Featured

Student led co-creation through the MarTech Laboratory at Ulster University: Past Successes of the ‘6S community’.

Do you know any organisations focusing on sustainability and/or social good projects who could benefit from working with some of Ulster’s brightest Marketing undergraduates?  If they would like to participate in a Digital Marketing audit and strategy development between October and January, click here for more details or share with someone who might be a good fit for the 6S community.  To learn more, read on!

The MarTech Laboratory is a concept at Ulster which is supported by specialists and led by students and is focused on exploring digital marketing strategy and applying this knowledge to particular challenges each academic year.  In academic year 2022-23 the MarTech Laboratory is focused on supporting students in exploring and practicing digital marketing for personal/professional development as well as its potential to positively impact on people and planet, promoting a more purpose driven approach to brands and businesses. 

We have previously shared how 6S stands for the MarTech Laboratory’ s key stakeholders who are students, specialists (academic, industry, policy and societal focused), social enterprise, start-ups, sustainability focused or social good projects.

Some notable experiences we have participated in as the MarTech Laboratory (previously ALTMarketing.co) include challenges with public sector organisations such as assisting Tourism NI’s launch of “Embrace the Giant Spirit” campaign as well as multinationals like ABB, and their Smart Homes division as well as social enterprises and start ups such as Madlug and Ulster University’s student wellbeing project.  Our focus is much more firmly on sustainability and social good and as part of this developing ethos our 6S community will seek to engage projects relating to these important and impactful types of outcomes, hopefully enabling organisations such as start ups and social enterprises in the process.

Given the social and economic importance of start-ups and social enterprises, last year we worked with 2 start ups and 1 social enterprise and co-developed strategies with them.  Below is some of the feedback we received from those experiences which will give you a sense of the project experience when working with Ulster undergraduates on a Digital Marketing challenge:

If you’d like to learn more about the lab and stay in touch with developments, please do join our mailing list and follow us on social media or on LinkedIn.  Please do share this concept with any of your network who might be keen to engage.  They can contact Dr John Bustard (Senior Lecturer, Digital Transformation) at Ulster University at j.bustard@ulster.ac.uk

Driven by AI: Article on Applying Artificial Intelligence (AI) toward developing Digital Marketing Content

The following article relates the content and steps in generating an article using AI.   Please watch this short video first to get an idea of the process.

3 minute Video on Use of AI to Drive Content Development and Optimisation

The following Headline and Bullet Points were the initial submission to the AI tool:

Digital Marketing Content as Optimisation strategy Driven by AI:

  • The history of Technology in Marketing
  • Digital Marketing and the Marketing Technology Stack
  • An explanation of how content can be optimised and engagement with content can also be driven through AI
  • What is the future for content development as an optimisation strategy Driven by AI
  • Some useful resources to support your further insight.

Led to:

Digital Marketing Content as Optimisation strategy Driven by AI

The history of Technology in Marketing

Technology has always played a role in marketing, from early advertising techniques to the modern tools used for market research and target audience analysis. The use of artificial intelligence in marketing is a relatively new development, but one that is growing in popularity due to its ability to provide insights and optimize campaigns more effectively than traditional methods.

AI-driven marketing content optimization can help improve your website’s conversion rate by tailoring content to better match user search queries and interests. Additionally, AI can be used to monitor social media conversations and identify potential customer service issues before they escalate. Ultimately, AI provides an invaluable tool for marketers who are looking to stay ahead of the curve and deliver the best possible results for their clients or employers.

Digital Marketing and the Marketing Technology Stack

Digital marketing is constantly evolving, and AI is playing a big role in that evolution. As digital marketers continue to strive for more targeted and effective content, AI can help optimize campaigns for better results. Additionally, AI can help digital marketers create more targeted content by analyzing past data and trends.

An explanation of how content can be optimised and engagement with content can also be driven through AI

Content can be optimised through AI to improve the user experience and increase engagement.

Engagement with content is key to success in digital marketing, and AI can help to drive this engagement through automated processes like content scoring and recommendations.

The benefits of using AI for content optimisation include improved user experience, increased brand visibility, and higher conversion rates. However, there are some challenges associated with automation that must be addressed before AI can be effectively used in this way.

Automated processes like content scoring and recommendations help to create better quality content while also driving engagement and positive user experiences. However, there are still some caveats that need to be considered when implementing such a strategy in order to achieve maximal results.

