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What marketers need to understand about their industrys new technology – Financial Times

Marketing, like many industries, is in the midst of a digital transformation. Analytics, emerging technologies and social media platforms have revolutionised the field, which today looks more Big Tech than Mad Men. But understanding the limitations of new systems and scepticism about some of the wilder claims will be essential to maximising returns.

Euan Davis, associate vice-president at technology consultancy Cognizants Center for the Future of Work, rebuts some of the wilder claims that surround the advance of digital automation in the sector and its threat to job numbers and human creativity.

It isnt all bad news, he says, arguing that while tasks such as email marketing are being taken over by robots, humans are still needed to impart flair. He cites social media marketers as an occupation that sits at the intersection between empathy, tech, intelligence and innovation.

Mr Daviss work has included a prediction of the 21 marketing jobs that might emerge over the next decade. Among the careers he sees becoming increasingly relevant is data ethnographer, who will tell stories from data concisely and clearly. Applicants will need a combination of analytical, people and digital skills, he adds.

At a strategic level, Mr Davis predicts ESG (environmental, social and governance) requirements and shareholder pressure are likely to give brand purpose a central role in marketing. In five to six years time we will be seeing the chief purpose planner, he says. This is how PR teams will begin to rethink their roles in companies.

Another predicted role is the Orwellian-sounding machine personality developer, whose job would be to fine-tune and personalise machines to establish a relationship with consumers making interactions with self-service checkouts, domestic robots or automated parking meters more authentic, for example.

Increasingly powerful technology is likely to be applied to new areas. Synthetic media, for example artificial intelligence-generated videos, audio and images are best known for their use in deep fakes of celebrities and politicians.

But Henry Ajder, head of threat intelligence at Dutch tech group Deeptrace, predicts they will find applications in marketing. Seamlessly dubbing an advert into multiple languages would be fairly simple, he says, and the technology to achieve that is becoming cost-effective and fast.

Yet he stresses that disruptive ideas need time to prove themselves. Synthetic media can create embodied chat avatars, for instance, giving virtual assistants such as Siri or in-app chatbots an on-screen personality.

Another growing niche in social media is virtual influencers digitally rendered humans who act out fictional narratives and showcase products. These have already become a fixture on visually led platforms such as Instagram and TikTok.

While Mr Ajder believes synthetic marketing may be more effective for younger generations, he says the staying power of such esoteric approaches remains to be tested.

Andrew Stephen, professor of marketing at Oxford Sad Business School, echoes that caution. He says it is vital that marketers develop a baseline knowledge about technologys capacities and limitations.

While that does not call for entire firms to learn how to run models and code, he says, they should instead develop digital literacy to guard against hype. There is an increasing need for understanding [of] what the tools and tech can do for [marketers]...its not just about waving our magical AI wand, he says.

A lot of marketing chiefs who have gone pretty much all-in on influencer marketing...but we need better measurement

The same thinking applies to deciding where brands should invest time and money, says Mr Davis. While TikTok, the short-video app produced by Beijing-based tech company ByteDance, has become popular across the field, he cautions that platforms are often ephemeral and that crafting a message for different audiences can be difficult.

The question is, how do you begin building a brand that resonates with the image of TikTok? he says. The app is known for its often bizarre, irreverent humour, and a larger Generation Z demographic. Mr Davis says that even on more mature platforms such as Twitter, marketers can get it really wrong and really right.

Marketers investments in the $8bn influencer marketing business might also need to be re-evaluated, says Prof Stephen. A lot of marketing chiefs who have gone pretty much all-in on influencer marketing, he says, but we need better measurement.

While digital platforms have made it cheaper and easier to trial new techniques, brands still need to look at the data to see whether influencer marketing will work for their specific needs.

As with any marketing, Prof Stephen is clear there is no one-size-fits-all approach that guarantees success. For certain brands [influencers] can be pointless, he says, and for others it would be super valuable. Marketers need to be clear which camp they fall into.

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What marketers need to understand about their industrys new technology - Financial Times

March 2nd, 2020

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PMA brings The Joy of Fresh to Austin’s SXSW – Produce Blue Book

The Produce Marketing Association will return to SXSW again this year as a part of the organizations ongoing work to bring the produce and floral industries to center stage. SXSW is the premier culture event in North America, attracting half a million attendees each year to Austin, Texas for 10 days of collaboration. From March 13-22 SXSW will feature speakers, exhibitions, showcases, screenings, start-up competitions, networking events, awards and more all to help define and prepare us all for what is to come in the world of technology, food, and culture.

