Few weeks from now, the world’s biggest gathering  of the publishing and related industries will take place at Frankfurt, Germany. Frankfurt Book Fair, by statistics and impact is undoubtedly the world’s biggest book fair, it takes place in October usually and this year the dates are 16 to 20 October. Taking place on the Frankfurt Trade Fair grounds, Frankfurt Book Fair is the most significant marketing event in the print and digital content industry that facilitates great number of international sales of rights and licences.

Publishing professionals, writers, creative professionals and fans come from all over the world to network, hold discussions, negotiate, make decisions, and to be in awe of the grandeur of the fair and celebrate. Close to 7,500 exhibitors showcase their latest offerings at the fair, exhibitors mainly constitute of publishers, agents, booksellers, service providers, professional and trade associations, institutions, software and multimedia suppliers and they come from over 100 countries across the world. About 285,000 visitors visited Frankfurter Buchmesse in 2018.

Norway is 2019 the Guest of Honour of Frankfurter Buchmesse this year. Norwegians read more than any other European nationality, and the country has produced three winners of the Nobel Prize for Literature. The guest country will present its literature and culture at the fair in Frankfurt, as well as in many other locations throughout Germany. 

Frankfurter Buchmesse is the world’s most important trading place for printed and digital content, but it is also an incredible social and cultural experience that offers a wide range of exciting events. Some interesting and informative events at the messe this year are…

Cosplay – Gourmet Gallery – Frankfurt Audio – Frankfurt Kids – Frankfurt EDU – BOOKFEST

Click here to know more about the highlight events at the Frankfurt Book Fair 2019

While these are some of the highlight events at the fair, there are some 2243 odd other events (as of now) listed in the website, now imagine the magnitude of the event and the impact it would have around the world. . Impelsys has two speaking sessions this time as well, below is the information about the sessions. The sessions are informative and free to attend, you could also visit our booth at J47, Hall 4.2 to know about Impelsys Innovations Lab and the release of iPC Scholar version 2.0.

Impelsys Innovations Lab is a recently launched initiative where we will be working on various emerging and disruptive technologies including Artificial Intelligence (AI), Machine Learning (ML), Big Data Analytics, Natural Language Processing (NLP), IT Infrastructure, and Cloud Computing Services. Also at FBF 2019, iPC Scholar, Impelsys’ flagship content delivery platform for eBooks, journals, videos and courses, will be released with feature updates, it will have advanced support for content and learning delivery.

Speaking Sessions at FBF 2019 from Impelsys’ Leadership Team

New frontiers in Publishing and Education – Winning in the digital era Effective Knowledge Management and Digital Transformation strategies with iPC Scholar
Day 1: 16th October 2019 

11:00 – 11:30 am

Venue: Education Stage, Hall 4.2, C94

Speaker: Kotesh Govindaraju – EVP and Head of Americas – Impelsys Inc.

Day 1: 16th October 2019 

03:30 – 4:00 pm

Venue: Academic and Business Information Stage, Hall 4.2, N101

Speaker: Stefan Kend – EVP and Head of EMEA & APAC – Impelsys Inc.

Frankfurter Buchmesse is the most important international event for the publishing industry, as well as a key trendsetter for society and a major cultural festival. The platform it provides for business opportunities, networking, education and entertainment for industry professionals and culture fans is exhaustive and unrivalled. Nowhere else would we meet more number of professionals from the media and publishing industry than at Frankfurt Book Fair. Professionals use this opportunity to expand their network and open up new business opportunities, to market their products or hunt for the right suppliers. It’s the biggest gathering of the publishing world, a global melting pot of everything that happens in the industry, a place to be for publishing professionals and literature fans from around the world.

Artificial intelligence, the most touted technology event of the current century is steadily touching all the industries that rely on technology. We have self driving cars, chess playing computers and content recommendation engines, which are all based on a machine’s ability to process information and get human desired insights. An umbrella term used to denote technologies like machine learning, deep learning, and natural language processing, artificial intelligence, or AI is basically intelligence acquired by machines over time, feeding on data and learning to mimic human like behavior. Publishing is one field where ai can be leveraged to automate various workflows and used in different ways to gain better marketing insights and launch campaigns for wider and more accurate targeting.

