So if there were some type of celebrity match 'show down', SEO would at the moment win against behavioural marketing. SEO is for many just a buzzword, to throw in front of the client without understanding what it entails, in the same way that mentioning Twitter is the hip thing to do at the moment.
But when clients start to understand that most SEO efforts are far more difficult to analyse from an ROI perspective than behavioural marketing, the latter being far easier to analyse when used properly, this should change.
When you realise that the technology exists to tailor content 'on the fly' to a visitor of your web site that can try to learn click by click or even by the movement of the mouse what a visitor is interested in, and subsequently serve them more appropriate content, you shudder to think what is coming next. I was interviewed and blown away by a company called Touch Clarity that was gobbled up by Omniture several years ago, and still wonder whether I should have pushed forward with them to this day but hey life is full of surprises. 😉
You can easily see how serving content will not only help companies spend their money more efficiently (both ad and site development using behavioural targeting) but should also provide them with better analytical data to better understand their clients. Kind of explains why Omniture invested in a company like Touch Clarity. But only time will tell whether Behavioural targeting (or BT among friends) will win the competition with SEO.
Note: just read that the Marketing Sherpa report has behavioural marketing placed just below SEO in terms of efficiency. Funny story when trying to find out more information about it, the page I was served stopped me from getting to the site.
I question the reliability and accuracy of Generative AI (GenAI) in enterprise scenarios, particularly when faced with adversarial questions, highlighting that current Large Language Models (LLMs) may be data-rich but lack in reasoning and causality. I would call for a more balanced approach to AI adoption in cases of assisting users, requiring supervision, and the need for better LLM models that can be trusted, learn, and reason.
I discuss my experience with chatbots, contrasting older rules-based systems with newer GenAI (General Artificial Intelligence) chatbots. We cannot dismiss the creative capabilities of GenAI-based chatbots, but these systems lack reliability, especially in customer-facing applications, and improvements in the way AI is structured could lead to a "software renaissance," potentially reducing society's technical debt.
The article discusses the contrasting debate on how AI safety is and should be managed, its impact on technical debt, and its societal implications.
It notes the Center for AI Safety's call for a worldwide focus on the risks of AI, and Meredith Whittaker's criticism that such warnings preserve the status quo, strengthening tech giants' dominance. The piece also highlights AI's potential to decrease societal and technical debt by making software production cheaper, simpler, and resulting in far more innovation. It provides examples of cost-effective open-source models that perform well and emphasizes the rapid pace of AI innovation. Last, the article emphasises the need for adaptive legislation to match the pace of AI innovation, empowering suitable government entities for oversight, defining appropriate scopes for legislation and regulation, addressing ethical issues and biases in AI, and promoting public engagement in AI regulatory decisions.
Japan has made its ruling on the situation between Content creators and Businesses. Japanese companies that use AI have the freedom to use content for training purposes without the burden of copyright laws. This news about the copyright laws in Japan reported over at Technomancers is seen as Businesses: 1 / Content Creators: 0 The […]
[...] heard about pop-up blockers, what about overaly site blockers ? While reading an article about how behavioural marketing is placed just below SEO in terms of efficiency I wanted to check out the report from MarketingSherpa. To set the scene, I have very large screen [...]
[...] there is a tendancy to see SEO as the be all end all solution when behavioural targeting versus SEO is something I would recommend you look into If you liked this then please share and [...]