Featured Story How to Make AI Work in Marketing In today's fast-paced business world, marketing technology is essential for organizations to remain competitive. With the rise of artificial intelligence (AI), businesses can leverage powerful AI-driven tools to boost their brand growth and ROI. Scott Leatherman, Chief Marketing Officer at Veritone, is a leading expert in AI and marketing technology with over 26 years of experience in the field. In this article, Leatherman shares his insights
on the growing impact of AI in marketing technology and what marketers need to focus on to drive brand growth and ROI. He emphasizes the importance of SEO, AI-enabled buyer journeys, and sales and marketing team alignment, while cautioning against AI-washing and the need for a data model strategy. Leatherman's expertise provides valuable guidance for businesses looking to leverage AI to stay ahead in the competitive landscape of digital marketing.
In today’s world of business, marketing technology plays a significant role in enabling organizations to stay ahead of the competition. With the increasing use of artificial intelligence (AI), businesses are now able to
leverage powerful AI-driven tools and solutions to boost their overall brand growth and ROI. Scott Leatherman, the Chief Marketing Officer at Veritone, is one of the leading experts on AI and marketing technology. We will take a closer look at his insights into the growing impact of AI in marketing technology and what marketers need to focus on to drive overall brand growth and ROI. Leatherman has spent over 26 years in the marketing technology space, working with some of the biggest names in the industry, including SAP and Oracle. He started his journey at MarketFirst in 1999, where he developed an applet for abandoned shopping carts and demos with smart refrigerators sending emails with decision criteria. Over the years, he has become an expert in multichannel marketing, data modeling, SEO, and AI, among others. Leatherman now serves as the CMO at Veritone, an AI platform company that is disrupting several industries with innovations that are changing the way enterprises go to market. According to him, Veritone has a best-of-breed MarTech strategy that leverages solutions such as Demandbase, HighSpot, Infinigrow, and Qualified. Additionally, the company has improved visitor engagement by leveraging interactive content and analytics via
Ceros. Recently, Veritone migrated to Pantheon, and Leatherman is thrilled with the improved site performance and overall WebOps ease of use. Despite the growing adoption of marketing technology, the industry still faces several challenges and lags, according to Leatherman. He notes that AI-washing is one of the biggest issues facing the industry, with many companies claiming to use AI in
their solutions when, in reality, they are a long way from leveraging ML/AI. Additionally, he notes that with the explosion of data, few companies have a data model strategy, and most are still reliant on cookies. However, Google’s cookie deprecation clock is moving closer to the end of cookie-based marketing, and companies need to prepare for GA4, which will require a cookieless GTM. Leatherman notes that SEO has become a significant focus for Veritone, from on-page optimization to off-page validation. He says that every team member has a role in improving SEO rankings, and the company leverages Yoast SEO, Screaming Frog, and Semrush to improve/scale their collective efforts. According to Leatherman, SEO has become the art and science of marketing, and marketers need to focus on getting it right to drive overall brand growth and ROI. Regarding AI in marketing today and the use of the cloud, Leatherman notes that AI-enabled buyer’s journeys are still super powerful. He says that AI-driven content and lookalike persona/ICP mapping can accelerate the journey and widen the funnel. He adds that conversational cognitive engines
for CS have a bad rap, but the NLP-empowered sales and marketing bots are the future of the digital web to lead quality and scale. He mentions that Veritone selected Qualified after an exhaustive search and evaluation effort to improve their web to lead production, and the investment has made a 4x ROI in the first six months and a 14x pipeline ROI. Regarding sales and marketing teams’
alignment, Leatherman notes that it is essential to hire PMMs with real sales experience and an aptitude for understanding markets. He adds that finding a demand gen lead with deal desk experience can significantly benefit the team, and a data analytics person who likes to write copy can be an A/B testing powerhouse. He believes that marketing and sales Ops should deliver solutions to
the field within an established sales methodology. According to Leatherman, there should be a mutual understanding of the buyer’s journey, with marketing and sales teams aligned around the same goals and objectives. He says that sales enablement platforms such as HighSpot can improve sales productivity and reduce time spent searching for content. Additionally, he notes that marketing should play a critical role in shaping sales enablement and driving its adoption within the sales team. Scott Leatherman’s insights on AI and marketing technology are valuable for marketers looking to stay ahead in the fast-paced world of digital marketing. His experience and expertise
in the field of AI and marketing technology provide useful guidance for businesses looking to leverage AI to boost their brand growth and ROI. From SEO to AI-enabled buyer journeys, businesses can benefit from his insights into the latest trends and best practices in marketing technology. By focusing on alignment between sales and marketing teams and leveraging powerful AI-driven tools
and solutions, businesses can drive overall brand growth and ROI in today’s competitive landscape.