In digital marketing a simpler form of AI, like automation tools used for email campaigns, has been used for over a decade now. This is a basic use of data by automation tools which reduces human efforts and gives some insight like open rates and the action taken by the recipient. Artificial intelligence however can be  a game changer for content marketing, it gives far deeper insights with greater automation and can work through a great pile of data, helping in increasing conversions and achieving other goals. Some of the fronts where artificial intelligence can be leveraged by content marketers is

  • Finding the right audience
  • Content personalization
  • Customer segmentation based on behavior and intent
  • Identifying keywords and content topics
  • And in some cases, even content creation

Personalization

Has it ever occurred to you that you do a Google search for something and you see a related ad on your browser every now and then? Sounds creepy but the same ad might even play on your Spotify (not if you have a premium account), this is in fact not so thrilling but a basic use of artificial intelligence. It happens because we leave our digital footprints whenever we interact online, companies are trying to find the right audience for their services and they are trying to make a precise recommendation. Google does this all the time, their algorithms use machine learning to learn about our online behavior, use predictive analysis and recommend content to us that we might be interested in. 

Marketers can use AI tools to target the right audience who are most likely to consume and react with the content, they can get insights on how the content is consumed and based on that create campaign strategies to target a specific audience. AI can also help in content personalization by indicating how many readers are interested in what type of content and recommending changes in the content to target a particular audience.

Customer Segmentation

Thus, AI tools can help content marketers by suggesting what mix of content should they create for a particular audience for maximum results. They can also tell us exactly who interacts more with our content, along with what other type of content they prefer and other parameters like what platforms they use, their demographics, personality traits and geography. This helps in segmenting the audience in clusters for more precise marketing campaigns. Besides, they can be used for other marketing related activities like lead prioritization, sales strategy, and retargeting

Content Creation

Artificial intelligence has many use cases for content marketers, it helps us find the right audience and create the right content, but the task of content creation, which is the bulk of the entire activity, still needs human effort and is a major task. Would you ever rely on a computer application to write content for you? Most of us don’t even want to imagine this but AI is more powerful than we want to imagine. Heliograf is Washington Post’s robo reporter which churned out 300 reports during the Rio Olympics in 2016 and it helped the post cover House, Senate and gubernatorial races for all 50 states on election day. The Associated Press has used bots to cover financial stories and USA Today has used video software to create short videos.

The most interesting use of artificial intelligence in content creation happened in scholarly publishing recently. Springer Nature published its first AI generated research book titled ‘Lithium-Ion Batteries: A Machine-Generated Summary of Current Research’. The pdf file, which is free for download mentions that the book is ‘cross-corpora auto-summarization of current texts from Springer Nature’s content platform “SpringerLink”, organized by means of a similarity-based clustering routine in coherent chapters and sections’. It automatically condenses a  large set of papers into a reasonably short book. This method allows for readers to speed up the literature digestion process of a given field of research instead of reading through hundreds of published articles.

The Future and the Incredible Possibilities

Springer’s book is just the beginning, a day might come when machines create content to entice human emotions and this might freak us out, as the least we expect from machines is to stir our emotions. But that’s a different story, as we have already seen its capability, AI tools in the near future could create marketing content that requires minimal human intervention and saves on time and resources.

Tech giants like Google, Amazon, Microsoft and Apple are investing heavily in AI, these companies know that the future in AI is revolutionary and they all want the biggest share of the pie. In content marketing artificial marketing finds one of the most suitable applications, we will see a lot of improvements in machine learning and growing applications in content marketing. In the age of hyper awareness and personalized services it’s indispensable to understand your audience and their choices. On top of that building a strong customer relationship is key to business success. The amount of customer information available and possibilities around it is colossal, for humans alone to manage it will be nearly impossible, artificial intelligence is key to innovations and indispensable to remain competitive in a super competitive markets.

GDPR_DataPrivacy

Data is an increasingly important tool for any business in 21st century, it helps us understand the market and improve our processes and enhances decisions making. Possession of the right kind of data and our ability to act on it has a lot to do with success or failure of any business. European Union is implementing the General Data Protection Regulation or GDPR on May 25th 2018, it concerns with data protection and privacy for all individuals within the European Union. This new law will alter the familiar terrain for businesses, and it doesn’t only affect the businesses in Europe but any organization from any country that has personal information on people from the region and sells products or services there. The EU’s share in the world economy is just shy of a quarter and any business who has or wants to cross the borders can’t just ignore Europe, eventually.

