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Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
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Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
Welcome to the NTM Growth Marketing podcast! Today, we’re excited to dive into the innovative world of Arti, a Tel Aviv-based company making waves with their groundbreaking augmented reality (AR) technology. We had the pleasure of speaking with Gil, who leads the marketing efforts at Arti, to give us an insider’s look at what’s happening behind the scenes.
Before diving into the latest from Arti, let’s introduce Gil and her journey in the marketing world. Gil’s experience spans from establishing her own startup and marketing agency to leading marketing efforts at large enterprises like Wix. This breadth of experience gives him a unique perspective on marketing, especially when conjoining it closely with product development.
“Leading the marketing at Arti provided me the opportunity to influence product development directly, which aligns perfectly with my passion for connecting marketing with product innovation.”
Arti is an innovative platform leveraging augmented reality technology to create 3D video presentations for online meetings and virtual events. Imagine replacing your traditional PowerPoint with immersive presentations that blend seamlessly with your natural surroundings—similar to what you see in professional weather broadcasts but designed for everyday users.
Example Use-Case:
At Arti, Gil wears many hats, especially in a startup environment.
Gil highlights the importance of having a broad range of responsibilities, enjoying the creativity and strategic input she gets to have at Arti.
Arti’s marketing strategies have evolved significantly. Initially, Arti was a service provider in the broadcast and media industry, but they later pivoted to a SaaS platform aimed at businesses and enterprises.
Key Metrics for Success:
Gil is optimistic about the future of digitally generated content, seeing a significant shift towards AI-generated videos in marketing.
“I’m positive that the most innovative content we’re going to see in marketing is generated videos. Not just scripts, but actual characters and avatars.”
One major takeaway from the conversation with Gil is the importance of flexibility and adaptability in the startup world.
Gil stresses that startups must not confine themselves to one strategy, whether it’s product-led growth (PLG) or sales-led growth (SLG). Instead, combining various strategies and adapting quickly based on what works best is key.
“For startups, it’s crucial to be flexible and hybrid, combining different strategies and investing in the ones that yield the best results.”
With experience on both sides—running an agency and working internally—Gil offers insights into fostering strong client-agency relationships.
Finally, Gil sheds light on the thriving tech ecosystem in Israel, particularly in Tel Aviv.
Benefits of Proximity:
“It’s like a small community of people who want to nurture knowledge and maintain good communication and content.”
Arti frequently participates in conferences, so keep an eye out for updates on where you can meet them in person. Recent appearances include CES in Las Vegas and Infocom.
Stay tuned for more innovations from Arti as they continue to revolutionize the world of augmented reality in business presentations. We hope you enjoyed this deep dive into their journey!
Explore our archive of NTM’s original podcast, The School for Humanity, created to discuss the greatest challenges humanity faces and help promote those who are helping to find solutions.
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