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Artificial Intelligence: Powerful Examples Show How it Can Drive Your Marketing Strategy

Unless you’ve been marooned on a deserted island as devoid of modern technology as Robinson Crusoe’s, you can’t have failed to notice the arrival of Artificial Intelligence in virtually every aspect of our lives. No longer the stuff of futuristic movies, AI is everywhere today.

In fact, even when we’re not conscious of it, Artificial Intelligence has become such a pervading presence in our everyday lives, it’s hard to turn on a computer, TV, phone or even a clothing iron without the strong possibility that “smart” technology is involved.

Giant corporations, such as Google, Microsoft, Amazon, Netflix, and a plethora of others employ AI in their products and services to simplify the lives of their clients.

One area where AI has particularly made significant inroads in recent years is in the field of marketing.

Enterprises that desperately need improvement and innovation in their marketing strategies and are struggling with key performance indicators are looking to Artificial Intelligence as the way forward.

In the article, we will explain what AI is, and its applications in marketing throughout the whole customer cycle. You will discover some ways to improve your enterprise business by implementing AI innovations.

What Is Artificial Intelligence?

artificial intelligence

 

According to the most quoted definition by Russel and Norvig, the term Artificial Intelligence can be applied when technology is able to mimics “cognitive” functions that humans associate with the human mind, such as learning and problem-solving.

The term was coined at The Dartmouth Conference more than 60 years ago by computer scientist John McCarthy. Its meaning has widened since then, and now it is an umbrella term that covers lots of disciplines, from automatization processes to robotics.

In fact, the term is so broadly applied, people don’t always realize they are using AI technology. A Hubspot survey in Q4 2016 showed that, of 1,400 respondents from around the world, 67% were unaware that they were routinely using AI technologies.

The respondents were more than happy to admit they had used Siri, Cortana, or Alexa (voice recognition programs), but they realized these programs are AI-powered.

Growth in the AI sector eventually becomes a priority for most enterprises. A National Business Research Institute (NBRI) survey in 2016 showed that 38% of 235 organizations responding to the survey, were using AI technologies. And 26% more were planning to start using them by 2018.

When it comes to enterprises, growth in AI sector becomes a priority for most of them. National Business Research Institute (NBRI) survey held in 2016 showed that 38% of 235 organizations that have participated in it, were using AI technologies.

That means 62% to that survey were ready to embracing the new world of AI-driven technologies, recognizing their importance and helpfulness in many areas of business, including the marketing sector.

What Is The Importance Of Artificial Intelligence In Marketing?

Importance Of Artificial Intelligence In Marketing

The importance of Artificial Intelligence in marketing has become so clear as it has been integrated into marketing today, we can see applications of it in every stage of customer’s journey. To explain, we will use the so-called “RACE” funnel developed by SmartInsights in 2010.

RACE covers the full customer lifecycle, which each letter standing for one part of the cycle:  Reach – Act – Convert – Engage. Below, we’ll describe the role of each of these steps in building a marketing strategy and discuss how AI can help.

Reach

When we speak of how to reach potential customers, we mean content marketing, search engine optimization, and other techniques that help your company attract buyers, so they’ll  begin their journey with you.

AI can help in this marketing reach process. Enterprises mostly use AI to help with creating and curating content, some also do SEO-optimization for their website that considers the importance of voice search.

1) Content Creation

Robots can’t exactly create Pulitzer Prize-worthy pieces of journalism, but they’re not bad at combining information and structuring it into nice report articles. They work just fine for putting together something like a Fantasy NFL game report, or presenting financial data.

The newspaper USA Today uses Wibbitz, AI-driven software, to create some of its video content; the Reuters service employs a prediction tool called News Tracer that works with Twitter and helps to determine whether a story is credible based on users’ reactions.

Buzzfeed has a tool called Buzzbot that is able to collect information from on-the-ground sources at news events.

There is also a writing program, WordSmith, that produced 1.5 billion pieces of content in 2016 alone. You can join 400,000 users that are already utilizing WordSmith to, for instance, see if content creation done by this program is going to be useful to your brand.

2) Content Curation

When it comes to content curation, the most obvious example of AI’s usefulness is Netflix. After you’ve finished watching a movie or TV series, Netflix’s algorithms help it “learn” your preferences, and it will offer you something similar to the content you’ve just watched.

The same principle can be applied to any subscription-based business. By analyzing a user’s preferences, the algorithm can give recommendations tailored to each user.

Once you link one piece of content to others on any subject, your presence online grows.

3) Voice Search

You are no doubt familiar with Siri (Apple), Alexa (Amazon), Cortana (Microsoft) and probably some others. Some people communicate with voice search systems more often than they do with distant relatives.

Soon more than half of searches online will be made with the help of voice.

Businesses today need to build an SEO strategy that considers the fact voice will prevail over typing in the near future. This is an absolute necessity. Your brand will be able to gain traffic with the carefully designed help of Amazon, Apple and Google AI-driven tools.

Act 

You have attracted visitors, now make them aware of your product.