Changes on the Ground

The aim of the GDPR is to protect all EU citizens from invasion of privacy and data breaches, amidst the changing nature of technologies, businesses and consumer behavior. The seemingly most impactful change in the law concerns ‘consent’. Read the full text about the key changes in the GDPR website

With the new law, consent for any sort of information has to be asked for in a clear, intelligible and accessible manner, not in a vague and lengthy text full of legalese. It should encourage the end user to read the request for permission.  

Key changes listed in the website

Increased Territorial Scope

Arguably the biggest change to the regulatory landscape of data privacy comes with the extended jurisdiction of the GDPR, as it applies to all companies processing the personal data of data subjects residing in the Union, regardless of the company’s location.

Penalties

Under GDPR organizations in breach of GDPR can be fined up to 4% of annual global turnover or €20 Million (whichever is greater). This is the maximum fine that can be imposed for the most serious infringements e.g.not having sufficient customer consent to process data or violating the core of Privacy by Design concepts.

Consent

The conditions for consent have been strengthened, and companies will no longer be able to use long illegible terms and conditions full of legalese, as the request for consent must be given in an intelligible and easily accessible form, with the purpose for data processing attached to that consent. Consent must be clear and distinguishable from other matters and provided in an intelligible and easily accessible form, using clear and plain language. It must be as easy to withdraw consent as it is to give it. Recital 32 of the GDPR mentions that​ ‘Silence, pre-ticked boxes or inactivity should not therefore constitute consent’

Breach Notification

Under the GDPR, breach notification will become mandatory in all member states where a data breach is likely to “result in a risk for the rights and freedoms of individuals”. This must be done within 72 hours of first having become aware of the breach.

Right to Access

Part of the expanded rights of data subjects outlined by the GDPR is the right for data subjects to obtain from the data controller confirmation as to whether or not personal data concerning them is being processed, where and for what purpose.

What constitutes personal data?

As per GDPR website, any information related to a natural person or ‘Data Subject’, that can be used to directly or indirectly identify the person. It can be anything from a name, a photo, an email address, bank details, posts on social networking websites, medical information, or a computer IP address.

Right to be Forgotten

Also known as Data Erasure, the right to be forgotten entitles the data subject to have the data controller erase his/her personal data, cease further dissemination of the data, and potentially have third parties halt processing of the data.

Data Portability

GDPR introduces data portability – the right for a data subject to receive the personal data concerning them, which they have previously provided in a ‘commonly use and machine readable format’ and have the right to transmit that data to another controller.

Privacy by Design

Privacy by design as a concept has existed for years now, but it is only just becoming part of a legal requirement with the GDPR. At its core, privacy by design calls for the inclusion of data protection from the onset of the designing of systems, rather than an addition.

Data Protection Officers (DPO)

Under the new law there will be internal record keeping requirements, and DPO appointment will be mandatory ‘for those controllers and processors whose core activities consist of processing operations which require regular and systematic monitoring of data subjects on a large scale or of special categories of data or data relating to criminal convictions and offences’. The DPO must have a high level of independence and they can only be fired by the board. EU has signaled that for smaller companies outsourcing DPOs is acceptable. The criteria for DPO appointment are listed in the website

GDPR and the Publishing Industry

Publishing business heavily relies on consumer data, we need demographic data to reach out to new markets, (retailers) need data to glean on reader interaction and get insight on what products consumers are looking for, and we need data to make numerous business decisions every day. For those in the business, data is a tool but for individuals data is personal; who has my personal information, who will they pass it on to, what do they do with it is a matter of concern. The new law means to protect the privacy of the people and seek consent from them to get hands on any information about them, how this will affect the publishers who rely on data might not be very clear at this stage, but there is no need to panic. Certainly we have to be aware of how GDPR is going to affect our data collection, storage, and usage, and decide on where to draw the line.

