James Bourne, Author at Marketing Tech News

Gartner’s 2024 CMO predictions: The double-edged sword of generative AI

James Bourne — Wed, 03 Jan 2024 11:50:29 +0000

Analyst firm Gartner has issued its forecast for what marketers need to watch out for in 2024 – and it will come as no surprise that generative AI features heavily. Yet a lack of consumer trust is the pervading theme. By 2025, Gartner predicts that a ‘perceived decay’ in the quality of social media platforms... Read more »

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Capgemini’s CMO playbook for generative AI sees rapidly expanding ecosystem

James Bourne — Mon, 18 Dec 2023 14:22:11 +0000

Organisations who are already investing in generative AI for marketing are dedicating almost two thirds of their budget towards the technology, according to new figures from Capgemini. 62% of marketing budgets are going on generative AI, according to a poll of 1,800 global marketing executives at organisations with annual revenues of more than $1 billion... Read more »

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Why social listening platforms can’t listen – and how SocialVoice is looking to step in

James Bourne — Tue, 31 Oct 2023 13:07:22 +0000

The market opportunity for brands who get influencer marketing right is huge. According to Goldman Sachs, the creator economy is worth around $250 billion (£205.4bn) today. By 2027, it could hit $480bn (£394.5bn), in line with predicted growth for global digital advertising spend. In line with this trend is an increasing preference for brands to... Read more »

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Google Cloud partner digs into generative AI for marketers

James Bourne — Fri, 01 Sep 2023 16:59:30 +0000

If you are worried that generative AI is coming for your jobs then the recent Google Cloud Next event may have caused palpitations. But don’t worry just yet, as this solution appears to be marked out as friend rather than foe. Typeface, a generative AI app provider, announced the launch of an integrated generative AI... Read more »

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Gartner offers uncertainty in AI-centric 2023 CMO forecast

James Bourne — Fri, 16 Dec 2022 11:25:28 +0000

Gartner has offered its yearly prognostications to marketers as 2023 approaches – and it is set to be a battlefield where misinformation through social media and AI will be the primary enemies. The analyst firm has identified five trends in all, many of which have long deadlines attached but are still worth considering. Gartner argued... Read more »

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Falcon.io: On authenticity in social – linking a post-cookie, post-Covid world

James Bourne — Mon, 24 May 2021 08:29:48 +0000

“When it comes to marketing and social media, data is really telling us the truth – and we always shy away from reading the data and using it because it might make us look bad,” explains Wiebke Leffers, senior strategist at social media platform provider Falcon.io. “This ‘creative’ feeling of if something worked on social... Read more »

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Preparing for a cookieless future – by revamping your data-driven culture

James Bourne — Thu, 29 Apr 2021 12:31:50 +0000

Session It’s a case of good news and bad news for digital marketers right now. The bad news is that third-party cookies are being phased out by 2022 – and however hard one begs, they’re not coming back. The good news, however, is that necessity is often the mother of invention – and if brands... Read more »

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Salesforce Digital 360 for Industries looks further to a cloud-controlled marketing approach

James Bourne — Thu, 22 Apr 2021 13:29:20 +0000

You may have heard of the concept of an ‘industry cloud’; a solution which has been customised to fit operatory and regulatory requirements for a specific vertical. Salesforce has looked to this for software as a service (SaaS) and digital experiences with the release of Digital 360 for Industries. The company’s latest offering mixes industry... Read more »

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Social media spend study shows digital marketing’s Covid ‘resiliency’ one year on

James Bourne — Thu, 25 Mar 2021 15:48:21 +0000

A year since the first lockdown was implemented in the United Kingdom, it seems an appropriate time to assess the Covid-influenced shifting social media landscape. According to Socialbakers, global social media ad spend and reach continued to grow in 2020 in spite of the pandemic. The findings, which appear in the company’s latest report, ‘State... Read more »

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Analysing the haves and have nots for sales enablement: How can you become better?

James Bourne — Mon, 22 Mar 2021 18:48:06 +0000

If you want to be part of the C-suite at a visionary company, then you need a strategic, cyclical approach to the customer lifecycle. But where should sales enablement fit in? This is the keynote of a new report issued by Seismic (landing page, email required). Not overly surprisingly, ‘sales enablement platform provider says sales... Read more »

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