What is the future for content development as an optimisation strategy Driven by AI

The future of content development is data-driven and powered by AI. This means that the content that we see on the internet will be more personalised and targeted to the individual user. AI will help brands to create more dynamic and engaging content. Content will become more interactive, with users able to control the direction of the story or conversation. Brands will need to adopt a new way of thinking about content development, one that is driven by data and analytics.

Some useful resources to support your further insight

The power of digital marketing content lies in its ability to be optimized for search engines by AI. By using AI, you can ensure that your content is seen by more people who are interested in what you have to say, which can lead to increased traffic and better results for your business.

When it comes to digital marketing, content is still king. However, the real power of digital marketing content lies in its ability to be optimized for search engines through the use of AI. By using AI to optimize your content, you can increase the chances that people will find and click on it when they’re looking for information about your product or service.

By using AI to optimize your digital marketing content, you not only improve the visibility of your materials online; but you also create a more engaging experience for potential customers who visit your website or blog. This can lead them down the path of conversion – ultimately resulting in increased revenue and growth for your business.

If you’re looking to get started with using AI to optimize your digital marketing content, check out these helpful resources: CB Insights’ report “The State of Artificial Intelligence Marketing” (https://www2.cbiqglobal/content/dam/cbinsights/publications/report_library/state-of-artificial-intelligence-marketing_en_us_.pdf), Moz’s article “How To Use Artificial Intelligence To Optimize Your Content For SEO” (https://blog.moz .com/how-to-use-ai-to-optimize-your-content-for -seo/) and Google’s guide “How To Write SEO Friendly Articles Using Google’s Algorithm Update 2018” (https://www .google .com /webmasterplanner /tools /articles /writing -good -seo -friendly -articles/?hl=en&tab=wi).

Some further tweaking using ‘select text to AI expand content’ + 1 title change by hand.

Digital Marketing Content as Optimisation strategy Driven by AI

The history of Technology in Marketing

Technology has always played a role in marketing, from early advertising techniques to the modern tools used for market research and target audience analysis. The use of artificial intelligence in marketing is a relatively new development, but one that is growing in popularity due to its ability to provide insights and optimize campaigns more effectively than traditional methods.

AI-driven marketing content optimization can help improve your website’s conversion rate by tailoring content to better match user search queries and interests. Additionally, AI can be used to monitor social media conversations and identify potential customer service issues before they escalate. Ultimately, AI provides an invaluable tool for marketers who are looking to stay ahead of the curve and deliver the best possible results for their clients or employers.

Digital Marketing and Leveraging AI for Engagement

Digital marketing is constantly evolving, and AI is playing a big role in that evolution. As digital marketers continue to strive for more targeted and effective content, AI can help optimize campaigns for better results. AI can help digital marketers create more targeted content by analyzing past data and trends. This allows marketers to better understand what their audience is interested in and create content that is more likely to resonate with them. Additionally, AI can help identify patterns and correlations that may not be immediately apparent, providing valuable insights into how to better reach and engage customers.

An explanation of how content can be optimised and engagement with content can also be driven through AI

Content can be optimised through AI to improve the user experience and increase engagement.

Engagement with content is key to success in digital marketing, and AI can help to drive this engagement through automated processes like content scoring and recommendations.

The benefits of using AI for content optimisation include improved user experience, increased brand visibility, and higher conversion rates. However, there are some challenges associated with automation that must be addressed before AI can be effectively used in this way.

Automated processes like content scoring and recommendations help to create better quality content while also driving engagement and positive user experiences. When implementing a digital marketing content strategy driven by AI, there are a few important things to keep in mind in order to achieve the best results. First, it’s important to have well-defined goals and objectives for your content strategy. Without a clear focus, it will be difficult to measure the success of your AI-driven content strategy. Additionally, you’ll need to make sure that your content is high quality and relevant to your target audience. If your content is not up to par, it won’t matter how well you optimize it for search engines or how much engagement you drive with AI – you simply won’t see the desired results. Finally, don’t forget to continuously monitor and adjust your strategy as needed; with AI constantly evolving, what works today may not work tomorrow. By staying on top of the latest trends and developments, you can ensure that your digital marketing content strategy continues to be successful.

