented channels enable marketers to explore creative ways to pity their posts and reach a specific audience. They can expand the conversation widely. A natural language processing solution can also help with consumer group responses so you do not lose communication.

A new CEO for the ABM MRP platform

After nearly 19 years at the helm of the organization, Kevin Cunningham is stepping down as CEO of MRP-Prelytix, the predictive ABM platform he co-founded. Scott Matthews replaces him. Matthews was recently CEO of CrowdTwist, the customer loyalty platform acquired by Oracle. He was also CEO of Webcollage (now Indigo), a product content platform for merchants. Cunningham will remain on board for a few months to ensure a smooth transition.

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