1.1 INTRODUCTION

The 'conflict' between marketing and IT has been constant issue for me ever since I got involved in 'digital' way back in 1996. In some aspects things have improved [at the likes of Amazon] - but elsewhere, well ... it just goes on. Take this article for example - Ryanair’s CTO on why he is still confused by the marketing department - in which one of the most powerful men at a major 'brand' is confused about why 'marketing' wants things right. Could it be that 'marketing' wants what is right for the organization's customers? Note I say the organization's customers - not just marketing's customers. It is the customers that pay the wages of the IT people who can't understand why these customer people are so important. And yes, I am not so naive to suggest the fault is all on the side of IT - some marketers are just as guilty of not understanding the importance of IT in digital marketing.
This issue has been - and will probably continue to be - a part of everything I say or write on the subject of anything 'digital'. It is the subject of frequent 'rants' in my classes or public speaking. It crops up throughout this book, and I could have included the article in several sections. However, it is at the heart of any kind of 'digital transformation' ... so I've started the book's website with it.

GO ONLINE *page 4* A background to the Internet and Internet World Stats has updated stats on Internet usage.

I do not mention the subject in the book, but read my 'basic' guide to Blockchain and also ... How Blockchain will impact search marketing and Blockchain and its use in marketing.

1.2 DIGITAL TRANSFORMATION

Hilton tests high-tech 'connected room' at hotels

The next era of mobile: Marketing revolution or tech fetishism?



Five things you didn’t know about the Internet of Things.

5G is about to usher in yet another new marketing era.

10 examples of the Internet of Things in healthcare.

Digital transformation: Are we in a post-digital era?.

Does the language of digital transformation need to change? includes two interesting views on the subject - I tend to agree with them.

https://www.thedrum.com/opinion/2019/05/03/transformation-isn-t-just-about-systems-or-technology-the-hertzaccenture-debacle is an opinion piece, and so cannot be taken as fact. However, I have included it here to show the problems with the poor implementation of digital transformation. Furthermore, this does not even seem to be a full-blown digital transformation - not much more than a website redevelopment. Oh, and look at the sum of money involved.

I'm going to include How Avon plans to make its 6 million reps better marketers under 'automation of business processes' - but it is actually much more than that. The key issue here is that Avon have traded successfully in the same way for decades - this app enhances an existing service, not invents it.

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1.3 PROGRAMMATIC MARKETING

For links to articles on this subject, see section 2 of chapter 7

1.4 ARTIFICIAL INTELLIGENCE (AI)

Here's a [fairly] objective view on the use of chatbots, Five things we learned from launching a Facebook Messenger chatbot

Artificial Intelligence in Travel and Tourism

There are differing views on the impact of AI on marketing … Many Marketers Consider AI to Be Overhyped and Welcome to B2B AI – boring, but effective.



5 businesses using AI to predict the future and profit

Today’s youth will save brands – and humanity – from the bias of AI is a different take on the impact of AI on marketing.

10 Ways That Artificial Intelligence Helps Merchants.

AI can’t replace the counter-intuitive thinking behind great creativity.

Is healthcare ready for AI, potentially the biggest innovation since the vaccine?

Saving language: How will the rise of AI affect linguistics?

Shelter Scotland’s chatbot had >4,000 interactions in its first four months, freeing up time for helpline staff.

Why AI’s Marketing Applications Are Narrow.

Sky is employing a 'big brain, little brain' AI strategy to satisfy its primary aim - retention.

Although A brief history of artificial intelligence in advertising concentrates on advertising - it is all relevant to AI's impact on digital marketing. Note how the timeline jumps from 1998 to 2013 - and then things start happening every year.

How AI is helping brands improve the customer experience.

Why Siemens is putting AI in charge of its revamped content strategy.

Although AI will create as many jobs as it displaces by boosting economic growth doesn't address marketing specifically, the stats are interesting and give an idea as to the impact of AI.

How e-commerce giants are using AI and marketing.

Why Marketers Use AI For Audience Targeting.

How brands are using emotion-detection technology is a bit on the weird side.

Subway boosts foot traffic 31% by targeting ads based on weather patterns.

Vodafone’s chatbot is delivering double the conversion rate of its website.

Alibaba on what technology is driving the AI trend.

Consumers go cold on automated chatbots finds research.

The comments in Calling bullshit on marketers’ perceptions of (most) AI pretty much match my opinion of the subject.

If you asked me the question are we in danger of over-estimating AI? I would say definitely yes.

15 examples of artificial intelligence in marketing.

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1.5 VIRTUAL AND AUGMENTED REALITY

Here’s an app that has a simple but effective commercial application of AR L’oreal professional adds 3 d hair colouring to mobile-app

More from L’oreal who seem to be the leaders in the use of AR to increase sales ... L’OrĂ©al looks to drive up ecommerce sales in AR partnership with Facebook.



Three things marketers should know about adopting augmented reality.

10 retailers leading the way in AR.

The Unbelievable Bus Shelter from Pepsi Max is an example of augmented reality. However, note that this dates back to 2014 - I expected more use of AR in the years since then.

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