Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at

Heather Fletcher is senior content editor with Target Marketing.

The marketing and advertising industry, like many other industries, appears to be in a constant state of flux. So why do some advertising agencies succeed while others fail?

Concepts like artificial intelligence (AI), machine learning and data science are terms that are hard for the everyday consumer to understand. Their underlying principles are rooted in statistics and computer science, which are often not the easiest topics to comprehend. Simply put, ask everyday consumers what AI means, and they’re more likely to name robots than the AI in their pockets and PCs.

Rand Fishkin’s statements about SEO are as bold as his fashion choices. Google+ is useless; 6.4 percent of Google search results contain Twitter data, so marketers should tweet; and machine learning and user engagement are Google’s future.

Mobile, data and data-driven marketing technology (MarTech) drove startup funding last week. That’s the MarTech investors thought marketers would need, so click to take a closer look.

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