The robots are coming! This is a recurring theme that has been permeating the cultural zeitgeist amongst professionals of all types, particularly marketers. Terms like ‘machine learning’, ‘blockchain’, ‘AI’, ‘chatbots’ and ‘virtual assistants’ can be found in most business or marketing publications but they often do little to help marketers understand in practical terms how to apply these technologies. The fear is that not only are the robots coming, but they are coming for my job. For many marketers who are not digitally savvy, the next wave of marketing digitisation is a frightening future to face.
Since the good old days of the Mad Men of the 1960s, marketing has alway
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