The battle of the marketing Clouds is hotting up with Oracle announcing the launch of its Adaptive Intelligence Applications (AIA) — a plug-and-play artificial-intelligence solution.
On July 12, a day after joining Facebook, Umang Bedi met Sanjiv Mehta, chairman of Hindustan Unilever (HUL). HUL is the highest spender in advertising, in India, and Facebook lives on advertising dollars. As the new managing director of the California-headquartered social networking giant’s India operations, Bedi’s meeting with Mehta wasn’t just a casual catch-up.
Allowing video calls on WhatsApp, which is otherwise a simple messaging app owned by Facebook, was the last big feature launched before it starts making money.
Given the growing need for organisations to deliver differentiated customer experience, improve marketing spend Return On Investment (ROI) and battle competition from newer technology incumbents, Chief Marketing Officers (CMOs) today are under increasing pressure.
In order to tackle this pressure, organisations are moving away from siloed Systems of Transaction and towards contextual Systems of Engagement.
Based on our ongoing tracking of the market and thousands of yearly CMO enquiries (of the total 10,000) which we handle, Greyhound Research believes these new systems are expected to help marketers manage experiences on non-traditional customer touch points like mobile devices, application marketplaces and online communities.