1) Predictive Analytics

Once you have reliable data, you’ll be more able to predict what will happen in the future — for example, what is the optimal pricing for your product that will bring in customers and encourage future purchases?

Some 58% of enterprises that use AI in the marketing strategies employ it in their predictive analytics, according to the above-mentioned NBRI survey.

AI-driven tools are invaluable in dealing with big data. IBM Predictive Analytics as well as Google Cloud Prediction API are the best known software systems, but a growing number of companies are offering AI tools for this purpose.

Keep in mind that the more precise the data is, the better the predictions are going to be.

2) Ad Targeting

According to Technopedia, ad targeting is meant to deliver ads automatically by using specialized software and algorithms that choose where and when to place ads depending on the user’s data.

Facebook is doing pretty well in quarterly revenue, making $9 billion in Q2 2017. The figure grew from $1.5 billion back in 2013, when the company began utilizing Lookalike Audiences, an AI-driven social network editor.

Lookalike Audiences allows advertisers to reach customers who are similar in important ways to current customers in their base. It also provides a way to present those customers with the right ad at the right time. These optimizations can make a huge difference to a company’s cash flow.

Convert

Now it’s time to turn visitors into customers.

1) Dynamic Pricing

Online retailers use collected data to determine whether the buying audience is responsive to special offers. AI algorithms can help you with the analysis.

Uber, a business that has struggled at times recently, has been heavily criticized for using dynamic pricing, making it more expensive to get a ride at times of high demand, or in areas where fewer drivers are available.

This may be a profitable practice, but it comes at the price of being accused of gouging customers and increased ill-will.

2) Chatbots

Chatbots don’t directly increase conversion rates, but they do make for a better overall customer experience and help build relationships between enterprises and their customers.

The bot never sleeps, and it does not make customers wait. It is never rude or impatient. It also saves data collected in communications with customers that could be used in future. Communication with a “smart” chatbot can sometimes be more pleasant than the one with a real human being.

The Messenger Platform from Facebook is perhaps the most famous tool for creating a chatbot there is.

Engage

Machine learning is extremely helpful with marketing automation. Data analysis provided by AI will help you reach your customers at the right moment with the help of most effective channel.

Predictive analytics will help you send a dynamic email with the exact category, size, and color of an item your customer will be interested in.

This part of customer’s journey is closely connected with the “Act” part of the customer journey. At least, from the point of view of implementing Artificial Intelligence.

CONCLUSION

artificial intelligence 2

AI can be extremely helpful in achieving your key performance indicators when it comes to marketing. Not innovating in this area can quickly become an issue for marketers, as outdated methods just don’t work the way they once did.

AI is closely connected with marketing and can be very helpful to marketers at its current stage of development. The job of marketing manager is among the least likely to be replaced by Artificial Intelligence, according to Hubspot.

The responsibilities of marketing managers include data interpretation, trend monitoring, and campaign analytics. Al is a long way from being ready to replicate human knowhow in performing these duties.

But AI can be extremely helpful in organizing the work processes of human beings who handle these activities on a daily basis.

Don’t hesitate to share your opinions on these examples of AI in practical use, and please let us know how your company applies Artificial Intelligence in your marketing strategy.

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IT Marketing: What Every Technology Services Company Should Know for Growth

IT Marketing has been a growth industry for decades, but it’s also one that has a rapid churn of ideas. Staying ahead of the pack means that technology companies have to know how to grow their businesses while staying adaptable. A lot of this comes down to good marketing and a well-managed WordPress hosting plan. IT Marketing firms wishing to build effective marketing campaigns should consider the following areas:

Do the Research

Tech service companies are used to doing extensive research to determine their target audience. According to a report issued by Hinge Research Institute, over 83% of IT firms conducted frequent research on those already in or those who may be a part of their potential target audience in 2016 and 2017. Conducting regular research lets you know what your customers are looking for.

This information feeds into the rest of your marketing strategy, from PPC management to search engine optimization. B2B customers especially need to have a hook presented that they can hang their needs on. This can’t be done through guesswork. Audience research should be an ongoing project by IT marketing teams.

Have An Impressive Website

Impressive Website

If you are in the IT industry, you understand that your web presence serves as a kind of virtual business card. Your impressive website needs to give a great first impression. Customers on your site should be able to easily access important links and information, including an FAQ, products and services page, about page, testimonials, customer service information. Don’t forget to include social media links as well.

It’s also a good idea to make certain that your webpage not only looks good on a desktop machine but is also optimized for mobile users. In fact, Google has been making moves that could put mobile site versions as the canonical version of a website. Therefore, mobile friendliness and site speed are among the most important technical factors for modern search engine optimization and creating a positive first impression for smartphone users. Most websites do not perform optimally as is.

A web design company with experience knows very well about the various plugins and 3rd party tools to integrate into your website to enhance speed and security. So, a website design company knows about these things very well. That means you’ll get a website that works smoothly without any bugs when someone browses it. When you go the extra mile to hire the top web designing company, they’ll develop an impressive website for your company that will help in increasing visitors.

