Marketers are harnessing the enormous power of AI to drive unprecedented results The world of marketing is undergoing major change. Sophisticated algorithms can test billions of marketing messages and measure results, and shift the weight of campaigns—all in real time. What’s next? A complete transformation of marketing as we know it, where machines themselves design and implement customized advertising tactics at virtually every point of digital contact. The Invisible Brand provides an in-depth exploration of the risks and rewards of this epochal shift—while delivering the information and insight you need to stay ahead of the game. Renowned technologist William Ammerman draws from his decades of experience at the forefront of digital marketing to provide a roadmap to our data-driven future. You’ll learn how data and AI will forge a new level of persuasiveness and influence for reshaping consumers’ buying decisions. You’ll understand the technology behind these changes and see how it is already at work in digital assistants, recommendation engines and digital advertising. And you’ll find unmatched insight into how to harness the power of artificial intelligence for maximum results. As we enter the age of mass customization of messaging, power and influence will go to those who know the consumer best. Whether you are a marketing executive or concerned citizen, The Invisible Brand provides everything you need to understand how brands are harnessing the extraordinary amounts of data at their disposal—and capitalizing on it with AI.

This book provides a flight plan for riding the impending connectivity transformation curve. It takes the perspective of actionability, highlighting initiatives that executives in airlines and related businesses can use from the insights of multi-industry executives. The emphasis is on execution, not on the concepts themselves. There is a cluster of at least four distinct megatrends that may converge to form disruptive conditions: (1) elevated expectations of existing and new customer segmentations, those who expect available and accessible air mass transportation systems, and those who expect connected services and seamless travel on different modes of transportation; (2) new emerging technology, incorporated in the air and ground vehicles, that will create new opportunities for existing and new service providers to offer new value propositions; (3) platforms developed around the ecosystem of customers; and (4) the impact on travel that the fast-changing demographic and economic characteristics of two major countries: India and China. These megatrends could lead existing or new businesses to create value propositions specifically dedicated to the new segments once each reaches a critical mass. Drawing on the author’s own experience in the airline industry and related businesses, this book discusses the "how", relating to reimagining the business, re-entrepreneuring the organization, innovating through partnerships, reengaging with customers and employees, and rebranding the business in response to these trends. This book is recommended reading for all senior-level practitioners of airlines and related businesses worldwide.

Digital marketing changes the dynamics of traditional routes to market, augments conversations and facilitates the measurement of activities by organisations and consumers alike. This Handbook strives to advance the study and understanding of this domain and provides a digital marketing journey that flows from methods and methodologies. It moves from the fundamentals to the different aspects of digital marketing strategy, tactics, metrics and management, and ethics. This Handbook brings together the critical factors in digital marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring digital marketing. Part 1: Foundations of Digital Marketing Part 2: Methodologies and Theories in Digital Marketing Part 3: Channels and Platforms in Digital Marketing Part 4: Tools, Tactics and Techniques in Digital Marketing Part 5: Management and Metrics in Digital Marketing Part 6: Ethical Issues in Digital Marketing

This book examines the use and potential impact of deepfakes, a type of synthetic computer-generated media, primarily images and videos, capable of both creating artificial representations of non-existent individuals and showing actual individuals doing things they did not do. As such, deepfakes pose an obvious threat of manipulation and, unsurprisingly, have been the subject of a great deal of alarmism in both the news media and academic articles. Hence, this book sets out to critically evaluate potential threats by analyzing human susceptibility to manipulation and using that as a backdrop for a discussion of actual and likely uses of deepfakes. In contrast to the usual threat narrative, this book will put forward a multi-sided picture of deepfakes, exploring their potential and that of adjacent technologies for creative use in domains ranging from film and advertisement to painting. The challenges posed by deepfakes are further evaluated with regard to present or forthcoming legislation and other regulatory measures. Finally, deepfakes are placed within a broader cultural and philosophical context, focusing primarily on posthumanist thought. Therefore, this book is a must-read for researchers, students, and practitioners of political science and other disciplines, interested in a better understanding of deepfakes.

Considering perspectives on creative advertising through a unique media and communications lens, this book encompasses both the theory and practical tools needed to approach and understand creativity in advertising with an original eye. Drawing from diverse subject areas including Social Anthropology, Narrative Theory, Consumer Psychology, Semiotics and Cultural Studies, Creative Advertising Concept and Copy provides a solid grounding in advertising education away from the traditional business and marketing literature. Notwithstanding the need for independent inspiration and originality, the author guides readers through the entire process of campaign planning, moving from strategy to creative idea to finished piece whilst employing concepts and principles relevant to ‘design thinking’. Taking into account ethics and regulations, the use of text and images, and storytelling across radio, TV and video platforms, readers will come to a holistic understanding of what advertising can (and cannot) do, and how to achieve the best results. Written for students involved in creative advertising as an area of academic research and professional practice, this book will also be of interest to early-career advertising professionals seeking a fresh perspective on their work.

How marketers learned to dream of optimization and speak in the idiom of management science well before the widespread use of the Internet. Algorithms, data extraction, digital marketers monetizing "eyeballs": these all seem like such recent features of our lives. And yet, Lee McGuigan tells us in this eye-opening book, digital advertising was well underway before the widespread use of the Internet. Explaining how marketers have brandished the tools of automation and management science to exploit new profit opportunities, Selling the American People traces data-driven surveillance all the way back to the 1950s, when the computerization of the advertising business began to blend science, technology, and calculative cultures in an ideology of optimization. With that ideology came adtech, a major infrastructure of digital capitalism. To help make sense of today's attention merchants and choice architects, McGuigan explores a few key questions: How did technical experts working at the intersection of data processing and management sciences come to command the center of gravity in the advertising and media industries? How did their ambition to remake marketing through mathematical optimization shape and reflect developments in digital technology? In short, where did adtech come from, and how did data-driven marketing come to mediate the daily encounters of people, products, and public spheres? His answers show how the advertising industry's efforts to bend information technologies toward its dream of efficiency and rational management helped to make "surveillance capitalism" one of the defining experiences of public life.

This book uses case analyses and industry insights and blends them with forays into philosophy and ethics to conceptualise the mismatch between human values and the values inherent in an increasingly technologized world. Bringing together contributors from the disciplines of law, politics, philosophy, and communication studies, this volume develops an interdisciplinary vocabulary for thinking about the questions and antinomies of human-technology interaction while also resisting any deceptively straightforward synthesis. The topics discussed include the competition over and regulation of technology, the harm induced by autonomous technologies, and the place and role of humans in a world that is undergoing rapid and radical change.