Maintaining Your Marketing Competitiveness Through Marketing Innovations

Nancy J.  Church

doi:10.32870/myn.vi51.7713

Autores/as

Nancy J. Church State University of New York at Plattsburgh https://orcid.org/0009-0009-1162-5579

DOI:

https://doi.org/10.32870/myn.vi51.7713

Palabras clave:

Artificial Intelligence, Metaverse, VR, influencer marketing, live streaming, social shopping, voice search

Resumen

Hoy en día se está produciendo una revolución en el marketing debido a la aplicación de la inteligencia artificial (IA) a diversas tareas y funciones de marketing. Además, se están produciendo innovaciones de marketing en la Web 3.0, en el Metaverso, en la realidad virtual y aumentada, en el marketing omnicanal, en las redes sociales, en el vídeo marketing, en la transmisión en vivo, en la televisión conectada y direccionable, en la búsqueda visual y por voz, en marketing de influencers, en cómo se asignan los presupuestos publicitarios, en compras sociales y credenciales adicionales para los profesionales del marketing en una profesión dinámica. Los profesionales y profesores de marketing deben priorizar la educación continua en su campo debido a la naturaleza dinámica y los cambios complejos en la tecnología de marketing y las opciones de medios.

Citas

Amati, F. (2022, August 15). The future of digital marketing. Amati Associates. Link: https://www.amati-associates.com/the-future-of-digital-marketing/

Arora, K. (2023, July 28). A new era: The impact of 5G on digital marketing. Forbes. Link: https://www.forbes.com/sites/forbesagencycouncil/2023/07/28/a-new-era-the-impact-of-5g-on-digital-marketing/?sh=2062a156264e

Beveridge, C. (2022, January 13). What is user-generate content? And why is it important? Hootsuite. Link: https://blog.hootsuite.com/user-generated-content-ugc/#Types_of_user-generated_content

Bonk, L. (2023, September 13). Coca Cola’s AI-generated soda tastes like marketing. Engadget. Link: https://www.engadget.com/coca-colas-ai-generated-soda-tastes-like-marketing-184556330.html

Boyle, P. (2023, September 6). Top 5 marketing trends shaping the digital future. Martech series. Link: https://martechseries.com/mts-insights/guest-authors/top-5-marketing-trents-shaping-the-digital-future/

Britt, P. (2023, September 6). Empathy & AI in customer experience: How their tango can wow. CMS Newswire. Link: https://www.cmswire.com/customer-experience/empathy-ai-in-customer-experience-how-their-tango-can-wow/

Buchanan, D. (2023, August 13). Looking beyond the cookie: The rise of PETs in modern digital advertising. Medium. Link: https://medium.com/@danebuchanan/looking-beyond-the-cookie-the-rise-of-pets-in-modern-digital-advertising-bbf1d5f666aa

Buchholz, K. (2023, August 10). Global Mobile E-Commerce Worth $2.2 Trillion in 202. Statista. Link: https://www.statista.com/chart/13139/estimated-worldwide-mobile-e-commerce-sales/

Chandler, A. (2023, February 21). 5 Marketing tips for brand success. Entrepreneur. Link: https://www.entrepreneur.com/growing-a-business/top-5-marketing-tips-for-a-successful-brand/444539

Chitrakorn, K. (2021, December 7). What influencer marketing looks like in the metaverse? Vogue Business. Link: https://www.voguebusiness.com/technology/what-influencer-marketing-looks-like-in-the-metaverse

Christie, B. (2023, July 4). The future of retail: Part 1. Strategy. Link: https://strategyonline.ca/2023/07/04/the-future-of-retail-part-1/

Ciampa, Z. (2023, June 28). Adweek pulls back curtain on the future of digital brand marketing. S&PGlobal. Link: https://www.spglobal.com/marketintelligence/en/news-insights/research/adweek-pulls-back-curtain-on-the-future-of-digital-brand-marketing

Comarch. (2023.). The future of AI in the retail industry: What to expect. Marketing week Link: from https://www.marketingweek.com/the-future-of-ai-in-the-retail-industry-what-to-expect/

Consumer Goods Technology. (2023, August 31). Beyond the hype: How AI is reshaping retail & CPG marketing. Consumer Goods Link: https://consumergoods.com/beyond-hype-how-ai-reshaping-retail-cpg-marketing.

