Ian Hyde, Head of Digital Performance at Visualsoft: “Transformative partnerships and evolving consumer trends are set to redefine the landscape”

If there’s one sector where you need to stay ahead of the game, it’s ecommerce. Miss a trend and you’ll be rapidly left behind. Now imagine that you provide the platform that handles over £1 billion of revenue for your customers. That’s exactly the job facing Ian Hyde, Head of Digital Performance at Visualsoft.

So, how does Ian keep Visualsoft ahead of rivals? Let’s just say that he isn’t content with keeping his finger on the pulse. Metaphorically, he has a stethoscope at the ready, watching for new technologies that are changing the ecommerce landscape. Needless to say, AI is right at the forefront.

In this wide-ranging interview, Ian shares his thoughts on the impact of AI on marketing, his predictions for 2024 and the importance of swiftly adopting new approaches and technologies.

Why Dust or Magic? That stems from a quote by legendary American advertising creative director, William Bernbach: “An idea can turn to dust or magic, depending on the talent that rubs against it.” (And if you’re wondering where you’ve heard the name, Bernbach was the inspiration behind Don Draper of Mad Men fame.)

What are your thoughts on the escalating integration of AI in digital marketing and its potential influence on the future of marketing, Martech, and social media?

The rise of AI in digital marketing is likely to reshape the landscape while posing challenges for those relying solely on automation. Looking ahead to 2024, Google and others may tweak algorithms to sift through AI-generated content, potentially penalising sites using only AI-driven SEO. This underscores the need for what we call an ‘AI+’ approach, where AI generates content and keywords efficiently, and human experts refine it for Google’s recognition and rankings.

In the world of AI image generation, notable advancements by companies like Midjourney, Stable Diffusion and Adobe (such as Photoshop’s generative fill) are indicative of a broader trend. Expectations for 2024 include AI bridging gaps by generating readable text within images, and a transition from still images to dynamic animations and lifelike video content to help enhance marketing campaigns.

Related reading: Everything you need to know about Midjourney

And when it comes to predicting marketing spend and results – AI’s ability to crunch numbers and conduct exhaustive research makes it a valuable tool for predicting marketing spend and outcomes. However, the human touch remains indispensable, elevating these outcomes beyond mere data analysis. Our collaboration with ASK BOSCO, an excellent example of AI for digital marketing analytics, has given us a keen understanding of AI’s mechanisms, optimal applications and best practices.

As we get to grips with the changes and advances AI brings – teaming up AI with human expertise seems to be the winning formula for shaping the future of marketing, Martech and social media.

Looking ahead to 2024, what AdTech trends do you expect to dominate?

One of the biggest areas that will affect the software industry will be around the ‘no-code and low-code’.

No-code and low-code solutions through AI greatly reduce the barriers to entry for new software and allow advancements to happen quickly and at low cost and investment. Generative AI tools like ChatGPT, capable of swiftly testing new software developments in seconds, are poised to accelerate the pace of launches and advancements in the software industry.

What’s great is that you don’t have to be a software expert to get started. This shift is leading to a bunch of new apps focused on products and design. So, if you have a cool idea, you can bring it to life without being a coding whizz.

Tools such as Google AutoML and Microsoft Lobe will become more commonplace in the software industry as users can quickly get to grips with the basics and apply them to their new ideas.

Do you anticipate any significant disruptions in marketing and sales technology for 2024? If so, what?

Transformative partnerships and evolving consumer trends are set to redefine the landscape. The collaboration between TikTok and Google promises a significant shift, merging social media and online search – enabling TikTok users to explore hyper-personalised, short-form content seamlessly. The influence of TikTok-style content extends beyond individuals to brands, emphasising a move towards replicating authentic user-generated content rather than conventional advertisements.

Simultaneously, Snapchat and Amazon’s partnership is poised to reshape social commerce by integrating product search more closely within the Snapchat app. This collaboration aligns with the broader trend of social platforms evolving into immersive shopping hubs. Users can now engage with short-form content on Snapchat and seamlessly transition to discovering and purchasing products within the app.

