Alphabet has launched a variety of ecommerce initiatives that have industry analysts assessing if the company can compete against Amazon.com for shoppers. However, the parent company of Google, YouTube and other web properties may have another goal—maintain its dominance in advertising.

The appeal of artificial intelligence, virtual reality, big data and other cutting edge technologies can cause digital marketers to overlook the importance of building landing pages, but new products are being created that could change that perception.

Artificial intelligence and machine learning continue to create much hype among marketers and the technology has become the newest must-have for vendors seeking to further automate content creation and distribution.

Personalized marketing and even hyper-personalized marketing have become dominant buzzwords among many brands, but some industry watchers are questioning the merits of pitching content that is targeted to individuals’ unique interests.