Decker, A. (2023, March 7). 9 retail omnichannel trends to watch in 2023. Shopify. Link: https://www.shopify.com/sg/retail/omnichannel-trends#

Di Carlo, M. (2023, July 19). Why granfluencers are the future of social media marketing. The Weekly Crunch. Link: https://www.crunchytales.com/why-granfluencers-are-the-future-of-social-media-marketing/

Doxee. (2023). Digital marketing trends for 2023. Doxee. Link: https://www.doxee.com/blog/digital-marketing/digital-marketing-trends-for-2023-2/#

Ehlers, K. (2022). Influencer marketing: 2023 Predictions. Forbes Link: https://www.forbes.com/sites/forbesagencycouncil/2022/12/12/influencer-marketing-2023-predictions/?sh=649f5cb14b54

Eslamboli, M. (2023, February 15). 5 predictions for digital marketing in 2023. Forbes. Link: https://www.forbes.com/sites/forbesagencycouncil/2023/02/15/5-predictions-for-digital-marketing-in-2023/?sh=376effcc719d

Fares, O. H. (2023, January 22). ChatGPT could be a game-changer for marketers, but it won’t replace humans any time soon. The Conversation. Link: https://theconversation.com/chatgpt-could-be-a-game-changer-for-marketers-but-it-wont-replace-humans-any-time-soon-198053

Gearrice. (2023, July 25). The future of AI in digital marketing: trends and predictions. Gearrice. Link: https://www.gearrice.com/update/ai-in-digital-marketing/

Hotz, S. (2023, September 7). Cordial begins unveiling its AI roadmap to transform the future of marketing. Cision PR Newswire. Link: https://www.prnewswire.com/news-releases/cordial-begins-unveiling-its-ai-roadmap-to-transform-the-future-of-marketing-301920013.html

Hsu, J. (2023, August 25). The future of E-Commerce in the Interworld Metaverse: Immersive and personalized shopping experiences await. CMSWire. Link: https://www.cmswire.com/the-wire/the-future-of-e-commerce-in-the-interworld-metaverse-immersive-and-personalized-shopping-experiences-await/

Huston, S. (2023, July 18). ‘Butterfly Effect’ customer journeys: how algorithms change everything. The Drum. Link: https://www.thedrum.com/opinion/2023/07/18/butterfly-effect-customer-journeys-how-algorithms-change-everything#

Hyder, S. (2023, October 3). Influencer marketing is out. Creator marketing is in. Build trust with creators to amplify your brand. INC. magazine. Link: https://www.inc.com/shama-hyder/influencer-marketing-is-out-creator-marketing-is-in.html

Influencer Marketing Hub. (2023). Livestream Shopping. Influencer Marketing Hub. Link: https://influencermarketinghub.com/glossary/livestream-shopping/

InterWorld. (2023). A Web3 AI Metaverse. InterWorld. Link: https://interworld.io/pdfs/InterWorldLitepaper.pdf

Jacob, A. (2023, July 19). The future is here: Leveraging marketing services in the metaverse. TechBullion. Link: https://techbullion.com/the-future-is-here-leveraging-marketing-services-in-the-metaverse/

Johnson, T. (2022, April 13). The ultimate list of data clean room providers. Tinuiti. Link: https://tinuiti.com/blog/data-privacy/list-of-data-clean-room-providers/

Jonmar. (2023). Why WebAR is the new ecommerce. MediaPost. Link: https://www.mediapost.com/publications/article/388802/why-webar-is-the-new-ecommerce.html?

Karjian, R. (2023, August 16). The history of artificial intelligence: complete AI timeline, TechTarget.com, Link: https://www.techtarget.com/searchenterpriseai/tip/The-history-of-artificial-intelligence-Complete-AI-timeline.

Kenan, J. (2023, September 7). What does the future of decentralized social media mean for marketers? SproutSocial.com. Link: https://sproutsocial.com/insights/decentralized-social-media/

Kernochan, W. (2023, September 4). The future of customer engagement: 10 trends to watch. Enterprise Apps Today. Link: https://www.enterpriseappstoday.com/top-10/the-future-of-customer-engagement-10-trends-to-watch.html#google_vignette

Khalid, Z. (2023, February 5). 8 ways AI will change the future of marketing in 2023. Globe Echo. Link: https://globeecho.com/business/8-ways-ai-will-change-the-future-of-marketing-in-2023/

Khalid, Z. (2023, September 29). The future of marketing: Emerging trends and technologies. Globe Echo. Link: https://GLOBEECHO.COM/BUSINESS/THE-FUTURE-OF-MARKETING-EMERGING-TRENDS-AND-TECHNOLOGIES/

Kolvitz, E. (2020, January 9). Marketing & martech trends in 2030: Past, present, and future.

