Demystifying AI: Why You Need It at the Hyperlocal Level

Posted by Sadie Schabdach on August 28, 2018

Artificial intelligence may be enjoying a shift from a niche technology to its current position as the digital marketing zeitgeist, but putting it into practice can still seem like a daunting proposition for retailers. Even Elon Musk, whose current scope of operations includes creating autonomous vehicles and mastering and monetizing space flight, has expressed some reservations about AI.

It’s natural for human beings to mistrust what we don’t understand. Because the decision processes of AI often involve complex algorithms, we’re not sure whether the results of those decisions will have the outcome we want. The reality, however, is that properly programmed AI has the capacity to process more data than a team of hundreds of humans working around the clock could ever hope to achieve.

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Topics: ripple, influencer marketing, Technology

Cannes Musings: Data is Everything (Video)

Posted by Elise Mitchell on June 22, 2018

The smart use of data is an imperative for communications professionals today. With the growing access to data and the proliferation of tools to analyze, measure, and report results, you could argue that data is everything.

That was certainly one drumbeat heard at this year’s Cannes Lions Festival. Many of the presentations, award entries and vendor exhibits focused on the power of data to drive the creative process.

Then again, without the right people who know how to sift through data, synthesize it, draw insights from it, develop a communications strategy based on it, and monitor it to know when something’s working or not, data does you no good. 

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Topics: Public Relations, Cannes, Employee Engagement, Digital, Digital Marketing, Digital and Social, influencer marketing

Instagram Tunnel Vision Could Collapse Your Influencer Strategy

Posted by Ann Newland on June 19, 2018

Let’s face it. Sometimes, tunnel vision works. It helps you tune out distractions, it allows you to focus, and it keeps your eyes on the prize, as they say. But when it comes to influencer marketing, tunnel vision will lead you astray. 

This is particularly true when deciding which social channels to focus your time and resources on. Despite Instagram’s reputation as a fan favorite for influencers, it’s important that you avoid Instagram tunnel vision. Instead, adopt a multichannel strategy that ensures your influencers will connect with your potential customers — wherever they are.

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Topics: ripple, influencer marketing, influencers, Digital and Social, Digital Marketing

Introducing Gen Z: 3 Ways Brands Can Connect With This Key Consumer Segment

Posted by John Gilboy on May 25, 2018

Over the past decade, Millennials have come to command obsessive attention from cultural critics and marketers alike. But with the oldest members of the “selfie generation” now entering their late 30s, the spotlight is once again shifting to a younger generation of economic disruptors: Generation Z.

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Topics: Consumer Insights, influencer marketing, Insights, Digital