This week on Big Martech, we’re concluding our trilogy on generative AI with a deep dive into how these tools could shape marketing by creating new marketing channels and new experiences for consumers.

Juan and Scott talk about the rapid growth of ChatGPT, OpenAI creating an AI channel with the plugin release, how they have challenged existing channels such as Google search, autonomous agents in the customer experience, and the ways in which generative AI can offer new possibilities for marketing, and more.

02.43 Advantages of generative AI over traditional search.

06.05  Google threatened by ChatGPT? 

11.16 ChatGPT as a channel.

15.02 Consumer empowerment with ChatGPT. 

17.53 Volitional and speculative personalization.

23.26 Personalization for content consumption.

This week on Big Martech, the second installation of our podcast series on generative AI, we’re taking a deep dive into generative software and how it could influence marketing technology.

Scott and Juan talk about chat as a better interface for software development, the evolution of language for coding, how AI will help improve no-code development, ways existing Martech could be made more powerful by utilizing AI, and more.

[01:04] Overview of Generative Software

[02:56] Capabilities and Opportunities

[05:48] Our Relationship with Software

[10:04] Challenges AI Could Overcome

[15:28] Generative AI Integration With Existing Software

[20:41] Risks On The Horizon

Generative AI is everywhere right now, and everyone is talking about it. But how does it really impact marketing? 

This week, we’re kicking off another deep dive series of three episodes to explore exactly that - what are the risks and opportunities as generative AI platforms, Large Language Models and Machine Learning influences the marketing technology space? We’ll be breaking down our next three episodes into generative content, generative software and generative experience. 

This episode all about content - How the content creation supply chain is evolving with AI tools, impacts to personalization, interesting use cases, counterfeit content, intellectual property and new formats for branding. 

01:43 Generative content, an introduction 

03:11 Exponential growth of generative AI software

05:56 Content creation pipeline

07:59 Content creation supply chain

11:35 Personalization for brand orchestrate data and experience

15:33 Risks with new technology

18:06 Counterfeit brand content.

Welcome to episode three, the last of our series on the end of third-party cookies. In our last episode, we looked at how marketers were reacting to cookie deprecation, what the replacements are, and the ethical, privacy, and data quality risks. This week, we look at who’s innovating in this space, what contextual advertising, brand safety, marketing mix modeling, and more.

01.43 Contextual advertising

06.34 Can advertising be a great experience? 

10.23 The three ways that ads are targeted in contextual advertising. 

14.14 Brand safety.

19.19 Marketing mix modeling.

20.00 Geo-experimentation. 

22.00 Generative AI.

Resources:

Seedtag and Nielsen research finds contextual targeting boosts consumer interest in advertising by 32%press.seedtag.com/seedtag-and-nielsen-research-finds-contextual-targeting-boosts-consumer-interest-in-advertising-by-32

Welcome to episode two on the end of third party cookies. We are doing things differently during season two. Instead of focusing on a particular theme every episode, we are delving deeper into the most critical Martech topics over the span of three episodes. In the last episode, we examined the history of cookies and how our transition away is transforming the Martech industry. This week, we examine how marketers respond, what replacements are out there, the ethical, privacy and data quality risks and challenging the common wisdom in third party cookie replacements. 

[01:33] Replacing or Rewriting

[06:11] What’s The Point-To-Point Solution? 

[07:21] Trigger Point For The Third-Party Cookie Deprecation

[10:03] Tracking Alternatives

[11:27] More Approaches

[14:45] Missing The Point of Cookie Replacements

[17:42] Data Privacy Challenges

[20:58] Next Week Preview

Big Martech is back with Season 2! We are doing things a bit differently this time around. Instead of doing a single topic per show, we’re doing deeper dives into the most pressing themes of Martech with three episodes at a time. Our first theme is about how our shift away from third party cookies is changing the Martech landscape. This week we’ll look at the history of the cookie, next week will be about how marketers are responding, and the third looks ahead into future opportunities and innovation. Today, we're talking about the history of third-party cookies.

[07:20] Value of third-party engagement and privacy motivation of consumers

[10:04] Audience Targeting: Potential of third-party cookies

[13:13] The Cookie Conundrum: Navigating privacy laws and consumer expectations 

[17:24] Google’s Chrome Browser - Goodbye third-party cookies!

[22:37] Adoption of alternative technologies

Welcome to December, when everyone announces their marketing trends reports for 2022. In this episode Juan and Scott think about 2022 differently - what are all the things that didn't happen in Martech over 2022? What were we wrong about? Dive into our last episode of Big Martech this year and find out!

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Is having a complex Martech stack a bad thing? In this episode, Juan and Scott challenge the notion that having a complex marketing technology set up in a business is more of a reflection of maturity than a lack of it. We also touch on how Martech maps to the complexity of marketing, the impact of chaotic human behavior on marketing, and why marketers should be experimenting with and deprecating tech often and frequently.

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"Gradually, then suddenly.” These words from Ernest Hemingway are a perfect way to describe the growing category of partner operations and how it's influencing the Martech industry. In this episode, Scott and Juan dive into a recent report on the category of partner ops and look at how the technology is changing, who's harnessing it well, the lack of talent in the space, and why it's one of the most challenging categories in Martech to pin down.

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Martech is a global phenomenon. But we don't hear much about the innovation, challenges, and tech in the Asian marketing technology landscape. In this episode, Scott and Juan unpack what we don't know about Martech in places like China and India, the growth in the region, and the unique conditions creating a new kind of Martech entrepreneur in Asia.

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