Link: https://www.bynder.com/en/blog/marketing-martech-2030-past-present-future/

Koziolek, M. (2023, July 26). 5 predictions to help retailers prepare for the future of retention marketing. Total Retail. Link: https://www.mytotalretail.com/article/5-predictions-to-help-retailers-prepare-for-the-future-of-retention-marketing/

KPMG LLP. (2023, August 7). Is your MarTech stack ready to say goodbye to third-party cookies? 5 steps to prepare for a cookie-less world. KPMG. Link: https://kpmg.com/us/en/articles/2023/your-martech-stack-ready-say-goodbye-third-party-cookies.html?

Lukovitz, K. (2023). CTV Advertisers +4% in 1H, ROKU maintains 40% of impressions. MediaPost. Link: https://www.mediapost.com/publications/article/388968/ctv-advertisers-4-in-1h-roku-maintains-40-of-i.html

McCoy, K. (2023, February 16). Tech-driven marketing strategies pick up as AR/VR and AI become more accessible. DIGIDAY. Link: https://digiday.com/marketing/tech-driven-marketing-strategies-pick-up-as-ar-vr-and-ai-become-more-accessible/

McCoy, K. (2023, August 11). What Maybelline’s ‘faux OOH’ ads say about the future of advertising in augmented reality. DIGIDAY. Link: https://digiday.com/marketing/what-maybellines-faux-ooh-ads-say-about-the-future-of-advertising-in-augmented-reality/

McCoy, K. & Swant, M. (2023, August 14). Digiday’s definitive, if not exhaustive, 2023 artificial intelligence glossary. DIGIDAY. Link: https://digiday.com/marketing/digidays-definitive-if-not-exhaustive-2023-artificial-intelligence-glossary/

McDowell, M. (2023, July 2014). Valentino to dress Meta avatars in digital fashion. Vogue Business. Link: https://www.voguebusiness.com/technology/valentino-to-dress-meta-avatars-in-digital-fashion

McKinsey & Company. (2022, August 17). What is the Metaverse? McKinsey & Company. Link: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-the-metaverse

Martin, P. (2023, September 25). Super-Power your teams with generative AI in customer service. CMSwire.com. Link: https://www.cmswire.com/customer-experience/super-power-your-teams-with-generative-ai-in-customer-service/

Mileva, G. (2022, December 26). Top 15 VR marketing examples for 2023. Influencer Marketing Hub. Link: https://influencermarketinghub.com/vr-marketing-examples/#toc-0

Mueller, J. (2023, October 2). The future of shopping is social: How cloud-based social commerce is re-defining the buyer journey. Total Retail. Link: https://www.mytotalretail.com/article/the-future-of-shopping-is-social-how-cloud-based-social-commerce-is-redefining-the-buyer-journey/

Nanji, A. (2023). How Attitudes Toward AI Vary Among Countries and Demographics. MarketingProfs. Link https://www.marketingprofs.com/charts/2023/49920/how-attitudes-toward-ai-vary-among-countries-and-demographics

Nesbitt, A. (2023, September 10). AI-Powered marketing: A roadmap for executive leaders to drive innovation. Medium. Link: https://medium.datadriveninvestor.com/ai-powered-marketing-a-roadmap-for-executive-leaders-to-drive-innovation-74b48267b3ac

Palmer, J. (2023, August 26). Exploring key martech trends beyond generative AI. Cryptopolitan. Link: https://www.cryptopolitan.com/key-martech-trends-beyond-generative-ai/

Pandey, E. (2023, February 12). The rise of the anti-influencers. Axios. Link: https://www.axios.com/2023/02/12/tiktok-instagram-deinfluencing-trend

PEGA. (2022). The Future of Marketing Report. 7 trends changing the status quo. PEGA. Link: https://www.pega.com/future-of-marketing

Petersson, D. & Cameron H-Pour. (2023, June 21). AI vs. machine learning vs. deep learning: key differences, TechTarget.com. https://www.techtarget.com/searchenterpriseai/tip/AI-vs-machine-learning-vs-deep-learning-Key-differences?Offer=abMeterCharCount_var3.