Cultivating Visible Experts In IT Marketing 

A big part of customer education means having experts on your team. Build up the presence of these individuals within your organization and in your industry by regularly releasing valuable and actionable content written by them. This content can include blog posts, instructional videos on YouTube which may include how-to’s or tips that can be linked to your company webpage. You can also hire an outside writer to write on their behalf.

Over time, and with quality content, your company expert will start getting recognition. They might even get invited for speaking engagements and can bring even more business and conversions to your business through networking. Then remember that you can also choose to monitor the PC activity of remote workers as many will not be doing what they should.

Search Engine Optimization (SEO)

Search engine Optimization SEO

According to a search engine optimization company, today’s search engine optimization techniques like website speed, keyword analysis and competitor analysis are not the same as they used to be even just a few years ago. Some of the SEO tricks that were used in the past to gain top placement can end up doing more harm than good. You stand a better chance of getting top rankings and visibility by having the right SEO agency and by knowing what the rules are and watching how keywords shift as the IT sector changes. Using PPC management tools can be instrumental in finding which keywords are the most effective for your SEO efforts

Content Marketing

Beyond expert posts, offering content that educates and engages your audience is a great way to fuel growth. In content marketing blog posts can be used to answer the most frequent or current questions that your target audience is asking. Educating visitors about your product through the use of tutorial videos can demonstrate your offering in a way that’s easier to grasp. By offering free reports, eBooks and webinars in exchange for a name and email address, you can instil more trust and obtain information that potentially will help you to nurture them into becoming a new client. InSync Media Marketing Agency has been helping e-commerce companies with brand awareness and digital marketing

Social Media

Social Media

Social media is one of the most important ways for businesses of all types to gain more customers and encourage growth. Having a page on Facebook for your business encourages potential customers to ask you questions quickly and get direct answers. Customers will also try to engage your company on other sites such as Twitter and LinkedIn. If you have customers trying to engage you on these social media platforms, you need to be out there meeting them.

Create Animated Infographics and Explainers

Research has shown that content that contains infographics are shared 2.3X more often over social media than any other type of content. Animated infographics and explainer videos can be even more effective in getting viewers’ attention, will fit just about any topic, can explain complex concepts well, and are relatively inexpensive to produce. IT companies, for better or worse, need to look like they are on top of all things IT, not just their field of specialization.

A modern and technically-savvy website using these features are a key part of attracting and retaining leads. Consider how you can improve on these factors over 2018 so your business can continue to grow. Always use the online HTML Editor to compose the content for your website easily.

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Why Your Last Social Media Campaign Failed

Have you found that using social media marketing to grow your business is proving to be difficult? You’re not alone. In fact, research shows that around 60% of small businesses are disappointed with the results of their social media marketing. Let’s dive into 6 reasons why your last social media campaign failed and how you can fix it for the next campaign.

1. Lack of Clear Marketing Objectives

Marketing Objectives

A proper strategy should always be in place when planning a social media campaign. Without clear, defined goals, there will be no way to measure the success of your marketing efforts. For example, if you’re running a social media campaign to build your email subscribers list but are expecting an immediate ROI, you’re likely to be disappointed with your results. Always make sure your goals and tactics line up.

2. Proper Tracking Isn’t Set Up

One of the powers of digital marketing is the ability to set up tracking pixels to measure campaign results over time. Whether you’re running organic or paid social media campaigns, make sure you have the proper pixels installed on your website and landing pages. These can vary depending on what platform you use, but you can start with the Facebook pixel and Google Analytics, to get you on the right path.

3. Not Monitoring Your Campaign

This should go without saying, but social media campaigns are not often something that you can just set and forget. Just like your content strategy, you need to stay on top of your campaigns to measure key performance indicators. Depending on your campaign, some key metrics include cost per lead, cost per click, reach, and obviously, the amount of your budget spent.

4. Ignoring Your Social Media Campaign Data

Social Media Campaign Data

By monitoring your campaign, you’ll also be able to hone in on how your target audiences are responding to your content. Ignoring customer data is digital marketing suicide. Along with powerful tracking pixels for measurement, social media platforms offer a powerhouse of robust data tools to help you find your ideal customer. Spend time researching your audience using Facebook’s Audience Insights tool to start.

5. Offer/Audience Mismatch

As you learn more about your audience, you might find that your last social campaign failed due to an offer that just wasn’t appealing to them. Tweaking your offer based on your customers’ pain points and desires, whether it be a free trial, discount, or special deal. By doing so, you’ll be likely to see greater success in your next campaign.

6. Not Marketing Retargeting or Following Up

Marketing Retargeting

Last but certainly not least, it’s important to remember that any branding or marketing sometimes requires a few touch-points before a lead will convert into a customer. Failing to use retargeting ads or a follow-up email sequence can seriously impact your campaign. When you retarget or follow-up via email, your new warms leads are more likely to turn into sales.

Get Your Social Media Marketing On Track!

Getting these 6 elements in line is likely to put any social media campaign on the road to success. Check out Magic Logix Blog Articles for more insights on how to get social media working for you. Ready to launch your brand into the digital space, but not sure where to start? Contact our team and let’s partner up to achieve your goals!