From GenAI to GenAPI: How marketers are transforming into AI architects
Generative AI (GenAI) is rapidly evolving from a tool marketers use to a strategic asset they design and control. Whilst early adoption focused on using pre-built AI models like ChatGPT, Claude and Mistral, today’s marketing teams are engineering AI-driven solutions tailored to their brand’s needs. The shift from AI users to AI architects is redefining […]
ChatGPT vs DeepSeek: Similarities, differences and the impact on the AI market
Introduction In the past 48 hours, DeepSeek has caused a significant stir in the global tech landscape. With its unexpected arrival and the powerful impact it has already had on markets and discussions surrounding the future of artificial intelligence (AI), DeepSeek’s entry into the competitive arena has reshaped the conversation. The release of DeepSeek has […]
The use of generative AI in content creation
As generative AI evolves and develops at a rapid pace, businesses must consider how they can adopt this technology and integrate it into their marketing and content strategies to avoid being left behind. Recently, I had the pleasure of co-presenting a webinar with Julie Franck, where we explored the fascinating world of generative AI in […]
Opportunities for B2B companies in the metaverse
Introduction Over the course of the last four decades, the world has seen an astonishing amount of change. Our world has become “smaller”, more interconnected, and travel and communication have never been easier. This change has been driven primarily by the invention of the internet in 1989. Since its birth, the internet has rapidly taken […]
Watch the recording: How to reach global audiences in the technology sector
The world of work has gone through some rapid and unprecedented changes over the last year. Due to the COVID-19 pandemic, millions of businesses were forced to go digital practically overnight. From office workers having to work from home, to B2C shops having to suddenly concentrate on their e-commerce websites rather than their physical stores, […]
3 tips for content marketing in the technology sector
This blog post was updated on 28 January 2025. Content marketing is an integral part of any successful technology business’ marketing strategy. Good content marketing can boost brand awareness, position you as a thought leader in your industry, and ultimately drive sales. This blog post will look at three popular (and successful) content formats for […]
Why technology companies should use glossaries in translation projects
If a glossary is not created and integrated into the localisation workflow, the effects can be detrimental. In many languages, the meaning of the same word can be conveyed in different words or phrases. However, the terminology does not tolerate options; an incorrectly used term or an incorrectly chosen word in the target language can […]
3 tips for tech companies working with micro-influencers
Over the years, with the rise of influencer marketing, many opinions and stereotypes about the use of influencers have been formed within the industry. But more marketers are coming around to the idea of adding influencer marketing to their overall strategy. And the reason is simple: it just works! It is no coincidence that global spend […]
3 reasons to work with micro-influencers for B2B marketing
This blog post was updated on 30 June 2022. There is a common misconception that influencer marketing only works for B2C brands. However, B2B brands can also greatly benefit from influencer marketing, and partnering with the right influencer can really boost a business’ brand awareness, engagement and sales. One type of influencer that is of […]
3 tips for storytelling on social media for the technology sector
This blog post was updated on 30 January 2025. Technology is the biggest story of the 21st century. It is embedded so much into our lives that its narratives sometimes feel too familiar to us. People see these stories so often that they are no longer swayed by them, but roll their eyes and quickly […]