Farmacy

May 17 2018

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Campaign Middle East

The industry is going through an intense period of change. Clients’ business models are threatened by a bevy of new and unexpected competitors, advertising agencies are being challenged by consultancies and media owners are confronted by the dominance of Facebook and Google. What’s at the heart of all of this? Digital technology. Why? Because it’s [ ]

We’re experiencing a period of rapid transformation right now, with technology becoming increasingly (and almost invisibly) a part of us. This merge not only closes the gap between humans and machines, but it also generates vast amounts of data with every action we take. With up to five tech layers on every media plan, marketers [ ]

By Javier Bravo, group director of digital, Spark Foundry Machine learning, AI, hashgraph, blockchain, predicitive analytics and many other terms and technologies are frequently popping up in our day-to-day conversations with clients and partners. Early this year, Sundar Pichai announced during the Google I/O 2017 keynote that the company’s various machine learning and artificial intelligence [ ]

Artificial intelligence (AI) is powering up the ad industry’s transformation into a more algorithmically driven ad-tech-dependent environment, as our reliance on automatable tasks that require a high degree of accuracy is growing. Surprisingly, digital marketing is one of the first areas to recognise the impact of artificial intelligence. How so? It’s a prediction model that [ ]

With the acquisition of Souq by Amazon and the launch of Noon, everyone is talking about ecommerce. Brick-and-mortar players want to tap into it and even big FMCGs are embracing direct-to-consumer (DTC) channels. But with this rapid transformation comes big conversations. Big words are thrown in the air – first party data here, DMPs there, [ ]

In an always-on digital marketing world, having strong brand purpose becomes essential to the process of engaging customers and changing their behaviour. From brand proposition to brand positioning to brand purpose, we have witnessed a transformation in how brands communicate with their customers over the years. Great brands such as Nike, Dove and Samsung have [ ]

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