PMA has been attending for three years and growing their presence from attendees, to education session presenters, to activators engaging thought leaders and consumers alike around The Joy of Fresh. Whether it is in discovering delicious, healthy produce or enjoying beautiful floral arrangements, all attendees are invited to celebrate the tastes, smells, and colors of fresh produce and floral and their impact on our culture. The PMA programming will connect with members, media, and consumers in three venues March 16-18: the PMA Global Street Farm, Networking events, and SXSW Education Sessions. All attendees can share their interest in PMA events and sign up here.

Leading and Learning:SXSWs education programming is an unrivaled collection of 22 tracks that vary from government and politics to design. To help industry members maximize their time, PMA goes through the hundreds of education sessions and curates a list of educational offerings relevant to produce and floral. SXSW education invites the brightest minds across multiple disciplines to share exciting discoveries, predictions, and insights, offering an opportunity for development for attendees and for speakers to engage with audiences they may not otherwise meet. This opportunity to lead conversations about food is one of the main priorities for PMAs presence at SXSW. As conversations around plant-based diets, food as a component of wellness, and the need to feed a growing world become more mainstream, its imperative that produce and floral leaders are lending their voices to educate and inspire consumers.

This year, PMA will provide 4 sessions as a part of the Focus15 format which is returning for a second year. These are a group of 4 presentations in a one-hour time block that are linked by a common topic, trend, or theme. PMAs sessions will include:

Making a Difference: Tech to Feed the Future March 17, 2020 12:30PM-12:45PM

Vonnie Estes, PMA vice president of technology, will discuss how agricultural technologies offer a pathway to a more sustainable future where farmers can improve yields to feed a growing world and drive down waste.

Making Farming Fun Again March 17, 2020 12:45PM-1:00PM

Gary Wishnatzki, president & CEO of Wish Farms and co-founder of Harvest CROO Robotics, will speak about how robotics will answer the call to address labor challenges to harvest fresh fruits and vegetables.

Elevating Our Food System with Vertical Farming March 17, 2020 1:00PM-1:15PM

Mark Oshima, co-founder and chief marketing officer at AeroFarms, will speak about the growing innovations, like vertical farming, that will allow for great nutrition, flavor and minimal water usage.

Nature Tech Meets Body Tech March 17, 2020 1:15PM- 1:30PM

Dr. William Li, pioneering physician and scientist focused on food, will share his knowledge about the unique health benefits of eating fruits, vegetables and edible flowers. His research is helping to re-write the book on food and health and driving the conversation on food as medicine.

*SXSW registration is required to attend education sessions.

Industry Networking:

In addition to sharing insights on center stage, PMA has extended the invitation to industry members to meet in Austin. In addition to a PMA Community Happy Hour on March 16, PMA will also host the Tech & the Food System Networking Dinner on March 17. Industry and influencers are invited together to dig into the latest on technology and the food system. The dinner is an exclusive and insightful networking opportunity and will also feature a discussion between PMAs Vonnie Estes and Dr. William Li, world-renowned physician, scientist and author of Eat to Beat Disease. Both Estes and Dr. Li will continue the conversation from their education sessions and speak more about how fresh foods and produce are increasingly linked to human health.

Connecting with Consumers:

500,000 attendees who descend on Austin, SXSW is a premier opportunity to engage with consumers and showcase The Joy of Fresh. PMA will host a series of events at The Drafting Room, located in the center of things on Rainey Street. For the third year, PMAs Global Street Farm will be a place to share how produce and floral create a healthier world for all consumers, it will be a place to taste delicious samples of fresh and prepared produce-centric treats, and a place to dress up with floral hair and beard braiding along with DIY floral arranging. Each year, the PMA Global Street Farm is a hit on social media where countless influencers share the color and culture of fresh produce and floral to their audiences spreading the word of The Joy of Fresh.

PMA will continue to share updates from Austin and invite all attendees to join them for planned programming. If youre not traveling to Austin but want to be a part of the story, follow #PMAatSXSW on social channels.

About Produce Marketing Association

Produce Marketing Association (PMA) is the leading trade association representing companies from every segment of the global produce and floral supply chain. PMA helps members grow by providing connections that expand business opportunities and increase sales and consumption. For more information, visit http://www.pma.com.