Pittaluga, M. (2023). Will artificial intelligence Change the World of Digital Marketing Forever? Forbes. Link: https://www.forbes.com/sites/forbesbusinesscouncil/2023/02/08/will-artificial-intelligence-change-the-world-of-digital-marketing-forever/?sh=656f808b30ef

Pophal, L. (2023, June 30). The Top Marketing Trends for 2023: AI Captures the Mindshare, but Marketers Have More on Their Plates. DestinationCRM.com. Link: https://www.destinationcrm.com/Articles/Editorial/Magazine-Features/The-Top-Marketing-Trends-for-2023-AI-Captures-the-Most-Mindshare-but-Marketers-Have-More-on-Their-Plates-159431.aspx

PREMION. (2023, June). CTV/OTT Advertiser Study, PREMION. Link: Premion.com/thank-you-for-your-interest-in-our-2023-ctv-ott-advertiser-study/

Sherman, J. (2023, August 3). CDP integration & personalization: A new standard of marketing. Spiceworks. Link: https://www.spiceworks.com/marketing/customer-data/guest-article/cdp-integration-and-personalization/

Smith, E. (2023, September 29). What TikTok’s Ecommerce Leap Means for Marketers. Media Post. Link: https://www.mediapost.com/publications/article/389728/what-tiktoks-ecommerce-leap-means-for-marketers.html?edition=131848#

Sovay, T. (2023, July 20). Brands outperform competitors in most KPIs with creator marketing. The Drum. Link: https://www.thedrum.com/profile/creatoriq/news/how-and-why-to-maximize-your-creator-marketing-investment

Sullivan, L. (2023). DirectTV: Digital media, addressable TV still a priority for advertisers. MediaPost. Link: https://www.mediapost.com/publications/article/388241/directtv-digital-media-addressable-tv-still-a-pr.html

Swant, M. (2023, February 9). Wave of AI-based marketing startups arrives as Microsoft, Google rush AI-based products to market. Digiday. Link: https://digiday.com/marketing/marketing-startups-try-to-profit-as-tech-giants-battle-over-generative-ai/

Target Internet. (2023). How different age groups are using social media 2023. Target Internet. Link: https://targetinternet.com/resources/how-different-age-groups-are-using-social-media-2023/

Square. (2023, April 4). The Future of Commerce: 2023 Edition. Square. Link: https://squareup.com/us/en/the-bottom-line/selling-anywhere/future-of-commerce

Torres, J. (2023). 5 AI jobs poised to change marketing landscape. CMSWIRE. Link: https://www.cmswire.com/digital-marketing/5-ai-jobs-poised-to-change-marketing-landscape/

TRACXN. (2023, June 16). Artificial intelligence startups in United States. TRACXN. Link: https://tracxn.com/d/explore/artificial-intelligence-startups-in-united-states/__8hhT66RA16YeZhW3QByF6cGkAjrM6ertfKJuKbQIiJg/companies

Traver, C. (2023). E-commerce 2023: Trends and Future Outlook. Pearson. Link: https://www.pearson.com/en-us/higher-education/insights-and-events/webinars-events/2023/09/e-commerce-2023-trends-and-future-outlook.html

Treffiletti, C. (2023, September 20). How cable may have just sunk its own ships. Media Insider. Link: https://www.mediapost.com/publications/article/389397/how-cable-may-have-just-sunk-its-own-ships.html

Triangle Direct Media. (2023). Digital marketing in 2030: Mind-blowing trends you can’t afford to Miss. Triangle Direct Media website. Link: https://www.triangledirectmedia.com/blog/digital-marketing-in-2030-mind-blowing-trends.html#

Tulsiani, Y. (2023, August 24). Proactive marketing approaches for small businesses in the future. AdGully. Link: https://www.adgully.com/proactive-marketing-approaches-for-small-businesses-in-the-future-135697.html

Vrountas, T. (2023). Contextual advertising 101: how it works, benefits & why it’s necessary for relevant ads. Instapage. Link: https://instapage.com/blog/contextual-advertising/#

Walling, J. (2023, September 6). This former CMO believes “Owned Media” is the future of marketing. Business News. Link: https://biz.crast.net/this-former-cmo-believes-owned-media-is-the-future-of-marketing/

Wolf, J. (2023, October 2). The future of shoppable video ads is here: Embracing active attention. Total Retail. Link: https://www.mytotalretail.com/article/the-future-of-shoppable-video-ads-is-here-embracing-active-attention/

Zhang, K. (2023, September 4). Why the death of cookies will make online advertising better. Entrepreneur. Link: https://www.entrepreneur.com/growing-a-business/why-the-death-of-cookies-will-make-online-advertising-better/457344