Technology Innovator Awards 2019
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In this issue:
A closer look at AI in 2
Photo Credit: Martin de Heus, VP of Direct Sales at Ongaurd
by Olga Egorsheva, CEO and Co-founder of Lobster Are you ready for the AI take over? Depending on what you read, the robots are either on their way to take our jobs, or they’re already here. Delivery drivers, telemarketers, the Taxman - no one is safe. Apart from content and creativity professionals, right? Wrong. Automating marketing is very much alive and finding its way into the professional world quicker than someone slides into your DMs. AI-generated content has become more than a buzzword over the last 18 months. So are all marketers and creatives about to join the unemployment line? You might believe such a theory if you buy into the hype of AI’s all-being power. The reality, however, is something different altogether. What is AI generated content?
A closer look at AI in marketing
all-doing AI. The reality is that humans still have a significant role to play in the creative content process.
the Beginning of the End for the Spreadsheet?
Today’s AI content AI already impacts a large section of the marketing world. It’s taking over more of the rudimentary tasks and helping marketers make better media buying decisions through machine learning.
Onguard Microsoft Excel spreadsheets have much to offer. For those working in accounts and credit management departments, using them often becomes second nature, an extension of their own brains, a reflex action or at least, like collaborating with a loyal and trusted friend. In fact, often it might seem that organising and sharing data, tracking orders, scheduling tasks and managing workloads just wouldn’t be possible without them.
Increasingly, users find they can’t keep track of changes, and when working with colleagues, it becomes impossible to keep different versions under control and identical. Once trust has been lost it becomes easy to fall out of love with even the most intuitive of working methods.
spreadsheets can be a source of frustration and aggravation, often resulting in slow processes and mistakes as their capabilities are stretched almost to breaking point. Credit managers will be no strangers either to other standard areas of frustration that impact spreadsheet-fixated businesses. Users feeling that they are having to do the same monotonous tasks repeatedly is usually a sure-fire sign that the business needs dedicated software.
Plus, quite simply, they are often the wrong tool for the job that credit managers need to achieve – the business has moved on and it’s time to change. After all, spreadsheets Specialist software can help were ultimately designed here, allowing credit managers for number crunching, to maintain control and not for storing masses of ensure even tedious tasks are details about customers; completed efficiently and to a their contact details; sales high standard. From inputting records; payment history and data to carrying out credit outstanding balances. Yet marketing directors. Even But have we all jumped reviews to managing late as an organisation grows, Elon Musk’s believes that AI the gun slightly? The AI payments, specialist software increasingly all this data is will be able “to do anything a techniques in marketing
Brand messages aren’t onesize-fits-all, yet displaying the same information across different mediums was once
consuming task to collect AI is now time-consuming. relevantable data;tokeep up-to-humanhelpit tailor date and make sure it is easily created messages to different accessible. The risk of incorrect platforms and increase reach. information, inaccurate financials and cash flow These traits are helpful to mismanagement is also always humans as it provides more high. The consequences resources for ideation. AI’s of these kind of errors can current inability be severe in financial andto process emotions reputational terms.is a major setback
when it comes to the tech
it’s creative muscles. With theflexing right dedicated Instead, it’ssoftware, making do with credit management The influence of AI in empowering the human mind. however, organisations marketing generally involves and their users can access data automation and that data and are turn some it into ways the tech Here understanding analytics. The intelligence that canand helphelping the is evolving to tech uses algorithms to predict company survive and thrive. However, sometimes the use create better content, with trends that make it easier Chief financial officersprocess can, of basic standard software is the creative still very for humans to make creative for example, use the data to nothing more than a legacy much in human hands. decisions. spot trends, examine growth of the past. Businesses stick and monitor progress whileeyes faithfully to the computer As the tech improves, there 1) Lend me your credit managers can use programs they first used is a belief that one day it and measure results - all it to create a credit scoring to get themselves up and will be able to automate the without humans. AI helps humans to make model and identify the largest running. Then, because they whole process. That means lend better Take image customer creditcontent. applications, can make workers faster and squeezed into spreadsheets are so familiar, they ignore an ability to use data to make Say goodbye to social media their hand to a smoother human can” by 2040 at the tagging and recognition, for for example. more productive at their job like a square peg in a round the fact that these programs informed decisions, create managers. Sayonara content overall process. Yet we’re latest. We could all essentially example. Once upon a time, and bring broader business hole. and processes are being ideas, execute those ideas writers. Pack your bags not quite at the junction of be rendered useless. that perfect The bigsearching advantage for of the benefits too. pushed to their limits by their picture to capture best quality specialist creditthe look and Using Excel for tracking growth and are being forced feel ofsoftware a marketing management is thatcampaign Another challenge becoming credit management when to go far beyond their intended 4 Corporate Vision / Technology Innovator Awards 2018the business is small is was a chore.it has unlike spreadsheets, increasingly acute