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Marketing and ScholComms weekly round-up: 16-20 January 2023

Welcome to our handpicked selection of marketing news from the last week. Keep up-to-date, and receive alerts as soon as we post new content.


AI was the dominant topic last week. The need to explore new and emerging digital channels and technology in marketing for 2023 is paramount. Twitter and Mastodon are making headlines with more transparency on advertising algorithms and big names shifting from Twitter to Mastodon following Elon Musk’s Twitter acquisition.


Marketing


Popular social media platform TikTok shares insights into its algorithms with US officials to be more transparent. This follows the plans they set out in 2020 to open a transparency centre. SocialMediaToday explores the implications of this development.


ChatGPT is one of the biggest names in artificial intelligence content creation right now. As AI continues to evolve, generative AI becomes more popular, allowing marketers and creatives to leverage AI for creating innovative content. These AI tools create content, images, social media posts and more. The Drum discusses how AI tools are revolutionising how we create digital content.


Using new and emerging digital channels is the key to generating growth in 2023, according to The Advertiser’s Guide to New and Emerging Channels study from Criteo. The study explores how digital channels such as retail media and Spotify advertising will improve the Return on Advertising Spend (ROAS) and make this metric easier to prove. UK media agencies are encouraging professionals to adopt new digital channels in their marketing.


Following Elon Musk’s Twitter takeover, many brands are moving to Mastodon. This includes Medium, an online publishing platform established by the co-founder of Twitter, Evan Williams. As part of the move, Medium will be launching me.dm, a community on Mastodon designed to support Medium writers and creators.


Scholarly communications


Artificial Intelligence is taking the world by storm right now, so it’s no surprise that it’s also making its way into scholarly publishing. Three experts (Helen King, Lucy Lu Wang and Paul Groth) share their views on the effects of artificial intelligence on scholarly publishing in this insightful guest post from The Scholarly Kitchen.


How are books and articles discovered? This piece from Lettie Y. Conrad and Michelle Urberg on Scholarly Kitchen, explores the impact of DOIs and other relevant metadata on how research can be discovered in Google Scholar.


A recent project for the UKRI explored whether artificial intelligence could be used for the Research Excellence Framework. Is it possible for an AI to determine the quality of a journal article? Mike Thelwall, Kayvan Kousha, Paul Wilson, Mahshid Abdoli, Meiko Makita, Emma Stuart and Jonathan Levitt weigh in.


How will AI continue to impact marketing and scholarly communications? One thing is clear – emerging digital technology will revolutionise the way that we do marketing.

Learn more about how you can leverage AI in your marketing strategy.


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