AI is becoming an increasingly popular element in B2B marketing. Artificial intelligence can contribute to greater efficiency and higher productivity at many levels – whether for target group analysis, campaign management or relationship building.

Alongside innovations from the world of technology, pioneering marketing trends also took centre stage at CES 2020. Here you will find an overview of the hottest products and developments offering potential for the marketing sector.

Digital advertising is becoming more and more programmatic. In programmatic advertising, AI delivers the data that make it possible to present the right content to each user at the right time. Will traditional media planning soon be obsolete?

Virtual influencers are opening up new ways for brands to present themselves and generate attention. The use of virtual brand ambassadors offers many advantages – but also poses some risks.

The toolkit used by marketers and sales professionals is full to bursting. More and more channels have to be filled with content, while new tools and changing customer requirements are increasing the effort required and the complexity of everyday work. Smart all-in-one software solutions that automate processes and standardize them across department boundaries can help integrate marketing and sales, and therefore make better use of potentials.

As so often, content automation involves a lot of opportunities and pitfalls. Here, too, the correct dosage and targeted, well-prepared use are important.

Following its acquisition by Centerbridge Partners, the IBM spin-off is presenting itself as an independent company on the market.