is ease purposes. been designed specifically with of access to information. certainly convenient and it credit professionals in mind. Business systems are may even work adequately Microsoft Excel is a powerful That means that it will typically often overflowing with data. for a little while. Typically, spreadsheet program that integrate with relevant business However, if users are not however, it will not take allows users to do a lot with systems that the customer has able to access that data and long for the spreadsheet to raw data but perhaps this and provide a variety of tools process it into useful and become weighed down by program has become too for streamlining workflow. valuable information, then complexity and this can lead to compelling for its own good. it is unlikely to be doing the it becoming slower and slower Excel spreadsheets are used Moreover, it will automate business much good. with errors inevitably creeping to make major decisions and many everyday tasks like data into data and functions. often for a whole range of entry, processing payments Even with custom-designed working processes beyond and correspondence. Added Microsoft Excel sheets, it When businesses are their original remit. to this, its specialist nature is typically a manual, timein an expansion phase,
Now, thanks to neural networks, it’s now possible for machine learning to identify a person or object faster than a human can. The result equate to quicker searches with greater precision when looking for visuals online. Image recognition holds even more weight when you factor in self-driving cars and their need to recognise objects on the road. Visual communication plays such a pivotal role in many aspects of life, so AI’s ability to enhance and improve identifying visuals is most welcome. 2) Understand data Data is where AI perhaps currently performs at its most potent. More affordable and advanced data analytics tools give marketing teams ammunition to make better campaigns. At least it does in theory. There is an argument to be had around some marketer’s interpretations of the information at hand. The data should offer an unbiased outlook. However, if the people feeding the datasets to AI are doing so with a one-sided mindset, the results won’t always be pure. As far as marketing practices go, using AI-driven data to determine creative is still a relatively new method. There are bound to be good and bad points in the early stages. One thing is clear: the sheer depth
allows it to provide users with the information they need when they need it and makes it easy to share data across business functions. In short, this type of software allows credit management
of information available means we are now in a data-driven marketing era. 3) Custom news feeds Ever wondered why your newsfeed on social media platforms is catered to your interests? You guessed it; the robots are at work again. AI algorithms learn a users’ interests and suggest content it thinks you will find interesting. AI takes hundreds of variables and sifts through them to predict which posts a user will find interesting or disregard. Ultimately, the information provided helps marketers to understand consumer habits better. Even something as simple as interacting with a news post provides an opportunity to tailor content. Some of that content also includes sponsored ads, which have been cooked up by creatives to sell a message that resonates. 4) Measure ROI There is zero point in producing marketing campaigns if they can’t be tracked. Return on investment (ROI) is one of the most important aspects of any marketing assault. In the past ROI hasn’t been clear-cut. But now machine learning is helping to explain results to marketers in a
users to save time on repetitive tasks giving them the chance to focus on customer service and building long-term relationships – all the important aspects or their role that tend to get overlooked when they are bogged down by numbers.
way that allows them to understand with more clarity. With so much potential information available, AI helps to centralise the data. Marketers are left with clear results over how a campaign performed. They can measure metrics, understand customer journeys and better forecast for the future. The result is better campaigns and optimising outreach. AI at the forefront Marketing and creative share a relationship with different skill sets. Marketers deal in the realm of facts and insight to create better opportunities, while creatives bring the flair and innovation. AI’s role in the process isn’t at the stage where humans aren’t needed - and it may never be. In today’s world, it acts as an enabler to give marketing teams worldwide a better chance at understanding their audience.
Technology Innovator Awards Winner 2019 With better understanding comes improved content and more personalised services. And that is all consumers are looking for - more involvement with brands.
The idea behind the campaign of your favourite brand might come from a human.
But there’s every chance the reasoning and data came from AI.
Company Name It’s a testament to spreadsheets that they have been so important for this long. For many, especially Millennials who learnt Excel at school or college, using them is ingrained into their psyche. But just as other iconic products
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- the Walkman, the Blackberry, the fax machine – have had their day, despite their value at the time, so their glory days are numbered.
6 Corporate Vision / Technology Innovator Awards 2018
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Technology Innovator Awards 2018 In this issue: Best Business & Digital Technology Training Provider - Canada
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Best E-Liquid Manufacturer - Europe
Technology Innovator Awards 2019
years has diversified into a number of areas, including e-liquids. We spoke to Dario Marenic to Having become active in the selling of electronic cigarettes and manufacturing e-liquids since 2008, ELDA has been developing rapidly, keeping pace with the fast rise of e-cigarette industry, and has grown in a short amount of time from a small family company into one of the leaders in the
world market. Dario explores how the firm came to move into the market and the steps it has taken to achieve the market leading success it enjoys today.