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All the news you need today, in a format that isn't TL:DR, summarized for the busy executive.
Google has released its sixth product review update, which will take about two weeks to roll out and expand to 10 other languages. Additionally, Google updated Search Console user permissions, making it easier to grant specific permissions to team members. According to a recent
study, listing more services on a Business Profile increases the chances of ranking locally. Finally, Google released a new version of the Google Ad Manager API, adding new features such as Yield Group metrics and Programmatic metrics. It's important to pay attention to the product review update as it may affect rankings. The updated Search Console permissions could be useful for managing larger teams or giving permissions to specific individuals within an organization. Walmart's ad department reported a revenue of $2.7 billion in 2022, a nearly 30% jump compared to the previous year. The company's global ad operations saw a 20% increase during the last quarter of 2022, with Walmart Connect being the biggest growth driver. US comp sales grew 8.3% and e-commerce sales leaped 17% during Q4. However, Walmart is
cautious as it heads into 2023 due to rising prices putting pressure on consumers. Walmart Connect's success is due to targeting engaged, high-intent shoppers, similar to Amazon's ad revenue success. E-commerce businesses should take note and target where customers are shopping to see a lift in sales. The US Supreme Court has heard arguments for
the second day in a row about whether tech companies can be held responsible for harmful content posted by users. The case on Wednesday involved a lawsuit brought by the family of a terrorist victim, alleging that Twitter was aiding and abetting terrorist activity by allowing related content to remain on its platform. While some justices expressed skepticism about Twitter's responsibility for such content, there was uncertainty about what conduct by a social media company would
constitute aiding terrorism. The Court is also hearing a similar case against Google this week. Major League Soccer (MLS) has announced a series of deals this week, including a three-year extension of Audi's sponsorship, which will include naming rights for the league's playoffs. Adidas also renewed its contract with the league,
reportedly worth $830 million through to 2030. Meanwhile, MLS has also secured a multi-year deal with RBC Wealth Management. These deals come after the league's broadcast deal with Apple in June, which is worth at least $2.5 billion over a decade. The league has seen significant growth in team values, with Forbes estimating that values have increased 85% since 2019, to $579 million. Email is the best channel for driving online sales, according to a study by Marigold and Econsultancy. Of the US consumers surveyed, 55% had made a purchase directly from an email in the last year, compared with 23% who had purchased from a digital banner ad. Mobile usage is growing, with 51% of respondents buying from an email viewed on a mobile phone, 62% purchasing via a mobile app, and 30% buying directly from a text. The study also found that
86% of people like brands that send personalised messages, although 69% of respondents felt that an email reminder or ad about an abandoned shopping cart was "not cool". Intel has announced that it is reducing its dividend by 66%, following a rough year in which the company lost $661 million and revenue fell by 32%. The move is seen as
necessary given Intel's need to invest tens of billions in new chip technologies in the coming years, but it raises questions about why the company's board did not anticipate the need to cut the dividend earlier. Intel raised its dividend by 5% just a year ago, at a time when the personal computer market was booming. However, the market has since slumped and Intel has faced economic headwinds. Pinterest CEO Bill Ready has urged social media companies to self-regulate AI and to take accountability for building a more positive internet. Ready highlighted the dangers of using social media to convince young people to use tobacco and expressed concerns about the impact of AI on mental health. Pinterest trains its AI models to prioritise explicit intent signals, such as what people pin to the platform, and what they search for,
