“By linking primary research to big data, we can improve the robustness and practicality of foundational frameworks like segmentation. We can even create predictive algorithms that increase the precision of go-to-market strategies and initiatives.”
Positioning a company’s experts as “thought leaders” is hardly a new idea. From bylined articles and blog posts to videos and webinars, such “content” helps give your brand a face and shows you have a finger on the pulse of the industry. Customers appreciate it too: 96% of B2B buyers say they would like to see even more expert perspective.
Outside of very specific cases, it’s tough for B2B advertisers to justify major investments in traditional TV or trade publications. The fleeting foothold of these media platforms is diminishing and there are no signs of that changing in the coming years.
Complying with GDPR is a multifaceted undertaking that involves companies getting permission for various things, such as user tracking and data transfers. As the effects of the law begin to unravel, ad buyers, publishers, and tech firms have accused each other of passing the buck when it comes to obtaining user consent.
According to the latest worldwide market study by Juniper Research, the adoption of chatbots across the retail, banking and healthcare sectors will realize business cost savings of $11 billion annually by 2023 — that’s up from an estimated $6 billion in 2018.
Just a few years ago, there was excitement around using AI-powered chatbots in retail ecommerce. That hype has died down a bit, but the beauty industry is still experimenting with the technology. Lancôme is testing AI to deepen its site personalization.