“When ELDA first moved into the e-cigarette market, market demands become so much complex and sometimes we need to make more than 50 formulas to hit just the right
one. Our team of experts every day needs to do extensive testing. After the establishment of the new recipes, our chemical engineers need to make the samples that sometimes must ripe for 30 days. After the ripening process, we carry out multiple tests on these samples, and only the best of them will be chosen. Just like in the selection process, detailed procedures are undertaken in all other areas of our business. Nothing goes out from the company until it is completely planned and researched.” Looking ahead, this innovative, quality focused approach will remain central to achieving even greater success for ELDA, as Dario concludes.
“With regards to the future, our plan is to invest in new technology and new production facilities. Once we have achieved this we will explore
even more exciting new avenues. This is particularly vital as the electronic cigarette market is constantly changing and the requirements of our end users have become more demanding. Customers want more complex and unique flavours, and as such we have lunched premium line made of carefully selected fruity and creamy flavours with higher percentage of different aromas and higher percentage of VG base.
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“All of our liquids taste great, produce huge vapor clouds and have eye-catching packaging. Our overall goal is to predict the way that the market will be developing and every moment be at least one step ahead of our competitors in order to offer our business partners and end customers the most innovative products, which are of the highest possible quality.”
Have Been Named: Company: ELDA Ltd. Contact: Dario Marenic Address: Zrinskih 62, Nova Gradiska, 35400, Croatia Phone: 00385 35 361 361 Website: www.elda.hr
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Silver Package £1,095 Technology Innovator Awards 2018
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Technology Innovator Awards 2019
behind its incredible success. In today’s political campaigns, a comprehensive digital strategy is essential. Bask combines years of political campaign experience with the ability to coordinate all aspects of a digital effort through one team. Since its establishment in 2009, Bask has been on a mission to make sure its valued clients win on election day. To achieve this, the team aims to take the smartest approaches possible in terms of digital communication, design, data, and advertising. Although following industry trends is vital, Bask does not simply copy others; rather the firm keeps its finger on the market’s pulse and works to integrate the latest solutions and services that meet its clients’ needs. As such, the firm differentiates itself from
its market competitors by focusing on innovation and tying all aspects of digital communication together into one holistic approach. As a small team of just 29 staff, Bask is a close-knit group that works collaboratively and flexibly. This is crucial in the political market as the industry moves quickly and as such staff need to be organised and able to support clients at short notice. The team is organised uniquely so that the barriers which reduce speed and efficiency are broken down and the team is all in perfect sync.
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Looking ahead, the future is bright for Bask as it is now supporting a vast array of clients, and moving forward it will continue to offer them the exceptional solutions that they have come to rely on and expect.
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Award Title Company: Bask Digital Media Contact: Barb Wainwright Address: 225 Broadway, Suite 420, San Diego, California, 92101, USA Phone: 001 619 501 4619 Web Address: www.baskdigital.com
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Device Design Company Hong Kong daily life with high quality and accuracy, which it hopes will encourage healthy lifestyles as Accukit is a Hong Kong Government funded biotechnology corporate founded in 2015. The organisation’s team is a group of specialists, including Professors, PhD experts, designers, engineers and doctors, all committed to the same goal. This is to produce unique solutions which will help to
assist clients in regaining and obtaining a healthy lifestyle. Offering portable, easy-touse solutions, the company is seeking to carve a niche in this already under-represented market. Whilst there are many companies in the R&D market in China, there is a limited base in Hong Kong, and Accukit’s unique focus helps to differentiate it from its competitors and mark it out as the best option for its target market. Currently, the team is working with The Chinese University of Hong Kong, the Prince of Wales Hospital, industrial partners, and sanatoriums to create the best effects for patients and elders. The close co-operation it has with these organisations helps the team to design products which are effective and meet the needs of its target market.
Most Innovative Medical Device Design Company - Hong Kong
Looking ahead, Accukit is seeking to drive even greater success as it seeks to expand its service offering and move into new markets over the coming years. The focus is on moving into mainland China and working with a range of new clients including beauty clinics and suppliers in the cosmetics market. These developments will provide the firm with a myriad of developments which it looks forward to taking advantage of.
Company: Accukit Technology Limited Contact: Corey Zou Address: Unit 202B, 6W, Hong Kong Science Park, Shatin, N.T., Hong Kong Phone: 00852 51157556 Website: www.accukit.com
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