We shouldn’t panic because when a law is passed it’s for everybody. Besides, any data that is collected by consent is more powerful, the thought that GDPR can hamper business could turn out to be a misapprehension. The bright side of GDPR compliance gives us an opportunity to put a revamped focus on data – to update it, to streamline it and see which part of it is usable and what part to get rid of (note: possessing information that was taken without consent violates the upcoming law). In the long run this revamped strategy on data will only have positive effect on the business, whereas non-compliance could bring financial or reputational damage.

Things to do right away

If a publishing house or a retailer is based in EU or has business there, changes need to be made to the method of data collection and processing, and think of what to be done of the existing data, some of us might need legal consultation from experts and that could be a process that takes time and resource. The least we can do right away is make quick possible alterations to the way we gather data. Those quick changes could be like getting rid of the pre-ticked boxes, revamping web forms and landing pages with more text and tick boxes. But on the plus side, collecting data is totally fine — just so long as you have explicit consent for every little data point in question.

 that helps create engaging, personalized experiences. EU’s GDPR might just be the beginning, the wave will catch up with other economies, and spread across the globe, it’s wise to have lasting strategies in place. For an unhindered operation it behooves all businesses that possess information on consumers to have streamlined, compliant and future proof data strategy.

Artificial Intelligence in Content Marketing

Like with any other modern industry Artificial Intelligence has begun to make its impact on publishing industry too. Artificial Intelligence or AI is an umbrella term for technologies that aim to imitate human intelligence, we have machine learning, neural networks and deep learning which are inter-related terms collectively representing an endeavor to make machines replicate intelligent tasks performed by humans. The amount of data produced in last few years constitutes over 90% of the total data available today and only a minuscule portion of it is analyzed by marketers. To analyze and gain meaningful insights from this huge data is no feat we can achieve manually.

Satya Nadella, the CEO of Microsoft, says mixed reality, artificial intelligence, and quantum computing are three path-breaking technologies that will “shape” the world in coming years. “The currency of our times will be the ability to collect data but, more importantly, to reason over it to create intelligence,” he said referring to AI as one of the three technologies that will “shape the years and decades to come.

Content marketing is one field where AI is making the first impact. Marketing automation tools have been around for over a decade which automates email campaigns and generate insights. These tools reduce human efforts to a large extent but whether they really bring true automation in the process is an open question. They can achieve scale in the volume of the campaigns but they still need continuous human intervention in decision making. Artificial Intelligence is not just about marketing automation, it’s machines approaching the state of being conscious, in AI induced marketing the amount and aspects of achievable automation could be game changing.

AI works on a great amount of data, algorithms parse the data and make predictions and decisions, they check for accuracy and constantly learn and improve their accuracy based on their own computation. AI based marketing tools could read and understand the content and eventually could even be able to create content. Using deep learning based on the data on user behavior they could make more precise product recommendation, Facebook’s news feed is an obvious example, Facebook also uses deep learning, an AI subfield in face recognition in the photos we upload. AI based tools can detect patterns at granular level, providing accuracy in delivering personalized product recommendations.

For content marketing, AI has a long list of applications, based on user behavior marketers can make content recommendations, and based on the first interaction they can recommend and implement campaign strategies. Besides, they can be used for other marketing related activities like customer segmentation based on behavior and intent, lead prioritization, sales strategy, and retargeting. Presently publishers use marketing automation tools, up to a certain level these tools are of value, but how would you gain valuable insight from that great amount of data on millions of customer, make correlations between subsets of data and act on the insights, imagine 1000s of ebooks downloaded which originated from different channels, how would you send personalized emails to each of them, and make recommendations the customer would likely buy.

Salesforce, the cloud computing company which specialises in customer relationship management is going deep into AI, Marc Benioff, CEO and founder of Salesforce in an interview with Fortune said, We’re in an AI spring,” Benioff said “For our company, and I think for every company, the revolution in data science will fundamentally change how we run our business because we’re going to have computers aiding us in how we’re interacting with our customers.” In today’s competitive market businesses who don’t understand their customers will less likely survive, the kind of data available per customer, per demography, per geography is perplexing to a human. When everybody is vying for a share of the pie building personal relationships with customers is key, Artificial Intelligence in coming years will become a necessity for businesses to survive.