CIM Marketing Club Webinar

Latest trends in digital marketing 2023

The webinar started with an introduction to Daniel Rowles, the CEO of and program director of Imperial College. He first introduced TargetInternet, who specialize in training programmes and consulting services related to digital marketing. They provide a variety of tools and training programs to assist people and companies such as Tesco and Google in improving their knowledge and approaches to digital marketing. In this webinar, he talked about some challenges these organisations and many others face.

Daniel first discussed Artificial Intelligence, including the Art of Promoting, Plugins, DALL-E 3 Integration, Data Analysis, Increasing Noise, and AI Agents. AI has recently been widely discussed because it has developed so quickly and is increasingly being used in more areas of daily life. This comes with ethical implications, such as how it will affect jobs, and how responsible development and regulation are necessary, sparking extensive discussions in various communities and businesses.

Data Analysis applications are very impressive as AI can be widely used, not only for Business Performance Evaluation, which can evaluate essential performance indicators like sales, earnings, and customer happiness, but also for collecting data from rivers, farmland, and forests. Daniel showed us a chart from the UK ecology and a hydrology website, demonstrating how collecting data and making that data available can improve farming, which will be good for sustainability and stopping river pollution. AI can help fill the gap in skills needed to interpret large datasets. So now, by using artificial intelligence to collect data, one can upload it to ChatGPT and ask for a graphical 3D distribution chart, making it easier to understand the data

The second part of the workshop mainly talked about Data and Trust, the technology of the GA4 in context, new terminology and 3rd party cookies etc. Digital marketing heavily relies on date for customised experiences and targeted advertising. With sensitive information shared by customers, trust is essential. Creating a long-lasting relationship between brands and customers in the digital sphere requires finding the correct balance between protecting privacy and using data for marketing purposes. Computers or phones will remember what you've seen through the browser and then recommend what you may like or be interested in.

3rd party cookies are mainly used for this purpose. They have become common in digital advertising because they provide customised advertisements by tracking user behaviour across multiple sites. However, privacy issues have caused industry alterations and browser modifications that emphasise alternatives for a secure online experience. Advanced AI-driven deep fakes make it possible to produce convincingly fake audio or video, undermining confidence and authenticity because of their accessibility. In the digital generation, there is a need for greater caution and protection to prevent misinformation and potential abuse, as elaborate scam tactics can be developed using this technology.

The credibility of digital marketing relies on the proper use of data. Customers expect ethical behaviour, privacy protection, and transparency. Advertisers need to carefully balance user privacy and the use of data for targeted marketing in the digital space. Building trust is essential to establish a long-lasting relationship between brands and consumers.

Chloe Law, University of East Anglia

If you are eager to learn more about digital marketing, have a strong desire to stay up to date on the latest advancements in the industry, and are interested in learning new information you’ll find lots of resources on the CIM Marketing Club webpage here: Students can also sign up for free CIM Marketing Club updates - whether they’re seeking articles to reference for their assignments, attempting to figure out how to stand out from the crowd, or just wanting to have the most recent information and ideas at their fingertips.