Computing at Brighton

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Digital Marketing – a look into the future

Brighton is blessed with a thriving digital media scene. As well as the job opportunities this offers to our graduates there are also lots of events where industry experts share their experiences and knowledge.


OgilvyOne Worldwide’s Dayoan Daumont talking about the potential of artificial intelligence to shape digital marketing

Last night I went to an event organised by Wired Sussex as part of the Digital Catapult initiative of which the University of Brighton is a key stakeholder. The event was titled, Real-time, Place-based Digital Marketing and brought together some leading thinkers and entrepreneurs to talk about the work they are doing and the future of digital marketing.

As the title suggests, the theme was how new technologies such as virtual reality, augmented reality and location-based services are changing the way marketers and advertisers connect with customers.

Amazon Dash

Wifi-enabled smart buttons for one-click ordering of branded products from Amazon

I found  Dayoan Daumont’s keynote talk particularly interesting. Dayoan is Innovation Director at OgilvyOne Worldwide, one of the world’s leading advertising agencies. He showed us how some brands are using new technologies such as virtual reality to connect with customers but made the point that ultimately these technologies have to offer something tangible which the customer actually wants. For example, the Amazon Dash buttons aim to make the reordering of staple household items easier through the single click of a button. Although the Dash buttons are a relatively crude attempt to drive sales by Amazon, they point the way to how technology can become embedded in everyday items to remove friction from transaction processes.

Looking further into the future, Dayoan argued that artificial intelligence (AI) initiatives such as Google’s AlphaGo and IBM’s Watson will change how companies learn about our behaviour. It is likely that, based on the knowledge which Google is building up about our online and offline behaviour, we will not need to type or speak our search requests as the company will know what we want before we do. Whether this is something to look forward to or be worried about is another matter.

Martin De Saulles • March 17, 2016

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  1. Steve Masters March 18, 2016 - 6:42 pm Reply

    There will be a LOT of false positives too. The advertising community is already having to come to terms with the fact that automation means millions of ads are being served into web pages that are not being seen by people. The data and assumptions will only be as good as the thinking behind the algorithms that manage them. Automation is a great advancement, but it will be flawed by human limitations.

  2. Martin De Saulles March 21, 2016 - 10:45 am Reply

    Good point, Steve. The human factor on both the design and user sides is often overlooked in the rush to implement technical solutions.

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