What is the future for content development as an optimisation strategy Driven by AI

The future of content development is data-driven and powered by AI. This means that the content that we see on the internet will be more personalised and targeted to the individual user. AI will help brands to create more dynamic and engaging content. Content will become more interactive, with users able to control the direction of the story or conversation. Content development has always been driven by data and analytics, but with the advent of artificial intelligence, brands will need to adopt an even more data-driven approach. AI can help identify patterns and trends in customer behavior, allowing brands to develop more targeted and effective content. Additionally, AI can automate the process of content creation and distribution, making it easier for brands to reach their target audiences with the right message at the right time.

Some useful resources to support your further insight

The power of digital marketing content lies in its ability to be optimized for search engines by AI. By using AI, you can ensure that your content is seen by more people who are interested in what you have to say, which can lead to increased traffic and better results for your business.

When it comes to digital marketing, content is still king. However, the real power of digital marketing content lies in its ability to be optimized for search engines through the use of AI. By using AI to optimize your content, you can increase the chances that people will find and click on it when they’re looking for information about your product or service.

By using AI to optimize your digital marketing content, you not only improve the visibility of your materials online; but you also create a more engaging experience for potential customers who visit your website or blog. This can lead them down the path of conversion – ultimately resulting in increased revenue and growth for your business.

If you’re looking to get started with using AI to optimize your digital marketing content, check out these helpful resources: CB Insights’ report “The State of Artificial Intelligence Marketing” (https://www2.cbiqglobal/content/dam/cbinsights/publications/report_library/state-of-artificial-intelligence-marketing_en_us_.pdf), Moz’s article “How To Use Artificial Intelligence To Optimize Your Content For SEO” (https://blog.moz .com/how-to-use-ai-to-optimize-your-content-for -seo/) and Google’s guide “How To Write SEO Friendly Articles Using Google’s Algorithm Update 2018” (https://www .google .com /webmasterplanner /tools /articles /writing -good -seo -friendly -articles/?hl=en&tab=wi).

Interested in the AI used to deliver this content?  For more information visit http://www.gomoonbeam.com

Are you involved in a social enterprise, start-up, sustainability focused or social good project?  

Join Ulster’s brightest undergraduate digital marketing minds and help create a ‘6S community’. (3 minute read)


The MarTech Laboratory is a concept at Ulster which is supported by staff and led by students and is focused on the following mission:  To build a ‘6S’ community that shares and explores digital marketing strategy for personal, professional and planetary benefit.  But what is 6S? 6S stands for the community’s key stakeholders who are students, specialists (academic, industry, policy and societal focused), social enterprise, start-ups, sustainability focused or social good projects.

The aim of the MarTech Laboratory in academic year 2022-23 and beyond is to engage with current and potential 6S members and to develop new co-creation opportunities in developing digital marketing strategy to support projects deemed interesting and important to students. 

Our first activity this year is through our final year Marketing students will lead on developing digital marketing strategy for 3 organisations which are either social enterprise, start-ups, sustainability focused or social good projects. 

Last year’s organisation partners had a great experience and Jennifer McWilliams of Antrim Enterprise had the following to say on the experience:


“Antrim Enterprise availed of the students through the MarTech Laboratory at Ulster University to undertake a digital marketing review of the social enterprise and identify how we could improve our engagement with actual and potential clients. At the student engagement meeting, there was no shortage of questions to establish facts, what we have done or would like to do. I would certainly recommend this project based learning if like myself you are part of a small team and are looking a fresh and update relook at your digital marketing or do not have a dedicated digital marketing team member.”


Do you know an organisation that could benefit from such an engagement on the following timelines?

Activity Timeline
Project selection (students select based on 150 word digital marketing strategy pitch and 150 word ‘why we should work on this idea’ 20th September
Project Outline to Students (Virtual or in person) 10th October
Industry Week Practicum (45 minute workshop) Virtual or in person 14th November
Digital Marketing Strategy Presentation 12th December

Here is a link to more information and where to submit your 100-word digital marketing brief (idea, impact,  KPIs to focus on) and 50 words to support ‘why we should work on this idea’ this is key to compelling students to engage!

If you know a start up, social enterprise, sustainability focused or social good project that might be interested please share this post.

If you’re interested in staying in touch, please like our page on LinkedIn and follow us on Twitter at @Martech_Lab and subscribe to our email via https://martech-laboratory.com/