The amalgamation of TikTok and Google, alongside Snapchat and Amazon’s collaboration, foreshadows a future where marketing and sales technology is shaped by the fusion of social media, search functionality and the need for authentic, user-driven content.

Related reading: Generative AI is making sales more efficient – and more human

What core values have played a pivotal role in shaping your approach to marketing and communication?

Firstly, being agile and recognising the dynamic nature of the market and our commitment to swiftly adopting new approaches and technologies. We strive to be one step ahead, allowing us to anticipate shifts in consumer behaviour and emerging trends proactively.

Secondly, not being afraid to test new partners and channels –  and using experimentation to uncover untapped opportunities, fostering innovation. This involves a willingness to explore collaborations with new partners and venture into novel communication channels.

Essentially, our core values of agility, foresight, and fearlessness in experimentation shape our marketing and communication approach. These values ensure our strategies remain dynamic, forward-thinking, and open to innovation, positioning us not just in line with the market but as leaders, driving impactful and effective engagement for clients and with our target audience.

How do you ensure you’re up to date with the latest marketing trends and technologies, and how do you integrate them into your strategies?

Firstly, as a company and marketing team, we actively attend conferences, immersing ourselves in industry insights and networking opportunities. This not only keeps us informed about emerging trends but also fosters valuable connections with industry leaders.

Our commitment to innovation is reflected in strategic partnerships with new technologies. By collaborating with emerging players in the market, we gain firsthand experience with cutting-edge tools and methodologies. Additionally, our ongoing strategic partnerships with major platforms like Google, Meta, TikTok and Pinterest ensure that we are aligned with the latest updates and advancements on these influential channels.

As part of our proactive engagement, we host our own “Limitless Commerce” event. This initiative serves as a platform to share knowledge, discuss emerging trends, and showcase innovative technologies. It provides a unique opportunity for our team, partners, customers and prospects to exchange ideas and insights, fostering a culture of continuous learning.

What piece of advice would you offer to fellow Marketing leaders that has been particularly beneficial to you personally?

A valuable piece of advice I would give is to consistently make time to meet new partners and explore emerging technologies. Even if a particular partner or technology may not seem immediately relevant to your current strategies, fostering these connections can prove invaluable for future business challenges.

The dynamic nature of the marketing landscape demands adaptability. The advice to continuously meet new partners and explore emerging technologies emphasises the importance of staying ahead of the curve. By doing so, you not only broaden your understanding of the industry but also position yourself to leverage innovative solutions when new challenges arise.

The key takeaway is the necessity to adapt and evolve with the industry. Making time for these explorations ensures that you remain well-informed about the latest developments, enabling you to jump on new technologies when the time is right. In a fast-paced environment, this adaptability is pivotal for success.

Are there any startups in the Martech industry that have piqued your interest lately?

Certainly, one standout startup in the Martech industry that has particularly piqued my interest lately is ASK BOSCO. This innovative platform has caught my attention due to its unique approach to digital marketing analytics.

The platform excels in predicting marketing spend and outcomes, combining internal marketing data with extensive algorithmic modelling to create personalised reporting dashboards and enables marketers to make better digital marketing spending decisions using data-driven insights.

What Martech technology has your company recently embraced and what difference has it made to your business?

Our recent embrace of ASK BOSCO has made a significant impact on our business, particularly in aligning marketing reporting with AI-led forecasting. The integration of this technology has revolutionised how we approach client budgets and overall marketing strategies.

ASK BOSCO’s advanced capabilities in AI-led forecasting have streamlined our clients’ reporting processes, providing us and them with deeper insights into market trends and consumer behaviour. The technology has been instrumental in optimising marketing spend, allowing us to allocate resources and budgets strategically, based on the predictive insights. This not only maximises the impact of client campaigns but also contributes to overall cost efficiency.