as well as what they save to their boards to act on later. In this way, the company optimises for deliberate user engagement, resulting in the promotion of additive, rather than addictive content. Ready’s comments accompanied research carried out with UC Berkeley’s Greater Good Science Center that identified links between inspiration and wellbeing. Livestream shopping, or live shopping, is gaining popularity as a way to combine entertainment and immersive content with e-commerce, according to McKinsey Digital. Some markets, such as China, are taking off faster than others, but agencies in the US are testing the concept with growing interest from clients. Live commerce is expected to reach $68bn in the US by 2026, and could be expanded with the use of influencer marketing. Gen Z and millennial consumers are
particularly likely to make purchases on social media, given trends like TikTok’s #mademebuyit, and personalised recommendations are increasingly important. However, experts emphasise the need for authenticity in live shopping content, particularly when using celebrity influencers. Agency holding companies performed better than expected in 2022
despite concerns of inflation, interest rates, and supply chain issues leading to a recession. Publicis, IPG, Omnicom, and Dentsu have reported 2022 results, with revenue being flat to up 20%, and organic growth ranging between 4-10%. Much of the growth came from consultative services and technology support, while traditional services like media buying and planning decreased in importance. Independent analyst Brian Wieser noted that inflation generally adds to advertising and doesn't
take away from it unless an actual economic downturn occurs. Organic growth has been questioned by some analysts as it can hide shrinkage of business from some clients while resting on the growth of others that hiked their spend significantly. |
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BLEND CMO HILA SHITRIT NISSIM: HOW TO USE LOCALIZATION IN MARKETING BLEND CMO Hila Shitrit Nissim believes that localization in modern marketing is the key to success. We have followed her career and advice, and believe that she has the best insight into what is going on. BLEND is an end-to-end localization platform for global brands seeking to increase multimarket revenue and build deeper relationships with global audiences. The platform can translate and localize any type of content in over 120 languages. READ MORE
DATA BROKERS BEWARE: FTC’S LAWSUIT AGAINST KOCHAVA COULD SET PRECEDENT Kochava, an Idaho-based data broker, is currently in a federal lawsuit with the Federal Trade Commission (“FTC”) over the unrestricted sale of precise consumer geolocation data. The case, which comes before the Idaho District Court on February 21, 2023, could redefine the legal bounds of the data-sharing and data-brokering industries. The Kochava case not only aligns with the FTC’s increasing interest in data privacy and cybersecurity, but also serves to further recent
federal policy initiatives such as the Biden Administration’s executive order addressing security concerns over the disclosure of sensitive health-related data. READ THE STORY
FTC CHARGES COMPANY FOR REVIEW HIJACKING ON
AMAZON Online shopping has become a common practice in recent years, and it has become increasingly important for customers to rely on product reviews to make informed decisions. As a result, online marketplaces like Amazon have created features that allow customers to rate and review products. However, it has become a growing concern that some companies are manipulating these features to deceive
customers. For the first time, the Federal Trade Commission (FTC) has filed charges against a company for “review hijacking.” READ MORE
WHAT IS THE FUTURE OF IN-GAME ADVERTISING? Intrinsic in-game advertising and measurement may be
the future of marketing and advertising. Cary Tilds, Chief Strategy and Operations Officer at Frameplay, believes that the power of immersive and interactive content will drive significant engagement for all brands, big and small. This concept applies not only to gaming and the Metaverse, but to all content and media channels. READ MORE NOW
YES, BLACK INFLUENCERS ARE TREATED DIFFERENTLY AND PAID LESS. Black influencers are
treated differently, paid less, and seen as less serious than their white counterparts. This is a problem that has persisted in the influencer marketing industry, even with the increased focus on diversity, equity, and inclusion (DE&I) in marketing. Black influencers face significant challenges, such as pay inequity and a lack of brand partnerships, that make it difficult for them to succeed in the industry. READ MORE |
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