Page 8 - AeM_January2021

RESEARCH, ANALYSIS & TRENDS

AI is the ultimate Recurring work processes have always been both a
curse and a blessing in modern marketing. The
good old (M)ad Men from Madison Avenue earned
quite well with it and were able to keep their
success factor for “sovereign knowledge” non-transparent in analogue
times. Today, nobody accepts paying hourly rates
tomorrow's beyond good and bad for repetitive work processes
without great intellectual or creative ability. This so-
economy called ‘monkey work’ has become a commodity and
the automation of such routine work a factor in
future competitiveness.

Marketing technology can currently do much more than traditional business model of the media and
just create a system, structure, and efficiency for data- completely disrupt that of the media agencies.
based, metric marketing. Anyone who deals with the
daily growing number of providers in the MarTech • Shopping bots are becoming a real challenge in
sector will come across real gems here that can give marketing because the digital agents of tomorrow
companies the decisive turning point for traditional will be immune to marketing tactics. Here it is
value chains. important to find new mechanics with MarTech.

The central impulse always comes from marketing • Dynamic pricing is not only reserved for Amazon.
because this is where the knowledge about customers MarTech providers are already automating the
and their insights lies. And here and there marketing pricing strategy of some start-ups with individually
technology even develops disruption potential for entire adapted algorithms. This important and increasingly
industries and traditional business models, as the dynamic element of marketing strategies is
following examples prove: demystified in a timely manner and disrupts dealers
with a supposed head start in this field.
• Programmatic placement will not remain limited to
digital advertising inventory: there are already • The blockchain is still widely smiled at in marketing
providers checking out programmatic purchasing of but the topic of “smart contracting” will particularly
print advertisements and this will change the disrupt industries whose core element is “trust”.

8 January 2021: AI & Automation in Marketing