Artificial Intelligence crucial for good ROI (Ashley Friedlein)
Econsultancy has published Ashley Friedlein’s views on marketing and digital trends for 2018.
Talking about the role of Artificial Intelligence in marketing, Friedlein has credited AI for a significant improvement in the Return on Investment (ROI).
Talking about a new marketing model, Friedlein says, “Our Modern Marketing Model (M3) seeks to integrate ‘digital’ and ‘classic’ marketing in a single framework. This defines what marketing now is, what disciplines and capabilities are required.
However, M3 does not explicitly address the process of marketing (how marketing gets done), nor how the marketing function should be structured and organised. On this latter point we are doing some research and benchmarking to be published soon.
2018 will see continued efforts to transform the marketing function, often as part of a broader digital transformation”.
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