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PMA brings The Joy of Fresh to Austin's SXSW - Produce Blue Book

March 2nd, 2020

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Google Trends and Tenor Team up on New GIF Trends Tool – Social Media Today

Struggling to find the perfect GIF, using the perfect celebrity, to express the right emotion in your tweet?

This could help - this week Google Trends has teamed up with GIF platform Tenor to create a new tool which highlights key GIF trends by celebrity, action,emotion conveyed and more.

As you can see here, based on GIF searches, the listingcan give you insights into the most popular search terms related to each celebrity, while you can also search for a specific response type.

You can also select any celebrity/identity and it will show you what the most popular GIFs for that person/character are:

There's a range of ways you can sort the data - for example, you can also see the top-ranked GIFs in a listing for each person/character.

Need the perfect 'eye roll' GIF?

It's an interesting way to search through GIF trends and find relevant responses. It could also be great for staying on theme with your GIFs, using visuals from the same characters, shows, etc.

If you're looking to make use of GIFs in your marketing outreach, it could be a handy tool to have on hand - you can customize the various searches within this post, and download the GIFs direct from the examples.

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Google Trends and Tenor Team up on New GIF Trends Tool - Social Media Today

March 2nd, 2020

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Top Trending News that displays 2020 Future with New Technology – WhaTech

February! When the word comes to one mind, he or she can only imagine red roses, cakes, sharing love, exchanging gifts first. But, this year there has been much more than just red roses and cupid striking its messages. Counting upon them, there has been news rolling about coronavirus outbreak, Duckduckgo being the default search engine for android, unveiling Apple smart speakers, solar roof building and more. So, lets not waste any more minutes and read on the press news which is piping hot to get rolled out.

Lets discuss this 20 news deeply and be an inch forward toward new technology 2020.

DuckDuckGo is a default search choice, gets flagged by android users in Europe

Taking heed of the recent news which got published in the first week of February, global search giant Google welcomes DuckDuckGo as its default search engine for European netizens. Googles previous practices of paving itself in European soil but sadly it was ruled out under EU antitrust rules.

This further bought deep cuts in the pocket of Google by record-breaking $5 billion fine. Read more- http://bit.ly/2I7Pxz2

Apple unveils its Smart Speakers to India, lowers its prices than others

Siri powered smart speakers get green signaled in India. Apple has recently showcased and launched its home pod in a culturally rich country.

Finally, it is seen that Apple home pod has been listed on its Indian website with a price tag Rs 19,900. After disclosing the Apple home pod price, it is also learned that it is available in two colors-Space Grey and White.

Read More-www.medium.com/@confoundingsolutions/apple-unveils-its-smart-speakers-to-india-lowers-its-prices-than-others-e6d8dbd8437c

Google Map Celebrates being 15 with its New Logo, comes up with Other Features

Celebrating its 15 years, Google maps came up with a new logo. 2020 is a big year for Google Maps.

On the successful completion of 15 years, Google Maps reveals its new logo and adding a few more Google maps features. The new launch will allow the users to route out the places they have visited, facilitating the reviews and photos of those places which will further help to grow its database in a field led by local search apps Zomato, Yelp and Tripadvisor.

Milan Fashion Week Pivots to Livestreaming Amid Virus Fear – Jing Daily

The Jing Daily Fashion Week Score evaluates how a brands collection resonates with the Chinese audience through a range of parameters. Our lens is now on Milan Fashion Week.

Last Wednesday, Milan Fashion Week opened on a high note, featuring the solidarity event China, We Are With You. Targeting the majority of China who are still on lockdown, the events organizer, Camera Della Moda (National Chamber of Italian Fashion), collaborated with Tencent to livestream all of its runway shows. More than 30 brands garnered 16 million views on Tencent Video, and the Weibo hashtag featuring the slogan had a whopping eight million reads by the end of the last day.

For Milan Fashion Week Fall 2020, Jing Daily looks at brands who have a stake in the Chinese market and who stand to gain from heightened efforts. Brands like Prada and Giorgio Armani impressed Chinese netizens with a sustainability initiative and solidarity with Chinas fight against Covid-19, respectively. Without the attendance of Chinese celebrities and KOLs due to travel restrictions, Gucci leveraged the power of K-pop stars, which made a splash for the brand on Weibo. Dolce & Gabbana, meanwhile, has a long road to recover from its blunders from November 2018.

The Jing Daily Fashion Week Score is based on the following parameters:

PRADA